Market Your Certification [GENERAL CERTIFICATION]

by Kimberly Pittmon

Properly marketing your certification can open doors, impart confidence and build networks. On the flip side, under marketing your certification is like shrouding it in secrecy. Here are a few tips to make your certification work for you.

1. Build professional networks: Cultivating business relationships underpin your success. That said, employ the 80/20 rule when building your network. Follow two easy steps to get started. First, carve out 20% of your contacts. Second, focus 80% of your time on fortifying relationships with them. This rule seems paradoxical. But the goal is to work smarter, not harder.

Don't have many contacts? Seize everyday encounters to cast a wide net. Opportunities include vendors, clients, customers and peers. Keep your business cards handy. Distribute them to potential contacts. Once you establish a new contact, reach out to them. Send periodic emails containing anecdotes, news or other relevant material. Keep the tone professional, but not "stuffy." Maintain a comfortable connection to remain a viable contender. Above all, don’t be pushy. Rather use tact, judgment and common sense.

2. Market your talents: You’ve heard the adage, “it’s all in a name.” Stop—now—and register your name as a Web site. The process is simplistic, the cost is minimal and the rewards are profound. For example, use www.YourName.com to establish an online presence. This site can house your professional portfolio, CV and case studies. Garner more opportunities by directing employers and clients to your site. Visit Network Solutions to get started.

3. Develop a portfolio: You don't have to be Picasso to showcase your work. In three easy steps, put an artistic spin on your professional portfolio. First, write a concise summary about a particular problem(s) you solved. Next, detail how you devised a solution(s). Finally, create a video demonstration(s) of your solution in action. Use your newly created Web site to house your solutions portfolio. Tout yourself as a problem solver who gets the job done.

4. Craft a pitch: Sell yourself. Capturing excitement about what you can do--in 90 seconds--is called an "elevator pitch." Elevator pitches are tantamount to TV ads. They sell products, promote businesses and persuade audiences. What's your catchy, inspiring and witty "what I can do for you" ad? Your “ad” accomplishes two goals: 1) it should inspire companies to hire you and 2) it should excite audiences about your services. Crafting the perfect "elevator pitch" requires thought, practice and time.

Employing these four tips can promote your talents, garner job interviews and bolster your success. These strategies work in concert to make your more hirable.