Personal Branding and the Job Search - Summers Mckay 1.6.14 (UCLA PSSO)

© Summers McKay 2014

Personal Branding

PSSO

Summers McKay

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Business Leaders withClearly Defined Personal Brands

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http://en.wikipedia.org/wiki/File:JackWelchApril2012.jpg


So What’s a Personal Brand?

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From Wikipedia, the free encyclopedia

Personal branding is the process whereby people and their careers are marked as brands.[1] While previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.[1]

The process is further defined as the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, physical appearance and areas of knowledge, leading to a uniquely distinguishable, and ideally memorable, impression. [citation needed] The term is thought to have been first used and discussed in a 1997 article by Tom Peters.[2]

• Personal branding often involves the application of one's name to various products. For example, the celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g. Trump Steaks).

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Personal_branding#cite_note-LairSullivan2005-1

http://en.wikipedia.org/wiki/Self-help

http://en.wikipedia.org/wiki/Personal_branding#cite_note-LairSullivan2005-1

http://en.wikipedia.org/wiki/Body

http://en.wikipedia.org/wiki/Clothing

http://en.wikipedia.org/wiki/Human_physical_appearance

http://en.wikipedia.org/wiki/Knowledge

http://en.wikipedia.org/wiki/Wikipedia:Citation_needed

http://en.wikipedia.org/wiki/Tom_Peters

http://en.wikipedia.org/wiki/Personal_branding#cite_note-2

http://en.wikipedia.org/wiki/Personal_branding#cite_note-2

http://en.wikipedia.org/wiki/Real-estate_developer

http://en.wikipedia.org/wiki/Donald_Trump



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“A Personal Brand is the articulation of your value proposition to the marketplace. It’s who you are, what you offer, and what you expect in return.” Summers McKay


What is your Personal Brand?

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Committed

Loyal

Hard working

Creative

Analytical

Organized

A LeaderConscientious

Meticulous

Animated

Passionate

AdventurousCurious

Reliable

Supportive

Innovative

Problem Solver Good Listener

Quantitative

Qualitative

Resourceful

Gracious

Polite

Energetic

Calm

Smart

Self Motivated


What does it mean and why is it useful?

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Identify the value you bring to the table.

Be able to effectively convey and articulate it.

Use it to get a job & create productive relationships.


What are the risks of a social media profile?

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Too Much Info Shared Personal Security

“About 27 per cent of employers view social media profiles on Facebook, Twitter or LinkedIn to get a better taste of a candidate's character beyond their CV and application form. But is it fair for employers to do this and what are the risks?” ACAS – (Employment & HR Consortium UK)

Discrimination

Misunderstandings Profile Pirating or Hacking

Inappropriate Content for Your Audience


Personal Brand or Social Media Presence?

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So, you need to control your brand.

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Brand Decisions – What Do You Value?

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Hard work

Collaboration

Stability

Innovation

Compensation

Creativity

Clear Hierarchy

Financial responsibility

Feedback

Impact

Broad experiences

Focused Energy

Growth

Technology

Independence

Engagement

Strategy

Analysis


Brand Decisions – What Does Your Audience Value?

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• Employers• Colleagues• Clients• Mentors• Friends• Family


Brand Decisions – What Are Your Goals?

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• Get a job….. (no duh)– But specifically, what is the kind of job you

want, the type of responsibilities you want and what do you believe in your value portfolio will further that goal?

• Articulate the elements of your brand that will help you achieve your goals.


Ways to Demonstrate Your Brand

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• How you present yourself

• How you engage with those around you

• Events & Activities you participate in

• Your elevator pitch

• Your resume

• Your online profile


What is an Impression Network?

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“Your Impression Network is the aggregate of everyone you touch through social media, the people you know in real life, and those who want to be connected to you.”

It’s your facebook friends, it’s your tumblr followers, your twitter followers, your linked in crew, your pinterest pinners, your reddit readers, your vine viewers, your instagram pals, your blog followers, your google plus’rs, your classmates, your professors, your friends, your colleagues ….. OMG what have I missed?

Summers McKay


What is an Impression Network?

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How Can You Use Your Impression Network?

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• Build your network• Get a job• Improve your on the job performance• Increase learning and expertise• Enhance the value you bring to your

organizations.


So what kind of impression do you want to make?

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Getting Above the Fold

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Ways to Demonstrate Your Brand Online

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• Email Address & Signature

• LinkedIn & other professional profiles eg: intern sushi

• Twitter

• Facebook

• Others …. Google +, Blog, Pinterest, Pandora…… etc


Building The Basics

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Your Email Signature

Summers McKay

[email protected]

www.linkedin.com/in/summersmckay

310-5xx-7898

mailto:[email protected]

http://www.linkedin.com/in/summersmckay


Building The Basics

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Linkedin Profile

1) Start with a professional looking picture and a clear self description.

2) Use your summary to explain what you value and what you are seeking.

3) Outline experiences – describe what you learned or did in each role.

Volunteering, Class Projects, EDGE, Internships, other jobs.

4) Connect to people you know.

5) Follow companies and executives that you admire. Learn what they

think is important. Observe their stated values. Are they aligned with

yours?


Building The Basics

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Your Facebook (Not Optional)

- But how much you share is. You want people to be able to see the basics about

you on FB, because it will help push you above the fold. But not everyone

should be able to see your friends, your interactions, your likes and dislikes.

- If you choose to be public, everything you post must be aligned with your

personal brand.

- If you choose not to be public, it still doesn’t matter. EVERYTHING you post

must be aligned with your personal brand.


Building The Basics

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Your Resume (Not Optional)

- You need to craft your resume to communicate the desired skills and needed

experience for the jobs you are applying for. Human resource executives are just

checking boxes. This is NOT the place to be particularly self expressive.

- Keep it concise and clear.

- Start with a one sentence description of your skills and personal qualities

tailored to each position you are applying for. Read the job description, and

reiterate it back to them. You are that needed resource.

- List experiences and what you learned in them, not just responsibilities you had.


Building The Basics

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Your Twitter (optional)

- Establish an account with a professional or clever, but not inappropriate name.

- Follow companies and people that are aligned with your values or goals. (Some

fun ones are ok as well…. ;-)

- Tweet ONLY when it is aligned with your goals, your brand and your intended

dialogue.

- Don’t use twitter for rants… unless it’s with Sprint or Time Warner Cable… then

they fix things faster.


Building The Basics

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Your Blog (Optional)

- If you choose to blog, do it with your core values and stated goals. Be on topic.

Don’t just muse without direction. If an employer, customer, or colleague

searches for your blog…. (and they will) it needs to be authentic and aligned.



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“A Personal Brand is the articulation of your value proposition to the marketplace. It’s who you are, what you offer, and what you expect in return.” Summers McKay


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Date post:	01-Nov-2014
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Personal Branding and the Job Search - Summers Mckay 1.6.14 (UCLA PSSO)

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