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For Immediate Release

At this very moment, more than five million people are out of work in the U.S. Most are looking for jobs. Here in the Greater Boston Area, unemployment is right around 7.4 percent.

All these numbers mean competition for jobs is 10 times - maybe 50 times - more than a year ago.

So, if you’re looking for a job or want to change careers in the next six months, start right now by asking yourself, "Exactly what makes me special?" And the second question is, "What, exactly, do I bring to the table?"

Notice the use of the word "exactly"? It signals the need to be extremely clear about what, in fact, makes you a great candidate. What makes you stand out in a crowd? What sets you apart?

"Exactly" is job search code for "clarity." Do you have clarity about who you are, where you want to go and what you want to do?

A recent client provides a good example of why "clarity" is important. This client works in financial services. She contacted me to coach her through the personal branding process because her company had merged and she was preparing for the inevitable job search.

Her job target was the position of chief marketing officer in financial services.

One look at her resume told the whole story about why she had gotten off to a slow start. There was nothing that made her unique...nothing that differentiated her from other candidates...which were growing in number by the minute.

Our first step was to identify her goals and where she actually wanted to go. My questions included:

• What is the vision for your career?
• What are your personal values or guiding principles?
• What’s your passion?
• What’s your purpose - your long term goals?

Then I asked her, "What differentiates you? What makes you different from every other candidate for chief marketing officer?" And, "Who’s your target audience."

We also assessed her past job performance and even received feedback from her colleagues through an assessment. Then, we wrote her brand bio - what she brought to the table in the way of skills and expertise - what made her different from other candidates as well as where she wanted to go in her career and what she wanted - no, what she loved - to do. Now we had clarity.

Interweaving her brand into her resume, she then began marketing herself at the right level, identifying her exact skills and the exact goals she wanted to achieve.

Getting visibility with the right people created an immediate response. Then, as she leveraged her resume, she had no trouble getting the right visibility to differentiate her from the rest of the pack.

A recent email let me know she was making progress: "I’ve gotten a call from the executive at ABC financial services firm. We’re in the process of making arrangements for an interview next week. Thanks for your help!"

In this case, the client’s goals gave her brand the direction it needed and moved her quickly to the next level. Once you know your differentiators, you’ll get a job quickly...and you’ll be able to leverage those differentiators into higher levels and more responsible positions. This means, ultimately, more money.

If you don’t know what differentiates you, you’re not going to be compelling and unique to a recruiter. Therefore, you need to know why you’re relevant. If, for example, you’re a project manager, you need to know what differentiates you from other project managers...and this is no time to be modest or shy because this lets a potential employer know what you bring to the table.

Branding brings clarity to these and many other areas of the job search.

Okay, you’re probably asking, "If I’m looking for job, can I afford coaching?"

In fact, you can’t afford not to have a certified professional help you brand yourself - and it’s a staged process, so you don’t pay for it all up front. Begin with an inexpensive assessment and consultation. Then, work through additional modules over time. If you’re well-branded, you’ll find the right job faster and will be hired sooner.

Randi Bussin is a Boston-area career reinvention strategist, a rare quality that distinguishes her from general career coaches. She is one of 300 Certified Brand Strategists, worldwide, and one of three Certified brand coaches in Massachusetts. In her work, Randi partners with bright and successful New Englanders, helping them find meaningful jobs while re-igniting the passion that may have dimmed over the years. For more information, go to www.aspireforsuccess.com or email her at rbussin@aspireforsuccess.com.

About Aspire!

Randi Bussin, founder and president of Aspire! is a career coach who assists mid-career clients in creating a professional and personal life consistent with their values, passions, strengths, and goals. Having personally experienced several major career transitions - from the corporate world, to small business, to entrepreneurship - she understands the strategy, tactics and commitment involved. Randi holds an MBA from INSEAD in Fontainbleau, France, with concentrations in Organizational Behavior and Entrepreneurship, an MA from Tufts University. She has completed her coach training program at Coach University and also recently completed the DISC Behavioral Assessment program. To find out more about Aspire! visit www.aspireforsuccess.com, or call 617-489-7738