Personal Brand Positioning4

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Personal Brand and Your Online Reputation

Jahkedda Akbar & Heather KrasnaNonprofit Professionals Advisory Group

Nonprofit Professionals Advisory Groupwww.nonprofitprofessionals.com

About Us

The Nonprofit Professionals Advisory Group is dedicated to building the capacity of nonprofit organizations, associations, institutions of higher education, the public sector and the professionals who make them run smoothly. We offer services for people nationwide who seek employment in the nonprofit sector -- resume writing, cover letter editing, online presence coaching, interview and salary negotiation training, and job search consulting.

We have worked with job seekers from all across the country and all over the world, via e-mail, telephone, videoconference, or in person. We provide a range of services, and are always happy to craft something specific to your job search or training needs along with services for Universities and Colleges.

Visit us at www.nonprofitprofessionals.com/jobseeker_services.htm

Nonprofit Professionals Advisory GroupHeather Krasna

About Us

As the Director of Candidate Services for the Nonprofit Professionals Advisory Group, Heather manages a full spectrum of candidates with a range of jobseeker-related services including resume and cover letter writing, search strategies, along with career movement across public, private and nonprofit sectors.

Heather is a career coach with over 12 years’ experience and the author of Jobs That Matter: Find a Stable, Fulfilling Career in Public Service (JIST, 2010), the first book to cover careers in both the nonprofit and public sectors. Jobs That Matter has been featured in the New York Times, USA Today, US News & World Report, Idealist.org, CareerBuilder, NPR and more. Heather is also the Director of Career Services at the Evans School of Public Affairs at the University of Washington, a nationally-ranked Master of Public Administration program based in Seattle, WA. Heather has a Master of Science in Nonprofit Management from Milano the New School for Management and Urban Policy, a Certificate in Adult Career Planning & Development from NYU, and has served on several nonprofit boards of directors.

Heather can be reached at hkrasna@nonprofitprofessionals.com.

Nonprofit Professionals Advisory GroupJahkedda Akbar

About Us

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IntroductionAbout

Personal Brand

Personal brandingWhat do you bring to the table

• Your value is at the core of your brandPlan it: getting the job/moving ahead

• It’s all about perception

Agenda

1. Elements of Personal Brand

2. Positioning Statement

3. Tag Line

4. Real-World Application

5. Maximizing Your Online Presence

6. Resources

Elements of Personal Brand Personal Brand

• Target Audience & Their Needs• Competitive Framework • Benefits & Points of Difference• Give a Reason to Believe

Elements of Personal BrandPersonal

Target Audience & Their Needs• Understand the needs of your sector

• Do you have the skills to meet the current need?Competitive Framework• Know the trends in your field

• Develop your position as an expert in your field

Building the Foundation

Elements of Personal BrandPrepare

Your BEST Self

Benefits and Proof

Benefits & Points of Difference Conduct an analysis of your strengths

Create a SWOT ChartGive a Reason to Believe Legitimize your benefitsSpecific instances/stories when you delivered on your

brand promise

Positioning Statement Position Yourself

Positioning Statement Template• Jahkedda’s Positioning Statement• Heather’s Positioning StatementApplication: How is it Used?

Positioning StatementPosition Yourself

Template

For (target audience and need), (your name) is the (Competitive frame) who delivers (benefit/points of difference) because only (your name) is (reason to believe).

Play around with the language until it fits your personality (personal writing style)

This is the starting point.

Jahkedda’s Positioning StatementPositioning Statement

For mission driven organizations lacking a consistent message, Jahkedda Akbar is a nonprofit management professional who can improve salience of impact through strategically realigning communications across all constituent touch-points. As a result of strategy I developed, website traffic at un-instraw.org doubled and use of the agencies online resources improved.

Heather’s Positioning StatementPositioning Statement

For mission-driven job-seekers, Heather Krasna is the career coach whose proven strategies help professionals land their ideal jobs because only Heather is the author of Jobs That Matter: Find a Stable, Fulfilling Career in Public Service; a career coach with 12 years’ experience; has helped over 7,000 people land jobs; and has 25 endorsements on Linkedin to prove it.

Positioning StatementPositioning Statement

Application: How is it Used?• Answer to “tell me about yourself”• Summary on LinkedIn• Summary/Profile on resume

The TaglineTagline

Tagline TemplateApplication: How is it Used?

The TaglineTagline

Tagline TemplateYour Tagline should be about 2 to 7 words long

and succinctly describe your value.Jahkedda’s Tagline: Developing Strategy to Increase Visibility Heather’s Tagline: Helping People Land Jobs That Matter

The TaglineTagline

Application: How is it Used?• Headline on LinkedIn• Summary/Profile on resume

Real World Application

You Have the FoundationMarketing Your Brand

Real World Application

You Have the Foundation, now be consistent• Be consistent • Positioning Statement: Cover-letter and resume• Tagline: LinkedIn “headline”

Marketing your brand• Maximizing your online presence

Maximizing Your Online Presence Your

Online Presence

Keeping Track and Staying On Track

Own Your Online PresenceHelping Your Job Search

Online Presence

Own Your Online Presence• Does your online presence reflect your chosen brand?

• What comes up in a Google search for you?• How can you take control of what comes up in the

search?

Online Presence

Tools To Track Online Presence What comes up in a search

• Google.com/alerts –set up a search for your name, your field, your org

• Technorati.com –blog search engine• Backtype.com –blog comments• Boardtracker –discussion boards• Twitter• Friendfeed.com• Vizibility –www.onlineidcalculator.com

Online Presence

Basic Tips for Maximizing Your Brand: Take control of what comes up

• Learn and use privacy settings on Facebook• Set up a complete Linkedin profile• Blogging and commenting to establish expertise• Ask that posted private information be removed• Create your own website• Distinguish your name

Online Presence

How Can Online Presence Help• Employers can see beyond the resume

• Positive references on Linkedin• The breadth, relevance and quality of your

professional network—which can benefit a new employer

• Your complete work history• Video examples of your speeches• “Slideshares” of PowerPoint presentations• Articles, blog posts

Online Presence

How Can Online Presence Help?• Networking and Contacts

• Staying in touch with contacts • Creating new contacts by reaching out with Linkedin,

Twitter, blog comments, “liking” organizations on Facebook

Building Knowledge Base• Establishing yourself as an expert via blogging• Showing you are current with modern technology

Example: Top 5 Tips for Linkedin.com Your

Online Presence

1. Create a great headline/tagline, summary and profile2. Connect to your contacts3. Join relevant groups4. Ask for recommendations5. Reach out to professional contacts

Where to Get More InformationYour

Online Presence

Nonprofit Professionals Advisory Group (NPAG):Jahkedda Akbar, Heather Krasna at

info@nonprofitprofessionals.orgWeb Sources:The Brand Positioning Workshop, Brand Strategy Insider

BlogPositioning Your Personal Brand, Personal Brand BlogPositioning Your Personal Brand, Marketing job wire

Nonprofit Professionals Advisory Group

Our Services

Resume Advising, Editing and Rewriting: Your resume is your first line of marketing in a job search. Don’t be counted out of contention because it’s not as strong as it could be. Cover Letter Editing: Cover letters need to do more than just describe your career. They need to get the potential hiring organization excited about your candidacy. Job Search Strategizing: Job searches are often tricky, sometimes painful and always exasperating. Don’t waste time, money and precious contacts. Telephone and Face-to-Face Interview Training: The old adage, “Practice makes perfect” certainly applies to interviewing. Try out your lines on us before talking to a headhunter or hiring manager. Negotiation Tactics: Got an offer in hand? Not thrilled with it, or just want to make it better? The list of items in any given compensation package can be infinite. Group Training: Our consultants work with university and graduate school career guidance offices and outplacement firms. Group Rates: Groups rates, panelists and speakers are available.

Read and Learn More at www.nonprofitprofessionals.com Contact Heather via email at hkrasna@nonprofitprofessionals.com

Personal Brand Positioning4

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