Social Media has dramatically changed the job landscape. Today’s job seekers must remake themselves as a brand. Think of McDonald’s golden arches or Ford’s iconic script logo. People remember these brands because they set themselves apart from the rest. People don’t settle for any old hamburger when they know what they will get at McDonald’s. Brands build trust with people and that trust translates to increased business and a reliable customer base, which is exactly what you want your online brand to do for you.

Your personal brand builds trust in prospective employers and opens the doors for you to find new positions. Unfortunately, most people don’t think that they need a personal brand, and they are so wrong in assuming this.

Below are 5 reasons why you should establish a personal brand on your resume and online:

1. A personal brand differentiates yourself…

When an HR Manager scans the pile of resumes on their desk, they look for someone who stands out. But, they don’t just focus on the resume, they also look for your online presence because the internet contains much more information about you as a worker. Do you have an industry specific blog or website that you regularly update?  Is your personal brand listed on your LinkedIn profile, along with your best career achievements? Listing a successful work history and any extracurricular activities that you’re involved in helps to build your online brand.

2. Make your name a well-known brand…

Who do you think HR Managers are going to go for? The new guy fresh out of college or the big name attached to great companies and amazing projects? Of course they are going to go with the big name. So to capitalize on your opportunities, you must make yourself into a brand name. Instead of seeing “John Smith – New Graduate”, they see “John Smith – Marketing Guru”.

3. Set you apart from your peers…

Your goal is to set yourself apart from your peers. You’re in direct competition for open positions. It’s just the way it is and having an online brand sets you apart from the rest of the pack. Start an industry blog, start a side business or develop a new marketing strategy that you can pitch to prospective employers. There are so many things you can do to highlight how you are a notch above your peers and get your brand out there.

4. Make you more attractive to employers…

Establishing your brand makes you more attractive to prospective employers because they know what they are getting. You’re not a faceless employee; you’re the one who wrote a new programming language, the one who developed supply chains that drastically reduced company overhead, etc. Match your brand to your achievements and employers will stand up and take note.

5. Open yourself up to new opportunities…

You want to find open positions and sometimes they may not be in your chosen profession. But, does that really matter? What if the perfect position is in another industry that you have minimal experience? Well, having an online brand opens the doors to those new arenas. HR Managers are looking for people with experience, and thankfully, your online brand is built around your experience. By viewing your online brand, HR Managers and potential employers can see what you offer the company. They are excited to find somebody with your expertise and skills, and you should be too. You have clout that you never knew you had and your personal brand should reflect the best you have to offer.

There are die hards out there who still insist the best way to get a job is the old fashion way– newspaper ads and word-of-mouth. While I agree on the word-of-mouth (a.k.a. networking) point, let’s face it, the reality of finding a “career” through a newspaper ad is slim.

So, if you are still unfamiliar with social marketing/networking and online branding/profiles, I will give you the 101 basics on how to get started online with fast results.

1. I know I sound like a broken record here, but join LinkedIn. LinkedIn will open doors for you that you never thought possible. Originally started as a professional networking tool, LinkedIn is now being used by employers to seek out job seekers! How do they do this? They type in the keywords of candidate characteristics in the search box. If their words match up with the keywords on your profile, guess what?  You have officially become a contender. You can also research companies online, network with employees that WORK at that company and look for current job openings. Utilize LinkedIn as much as you can. You will be amazed at the results you get.

2. Join Twitter. If you are an entrepreneur, have a small business of some sort or are a job seeker, Twitter is a wonderful way to connect fast with all sorts of people. You build your network by following others who in return, follow you. It sounds strange at first until you get going. I created my profile in November, but didn’t see the value of Twitter until the following January when I started really connecting with colleagues and job seekers, plus all sorts of other interesting folks. You can spread the word that you are job searching. The bigger your “follower” list is, the more people will know this and keep their eyes and ears open for you. I just read a great post about a college grad who got a job within just a couple of weeks of joining Twitter. Read it. Then join Twitter.

3. Facebook is a great way to connect with lots of people and get a little more personal with them. With the option of adding pictures, videos, quizzes and applications, you let the other person see more into your personal life–if you want them to. Many companies have their own Facebook pages that you can research.  Again, another great networking tool.

4. Another one I think everyone should do is to set up a Google profile. It is a basic profile with facts about you on Google. You will be able to control, or at least add to, what people see when the ‘Google’ you. Put up a professional picture and add a little bio. It adds to your online presence.

There are also Naymz, Plaxo, Ning, Ecademy, and many, many more.

As with anything, there are a few rules to keep in mind when doing your online networking. NEVER ever say anything you wouldn’t want a perspective employer to know. Remember that hiring managers ARE GOOGLING YOU and an unsavory post on any of your networking sites may come back to haunt you. And PLEASE do not post any pictures that you wouldn’t want your Grandmother (or an employer) to see. Be smart. Keep it professional.