Personal Brand – Croixstone

Know How Your Resume Differs From Your LinkedIn Profile

Your resume and LinkedIn profile are two foundational tools that support your personal brand. While each plays a role in communicating your professional background and expertise, they serve slightly different purposes. And because of this fact, your resume and LinkedIn profile should be different.

So just how should they be different?

We leveraged the expertise from the team at Vault to answer this question.

Customization. Many experts recommend that you customize your resume for each job to meet the relevant needs of a specific position and the hiring manager. Your LinkedIn profile, on the other hand, does the broad job of presenting your professional persona. While it may require some tweaking, you typically don’t tailor it to the same degree as your resume to fit the requirements of a role.

Length & Level of Detail. You don’t have the luxury of space with your resume. The document is designed to be scanned so that recruiters and hiring managers can quickly understand your career narrative and qualifications. Your LinkedIn profile offers the luxury of space to communicate a full and colorful story. Use it to your advantage and be certain to include information about involvement with professional associations, nonprofit organizations, etc.

Supplementary Proof. Your resume is typically a 1-2 page stand alone document. LinkedIn offers features for you to add attachments, hyperlinks, videos, skill endorsements, recommendations and more. We recommend that you take full advantage of these features to shape your colorful story on LinkedIn.

Privacy. Since LinkedIn is a public platform, you need to be careful about listing confidential business metrics or sensitive personal information. Since your resume is a private document to be selectively shared, there is more opportunity to include specific facts and figures that build a strong case for you to be hired.

Tone of Voice. While professionalism is a must on both your resume and LinkedIn, your tone can differ. Your resume should prioritize formal wording over colloquial phrasings, and you should avoid using first-person pronouns. Since LinkedIn exists as a networking site and social platform, a degree of informality is allowed to the extent that you should feel at liberty to showcase your personality (within the boundaries of professionalism, of course).

Imagery. For the vast majority of job seekers, your resume should never include your photo. On LinkedIn, a professional profile picture is essential to sharing the story of you.

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Personal Branding

41 Day Challenge: Refresh Your Personal Brand

“It’s a new brand world.”

So began an article published in Fast Company magazine in August 1997 whereby the concept of personal branding was introduced by business author, management guru, and speaker Tom Peters. Tom’s compelling premise was that all of us are CEOs of our companies: Me Inc. He promoted that to be in business in today’s world, our most important job is to be the head marketer for the brand called You.

Fast Company published this article during the time when resumes dominated the world of personal branding, and LinkedIn’s launch in May of 2003 was still almost 6 years away. As every astute business professional understands, managing your personal brand is an essential responsibility in managing your career.

As we approach the 24th anniversary of Tom Peters’ article, the Croixstone team is launching a 41 Day Challenge to encourage all of our #FreshStart readers to take the time between now and August 31 to refresh your personal brand. Follow the below action plan to get started.

Action Plan to Refresh Your Personal Brand

Step 1: Read Fast Company’s newly-published article on personal branding.

Step 2: Write down 3 qualities that you aspire to in order to differentiate your personal brand.

Step 3: Ask 5 people you know well and another 5 people you know less well to write down 3 adjectives about you.

Step 4: Analyze the similarities and differences between the lists to understand where your personal brand is strong…and where there are disconnects to focus.

Personal Brand Factoids

Everyone has a personal brand. You don’t have a say in the matter. Accept this as a fact and manage it well.

Your personal brand is not permanent. You have to work hard to build a powerful personal brand, and you have to keep working to maintain its power and grow it.

Your personal brand is not what you say about yourself. Your personal brand is what others say about you when you are not in the room. It is an assessment the marketplace makes about who you are and what you bring to the table.

Your personal brand is not an extension of your employer’s brand.

Your personal brand is not your social media presence. Rather, social media amplifies your personal brand.

5-Minute Tune-Up

2019 is rapidly coming to a close! Now is the perfect time to complete a 5-minute tune-up on your LinkedIn profile to present your professional best in 2020.

Background Photo: Are you using a generic background photo? If yes, switch this out to a photo that complements your personal brand.

Headshot: Headshots taken by professionals make a big difference. Spend the money to look your best.

Contact Info: Make sure your current email address and phone number are visible.

Email Address: Are you using an “old school” domain like AOL, Yahoo, or Carolina.rr? If so, switch out to a modern address like Gmail.

About: Is the “About” section of your profile completed and up-to-date? If no, take the time to ensure this section is completed, current, and consistent in how you are promoting your personal brand.

Questions? Reach out to the Croixstone team.

Is the Business Card Dead?

Let’s say you are preparing to participate in a professional networking meeting in Charlotte this week. Your elevator pitch has been perfected, and you are feeling on top of your game. But then a nagging question arises that throws you off base. Should I, or should I not, present my business card to new contacts? Has the rise of LinkedIn (and other tools) rendered the business card obsolete?

Our strong belief? The business card still matters.

Following a meeting with a local business executive, the Croixstone team engaged in spirited discussion last week about the merit of the business card. While some people feel strongly that this longstanding business communication tool is passé, we are resolute in our belief that the business card absolutely still matters.

Yes, LinkedIn serves an incredibly valuable purpose. And, yes, many millennials are quick to say that the business card is pointless. We would offer that the business card is an essential tool in your personal branding tool chest. Like any tool, you simply need to know when the card is appropriate to present.

Know your audience and the environment. If you are attending a networking event at the Duke Mansion with people from traditional, conservative professional groups or companies, you can be assured that your business card matters. Attending a hip tech gathering at Camp North End the following evening? You might be best to leave your business card tucked safely in your pocket.

Also remember that your business card, when designed with care and intentionality, is a powerful tool to represent, and differentiate, your personal brand.

Read more opinions on the value of the business card from 16 public relations, media strategy, creative and advertising leaders who serve on the Forbes Agency Council.