In Part 1 of this post - Personal Branding Part 1: How to Define Yours - we told you why it’s important to have a personal brand, and how you can define your own. This week, we are going to talk about marketing your brand. There are a lot of ways to promote your personal brand, all of which fall into two categories: Online and Off.

Are you a new or established IT pro looking for work? Like me, do you wonder about the corporate culture and employee perks at Silicon Valley tech giants like Google, Facebook, Twitter and LinkedIn? What about hot startups like Eventbrite, Gaia and Tagged?

Silicon Valley's best and brightest believe that enhanced convenience and a better quality of life for employees has a significant positive impact on productivity, time spent at work, and the all mighty bottom-line. Perks include in-house spas & fitness centers, catered gourmet meals and happy hour, world-class pension and vacation packages, guest lectures from renowned experts and more.

View "Employee Perks in Silicon Valley" Infographic

Check out this infographic for a stunning visual representation of employee perks at some of the best and brightest tech organizations and up-and-coming social media startups in the Valley.

Infographic courtesy of ResumeBear.

In a tough job market, it pays to be strategic, and to look for positions in industries with the best opportunities for career growth and upward mobility. ITCareerFinder examined tech job growth rates from the leading unbiased employment sources, including the U.S. Bureau of Labor Statistics, to identify the fastest growing IT careers for 2012 and beyond.

Here are the top five fastest growing IT career paths:

It's hard to deny the fact that "big data" is a ubiquitous buzzword today, and every now and again someone suggests that it's just a passing fad. The fact of the matter is that, while this trend may be experiencing some hype now and will likely eventually plateau (in the distant future), it's going to be a major player from here on in no matter how you slice it. This is because the insight brought forth from analyses of vast quantities of relevant data eliminates assumption and guesswork from the business decision-making process. In large businesses especially, this directly equates to mitigated risk, colossal savings and accelerated growth.

Data from the staffing industry indicates that people aren't just talking about big data; medium and large businesses are spending a great deal on — and exhibiting a lot of interest in — the scouting and hiring of data scientists and developers in the big data space.

The demand speaks for itself: for every one developer looking for a job in big data there are 3.6 job postings available in the United States. Additionally, as of 2014, developers who work with big data languages are the highest paid in the space. R, the statistical analysis programming language tops the list with an average salary over $115,000. Other languages and frameworks designed for dealing with large data sets, such as NOSQL, Apache Hadoop and MapReduce, boast six-figure salaries as well.

Even small businesses reap benefits from big data: although they don't often have the need to substantiate hiring in-house big data developers, they gain an advantage through externally managed analytical dashboards that help them visualize data and spot trends that can influence smarter businesses decisions.

The bottom line is that big data isn't simply an over-hyped term in the tech space and business world. The infatuation with big data is supported with fiscal interest in this new field because of the marked difference it's already making for SMBs and enterprises, and the vast potential it has to impact the way do business going forward. Take a look this infographic to see some of these trends visualized:

In the competitive world of Information Technology, especially with today’s digital job search & application methods, technology employers are bombarded with hundreds of IT resumes daily. If you have a resume, you’re off to a good start. But what sets you, a qualified IT professional, apart from the other candidates? They have an effective resume that’s optimized for the job they’re applying to. A properly formed resume will increase your chances of landing the IT job you want.

Here are five tips to help you write an effective IT resume:

Used strategically, LinkedIn is a powerful tool for online job search. It is however very common for job seekers to ignore the value of LinkedIn, and focus their efforts on the massive job search engines like CareerBuilder and Monster. The big boards should still be part of your online job search strategy, but at times like these you need to use every weapon at your disposal; LinkedIn is the strongest job search tool you never used - or at least never used to its full extent.

Scott Skinger, CEO and Founder of TrainSignal, answers the age-old question of aspiring IT professionals; “Which is most important to landing the job: IT certifications, real-world experience or a college degree?”

It’s that inevitable fork in the road for an IT professional. Determining the path that will lead you to the most success when sprucing up your resume to land that next job. What are employers looking for? Certifications? Experience? Degrees? Some combination of the three? It’s a dilemma faced by many looking to launch or advance their careers.

Ten years ago, I founded my company TrainSignal to develop training courses that help IT professionals learn new skills to grow their careers. Over the years, I've spoken to a lot of hiring managers to understand what grabs their attention when evaluating resumes. As it turns out, most are zoning in on those three factors: IT certifications, hands-on experience and education. So how do you determine the right blend to wow your future employer?

Here are some considerations when weighing the value of certifications, experience and degrees:

A new report from Dice.com indicates the best IT certifications to help you get a job.

In its 2012 Salary Survey, IT job board Dice.com asked "Which IT certification has helped you earn a new position?" Over 18,000 employed IT professionals and technology executives responded - below are the top eight IT certifications that helped them stand out from the crowd and get hired. Also included are average salaries, experience level and noteworthy hiring trends for each credential.

Here are the top 8 IT certifications most likely to land you a new job in 2012: