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How to Brand Yourself &
Take Control of Your Career
      Contact Heather at heather@comerecommended.com
Contact Heather at heather@comerecommended.com
Overview

• The definition of personal branding & its
  importance to your career
• How to develop & maintain your personal brand
• Common personal branding mistakes & how to
  avoid them




                Contact Heather at heather@comerecommended.com   3
What is Personal Branding?

• The process by which we market ourselves to
  others
   – Having a distinct “brand” is not just for companies anymore

• You can leverage the same strategies major
  companies & celebrities do to appeal to others
• How will you position yourself for success
  using today’s tools?




                     Contact Heather at heather@comerecommended.com   4
Personal Branding & Your Career

• Helps you stand out among competition
• Makes you visible to potential employers
• Allows you to share your expertise & skills with
  others
• Helps with professional networking




                 Contact Heather at heather@comerecommended.com   5
How to Develop & Maintain Your Personal Brand

• Follow these steps:
   – Determine your differentiation

   – Create a plan

   – Create an online portfolio

   – Create a professional blog

   – Develop a core message/elevator pitch

   – Leverage networking platforms




                     Contact Heather at heather@comerecommended.com   6
Determine Your Differentiation

• What do you bring to the table that others
  cannot?
   – Write down every skill, characteristic and interest you have
     – this becomes your “unique you”

• What collateral material will you need to
  communicate your “unique you?”
   – Cover letter & résumé

   – Business cards

   – Online (& perhaps hardcopy) portfolio



                      Contact Heather at heather@comerecommended.com   7
Create a Plan

•   Set goals
•   Research your social community
•   Select your brand ambassadors
•   Manage your reputation
•   Establish yourself as a thought leader




                   Contact Heather at heather@comerecommended.com   8
Create an Online Portfolio

• Find out if your personal domain name is for
  sale (firstnamelastname.com). If it is, purchase
  it!
   – Don’t forget to purchase hosting

• I recommend building and designing your
  online portfolio using a free content
  management system, such as WordPress
   – Bluehost.com specializes in WordPress websites




                     Contact Heather at heather@comerecommended.com   9
Online Portfolios, Cont.

• WordPress alternatives:
  – Wix

  – Weebly

  – Webs

  – VisualCV

  – Carbonmade

  – DoYouBuzz

  – FigDig



                 Contact Heather at heather@comerecommended.com   10
Online Portfolios, Cont.

• On the homepage, include a welcome message
  to visitors – this can be a similar, more generic
  version of your cover letter
• Create separate pages:
   – Where visitors can download your resume in PDF format
     (iPaper is a good app for this)

   – For your actual portfolio items

   – Linking to your professional blog

   – With your contact information



                     Contact Heather at heather@comerecommended.com   11
Online Portfolios, Cont.

• What to include in your portfolio:
   – Case studies (problem, solution, results)

   – Class projects (if still in school or a recent graduate)

   – Volunteer/internship work

   – Professional testimonials/recommendations

• Remember: Always get approval from your
  current/previous employer before posting
  anything online!



                      Contact Heather at heather@comerecommended.com   12
Create a Professional Blog

• Select a topic or niche to write about
• Decide on your posting frequency & stick with it
• Admit upfront if you are not an expert
• Write interesting content – and write it well
• Follow & comment on other blogs
• Promote your blog
• Don’t be afraid to be wrong




                  Contact Heather at heather@comerecommended.com   13
Develop Your Core Message

• Your core message (or elevator pitch) should be
  a short sound bite where you explain who you
  are & what you’re seeking, including:
• Typically 30-60 seconds or 150-200 words
• Keep it short & concise in order to hold your
  listener’s attention but share enough info about
  yourself




                 Contact Heather at heather@comerecommended.com   14
Develop Your Core Message

• In general, your elevator pitch should consist
  of:
   – Your name (if meeting for the first time)

   – Current status (student, entry-level professional, etc.)

   – What you seek (internship, full-time job, etc.)

   – Your unique selling points

   – Qualifications

   – Passions

   – Call to action

                      Contact Heather at heather@comerecommended.com   15
Leverage Networking Platforms

• Become a follower
   – Seek out recruiters & hiring managers on Twitter & follow
     them

   – Contribute to the conversation

   – Any opportunity to converse is an opportunity to impress

   – Extra Reading: Are You A Fan? How Following
     Companies Will Get You Hired

• Share relevant content
   – Update regularly to stay in people’s feed & be top-of-mind


                     Contact Heather at heather@comerecommended.com   16
Networking, Cont.

• No matter where you meet someone, the only
  real way to bring them into your network is by
  keeping in touch
• After your first meeting or encounter, follow-up!
   – Ask him/her out for coffee

   – Send a quick email with an interesting article

   – Connect with him/her on social networking sites (if you
     haven’t already)




                     Contact Heather at heather@comerecommended.com   17
Networking, Cont.

• Master the “art of the ask”
   – Smart networkers know the strategies for determining what
     to ask for, who to ask & how to ask for any goal they want
     to achieve

   – Help can come almost immediately if you’ve laid the
     groundwork correctly




                     Contact Heather at heather@comerecommended.com   18
Common Personal Branding Mistakes

• Not taking control of your presence – both
  online and off
• Inconsistency among online profiles &
  messages
• Outdated information
• Not understanding what makes you unique
• Having an unfocused brand
• Over-communicating
• Essentially “advertising” instead of interacting

                 Contact Heather at heather@comerecommended.com   19
Common Personal Branding Mistakes

• Being negative
   – Who would want to connect with you, much less hire you,
     if you’re constantly negative?

• Being selfish
   – Social networking is about creating relationships, it’s not
     just about you

• Expecting instant results
   – Major companies realize that it takes time to create a
     distinct brand personality – same goes for your personal
     brand

                      Contact Heather at heather@comerecommended.com   20
Common Personal Branding Mistakes

 • Jumping in too soon without a plan or clear idea
   of who you are
    – Know your unique selling points in order to help employers
      understand what makes you different from the competition

 • Lacking goals or a direction
 • Only branding yourself “when you need it”
    – For example, while on the job search




                      Contact Heather at heather@comerecommended.com   21
Contact Heather at heather@comerecommended.com
Thank you!
             For more tips: blog.cachinko.com

   Join us for our next job seeker webinar on:
April 29, 2011: Little-Known Ways to Build Your
           Network for Career Success




                Contact Heather at heather@comerecommended.com

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How to Brand Yourself & Take Control of Your Career

  • 1. How to Brand Yourself & Take Control of Your Career Contact Heather at heather@comerecommended.com
  • 2. Contact Heather at heather@comerecommended.com
  • 3. Overview • The definition of personal branding & its importance to your career • How to develop & maintain your personal brand • Common personal branding mistakes & how to avoid them Contact Heather at heather@comerecommended.com 3
  • 4. What is Personal Branding? • The process by which we market ourselves to others – Having a distinct “brand” is not just for companies anymore • You can leverage the same strategies major companies & celebrities do to appeal to others • How will you position yourself for success using today’s tools? Contact Heather at heather@comerecommended.com 4
  • 5. Personal Branding & Your Career • Helps you stand out among competition • Makes you visible to potential employers • Allows you to share your expertise & skills with others • Helps with professional networking Contact Heather at heather@comerecommended.com 5
  • 6. How to Develop & Maintain Your Personal Brand • Follow these steps: – Determine your differentiation – Create a plan – Create an online portfolio – Create a professional blog – Develop a core message/elevator pitch – Leverage networking platforms Contact Heather at heather@comerecommended.com 6
  • 7. Determine Your Differentiation • What do you bring to the table that others cannot? – Write down every skill, characteristic and interest you have – this becomes your “unique you” • What collateral material will you need to communicate your “unique you?” – Cover letter & résumé – Business cards – Online (& perhaps hardcopy) portfolio Contact Heather at heather@comerecommended.com 7
  • 8. Create a Plan • Set goals • Research your social community • Select your brand ambassadors • Manage your reputation • Establish yourself as a thought leader Contact Heather at heather@comerecommended.com 8
  • 9. Create an Online Portfolio • Find out if your personal domain name is for sale (firstnamelastname.com). If it is, purchase it! – Don’t forget to purchase hosting • I recommend building and designing your online portfolio using a free content management system, such as WordPress – Bluehost.com specializes in WordPress websites Contact Heather at heather@comerecommended.com 9
  • 10. Online Portfolios, Cont. • WordPress alternatives: – Wix – Weebly – Webs – VisualCV – Carbonmade – DoYouBuzz – FigDig Contact Heather at heather@comerecommended.com 10
  • 11. Online Portfolios, Cont. • On the homepage, include a welcome message to visitors – this can be a similar, more generic version of your cover letter • Create separate pages: – Where visitors can download your resume in PDF format (iPaper is a good app for this) – For your actual portfolio items – Linking to your professional blog – With your contact information Contact Heather at heather@comerecommended.com 11
  • 12. Online Portfolios, Cont. • What to include in your portfolio: – Case studies (problem, solution, results) – Class projects (if still in school or a recent graduate) – Volunteer/internship work – Professional testimonials/recommendations • Remember: Always get approval from your current/previous employer before posting anything online! Contact Heather at heather@comerecommended.com 12
  • 13. Create a Professional Blog • Select a topic or niche to write about • Decide on your posting frequency & stick with it • Admit upfront if you are not an expert • Write interesting content – and write it well • Follow & comment on other blogs • Promote your blog • Don’t be afraid to be wrong Contact Heather at heather@comerecommended.com 13
  • 14. Develop Your Core Message • Your core message (or elevator pitch) should be a short sound bite where you explain who you are & what you’re seeking, including: • Typically 30-60 seconds or 150-200 words • Keep it short & concise in order to hold your listener’s attention but share enough info about yourself Contact Heather at heather@comerecommended.com 14
  • 15. Develop Your Core Message • In general, your elevator pitch should consist of: – Your name (if meeting for the first time) – Current status (student, entry-level professional, etc.) – What you seek (internship, full-time job, etc.) – Your unique selling points – Qualifications – Passions – Call to action Contact Heather at heather@comerecommended.com 15
  • 16. Leverage Networking Platforms • Become a follower – Seek out recruiters & hiring managers on Twitter & follow them – Contribute to the conversation – Any opportunity to converse is an opportunity to impress – Extra Reading: Are You A Fan? How Following Companies Will Get You Hired • Share relevant content – Update regularly to stay in people’s feed & be top-of-mind Contact Heather at heather@comerecommended.com 16
  • 17. Networking, Cont. • No matter where you meet someone, the only real way to bring them into your network is by keeping in touch • After your first meeting or encounter, follow-up! – Ask him/her out for coffee – Send a quick email with an interesting article – Connect with him/her on social networking sites (if you haven’t already) Contact Heather at heather@comerecommended.com 17
  • 18. Networking, Cont. • Master the “art of the ask” – Smart networkers know the strategies for determining what to ask for, who to ask & how to ask for any goal they want to achieve – Help can come almost immediately if you’ve laid the groundwork correctly Contact Heather at heather@comerecommended.com 18
  • 19. Common Personal Branding Mistakes • Not taking control of your presence – both online and off • Inconsistency among online profiles & messages • Outdated information • Not understanding what makes you unique • Having an unfocused brand • Over-communicating • Essentially “advertising” instead of interacting Contact Heather at heather@comerecommended.com 19
  • 20. Common Personal Branding Mistakes • Being negative – Who would want to connect with you, much less hire you, if you’re constantly negative? • Being selfish – Social networking is about creating relationships, it’s not just about you • Expecting instant results – Major companies realize that it takes time to create a distinct brand personality – same goes for your personal brand Contact Heather at heather@comerecommended.com 20
  • 21. Common Personal Branding Mistakes • Jumping in too soon without a plan or clear idea of who you are – Know your unique selling points in order to help employers understand what makes you different from the competition • Lacking goals or a direction • Only branding yourself “when you need it” – For example, while on the job search Contact Heather at heather@comerecommended.com 21
  • 22. Contact Heather at heather@comerecommended.com
  • 23. Thank you! For more tips: blog.cachinko.com Join us for our next job seeker webinar on: April 29, 2011: Little-Known Ways to Build Your Network for Career Success Contact Heather at heather@comerecommended.com