People who seem to move effortlessly from one job to the next attract opportunities based on their reputations for doing good work. When you're looking for a plumber to install your bathroom, you probably first ask your friends ‘Who do you know who's done a good job?’
The same happens in the workplace. Whether you're looking for a new Chief Executive, project manager or PA, you're more likely to trust word-of-mouth recommendations than any unproven candidate at interview. Many jobs are never even advertised, but rather created for the right person. Even if the position is advertised, the people recruiting are much more likely to be influenced by reputation over an impressive CV.
Every individual, like it or not, has a reputation, or personal brand. Any coach working with clients on their careers needs to dispassionately help clients to manage their brand reputations. You may be very fond of your clients, yet you need to see them objectively from an independent position. The brand-awareness process begins with establishing how others perceive your clients, supporting them to develop the stories that they want others to hear about them and helping your clients communicate those stories confidently through networking.
Coaching enables your clients to discover things about themselves. This process begins with getting curious and opening up to how others see you.
In business coaching, some clients arrive with folders ...