As humans we are comfortable with the familiar. We like big brands and name drop with pride (consciously and subconsciously). Exclaiming, “I drive a Mercedes insured by Geico, with music synced to my iPod, while sipping a can of Coke” is much different than declaring, “I drive a mid-sized sedan insured with PIP insurance, synced to my Mp3 player, while sipping a can of Kirkland cola.” Right now you are probably asking yourself, “What’s Kirkland cola?” You may get a similar reaction by peers or employers who may have never heard of the school you attended. As a career coach, I have frequently heard job seekers blame the lack of popularity of their school name for their lack of success. Read more.
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