A Brand Called You: Developing and Presenting a Positive and Consistent Public Image for Your Profes

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A Brand Called YouDeveloping and Presenting a
Positive and Consistent Public Image for Your
Professional Job Search

• SI Career Services and Practical Engagement
  Program

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Agenda

• Identifying your positive skills, values, and
  attributes
• Creating a Brand Statement / Self-Marketing Plan
• How to use your Marketing Plan
• Social Networking and your public image
• Note In order to best utilize this presentation,
  print out the handout and fill it out as your go
  along

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Creating A Career Marketing Plan

• This tool will help you develop a direct strategy
  for a particular career or position
• It will help you identify personal skills and
  interests
• It will aid you in targeting organizations that
  meet your goals
• It will empower you to articulate what those
  skills are in networking opportunities and
  interviewing situations

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Fill out Describing Your Brand

• To begin planning, its important to take a step
  back and look at the bigger picture of where you
  currently are in your career and where you want
  to go. Being clear about your brand, who you
  are, and what others see in you, and what you
  want to be known for in the future can help guide
  your planning and decision making.

- Possible Shifts - Future - Brand Statement
- Values - Talents Interests - Known For
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Share, Reflect, and Modify Your BRAND

• Get into groups of two or three and share your
  answers
• Take this time to listen to what others wrote and
  consider your own answers
• Update your Brand with new ideas

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Describing Your Brand

• Values?
• Talents Interests?
• Known For?
• Possible Shifts?
• Future?
• Brand Statement?

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Creating Your Marketing Plan

• A Marketing Plan is designed to launch a product
  effectively. Here, the product is you and your
  career. This document will help you focus your
  strategy by articulating several key elements
  outlined below. Once these elements have been
  clarified, you can more effectively put your
  strategy into action.
• Targeted Position
• Associate Brand Manager

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Brand Description - Example

• In my work, I value financial gain, prestige,
  variety and affiliation. I am at my best in a
  creative business environment where I am a key
  contributor to a product development team. I
  bring my talents of understanding customer needs,
  communicating those needs to others, and
  translating those needs into products. I am known
  for being customer focused and innovative. In my
  next role, I would like to be thought of as a
  savvy business person who understands the bottom
  line and generates results. Ten years from now,
  I would like to be a senior executive (possibly
  VP or Partner in a consulting firm) with brand
  strategy responsibility for international,
  fashion-oriented consumer products.

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Positioning Statement - Example
I have a consumer marketing background, primarily
in the cosmetics industry where I have been
involved in all stages of the product lifecycle
from market research and product development
through to product launch. Most recently, I was
part of a team that successfully launched a new
skin care line for Clinique. I want to use this
experience in a brand management role for a large
apparel, luxury goods or cosmetics company like
Banana Republic, LVMH, or Lancome.
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Product Key Competencies
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Place Target Market Characteristics
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Target Companies
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Price Compensation Benefits

• 50 75K per year
• Three weeks vacation
• Training budget of 2000
• Annual conference participation
• Retirement contribution

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Promotion/Action Plan

• Join Brand Marketing Association
• Call boss from Clinique and ask her for feedback
  on my resume and contacts
• Go to luxury trade goods show in NYC
• Call roommates brother who works for The GAP
• Have coffee with David from MAC Cosmetics
• Apply to campus postings with consumer goods
  companies
• Ask for referrals to and meet five new people
  this month

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Share, Reflect, and Modify your MARKETING PLAN

• Get into groups of two or three and share your
  answers
• Take this time to listen to what others wrote and
  consider your own answers
• Update your Marketing Plan with new ideas

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How to Use Your Marketing Plan

• Tailor your Marketing Plan to the organization
  that you are targeting
• For example, in the Values section, you want
  your values to reflect that of your targeted
  employer

• Accentures Values
• Stewardship
• Best people
• Client Value Creation
• One Global Network
• Respect for the Individual
• Integrity

• The University of Chicago Libraries Values
• Knowledge
• Service
• Quality
• Integrity
• Respect
• Communication

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How to Use Your Marketing Plan

• Use the framework of this plan in all of your
  application materials
• Online portfolio / ePortfolio
• Resume
• Cover Letter
• Interview
• Social Networking Tools
• Tip Dont use the same marketing plan verbatim
  for each organization/position tailor it!

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Social Networks to Consider

• All of the following can be used effectively to
  help you get a job.
• Be warned it can also work against you
• LinkedIn
• Doonstang
• MySpace
• Facebook
• XING
• Ryze
• Others?
• Have you Googled yourself lately?

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Will and Can Social Networking Get You a Job?

• eNetworking vs. Social Networking
• Social Networking is to get a date, expand your
  circle of friends, find people with similar
  hobbies
• eNetworking has a different purpose
• To connect you with contacts who can help you
  land a new or better job
• These contacts include current and former
  colleagues, former bosses and coworkers, and even
  recruiters.
• The interaction has a social component, and you
  should treat these individuals with the same
  courtesy and respect you would like to receive --
  but its goal is employment, pure and simple

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How to eNetwork Effectively

• E-networking requires active participation
• The quality of your effort determines the return
  you get from your investment of time.
• The key to success in employment networking
  (whether it's done online or off) is giving as
  good as you get
• You have to share your knowledge, information,
  and job contacts if you want others to share
  theirs.
• Sharing must be done regularly so that it builds
  familiarity and trust among those with whom you
  network
• Sharing friends on a social networking site isn't
  particularly risky but putting someone in touch
  with a business contact is
• It can damage reputations or even jeopardize
  employment, especially if the person you refer
  turns out to be less than business-like.
• Adapted from ATT Hot Jobs Will Social
  Networking Get You a Job? by Peter D. Weddle

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Social Networking Your Brand

• You can use your Marketing Plan/Brand in all of
  your social networking
• Add a brief one line summary to your email
  signature
• Use it on your online profiles

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LinkedIn An example profile
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Social Networking in Employment

• A recent study found that employment recruiters
  are constantly searching social networks in an
  effort to expand their candidate profiles.
  According to the executive search firm ExecuNet,
  about four out of five recruiters regularly run
  web searches to screen job applicants. This means
  that many job candidates can expect their
  application to undergo an Internet screening.
  About one in three job seekers have been
  eliminated from consideration based on
  information the hiring company has discovered on
  social networking websites.
• So if sic you think you are cool by posting
  your drinking exploits or sexual conquests, think
  again. A potential employer might be searching
  for that very information. It might make you
  popular with all your friends, but none of them
  will be corporate recruiters. This practice is
  fast becoming an additional tool used to make a
  choice between several prospective applicants.
  Once an employer finds your social network
  profile postings, the damage is done. Negative
  information is viewed with a cold shoulder no
  matter how well qualified you might be in other
  areas.
• From Associated Content Social Networking Can Be
  Perilous to Your Employment

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Consider Your Connections

• Look beyond your own profile
• Look at your friends profiles
• Are they professional?
• Do they look like someone that an employee should
  be associated with?
• What other factors could work against you in a
  social networking profile?

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Questions? Thoughts?

• Thank you!