Will Boomers Like the Sound of This?

As the representative Boomer on the Monster Blog team, I get a lot of email forwards and newspaper clippings about issues of interest to the variously described Boomer Generation. The most recent (thanks, Elizabeth) was this item  (log in required) from Monday's New York Times, about the AARP's decision to develop an audio logo to represent their brand.

What's an audio logo? Think of the Intel Inside chimes or the "Law & Order" gavel sound (MP3 audio file) -- the sound of the brand. Back when many Boomers were just a glint in their parents' eyes, the sound of the brand was a radio or TV advertising jingle. Who can't hum the music to "Plop plop; fizz fizz"? And what product or brand did it represent?

Even Monster has a sort-of audio brand. Many of our TV ads, podcasts and even the music you'll hear on hold include a short clip from Electric Light Orchestra's "Do Ya (MP3 audio file)."

So what kind of sound will be right for the AARP? How about the very recognizable five-note guitar riff that begins the Rolling Stones' "(I Can't Get No) Satisfaction (Windows Media audio file)"? It's certainly has an anthem-like quality that represents a portion of the audience, not to mention the Stones themselves -- clearly part of the AARP age demographic. But it's probably not right for AARP the organization.

The AARP has to be more inclusive than just the generation that came of age in the '60s. The Times quotes AARP's Rick Bowers as saying the organization wants "to be representative of all our members," which would mean encompassing popular music tastes ranging from Al Jolson to Glenn Miller to Patti Page to Elvis to the Stones. There's a branding challenge for you.

Speaking of branding, some employers try to create a brand for themselves as desirable places to work. And job seekers can brand themselves too.

No, this doesn't mean greeting a job interviewer while humming your personal jingle or accompanied by Weird Al Yankovic singing "Dog Eat Dog (Windows Media audio file)." It means approaching a job search as if you were selling a product -- you -- by distinguishing yourself from other job seekers and creating a lasting, positive impression in the minds of hiring decision makers.

Here are some articles about how to create your own personal brand during a job search -- sans a theme song.

• "Brand Yourself in Your Contacts' Minds"
• "Build Your Brand"
• "Create Your Brand"
• "Prepare Like a Marketer"

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