QUANTIFYING YOUR WORK AND MEASURING YOUR VALUE

STEPHANIE RANNO

ABOUT

STEPHANIE RANNOStrategic Account Manager, ProfilesWorking across four regional offices, eight states, and the District of Columbia, Stephanie is focused on providing global talent acquisition strategies, which include: consulting, contract staffing, search services, and managed services, to Profiles largest clients.

• 12 Years of staffing solution experience

• 11,000+ Resumes reviewed

• 1,000+ Searches

• Resulted in 750+ placements

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3careerprofiles.com

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STORYTELLINGWITH NUMBERS.

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“The No. 1 challenge cited by agencies and for-profit businesses was proving the ROI of marketing activities. This was a top concern from most of the survey's respondents as people continue to struggle with how to track and connect sales to a marketing activity.”

WHY QUANTIFY? FOR THE BUSINESS AND YOUR CAREER

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BUSINESS MOTIVATORS & CAREER MOTIVATORS

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Lead Generation Personal Brand

Sales Support LinkedIn

Brand Awareness Resume & Portfolio

Interview Pitch

HOW TO QUANTIFY CONTENT STRATEGIST VS CONTENT CREATOR

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BUSINESS MOTIVATORS: You As The Content Strategist

GOLDEN RULE: Understand the business or sales objective your work is supporting.

Quantify: Leads, Conversions, Cost and/or Time Savings of your work.

• Lead Generation / Lead Nurturing

• Track the performance and impact by channel of your content strategy as

it relates to the business goal.

• ROI per channel (Organic, PPC, Blog, Email, Social Media)

• Lead volume

• Cost per lead

• Business opportunity

• Close / Win Ratio

TIP: Spin the BAD with the angle of identifying room for improvement and cost savings.

Present every issue with a proposed solution.

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BUSINESS MOTIVATORS: You As The Content Strategist

GOLDEN RULE: Understand the business or sales objective your work is supporting.

Quantify: Leads, Conversions, Cost and/or Time Savings of your work.

• Sales Support

• Tracking proposal development and win/loss ratios

• Quantify volume and frequency of sales presentations, sales collateral, infographics,

case studies, white papers

• Automating processes to save time and money

• Brand Awareness

• Net Promoter Score Surveys

• “How did you hear about our services?”

• Social Media engagement

• Reviews and Ratings

• Organic Search traffic by Brand Name queries

TIP: Creative storytelling comes from painting the picture while comparing time frames (YoY,

QoQ, MoM)10

BUSINESS MOTIVATORS: You As The Content Creator

GOLDEN RULE: Understand the Content Strategy to achieve the business or sales objective

Quantify: Volume, Frequency, Speed, Versatility, “Shareability”

• Track the volume and frequency of content used in multiple mediums:

Web, Blog, Email, Whitepapers, Case Studies, Infographics, Proposals

• Showcase increased production volume within a given time frame to highlight speed

• Identify the number of channels by which one piece of content can be repurposed

• Understand campaign performance metrics:

• Lead Generation performance

• Brand Awareness

• Proposal Win Ratio

• Engagement Rates

• Sharing & Comments

• Click through rates

• Downloads

• Video plays

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HOW TO QUANTIFY PERSONAL BRAND

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“How do you make your accomplishments stand out? There is a simple formula.”

LASZLO BOCKSVP of People Operations @ Google

ACCOMPLISHED [X] AS MEASURED BY [Y] BY DOING [Z].

“In other words, start with an active verb, numerically measure what you accomplished, provide a baseline for comparison, and detail what you did to achieve your goal.”

EXAMPLE:

Marketing Manager• Studied the branding and marketing strategies of XYZ. Analyzed the pricing

strategies of XYZ in comparison to competitors

• Led cross-functional 10-member team to develop and implement global advertising strategy for $X million XYZ brand

• Led cross-functional 10-member team to develop and implement global advertising strategy for $X million XYZ brand resulting in 25-point increase in brand recall, 12% improvement in net promoter score, and contributing to 18% year-over-year sales improvement ($XM)

CAREER MOTIVATOR: LinkedInDynamic profile with endless sharing potential

ACCOMPLISHED [X] AS MEASURED BY [Y] BY DOING [Z].

• Job overview, as well as quantifiable results

• Share links to online portfolios

• Curate and create content, continue to share

• Able to provide examples of quantified results

• Interact with users, social network with your connections

• Obtain recommendations

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CAREER MOTIVATORS:Resume & Digital PortfolioStatic, high-level overview of accomplishments in detail.

ACCOMPLISHED [X] AS MEASURED BY [Y] BY DOING [Z].

• Optimize for each and every job description to pass the ATS

• Organize bullet points by industry and by medium

• Submit resume as a Word document

• Include links to online portfolios on resume

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CAREER MOTIVATORS:Interview/Personal PitchPersonal opening statement, tying together personal goals in relation to the

job.

ACCOMPLISHED [X] AS MEASURED BY [Y] BY DOING [Z].

• Combination of overview and results from

LinkedIn and Resume

• Share professional examples most relevant to the job

• Quantifying your work’s impact on business and sales goals

• B2B vs. B2C examples

• Share your failures and lessons learned

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CLOSING THOUGHTS…

Its all about storytelling with your numbers.

Executive level summary of your accomplishments.

Always think, in terms of your accomplishments,how many, how much, how fast.

Tie yourself to the overall impact to the bottom line.

THANK YOU

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STEPHANIE RANNO443-692-1700

sranno@careerprofiles.com