This is a workshop that I researched and developed for Municipal Employment Workers. The concept behind behind "Branding The Under Employed" is to help employment counsellors assist clients them to help discover and build a brand for employment. This is the the introduction of a three part workshop.

1. Branding
Developed /Research & Presented by:
Connie Piggott
Employment Advisor JSW Program
Diversity Facilitator

2. Presentation Topics
1.What is Branding?
2.Semiotics- What is that????
3.Personal Branding for employment
4.DIM Model
5.Conclusion and Resources

3. What is Branding?
http://www.youtube.com/watch?v=lg
M6ejXI6nE

4. The Definition of Branding?
Creating the impression that a brand
associated with a product or service
has certain qualities or characteristics
that make it special or unique.
Good brands create an
emotional connection

5. The Skinny on Branding?
BRANDING IS A COLLECTION OF
PERCEPTIONS
IN THE MIND OF A CONSUMER.
BRANDS ARE BORN OF EXPERIENCE
&
REPUTATION

6. Examples of Great Brands

7. Famous Brand Slogans

8. Semiotics
a 'signifier' (signifiant) - the form which the sign takes; and
the 'signified' (signifié) - the concept it represents

9. Famous Brands Orgins

10. Name that Product

11. How Did These Brands
Become Great Brands?
• Provided consistent high quality product and/or service
• Communicated clearly what the brand stood for and
delivered on expectations.
• Gained a high level of brand awareness and recognition.
• Established a solid image and reputation in the market
over time.
• Maintained a relationship with users.
• Developed respect and trust with customers.
• Added value to the product and service…became sought
after and highly valued.

12. Product VS Brand
• A product is made; a brand is made up of trust
and relationships
• A product is a value delivered; a brand is a
personality
• A product is sold by a merchant; a brand is
bought by a customer
• A product can be easily copied by a
competitor; a brand is unique

13. Personal Branding - The Beginning
• Coined in 1997 by Tom Peters in a Fast
Company article titled “The Brand Called
You”
• Peters wrote, “Regardless of age, position,
or the business we happen to be in, all of us
need to understand the importance of
branding. We are CEOs of our own
companies. Our most important job is to be
head marketer for the brand called You.”

14. The Importance of Self-Branding
For job seekers
• You are the CEO of “Me, Inc.”
• Your career is in your hands
• You are not defined by your title
• You are not confined by a job description
• Having a brand gives you a way to distinguish yourself
• Enhancing your brand = enhancing yourself

15. Why Build a Personal Brand?
1. Provides a credible, distinctive, and trustworthy
identity.
2. Improves your ability to influence others.
3. It projects a compelling message & experience.
4. Helps you stand out in an increasingly cluttered
world.

16. Why Build a Personal Brand?
• A personal brand serves as a digital resume’ providing a
wealth of information that could ever be presented on a
couple sheets of paper. Future resume will be online, filed
under your name and found using Google.
• It is no longer a simple matter of showing up for that job
interview with a nicely crafted resume and a neat
appearance. Companies are now checking online to see
what they can learn about you.

17. DIM- Branding Model
• Personal Branding seems like a concept that can only
be implemented by college/university graduates or
professional.
• Most average job seekers do not understand the
concept of “Marketing” themselves for employment.
• Some people see their online presence as a fantasy
land.. Not connected to real life.

18. DIM- Model
Discovery Stage
Personality Dimension
Personal (SWOT)Assessment
Implementation Stage
Action Plan
Investigate the possibilities
Skills Building
Marketing Stage
Using Social Media for Job Searching
Target Resumes

19. Personality Dimensions
PD® is a system, that emphasizes the self-discovery process, and uses the
highly effective, time-honoured learning technique of manipulating cards to
engage participants by choosing the temperament or personality that is most
like them from the four temperament-based, colour coded Picture Cards
PD ® re-confirms job seekers natural skills, providing them with a starting
point that they can recognize communication preferences and, building self-
confidence to pursue or revise their target occupation.

20. SWOT Assessment
Self-assessment involves identifying and
understanding interests, skills, and values
as a foundation for career decision
making, planning and action.
Assessing and understanding your
interests, skills and values is the first step
in identifying the career path that is right.
***Skills***
***Interests***
***Weakness, Opportunities and Threats***

21. SWOT Assessment

22. Creating A Master Inventory
What is a Master Inventory?
A Master Inventory is a
document that contains ALL of your
employment related history
How does a Master Inventory differ from a Resume?
A Master Inventory contains a total history of
employment, education and skills , while a resume should be
targeted and tailored to a specific position.

23. Discovery Results
In the Discovery Stage the client will become
more aware of their position as a job seeker in the
job market and be able to start to construct a viable
obtainable path to employment.
Clients will also be able to:
• Identify personal strengths and weaknesses.
• Learn about others, and how they interact with the
world around them.
• Compile a reference document of employment
history to use for the development of future

24. Implementation Stage
Personal Plan Of Action
The Career Action Plan: is based on the principle that planning
for successful transitions will result in improved outcomes and
experiences for the job seeker.
Career Goal Statement: The career goal offers a sense of
purpose, direction and meaning to the individual. Steps
forward should be consistent with movement toward this
career goal.
Education or Employment Milestone(s): This section is used to
record the milestones/action steps that will become a
roadmap leading to the ultimate career goal.

25. Implementation Stage
Investigating the possibilities
Labour Market Research It is important to find out what types
of jobs are in demand now and in the future. This information
will be extremely useful in career planning. It will help
individuals to discover if your career goals tie in with labour
market demand, or if you need to adjust them. Job seeker
should study the job market, compare your interests and
aspirations to what is available.

26. Implementation Stage
Sometimes a client ambitions may not
coincide with their skills set. Individuals may
need to return to school to be job ready, but
while they are searching for employment
they should try to increase employability.
In this computerized age individuals have a unique opportunity to
improve and gain additional skills simply by having a home computer
and internet access. Service providers should encourage clients to
utilize the internet as a tool for job searching, branding, and
networking.

27. Implementation Stage
In the Implementation stage the client will
have a employment map that will allow them to
visually see the path to their employment goals and
they also will know the steps to take to achieve.
Clients will also be able to:
• Devise a focused employment road map and set
obtainable goals.
• Evaluate labour market information and assess the
viability of their employment goals.
• Find and utilize resources to, become more
employable.

28. Marketing Stage
Create Your Own Mission Statement
Just as mission statements provide direction and purpose
for companies, individuals can benefit from having their
own personal mission statement too.
What to include:
1. Goals - Aspirations in life (short-term and long-term)
2. Core values - Who you are and what your
priorities are
3. Successes - Professional, personal, etc.
4. Offerings - How you can make a difference for
the world, your family, employer or future employers,
friends and community

29. Marketing Stage
Marketing Mix
Developed from the 4 P's of marketing. The 4 P's are
Product, Promotion, Place, and Price.
Translate these in terms of you and your career for job
search success.
Product
The client is the product with unique characteristics,
features, and skills.
Promotion
This is your cover letter, resume, phone calls,
correspondence and interviewing. Promotion tools
include anything that you can use to get a job
interview and ultimately get a job offer

30. Marketing Stage
Place
How are you reaching employers or people who can
connect clients with employers?
Facebook/Linkedin/Google/Blogs/Website/YouTube
Price
Price includes all aspects of the compensation received
from potential employers, as well as strategies to get the
desired salary. Your price not only includes salary, but
also insurance, benefits, paid time off and perks.

31. Marketing Stage
The Elevator Pitch/ Speech
The Elevator Speech is a clear, concise introduction that
can be delivered in the time it takes to ride an elevator
from the top to the bottom of a building. It can be as
short as 15 seconds or as long as three minutes.

32. Marketing Stage
Social Media
http://www.youtube.com/watch?v=w
6rGe-XBi9w

34. Marketing Stage
Targeted Resume
The all-purpose generic resume is being replaced by
the targeted resume, a resume tailor-made for a specific
employment goal in a job search. Targeting resumes isn't just
smart, it's critical.
A targeted resume convinces the reader your work will benefit
a specific employer and that you should be among the
candidates invited in for a closer look.

35. Marketing Stage
Targeted Resume
A targeted resume is a job search marketing tool that:
•Addresses a given opportunity, making it easy to see how
your qualifications are a close match to a job’s requirements.
•Uses powerful words to persuade and a clean design to
attract interest.
•Plays up strengths and downplays any factor that undermines
your bid for an interview.

36. Marketing Stage
In the Marketing stage client will understand
how branding themselves as a product will allow
them to be more successful in their job search
Clients will also be able to:
• Use online channels to promote themselves as
branded job seekers
• Understand how to create a targeted resume.
• Marketing themselves using the 4 P’s of Marketing

37. In Conclusion
Personal branding is basically the way you market
yourself to the world. Your personal brand is what
other people think of you. In some ways it’s outside
your control, but you obviously have some influence
over it.
Personal branding is unavoidable. As others interact
with you, they’ll automatically form mental
associations that connect you with certain labels, often
within the first few seconds. You can’t avoid being
labelled, and other people can’t avoid labelling you. It
happens automatically because our brains are wired to
recognize patterns and form associations.

39. In Conclusion
The labels people attach to you become part of your
personal brand.
If you type an email, you’re branding yourself. If you
have a conversation with a friend or family member,
you’re branding yourself. How you dress, what you eat,
and how you talk all contribute to your brand. Think of
your brand as the summation of all the associations
about you that are stored in people’s minds.

40. resources
• simplyenlightened.net
• lifecoach2women.com
• aafp.org
• career-lifeskills.com
• www.personalitydimensions.ca
• https://unet.rhsmith.umd.edu/
• http://www.bridgestar.org/
• http://www.millwardbrown.com/brandz/2012/Documents/2012_BrandZ_Top100_Chart.
pdf
• http://www.yourlogoresources.com/?s=wi+fi
• http://www.aber.ac.uk/media/Documents/S4B/sem02.html
• http://www.youtube.com/watch?v=rEgxTKUP_WI
• http://www.chrisbrogan.com/img/broganbranding.pdf
• http://www.rosettathurman.com/2010/05/why-personal-branding-is-the-most-effective-
career-tool-for-young-professionals-a-bullet-point-manifesto/
• http://jimijones.com/branding-basics/the-importance-of-the-personal-brand/
• http://www.proactivehrm.com/JobSearch/Action_Plan.html#.UFdm-rJlTRI
• http://www.ontario.ca/en/life_events/job/004472.html
• http://www.businessinsider.com/brand-you-creating-and-self-marketing-yourself-to-find-
a-job-during-tough-times-2011-3#ixzz2785u4F83
• http://shazeeye.com/networking-101-how-to-market-yourself-to-get-the-job-you-want
• http://www.careerplaybook.com/resumeexamples.asp
• www.ivillage.co.uk/what-career-will-suit-your-personality/121527
• http://mados.wordpress.com/2012/04/17/goal-2-professional-development-ii-career-
reflections-with-swot-analysis/
• http://www.dummies.com/how-to/content/how-to-target-a-resume-for-a-specific-
job0.html
• http://www.stevepavlina.com/blog/2008/02/personal-branding/
• http://brandmakernews.com/personal-brand/539/the-personal-brand-book-list-8-brand-
building-books-to-help-plot-your-takeover.html
• http://www.youtube.com/watch?v=tmAJXqn9v3s

41. For more information
For more information on additional
Employment workshop topics
48 Fifth Street Suite 310, Chatham, ON N7M 4V8
Phone: 519.354.74.24
Fax 519.354.5758
Website: www.adultlanguageandlearning.ca
Email us at connie@adultlanguageandearning.ca
Thank You!