Branding Practices Suited for Vocations

Photo: Eva Bronzini

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Note: the following article recently appeared in Catalyst, the official publication of the International Association of Business Communicators (IABC). I’m the vice president of communications for IABC DC Metro, and I enjoy sharing communications-related content. ​

By: David Zelnio

With more than 10 million job openings in the U.S. alone, organizations are struggling to find qualified workers to fill roles. Communication professionals have an opportunity to employ strategic vocational branding to help fill talent needs.
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Vocational branding aims to inspire individuals to pursue a particular career path by effectively communicating value, purpose and rewards. While informal vocational advocates are plentiful — through career fairs and classroom presentations, for example — few undertake rigorous branding efforts to define a target audience, brand personality and narrative.

Branding builds awareness, generates interest and establishes a positive perception of the targeted profession among the intended audience. The ultimate goal is to encourage individuals to consider, choose and commit to a specific career based on the brand's positioning and the compelling narrative created around the vocational opportunities it represents.

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