Discussing the intersection of PR talent and recruitment trends: Food (produce specifically) for thought for PR agency job seekers…

Many job seekers have apprehension and doubt enter their subconscious at some point throughout a job search. I'm no psychiatrist (or even a psychologist) but I think it's quite normal and natural. However, a step I strongly recommend to combat such uneasiness is to build your brand as a candidate. If you have a strong brand and you know what you are, it's a great approach to help you stay focused in your search, know which opportunities are for you and which are not (eliminates time wasting), and you can better appeal to a recruiting and a hiring team as the solution to their staffing "problem".

"I'm open to anything" is not a suitable response to the "which practice area within my firm most appeals to you?" question in a recruiting interview. In these times of specialization you need to figure out your brand and create strength behind it. Know what type of PR work you excel at and love doing and find employment opportunities that offer the chance to do it. I know the job market is limited so you may be forced to have some flexibility in other areas of a job offer, however, if your brand is "consumer PR specialist with deep product launch and lifestyle brand experience" don't start casting the net so wide that you're applying to crisis comm. opportunities. Unless you are in a career transition which is a whole other story.

It comes down to this: Be the best apple in the bunch if an employer is hiring for an apple. If an employer is hiring for an orange, well, it's not the right opportunity for you and you can move past it quickly. More accurately, it's be the best Granny Smith apple in the bunch or be the best Fuji apple in the bunch or be the best Red Delicious apple in the bunch or be the best…(well, you get my specialization/fruit analogy I'm sure by now).

So, ways to create, strengthen, and market your brand in the PR agency job market takes some project work but is not altogether daunting and is definitely not impossible. It starts with interspection (which is a useful practice to engage in occasionally- not too much or you'll end up a neurotic) about your likes/dislikes, strengths/weaknesses, clients that you've LOVED working on/clients you haven't, how you like to work (team/autonomous)….basically, it's not so much "what color is your parachute?" but it's how and where to you like to go parachuting.

Then, it's about creating a resume that clearly defines you and shows your actions and results while emphasizing your passion areas. Examples of client work and of your day-to-day responsibilities need to highlight your brand, references need to be in synch with your area of expertise, and professional affiliations should complete the picture of you.

Next is making sure your online and social media touch-points are all in synch and that your digital brand is not only a reflection but a clear pronouncement of it.

Lastly, in terms of your application, interviewing, and follow-up make sure it reflects the brand. Create email and documents with like fonts and styles, be focused and enthusiastic in all correspondence, research and understand the firm and their clients prior to applying and definitely prior to interviewing, dress for success, and follow-up in a way that you feel is professional and appropriate.

Each application process is different and each job opportunity unique so be ready to shape yourself to the target audience (in this case employers) is a smart and strategic way.

To end this little entry, please find a listing of PR Agency resources to tap when job seeking. Of course, first on your list should be my job boards (I recruit in Los Angeles exclusively):

Rogers & Cowan- http://bit.ly/1vLNwX

Weber Shandwick- http://bit.ly/IEx8R

GolinHarris- http://bit.ly/4EKWA5

These other targeted resources should be tapped as well:

Industry Associations

PRSA http://www.prsa.org/

Local chapter:

http://www.prsa-la.org/

IABC http://www.iabc.com/

Local chapter:

http://la.iabc.com/index.shtml

Council of PR Firms http://www.prfirms.org/