The New Job Security

It used to be that people found job security by working for large companies or by working at the same company for their entire career. As long as you did a good job, your job was safe since in the face of economic difficulties, the last people hired were the first to be let go. Within the past two years, all that has changed as huge banks and companies have folded under economic pressures and corporations have laid off record numbers of seasoned executives as well as junior staff in an effort to reduce inflated overhead.

Those laid off showed up for work, did a good job and remained loyal to a corporation they believed would be loyal to them. They, unfortunately, became the victims of analytical, everyday business decisions forced by a changing economy.

So where do you find job security? Does it even exist anymore? Job security does still exist, exactly where it has always been—within your personal brand. Whether you’re a careerist or an entrepreneur, your personal brand—and making sure the right people are aware of it—is your key to continued business success. 

So what is a personal brand? It’s knowing exactly who you serve in your business life, what benefit you provide for them and what unique talent, quality or expertise you bring to your work.

Start with who you really work for—is it your boss, a whole department or individual clients, either internal or external? Then look at what benefit you provide for that individual or group. Look beyond your job function to your strengths, expertise and experience for clues as to the real benefit.

A really good executive assistant might think she organizes and focuses her boss, when she actually serves as the communication hub for the entire office by fielding questions from the departments her boss oversees, bringing junior staff up to speed and ensuring inter-departmental communication by timely memos and staff meetings. Her client is her boss, but her benefit extends from alleviating his workload to increasing staff development and inter-departmental communication.