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Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
Rebranding the Librarian: A Project of the ALA Emerging Leaders Program
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Rebranding the Librarian: A Project of the ALA Emerging Leaders Program

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Presentation at the Hawaii Library Association Conference 2007.

Presentation at the Hawaii Library Association Conference 2007.

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  • 1. Rebranding the Librarian Profession: A Project of the ALA Emerging Leaders Program Annis Lee Adams University of Hawaii at Manoa Jenny Emanuel University of Central MissouriNovember 10, 2007 HLA Annual Conference
  • 2. ALA Emerging Leaders Program Leadership Training Project Selection Virtual Work Groups Poster SessionNovember 10, 2007 HLA Annual Conference
  • 3. What is the ALA Emerging LeadersProgram? Emerging Leaders began in 2007 as one of ALA Immediate Past President Leslie Burger’s six initiatives. The program enables newer librarians (< 5 years post-MLS) from across the country to: work on a small group project network with peers gain an inside look into ALA structure have an opportunity to serve the profession in a leadership capacityNovember 10, 2007 HLA Annual Conference
  • 4. How we became ELs Lee was sponsored by the Hawaii Library Association Jenny was sponsored by the Missouri Library Association Application included: Writing a personal statement Demonstrating employer support for us to attend ALA Midwinter and Annual Conferences Providing a letter of recommendation Agreeing to commit to serving on an ALA committeeNovember 10, 2007 HLA Annual Conference
  • 5. Prior to the 2007 ALA MidwinterMeeting We were emailed a long list of potential projects We ranked our top choices We were assigned to a project with a team of six people: 3 academic librarians 1 young adult librarian 1 government agency librarian 1 systems librarian for a public library consortiumNovember 10, 2007 HLA Annual Conference
  • 6. At the Midwinter Meeting A day long leadership training with handful of different speakers A working lunch where our team made a workplan for our project Evening reception for networking with ELs and ALA folksNovember 10, 2007 HLA Annual Conference
  • 7. At the ALA Annual Conference Half day of leadership training Working lunch to set up posters Poster session with the findings of our surveyNovember 10, 2007 HLA Annual Conference
  • 8. Our ProjectWhat are the options for rebranding thelibrarian profession in the digital age? We decided to conduct a survey of libraryfolk using Survey MonkeyNovember 10, 2007 HLA Annual Conference
  • 9. Survey Objectives Analyze current stereotypes of librarians Research options for rebranding the librarian profession Question library professionals on the perceptions of librarians and what a better image may be Propose solutions for rebranding the librarian professionNovember 10, 2007 HLA Annual Conference
  • 10. Examples of Past Efforts atRebranding Ms. Dewey (search engine) Lipstick Librarian (blog) You Don’t Look Like a Librarian (blog) ALA Read Posters @ Your LibraryNovember 10, 2007 HLA Annual Conference
  • 11. Obstacles to Rebranding Diversity of types of libraries and librarians makes it difficult to come up with a single brand Librarians generally do not have marketing backgrounds Lack of funding for marketing campaignsNovember 10, 2007 HLA Annual Conference
  • 12. Survey Methodology Survey had 13 questions distributed via listservs, blogs, and AL Direct (ALA e-newsletter) 4 demographic questions: age, librarian?, education, employer 3 on library use 2 on perceptions of librarians 1 Likert scale with 10 general statements about librarians 3 open-ended questions: describe the librarian of the digital age, how to communicate about the profession, “only a librarian can deliver __ to__”November 10, 2007 HLA Annual Conference
  • 13. Results Over 3400 responses 88.3% of respondents were librarians Mostly academic (39.9%) and public (29.1%) librariansNovember 10, 2007 HLA Annual Conference
  • 14. Respondent Demographics 30% 25% 20% 15% Ages of respondents 10% 5% 0% 18-25 26-35 36-45 46-55 56-65 66+November 10, 2007 HLA Annual Conference
  • 15. Respondents’ perceptions of librarians 60% 50% 40% 30% 20% 10% 0% Re Te Te Bo Pr og ch ac se ok he ra arc Ex Ex m r pe h pe Pla Ex rt rt nn pe rt erNovember 10, 2007 HLA Annual Conference
  • 16. How respondents ranked others’perceptions of librarians 70% 60% 50% 40% 30% 20% 10% 0% Bo Pr Te Te Re og ac ch ok se ra he ar Ex Ex m ch r pe pe Pl Ex rt rt an pe ne rt rNovember 10, 2007 HLA Annual Conference
  • 17. Librarians: 100% 80% 60% 40% 20% Agree 0% Neutral Disagree Te Ex Cu Cu Ex ac ce pe tti tti h n n l rt in ge ge tec a tc cu dg dg h om st e-p e-t s pu ec er u b ter v h HLA Annual Conference sNovember 10, 2007
  • 18. Librarians: 100% 80% 60% 40% 20% Agree 0% Neutral Disagree We Hig Ne Ne ed ed ar hly ca to ne ed rd w mr uc iga im kt at e ag ns be d e tte rNovember 10, 2007 HLA Annual Conference
  • 19. What 3 words describe the librarianin the digital age? Tech Savvy (687) Information/Informed (376) Knowledgeable (368) Flexible (317) Savvy (277) Innovative (262) Helpful (208)November 10, 2007 HLA Annual Conference
  • 20. Summary & RecommendationsThe library community believes the currentpublic perception of librarians is “Book Expert,”while we think of ourselves as “Research Experts.”So, 3 suggestions of how to reposition ourselves inthe public eye as the “ultimate human searchengine” and escape the single-focused stereotypeof “book worm”. . .November 10, 2007 HLA Annual Conference
  • 21. Recommendation 1 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. Show librarians that are adaptable, cutting edge, helpful, hip, innovative, professional, and tech- savvy. Promote the person, instead of the building. This will demystify the profession and entice others to consider such a career. The librarian as an "Info-naut."November 10, 2007 HLA Annual Conference
  • 22. Recommendation 2 Rethink the library as a physical location. Bring the services librarians provide "out of the stacks" and into the community. Create a "third space" that showcases library services that are integrated into the physical and virtual community. Librarians "taking to the streets" of communities and cyber-space.November 10, 2007 HLA Annual Conference
  • 23. Recommendation 3 Network beyond the librarian profession and "infiltrate" other professional associations and publications. Demonstrate the powerful skill set of librarians and the valuable contributions they can make to the success of all professions. Librarians as keystone professionals in society like doctors and lawyers.November 10, 2007 HLA Annual Conference
  • 24. Our Project TeamNovember 10, 2007 HLA Annual Conference
  • 25. Emerging Leaders: OurExperiences Pluses Networking Working with young librarians wanting to move librarianship forward Minuses Did not learn much about ALA Lack of mentorship Little guidance in joining an ALA committee despite it being a requirement of the programNovember 10, 2007 HLA Annual Conference
  • 26. Any Questions?? Thank you for attending our session!November 10, 2007 HLA Annual Conference

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