As I read the article more carefully, I noticed that the two reasons the organization stated for selecting him were the two components of his brand that we had showcased in his resume and bio.
It struck home to me then that personal branding is not just an optional exercise. The value proposition and value-adds that you use to represent yourself are absolutely critical to getting your next job.
When writing your executive resume, bio, cover letter, or blogsite copy, be sure that the ONE THING you do best and the SUPPORTING PERSONAL INFORMATION are what the employer really needs - a lot!
In the case of my client, the hiring organization immediately picked up on his brand that he was extremely skilled at ramping up technology functions to enable exponential corporate growth and sought him out. So, in their need to find someone to help them with their "pain" - the fact that their technology infrastructure was not adequate to provide for planned growth - my client was the answer to their needs.
We also, in his bio, talked about another key component of his personal brand: he is highly committed to mentoring up-and-coming technologists. He initiated programs and provided other kinds of leadership both within and outside of his corporation to help reverse the prevailing scarcity of skilled IT personnel. The article pointed out that his commitment was an additional fact about him that made him a valuable hire.
So, to test whether your personal branding will be effective in your resume ask the question: "Have I made it crystal clear in a 10-second read that I am the solution to a company's needs?" And: "What makes me interesting and distinctive and gives me a competitive advantage over other applicants?"
If so, you will stand out amidst the flood of other applicants and land interviews. You can then use your career and personal brand in interviews and salary negotiations to get the offer and negotiate your compensation at the high end of the range. Personal branding is the "gift that keeps on giving!"