SCUBrand4U Aids in Job Search

By Philip Sykes

The transition from college to the real world of business can be an intimidating process. In an ongoing effort to provide students with the tools they need to help bridge this gap and get a jump start on their lives, Santa Clara is starting the "SCUBrand4U" program. 

The program is designed to assure the success of students in college, careers and in life, according to Buford Barr, a business and communication professor,.

 "Too often we see students starting behind," said Barr. "(They) make mistakes, and don't present themselves the way that they need to." 

Jocylen Ashton, director of Career Management, said "Whether it's grad school or a best-fit job, building a viable personal brand is the expectation."

Personal branding is a part of marketing yourself to companies, but it's also something we do for ourselves every day. Personal branding is what sets you apart from other people.

"Social media automatically creates personal branding for us," said Ashton, who also emphasized that how you present yourself in all aspects of your life affects your brand. 

"Today's market is different," said Barr. "Everything is faster, and you have to stand out. We (are asked) the question 'Why should I hire you?' How would you answer that?"

Brands are a huge part of marketing yourself. "It's critical to articulate and develop personal branding as early as we can," Barr said. "As you move out of college life, it's important that you get a good return on your investment." 

Part of this, he adds, is the use of your time in college to explore interests and possibilities. "You used to have the leisure of exploring somewhat once you were already in the career field," said Barr. "You can't do that anymore. You need practical experience."

Is freshman year too early for college students to begin developing their personal brands? Absolutely not, says Barr. The purpose of SCUBrand4U is all about giving students the head start they need to succeed in the application of their education. "We want to give students the tools to get an edge and get started faster," said Barr. 

Still in the pilot stage, SCUBrand4U is a voluntary noncredit program, but eventually it could become a credited course. Barr hopes that SCUBrand4U will help students not only have their pitches ready for employers, but also get the best return on their education investment. "Many students take on tremendous debt to go to college," said Barr. "We want them to make fewer mistakes and get off to stronger starts on their careers."

Students interested in creating a brand for themselves can attend the College to Career workshop tonight in Lucas Hall.