Personal Branding: Converting Technical Value into Business Value
By Stephen Van Vreede (@ITtechExec)
Crafting a strong, concise brand statement is important for any candidate. If you don’t like the term “brand,” you can call it what you want: value proposition, core identifiable difference, or even your why-you-should-hire-me statement. Regardless, you have to be able to quickly paint a picture for your audience that convincingly explains why they need you and should speak to you regarding that great job opportunity.
Most IT and technical professionals think of their strengths and contributions in terms of how they impact their technical team or group, which equates to their technical value.
- So then what is business value?
- How do I translate my technical value into business value?
Just like your technical value relates to how your activities impact the technical organization, business value relates to how your actions contribute to the organization as a whole. When you want to communicate these actions on your resume, LinkedIn profile, at networking events, and in interviews, go a step further to consider the benefit the client or end user feels as a result.
For example, if you are a project or program manager that has helped incorporate Agile development principles into the software development process, the technical value might be having more focused stakeholder inputs and a more narrowly defined development scope. The business value is very different indeed. These stakeholders feel like your development group was more responsive, required less exhaustive and intensive time gathering requirements, improved speed of delivery, and other excellent experiences.
Remember, technical organizations deliver a service, whether that service is to an internal or external client. The perception that client has of the experience is critical. If they have a positive perception, you have created value to the business that’s tangible. If they have a negative perception, you may have added business value that’s not felt, or you may simply have added technical value, or, worse yet, you may have gone through a fruitless exercise.
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