In today’s job market, candidates need to put their best foot forward from the outset. Recruiter and founder of Rincon Search, Michelle J. Seifert of San Francisco, sees two types of candidates: those who understand their personal brand and their potential, and those who need help figuring it out. 

“It’s helpful to know your own brand when you meet with a recruiter,” says Seifert, a former practicing attorney. “A good recruiter can help you maximize that brand, but you need to have a firm grasp of your transferrable skills.” This is especially key if an attorney is looking to do a career pivot.

"...you need to have a firm grasp of your transferrable skills.”

To stand out in the job market and optimize one’s chances, attorneys need to know and communicate their core passion. In other words, you need to share not just what you do, but why you do it.

And I would argue that you need to do this before you even talk to a recruiter.

First impressions count, and while good recruiters will partner with you in developing your narrative, it’s a competitive market and attorneys need to be ready to hit the ground running. Your personal narrative helps set you apart from other candidates.

Attorneys know that they need a strong LinkedIn profile and resume tailored to the position, but knowing one’s personal brand and narrative can be elusive. Here are three tips to discover that.

1. Write a Passion Statement

This is a one-page first-person document in which you encapsulate why you get up every morning to do what you do. What do you love about your profession and career? What are your core values? What drives you? This isn’t easy, and will likely require several drafts, but it’s a valuable way to process. 

2. Reread your LinkedIn Recommendations

Go back and read the recommendations others have written about you. If you had to take each and boil it down to two or three words, what would they be? These reflect how others see you and your strengths, which can sometimes be different than how we see ourselves.

3. Get a Focus Group 

Ask three trusted professional friends to share what they see as your unique assets. What do you bring to a firm or organization that others don’t? How have they seen your career development, and what are their thoughts about your potential and trajectory? These will form the basis of the core message you want to communicate to recruiters and the market. 

If these exercises don’t yield what you want and you’re having trouble encapsulating what makes you unique, consider working with someone with a journalism background who has written profiles. These skilled interviewers and writers are expert in communicating what makes a person tick, and can do so in an engaging manner. Hiring someone to help with your passion statement will give you your talking points.

“Knowing your brand and passion is more important than ever,” says Seifert. “It behooves attorneys to put in the time and energy before hitting the job market.”

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[Susan Kostal is an editor, writer, business development strategist and media coach with over 25 years experience on the beat and in the C-suite.  Susan's expertise includes legal industry trends, marketing, communications, and public relations.]