Rebranding the Librarian Profession: A Project of the ALA Emerging Leaders Program <ul><li>Annis Lee Adams </li></ul><ul><...
ALA Emerging Leaders Program <ul><li>Leadership Training </li></ul><ul><li>Project Selection </li></ul><ul><li>Virtual Wor...
What is the ALA Emerging Leaders Program? <ul><li>Emerging Leaders began in 2007 as one of ALA Immediate Past President Le...
How we became ELs <ul><li>Lee was sponsored by the Hawaii Library Association </li></ul><ul><li>Jenny was sponsored by the...
Prior to the 2007 ALA Midwinter Meeting <ul><li>We were emailed a long list of potential projects </li></ul><ul><li>We ran...
At the Midwinter Meeting <ul><li>We had a day long leadership training with handful of different speakers </li></ul><ul><l...
At ALA Annual Conference <ul><li>Half day of leadership training </li></ul><ul><li>Working lunch to set up posters </li></...
Our Project <ul><li>What are the options for rebranding the librarian profession in the digital age? </li></ul><ul><li>We ...
Survey Objectives <ul><li>Analyze current stereotypes of librarians  </li></ul><ul><li>Research options for rebranding the...
Examples of Past Efforts at Rebranding <ul><li>Ms. Dewey (search engine) </li></ul><ul><li>Lipstick Librarian (blog) </li>...
Obstacles to Rebranding <ul><li>Diversity of types of libraries and librarians makes it difficult to come up with a single...
Survey Methodology <ul><li>Survey had 13 questions distributed via listservs, blogs, and AL Direct (ALA e-newsletter) </li...
Results <ul><li>Over 3400 responses </li></ul><ul><li>88.3% of respondents were librarians </li></ul><ul><li>Mostly academ...
Respondent Demographics HLA Annual Conference November 10, 2007
Respondents’ perceptions of librarians HLA Annual Conference November 10, 2007
How respondents ranked others’ perceptions of librarians HLA Annual Conference November 10, 2007
Librarians: HLA Annual Conference November 10, 2007
Librarians: HLA Annual Conference November 10, 2007
What 3 words describe the librarian in the digital age? <ul><li>Tech Savvy (687) </li></ul><ul><li>Information/Informed (3...
Summary & Recommendations <ul><li>The librarian community believes the current </li></ul><ul><li>public perception of libr...
Recommendation 1 <ul><li>Design a media marketing campaign for television, radio, online outlets, and print that shows rea...
Recommendation 2 <ul><li>Rethink the library as a physical location.  </li></ul><ul><li>Bring the services librarians prov...
Recommendation 3 <ul><li>Network beyond the librarian profession and &quot;infiltrate&quot; other professional association...
Our Project Team HLA Annual Conference November 10, 2007
Emerging Leaders:  Our Experiences <ul><li>Pluses </li></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Working with...
Any Questions?? <ul><li>Thank you for attending our session! </li></ul>HLA Annual Conference November 10, 2007
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Rebranding the Librarian Profession

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November, 2007 presentation at the Hawaii Library Association conference. With Annis Lee Adams

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Rebranding the Librarian Profession

  1. 1. Rebranding the Librarian Profession: A Project of the ALA Emerging Leaders Program <ul><li>Annis Lee Adams </li></ul><ul><li>University of Hawaii at Manoa </li></ul><ul><li>Jenny Emanuel </li></ul><ul><li>University of Central Missouri </li></ul>November 10, 2007 HLA Annual Conference
  2. 2. ALA Emerging Leaders Program <ul><li>Leadership Training </li></ul><ul><li>Project Selection </li></ul><ul><li>Virtual Work Groups </li></ul><ul><li>Poster Session </li></ul>HLA Annual Conference November 10, 2007
  3. 3. What is the ALA Emerging Leaders Program? <ul><li>Emerging Leaders began in 2007 as one of ALA Immediate Past President Leslie Burger’s six initiatives. </li></ul><ul><li>The program enables newer librarians (< 5 years post-MLS) from across the country to: </li></ul><ul><ul><li>work on a small group project </li></ul></ul><ul><ul><li>network with peers </li></ul></ul><ul><ul><li>gain an inside look into ALA structure </li></ul></ul><ul><ul><li>have an opportunity to serve the profession in a leadership capacity </li></ul></ul>HLA Annual Conference November 10, 2007
  4. 4. How we became ELs <ul><li>Lee was sponsored by the Hawaii Library Association </li></ul><ul><li>Jenny was sponsored by the Missouri Library Association </li></ul><ul><li>Application included: </li></ul><ul><ul><li>Writing a personal statement </li></ul></ul><ul><ul><li>Demonstrating employer support for us to attend ALA Midwinter and Annual Conferences </li></ul></ul><ul><ul><li>Providing a letter of recommendation </li></ul></ul><ul><ul><li>Agreeing to commit to serving on an ALA committee </li></ul></ul>HLA Annual Conference November 10, 2007
  5. 5. Prior to the 2007 ALA Midwinter Meeting <ul><li>We were emailed a long list of potential projects </li></ul><ul><li>We ranked our top choices </li></ul><ul><li>We were assigned to a project with a team of six people: </li></ul><ul><ul><li>3 academic librarians </li></ul></ul><ul><ul><li>1 young adult librarian </li></ul></ul><ul><ul><li>1 government agency librarian </li></ul></ul><ul><ul><li>1 systems librarian for a public library consortium </li></ul></ul>HLA Annual Conference November 10, 2007
  6. 6. At the Midwinter Meeting <ul><li>We had a day long leadership training with handful of different speakers </li></ul><ul><li>A working lunch where we made a workplan with our team about our project </li></ul><ul><li>Evening reception for networking with ELs and ALA folks </li></ul>HLA Annual Conference November 10, 2007
  7. 7. At ALA Annual Conference <ul><li>Half day of leadership training </li></ul><ul><li>Working lunch to set up posters </li></ul><ul><li>Poster session with the findings of our survey </li></ul>HLA Annual Conference November 10, 2007
  8. 8. Our Project <ul><li>What are the options for rebranding the librarian profession in the digital age? </li></ul><ul><li>We decided to conduct a survey of library folk using Survey Monkey </li></ul>HLA Annual Conference November 10, 2007
  9. 9. Survey Objectives <ul><li>Analyze current stereotypes of librarians </li></ul><ul><li>Research options for rebranding the librarian profession </li></ul><ul><li>Question library professionals on the perceptions of librarians and what a better image may be </li></ul><ul><li>Propose solutions for rebranding the librarian profession </li></ul>HLA Annual Conference November 10, 2007
  10. 10. Examples of Past Efforts at Rebranding <ul><li>Ms. Dewey (search engine) </li></ul><ul><li>Lipstick Librarian (blog) </li></ul><ul><li>You Don’t Look Like a Librarian (blog) </li></ul><ul><li>ALA Read Posters @ Your Library </li></ul>HLA Annual Conference November 10, 2007
  11. 11. Obstacles to Rebranding <ul><li>Diversity of types of libraries and librarians makes it difficult to come up with a single brand </li></ul><ul><li>Librarians generally do not have marketing background </li></ul><ul><li>Lack of funding for marketing campaigns </li></ul>HLA Annual Conference November 10, 2007
  12. 12. Survey Methodology <ul><li>Survey had 13 questions distributed via listservs, blogs, and AL Direct (ALA e-newsletter) </li></ul><ul><li>4 demographic questions: age, librarian?, education, employer </li></ul><ul><li>3 on library use </li></ul><ul><li>2 on perceptions of librarians </li></ul><ul><li>1 Likert scale with 10 general statements about librarians </li></ul><ul><li>3 open-ended questions: describe the librarian of the digital age, how to communicate about the profession, “only a librarian can deliver __ to__” </li></ul>HLA Annual Conference November 10, 2007
  13. 13. Results <ul><li>Over 3400 responses </li></ul><ul><li>88.3% of respondents were librarians </li></ul><ul><li>Mostly academic (39.9%) and public (29.1%) librarians </li></ul>HLA Annual Conference November 10, 2007
  14. 14. Respondent Demographics HLA Annual Conference November 10, 2007
  15. 15. Respondents’ perceptions of librarians HLA Annual Conference November 10, 2007
  16. 16. How respondents ranked others’ perceptions of librarians HLA Annual Conference November 10, 2007
  17. 17. Librarians: HLA Annual Conference November 10, 2007
  18. 18. Librarians: HLA Annual Conference November 10, 2007
  19. 19. What 3 words describe the librarian in the digital age? <ul><li>Tech Savvy (687) </li></ul><ul><li>Information/Informed (376) </li></ul><ul><li>Knowledgeable (368) </li></ul><ul><li>Flexible (317) </li></ul><ul><li>Savvy (277) </li></ul><ul><li>Innovative (262) </li></ul><ul><li>Helpful (208) </li></ul>HLA Annual Conference November 10, 2007
  20. 20. Summary & Recommendations <ul><li>The librarian community believes the current </li></ul><ul><li>public perception of librarians is “Book Expert,” </li></ul><ul><li>while we think of ourselves as “Research Experts.” </li></ul><ul><li>So, 3 suggestions of how to reposition ourselves in the public eye as the &quot;ultimate human search engine&quot; and escape the single-focused stereotype of &quot;book worm“. . . </li></ul>HLA Annual Conference November 10, 2007
  21. 21. Recommendation 1 <ul><li>Design a media marketing campaign for television, radio, online outlets, and print that shows realistic, modern librarians doing the diversity of work within the profession. </li></ul><ul><li>Show librarians that are adaptable, cutting edge, helpful, hip, innovative, professional, and tech-savvy. </li></ul><ul><li>Promote the person, instead of the building. </li></ul><ul><li>This will demystify the profession and entice others to consider such a career. The librarian as an &quot;Info-naut.&quot; </li></ul>HLA Annual Conference November 10, 2007
  22. 22. Recommendation 2 <ul><li>Rethink the library as a physical location. </li></ul><ul><li>Bring the services librarians provide &quot;out of the stacks&quot; and into the community. </li></ul><ul><li>Create a &quot;third space&quot; that showcases library services that are integrated into the physical and virtual community. </li></ul><ul><li>Librarians &quot;taking to the streets&quot; of both communities and cyberspace. </li></ul>HLA Annual Conference November 10, 2007
  23. 23. Recommendation 3 <ul><li>Network beyond the librarian profession and &quot;infiltrate&quot; other professional associations and publications. </li></ul><ul><li>Demonstrate the powerful skill set of librarians and the valuable contributions they can make to the success of all professions. </li></ul><ul><li>Librarians as keystone professionals in society like doctors and lawyers. </li></ul>HLA Annual Conference November 10, 2007
  24. 24. Our Project Team HLA Annual Conference November 10, 2007
  25. 25. Emerging Leaders: Our Experiences <ul><li>Pluses </li></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Working with young librarians wanting to move librarianship forward </li></ul></ul><ul><li>Minuses </li></ul><ul><ul><li>Did not learn much about ALA </li></ul></ul><ul><ul><li>Lack of mentorship </li></ul></ul><ul><ul><li>Little guidance in joining an ALA committee despite it being a requirement of the program </li></ul></ul>HLA Annual Conference November 10, 2007
  26. 26. Any Questions?? <ul><li>Thank you for attending our session! </li></ul>HLA Annual Conference November 10, 2007
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