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Late last year, as the tide of layoffs in the dotcom sector reached a groundswell, a certain bravado still characterized the newly unemployed. Pink-slip parties were all the rage in Manhattan and San Francisco. Internet castoffs were using their severance checks to travel or just to recover from a massive dotcom hangover.
But as the winter dragged on, reality began to sink in: Job = Money = Rent. And with Internet job losses totaling more than 50,000 people in the past 12 months, people who were courted enthusiastically a few months ago are now finding the job market excruciatingly tight.
Small wonder that armies of dotcom refugees are now feeling a little dispirited, wondering how to regroup and reposition themselves, especially with a layoff or two sullying their résumés.
Robin Fisher Roffer says not to worry. The marketing veteran wants people to build brands strong enough to survive a dotcom flop. Roffer translates the rules of product marketing into a personal arena that helps people find their "big idea" and go after it.
Above all, promote your authentic self -- your specialized set of talents and the vital strengths that you bring to the table, inside and outside of a job. Create a personal mission statement and tag line. Your slogan shouldn't hinge on your company or job title. Get to know your audience's taste and package yourself accordingly. "As with any product, it is vital that your personal brand resonates with your audience and its specific needs," Roffer says.
The purpose of this article is to
(Re) Brand You
This marketing expert and author will help you reboot yourself after a layoff. by Cecilia Rothenberger
This marketing expert and author will help you reboot yourself after a layoff. by Cecilia Rothenberger
Late last year, as the tide of layoffs in the dotcom sector reached a groundswell, a certain bravado still characterized the newly unemployed. Pink-slip parties were all the rage in Manhattan and San Francisco. Internet castoffs were using their severance checks to travel or just to recover from a massive dotcom hangover.
But as the winter dragged on, reality began to sink in: Job = Money = Rent. And with Internet job losses totaling more than 50,000 people in the past 12 months, people who were courted enthusiastically a few months ago are now finding the job market excruciatingly tight.
Small wonder that armies of dotcom refugees are now feeling a little dispirited, wondering how to regroup and reposition themselves, especially with a layoff or two sullying their résumés.
Robin Fisher Roffer says not to worry. The marketing veteran wants people to build brands strong enough to survive a dotcom flop. Roffer translates the rules of product marketing into a personal arena that helps people find their "big idea" and go after it.
Lose the Guilt
Above all, promote your authentic self -- your specialized set of talents and the vital strengths that you bring to the table, inside and outside of a job. Create a personal mission statement and tag line. Your slogan shouldn't hinge on your company or job title. Get to know your audience's taste and package yourself accordingly. "As with any product, it is vital that your personal brand resonates with your audience and its specific needs," Roffer says.
The purpose of this article is to
