So, what do the Hon Michael Kirby AC CMG, Bernard Salt and the Candlestick Maker all have in common and what does that have to do with Talent Development? Let me explain.
I was inspired to write this post by a powerful and inspiring book called Linchpin: Are you indispensable? Written by renowned marketing guru Seth Godin who in his book talks about becoming so indispensable that people ‘need’ your expertise to become successful. It’s quite simple really, the more you demonstrate how indispensable you are; the more sought after you become; the more opportunities come your way and your earning potential increases exponentially as a result.
CV: marketing tool or signpost?
So with that as a backdrop, allow me for a moment to challenge your thinking and maybe even be a little controversial in the process. You know that CV you have, slowly dating while it sits on the hard drive of your home computer or God forbid on the local drive of your law firms PC. It’s most probably filed under some random yet obscure name like ‘home renovations’ or ‘Smith family holiday’, you know the one I mean, well I suggest that if you do steer your career in the right direction and work on developing your talent that one day your résumé may just become somewhat irrelevant. What if I was to say that your résumé might in fact become a signpost or roadmap of your career rather the marketing and promotional tool that has got you thus far?
So when does all this happen? Well I suggest that this may all come the day you are recognised as a ‘specialist or leader’ in your field. And in that very process, you may have just strengthened and given greater meaning to your own personal brand. The great Tom Peters suggests that everyone has a personal brand.
the real question is whether someone’s personal brand is powerful enough to be meaningful to the person and the marketplace” – Tom Peters – Dispatches from the New World of Work
It’s not about being individualistic in a world that values and encourages team work, it is simply capitalising on your professional skills and expertise which you have worked so hard to develop and then taking it one step further. And why shouldn’t you?
Champions of their ‘personal brand’
Let me give you an example. Although now officially retired from the bench, during Hon Michael Kirby’s career, do you think he was asked for his resume when he was appointed to the International Bioethics Committee of UNESCO. Okay I understand he had already been the President of the Court of Appeal but my point is that by this stage he had already established his personal brand. Consider Bernard Salt, KPMG Partner and well-known demographer, what if he was being invited to chair some national council, do you think he would be asked for his CV? The answer is most probably NO. And why not, because their career and expertise have been showcased in the public arena and not in a back office somewhere.
Personal Brand – A competitive edge
Consider your area of specialisation and then think about which lawyer either in your local city or nationally is regarded as a specialist in your field. The interesting thing is that you probably recognise them as a legal expert because you’ve seen their ‘name in lights’. Whether you’ve read an article they’ve written, or seen them present at some law conference or heard their name mentioned on numerous occasions by your peers or clients.
Regardless of the industry you operate in, the same principles apply. Using your specialist
skills to establish what I call a ‘knowledge platform’ allows you to build and develop your personal brand and easily differentiates you from your competitors. Even dating back to Medieval times when occupations and professions began to specialise, the village blacksmith, baker and candlestick maker became known for their expertise through the most powerful and oldest forms of marketing, ‘word of mouth’.
Consider these very simple but effective methods to help strengthen and develop your personal brand:
- Articles in Legal journals – showcase specialist expertise amongst the profession resulting in great referrals from your peers – it does happen!!!
- Client industry journals – broadcasting specifically with your target industry e.g for Mining lawyers: The Australian Journal of Mining
- Firm newsletter – promoting to existing clients and new prospects
- Your clients ‘corporate’ newsletter – promoting within your clients organisation – don’t be afraid to share knowledge that adds value – that’s what clients are looking for.
- Present seminars – either within your firm, to clients or within industry forums
- Simply get people talking about you and your expertise!
The tools to assist in developing your personal branding have never been more widely available. In the age where stars are born in their own lounge room, YouTube has revolutionised how we can get our message out to the world. I’m not proposing that we each do a 3½ minute YouTube video but the platform that the internet provides is a great starting point. And believe it or not there is in fact a growing movement of Australian lawyers using social media to develop their personal brand. As Seth Godin suggests in his latest book Linchpin – Are you Indispensable?
“The Web has made kicking ass easier to achieve, and mediocrity harder to sustain. Mediocrity now howls in protest.”
What’s your personal brand and just imagine how powerful it could really be?
