Tim Tebow was released by the New York Jets this morning. What does that say about branding and how you may have to recover your good name?
When talking about the job search process, many experts will tell you your name is your brand.
In an article in Fast Company, business management expert Tom Peters wrote about branding yourself in the marketplace:
Everyone has a chance to be a brand worthy of remark. Starting today you are a brand.
It’s a worthy proposition, and it’s easy to talk about how to build that brand and add to it, but they rarely broach the subject of how do deal with it when your brand takes a tumble.
Take the case of poor Tim Tebow. The name is a household brand because of his earnest demeanor, his turn in Denver (where he rose up against the doubters) and his wear-it-on-his-sleeve Christianity. But as of late this morning, his brand is worthless in his chosen profession, football.
The New York Jets cut Tim Tebow after failing to find a use for his hard-to-niche set of talents. I find it hard to believe there’s a General Manager in the NFL today who is seriously looking at Tebow for his football talents. (Although there are some cynical GMs who will be willing to hire him for his ability to generate press).
What they don’t teach you in those job search seminars is how do you overcome a set back to your brand, especially one that is no fault of your own. (Tim Tebow did not crap out due to lack of effort. He worked out hard, he studied hard, he played hard).
How do you overcome being labeled like Tim Tebow has been labeled good guy, hard worker, shitty quarterback), and how do you fight it when the label may be correct?
Do you try and recreate your brand to fit the marketplace (could Tebow be a good tight end), do you shift your career and move in a different direction (Tebow as TV evangelist, TV football analyst) or do you start over on a totally new path (body building? He’s got the goods)?
Those are the questions a lot of us in the job marketplace face when our brand is suddenly not what we intended it to be.
In my job search recently, I have felt the vibe from network associates that maybe I’m too old, not hip enough, not young sounding to resume my radio career. It’s an odd feeling to think that a once solid brand is taking a beating in the marketplace.
I have to rebrand, and I totally feel I can adapt to other radio formats and positions, but then there’s the opposite push back that your new choices don’t match the brand you’ve established. “Jojo can’t do sports talk, his audience is female!” (I can do sports talk and would love the opportunity, FYI)
It’a an interesting dilemma. And I think it needs a few minutes of class time in the world of the job search curriculum.