Curriculum vitae or competence profile? Personal Branding in Recruiting Application and Job Search


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Personal branding is a trend, especially in job applications. But can it replace in CV's? Or in other words: do marketing and image count more than certificates? And is recruiting thus inhumane?

Curriculum vitae or competence profile? Personal Branding in Recruiting Application and Job Search leica


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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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CV or Personal Branding?

Do certificates and certificates have more significance than the personality behind the facade? Are CVs just old-fashioned? And what role do competence profiles play in this, and what makes them different from pure CVs?

Examples of unusual, creative personal branding ideas abound. For example Regine Heidorn, who explained in an interview Twitter is more important than training certificates. Or the former blogger Kai Müller, who once explained why personal posts on blogs or on Twitter can help more with job searches and self-marketing than certificates and certificates. Müller wrote in his contribution “When everyday life becomes a successful (st) en marketing instrument” about the Sense of his blog:

“I get to know people there by learning what music they like, what they do in their free time, what they don't like, that they write too many box sentences, recognize their openness or closure, and last but not least: their own output . His references! ”

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Do not look at the paper, but at the human!

In this way, according to the author, the information on a personality bills and papers that used to serve as references in applications to replace. No doubt: that the personality and the skills actually much more meaningful than any scrap of paper - full approval. And that is a problem especially in Germany, because here, first of all, the bills and then the personality is looked at - also in it full agreement.

Finally wants Best of HR – Berufebilder.de® yes, just show that you can also leave the path once established and can start something completely new; By the way, something that seems to be completely normal abroad and is still suspiciously eyed in Germany.

Structured competence profile as a supplement to the curriculum vitae

But maybe that's why a well-structured competence profile is the way to go? A competence profile is a snapshot of one's own abilities and strengths and complements a CV. The CV is by no means replaced.

It's a snapshot of everything anyone knows and knows, no matter where they've learned it. In particular, informally acquired competences can be documented and attached to a traditional CV or curriculum vitae or used to prepare for a job interview.

Elevator pitch of your own abilities

Since the profile should support the job application, the competencies listed in the profile are primarily documented by achievements in the job context - in order to communicate these competencies more credibly. Accordingly, the profile focuses on the desired function; The competencies listed were selected based on these criteria and are geared towards this goal in a similar way to a personal elevator pitch.

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The individual professional achievements of the past are placed in thematic contexts. In addition to a CV that chronologically lists professional experience, the profile should emphasize the “uniqueness” compared to other applicants.

Social Recruiting and Active Sourcing: Everything stays the same

Because the CV with all degrees as an apparent guarantee of quality remains important. After all, active recruitment in social media as a recruiting tool is being hotly discussed among HR experts and is also being increasingly used to find applicants. But of course, it will continue to look first at technical qualifications, bills - and thus the usual scraps of paper, not at humans. Perhaps it is not desirable that the self-promotion skills of applicants be as much in the foreground as we are at one Event of the New Responsibility Foundation discussed in detail.

On the other hand, there is often the fear of the personnel themselves behind it, sometimes something new to venture and thus to risk the own position or the displeasure of the boss. Regardless of which generation the HR specialist belongs to. Only: There remain the social changes, which are propagated by the Social Web partly by the same people, then quickly hot air.

Xing, the personnel favorite toy

For example: Xing still seems to be the Personnel Favorite Recruiting Tool: Because there are nice handy and simple search features that let you track down suitable candidates with a few clicks. What unfortunately falls over backwards: Many good heads are not at Xing, even creative lateral thinkers can be so schematically do not grasp.

A friend recently confessed, "I don't have my Xing password anymore, it was just too stupid for me!" If I think about it properly, none of my friends are at Xing - and I only use it sporadically because I find the possibilities too limited (e.g. I cannot comment directly ...)

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Human contempt in HR: Dear technical gimmicks as employment with humans?

As I have just stated at many events on persoanl topics, the topic of human resources is taken literally: A confrontation with the human being rather does not take place - or only when the alignment of the professional qualifications has been successful. This makes it clear that it is really about resources. Therefore, the HR staff find the entire technical tools highly exciting - they simply save a lot of search work! Well, some (childish) enthusiasm for all the technical tools may also be there. But beware that the human does not fall over there ...

I have to admit: Somehow I had imagined that with the candidate search through social media, quite idealistic, somehow different. Namely, that there is a real exchange and a real opening up to the applicants. There are already some nice approaches to this, for example, if personnel experts Twitter, that they are now on the train and you are welcome to come over for a personal conversation. But these are only drops on a hot stone again.

Internet as a gigantic automated recruiting machine?

On the other hand, in everyday business life, the Internet can quickly become a gigantic, automated recruiting machine - and that would actually have an inhuman component for me. For example, in the last few years, for example, I became a potential customer after our seminar offer asked about blogger relations. Although I honestly ask why agencies need such seminars at all:

My personal suspicion is that they hope somebody will tell them how to get cheap their advertising messages to the man or the woman. The tiresome discussion on influencer marketing goes in the same direction for me.

Marketing and HR: It's about interpersonal relationships and respect

On the other hand, as with all interpersonal and business relationships, it is ultimately about esteem and mutual respect for one another. By the way, the photo-tradition-maker Leica showed that it could be different, especially with regard to the blogger Kai Müller mentioned above:

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Laica sent a whole film team to Iceland several years ago to portray the work of the blogger and photographer Kai Müller (aka Stylespion) and interviewed him about it. A great example of what emerges from such respectful cooperation is the resulting video:


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Successful viral marketing between art and reality

Müller wrote:

"To be honest: I am extremely honored."

The result is an artistically demanding video that only attracts attention when he listens carefully, as Müller reports positively about his work with the Leica camera. The video was even presented to the aggregation service Rivva at the time, and this despite the fact that creator Frank Westphal is known for his critical selection of contributions. Really successful viral marketing.

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  1. Mats Vanakin

    Your blog actually contains many useful tips for applicants, thanks for that!

  2. Marion

    Thanks for this really useful tip, now that I'm in the application phase!

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