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Branding the value of Career Practitioners as change agents

Name: Neasa Martin

Organization: Neasa Martin (Toronto, ON)

Summary: Career practitioners (CP) work in diverse sectors, employment contexts and deliver a broad range of services across the life span. Work is core to security, identity, purpose and meaning. It’s a critical focus for policy makers and politicians. Yet the public and even the career profession appears to lack a unifying global perspective or knowledge of the important role they can play or their diverse strengths.

Project Description: Chartered accountants (CA) once held a reputation for being conservative, uncreative, stogy, lacking personality, working alone in a cubical and being devoid of human relations skills. An effective marketing campaign changed public perception by emphasizing the role CAs play in strategic planning, leveraging change, accountability, governance and corporate development. Somehow through this process CAs became sexy, and enrollment in CA as a career rose.

CP need a similar branding exercise to emphasize the impact they have on individuals, communities, policies and economies. CERIC is ideally positioned and has the resources to take a leadership role in leading a strong, positive ‘branding’ process for CPs. Our youth need direction in a massively changing employment landscape, governments need help planning skill fit for future economies, universities need help aligning to what students need to thrive, older workers need help transitioning towards retirement, mentors are critically needed to transfer knowledge and skills across generations. In all these areas CPs play a role. Brand the dynamic role CPs play by telling these stories. Here is an example of St. Mary’s University rebranding from the end-user perspective. http://trampolinebranding.com/client/saint-marys-university

Perceived Impact: Create a more unified understanding of the role of CPs in our individual lives, our community and economy. Create a distinctive ‘brand identity’ for the profession. Forge common key messages about the role of CP. Emphasize end point value of the CPs role. Strengthen accountability within the profession. Confirm your credibility. Increase the influence of CP in public policy decision, and economic planning decisions. Raise the visibility of the profession and pride within the community. Increase interest in CP as a career choice.

4 Responses

  • 1

    Change tends to have a negative connotation in our culture, so creating a brand that puts a positive spin on the idea of change within the world of work is good!

  • 1


    Yes, I agree that the idea of “re-branding” would go a long way to changing perceptions of career professionals. Linking CP’’s to the community, individual and economy is the key to showing Canadians how we affect change in people’s lives everyday. Good luck!

  • 1

    What I like about this idea is that it is evidence-informed, and follows the key attributes of creating authentic, sustainable brand-recognition. That is to say, that the idea, correctly, does not rely on marketing to achieve impact with external audiences, but rather focuses on a number of key factors associated with strong brands, including, but not limited to, demonstrating positive contributions to society and to communities, as well as increasing / re-confirming accountability within the profession. Brands are defined by how external audiences perceive an organization or a group of people. This idea, in its proposed approach, clearly understands this.