Back when I was in business school, my professor taught me something I'll never forget. She was talking about hiring employees:

"Alan, hiring someone is a lot like choosing a bottle of wine in the store. You can't actually taste it until you purchase it and take it home."

"This means, no matter how exquisite the wine may taste, no matter how much genius went into making it, all you can really do is judge it by the label."

There's a lot of truth in what she said.

Now, if we're all honest, when we're browsing the aisles looking for a decent wine to buy, we usually choose the one with the best-looking label.

It's not that we're shallow. There's just no way to know how good a wine tastes until we crack open the bottle and pour some in a glass. We have to taste it.

Sitting on the bottom shelf, overlooked by almost everyone, may be the most delicious wine you ever tasted — one where the grapes were hand-picked in Italy from vines that soaked up the best Mediterranean sun of a generation, where it was fermented by one of the best winemaking families in the world, with the wine matured in fine oak casks, and left to sit for a decade.

But if the label is plain and uninspiring, we would never know.

That's a powerful thought.

Many of the folks I help have valuable talents, and they have experience and maturity and transferable skills many employers would pay handsomely for. Yet, they're overlooked time and time again because nobody ever showed them how to present themselves to prospective employers in a way that's inspiring and commands respect.

Think about it: your resume, cover letter, and LinkedIn profile are your "label." They’re the first thing recruiters and hiring managers see. Just like a bottle of wine, they create an impression before anyone gets to “taste” what you have to offer through an interview or on the job.

If your professional "label" doesn’t capture attention, no one will take the time to discover the incredible skills, experiences, and value you bring to the table. It’s not fair, but it’s reality. Employers are busy, and their eyes gravitate to what stands out in a stack of resumes or a scrolling LinkedIn feed.

This is why crafting a strong personal brand is so important. It's about more than just using action verbs or formatting your resume correctly. It's about telling your story in a way that resonates and makes someone say, "I need to know more about this person."

Start with these tips:

• Make it visually appealing: Just like an eye-catching wine label, your resume and LinkedIn profile should be easy to read and visually clean. Use consistent formatting, bullet points, and professional fonts to make your information digestible at a glance.
• Highlight your unique value: Think about what makes you different from others in your field. Maybe it’s your ability to solve tough problems, your knack for building strong teams, or your experience working in multiple industries. Showcase these qualities boldly.
• Tell your story: A wine label often tells a short story about where it’s from and what makes it special. Do the same with your career history. Instead of just listing job duties, frame your experiences as accomplishments and the impact you made.
• Speak the employer's language: If you’re shopping for wine to pair with a meal, you’ll look for descriptions like “notes of blackberry” or “perfect with grilled steak.” In the same way, tailor your resume and profile to the needs of the employer. Use keywords and phrases that align with the job description.
• Don’t be afraid to ask for help: Just as a sommelier can help you pick the perfect wine, a career coach or mentor can help you refine your professional "label." They can provide valuable feedback on your resume, LinkedIn profile, and interview skills to ensure you're putting your best foot forward.

Remember, no matter how talented or experienced you are, you’ll only get a chance to prove it if you first capture someone’s attention. By investing time in crafting your professional brand, you can ensure that your "label" reflects the exceptional qualities you bring to the table.