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Personal Branding And Your Job Search

by On-QMarketing on Dec 01, 2011

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A presentation I gave to the OCNSG on Personal Branding during a job search; what to do and what to avoid.

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A presentation I gave to the OCNSG on Personal Branding during a job search; what to do and what to avoid.

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What brand does this image represent?It is an Iconic Brand, the number one brand it the world.Only the image needs to be presented and you know what this is.Coke has spent billions on traditional marketing to build its brand.Coke’s market is much bigger than your target market. You need to network and land ONE job.
Are you Begging?Are You professional?
Most companies market their brands in two ways…Are you the Product? NOAre You the Service? NO
The SolutionThe Solution to a company’s need, a problem that can only be filled by filling a positionThat position can only be filled by YOU.
1. Product. The right product to satisfy the needs ofyour target customer.2. Price. The right product offered at the right price.3. Packaging. How you appear to others.4. Promotion. Informing potential customers of theavailability of the product, its price and its place.5. Packaging, How the product is delivered or presented.
You as the PRODUCTLike I said, really this is about you as the SOLUTIONFirst you need to know where do you want to be? I have heard many times for people in transition, “I don’t know what I want to do when I grow up?” Without knowing what you want to do, what solution you can bring, you will not be going forward.Know the job you want, the career path you want to be on, then the rest can fall into place.
You should have some idea what you want to make.Be realistic to the market and the times.Research using such tools as Salary.com, or even NE Works web site.Have this information on hand when you do an interview, but do not be the first to bring the subject of money or benefits up first.
Packaging in a Job hunt is really all about your Appearance, physical, online (LinkedIn, etc.)Business Cards, Free at Vista Print, Contact info, what you are looking for, Selling Statement, what we call USP. 2 cards to every contact.Resume, up to date, customized for each job applicationCover Letters, customized for each applicationElevator Speech, The USP in a 30 second format. Who You are, What solution set you have What you are looking for You name again and thanksEmail Address – What is it? Something with your name? Drop any numbers. Get a Free one at Hotmail.com, Live.Com, Gmail.com, Yahoo.com, your current ISP.
Free at Vista Print…Pay for Shipping.I used my name as the COMPANY.Added a short slogan.Contact informationBlank back side or pay for listing some accomplishments/skills Allows for notes/
Promotion YOU…It is all about Networking during a job search.Only 10% of all jobs get posted. Not that you should ignore job postings, it is just you need to network with others to find jobs that are not posted.Social Networks,are you LinkedIn? Have more than 65 connections? Have a complete profile? Sharing profile? Sharing posts?
LinkedIn is the professional networking site on the web with more than 135 million members. Adding 1-2 people per second.Profile Complete? Packed with Keywords for that next Job?Are you Visible? Open your profile (for privacy reasons, do not place address, birthdate, marital status in your profile.)Professional Photo, We offer the opportunity to get one every 4 months or so.Sharing, All social media is about sharing ideas and you do this through updates on your profile, and comments in group discussions.Are you Involved in Groups? Professional and trade groups, local networking groups, jobs groups? They are a place to ask questions, get answers, contribute ideas, get ideas and raise your visibility on the web. Follow Companies. LI has had company pages for some time, they just made it possible for companies to post updates on their company page. Still following a company lets you see career openings (if they use LI to post a job), changes at the company (people coming and going, which let’s you know of open positions).
Photo – Get a professional photo taken and use it. This is not Facebook so no cartoon avatar drawings in place of a photo.Customize Title – 150 characters Sell a benefit about yourselfNetwork updates or POSTS, share information with your network and Followers (not necessarily connected with you.) This post I did earlier this month was a result of uploading a new video I shot on my YouTube channel, which was reposted on Twitter, which was then posted here…automatically. In one step, I had three high value tools “tell the world” about it.Experience, Education, Recommendations, Connections, links and your personal profile URL (customize it).
Your summary should be a couple of paragraphs, written in first person, selling what you have done, what you can do.Specialties, are short searchable keyword bullet pointsPack this area with searchable keywords that are what you do, what you have done and accomplishments that you can bring to your next job. Use Keywords from Job descriptions for the position you are focusing on.Just to give you an example, a company president found me using the search term “Inbound Marketing, Omaha” in the simple search tool for people and I was the first result on the page. I have used the term “Inbound Marketing” In my professional title, in my summary and other areas in my profile. A recruiter has done the same.
Your Experience needs to be more than what people will already know when you put down a Job Title.Add accomplishments as a way to help brand yourself better. Also think searchable keywords that should be included in any description.
Other LinkedIn tools for Personal BrandingGROUPSOne of the best ways for anyone to increase “Thought Leadership” for your company or personal brand is through active participation in Groups and Group discussions. You can become a SME, “Subject Matter Expert” in the group. It is a way to network with people outside the geographic confines of your personal universe.QUESTIONS AND ANSWERSThere is a way to ASK a question of the entire LinkedIn community through the ANSWERS section under MORE in the LinkedIn menu. Here you can also find people asking questions that perhaps you can provide an answer. The best answer is selected by the person asking the question and it can raise your SME standing again. EXAMPLE Last week I asked about the term BUNKBEDAlso add SECTIONS to your profile.Skills is a good one to include some important searchable keywords into your profile. There are others like …ApplicationsThis is where you can add additional information that will increase your brand among your connections and people that follow you. For example, I include my reading list, primarily what I read in my field. Some others include….
About FacebookFacebook is the backyard BBQ where you invite friends and relative to chat. Casual.Can you find a job on Facebook? Perhaps, there maybe some companies that actually use it for this purpose, but your best chances lie in what you do on Facebook.What you Can Do is…
Follow Companies that you might like to work for. Theese are primarily Business to Consumer type companies.
Looking for a job on Facebook, it helps to be more open especially when engaging in conversations with potential employers. They may look at your profile to find out more about you, just like a recruiter might do on LinkedIn. Think “professional” when modifying your FB profile.EDIT YOUR PROFILE here is where you need to better at packing job related keywords. Accomplishments, what you can bring to the next employer, and sharing what company pages you are following. The ABOUT ME section of your profile can be the same as your LinkedIn Summary.OTHER Clean up things that might rule you out from job considerations; i.e., following questionable pages, selecting favorite music and movies, listing quotes, political affiliations etc.
Yes there is a DARK SIDE TO Sharing too much on Social Media
How open are you on social networks? Updates visible to anyone? Privacy settings. How much personal information are you sharing with the world, the community, your network?Tagging. Can someone tag you in a photo; like on Facebook?Have you made comments on Facebook or any other social site that might not be a positive for a job? The internet never forgets.
Why would someone hire you?Bottom Line: Really don’t people buy from you because at some level they TRUST you more than someone else?
How do you build Trust? Getting to know the person or company betterBrand advertising, billions have been spent on brand advertising and it does lend itself to familiarity.How about Asking others? Looking at reviews, Checking whatever “it” is by doing a Google Search?Having a conversation with someone.
Have you ever “Googled” yourself? See yourself as perhaps a recruiter sees you.You should Google yourself, to see what Google has found out about You. It might also reveal what others might be saying about you, although there are other tools to discover mentions along social media.Set up an alert or series of alerts so if something new should be indexed by Google, Yahoo or Bing, you will receive an email alert.Do a search for Google Advanced Search Operators. Here you can refine your alerts to weed out irrelevant results. Examples SITE:, LOCATION:, LINK:Hint, you can also do this for companies you want to follow for read the latest news on a company which can come in handy during an interview.
Social Media is All AboutConversations:Listening, so you can hear what other say about you, your company, your brandsEngaging, you need to engage in the conversations taking place. Especially when something negative is being said. It can turn that negative into a positive.Publishing, regular and frequent posts, help raise your visibility among your network and Search engine rankings. Publish to start conversations.Social Media does not replace traditional media or traditional networking, but complements them.
BLOGSAnother great way for people to increase thought leadership is to create a blog. The unique thing about blogs is that every post that is created will result in the search engine re-indexing the entire blog, so all the keyword rich content is indexed and will raise your page rank for organic results in Search Engine Result Pages.A Way to get Published, Share your Thoughts, but remember, the internet does not forget. Post things you would only want your mother to read. Best to stay away from politics and religion.Content is out on the web “forever” constantly being indexed by search engines.You can become a SME Subject Matter Expert in your own niche. Individuals that blog raise their SME status. One of the aspects of Social Media is to give away content, sharing knowledge and being “Real”Blogging can let a potential recruiter know a bit more about you on a personal basis.
If you have multiple web presences on LinkedIn, Twitter, Facebook, YouTube, Blog, Photo Sites, etc. Consider Crosslinking them together. This will help build search results. Caution needs to be exercised in some cross links. For Example, I don’t share much on Facebook, nor do I cross link Facebook with my other web locations.
I know I only scratched the surface and could do an entire day presenting just on any one of these social conversational tools.

Personal Branding And Your Job Search — Presentation Transcript

Personal BrandingWhat you need to know about BRAND “YOU” when looking for a Job.Jeff QuandtInbound Marketing Consultant
Something to Think About
So what does YOUR Brand Look Like?
You as a “Brand”Are You theProduct?Are You theService?
Really…You are… The Solution
Marketing BasicsThe Four P’s Product P Price P Packaging Promotion
Product YOU What do you want to be? Skills Abilities
Price YOUHow much do you wantto make?Now?Future?
Packaging YOU Appearance Business Cards Resume Cover Letter Elevator Speech Email Address
Business Cards
Elevator Speech Make it memorable Make it short Repeat your name Practice, but sound “real”
Promotion YOUIt’s All AboutNetworking10%Social Networks
Let’s Talk About LinkedIn Profile Complete What Others See Professional Photo Sharing Posts Involved In Groups Follow Companies
ProfessionalPhotoCustomize Titlewith a BenefitNetworkUpdatesExperienceEducationRecommendationsConnectionsLinksPublic Profile
SummarySell YourselfPacked withKeywords Specialties
ExperienceAdd benefitsAccomplishment
LinkedIn Branding TipsParticipate in Groups/Discussions Answer QuestionsSection`s Applications• Skills • Blog Link• Certifications • Reading List• Honors and Awards • Box Net• Volunteer Service • SlideShare• Patents • Real Estate Pro
Let’s Talk About Facebook Find a Job? Profile
What You Can DoFollow CompaniesEngage in the conversationAsk questionsNetwork with people at thecompany on Facebook
Your Facebook Profile
The Dark Side
Yes, There is Dark Side to Social Media How Open Are You? What are your Privacy Settings? Can someone Tag you? What have you said in the past?
Why Would Someone Hire YOU?
How Do You Build Trust?
Discovering Your Brand
Social media is about Conversations Listening Engaging Publishing Not a Replacement
Another way to increase your Brand
BlogsGet PublishedBe a SMEShareMore personal
LINKS Cross Links
Questions
Jeff QuandtInbound Marketing Consultant W www.on-qmarketing.com L Linkedin.com/in/JeffLQuandt T @jefflquandt YouTube.com/user/OnQMKTing B OnQmarketing.wordpress.com

Personal Branding And Your Job Search

by On-QMarketing on Dec 01, 2011

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Personal Branding And Your Job Search — Presentation Transcript