Creating a Personal Brand: Increasing Your Online Presence

Creating a Personal Brand Increasing Your Online Presence November 4, 2009 Presented by Toby Nathan, Principal at RecruitaStar, LLC, toby@recruitastar.com RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

My Background   Co-founder and Principal of RecruitaStar,   Assisted thousands of people with their LLC (www.recruitastar.com), a Chicago career search, developed/enhanced based business partner and a recruitment resumes and helped define their personal support provider that takes on a company’s brand, taught interviewing best practices, upfront part of the hiring process. and helped develop a customized job search strategy.   Fourteen (14) years retained executive search experience.   Worked with individuals from a variety of industries and functional areas, including,   Fourteen (14) years experience in the but not limited to human resources, health care industry where I served as a accounting & finance, operations, sales and senior human resources manager with a marketing, and management consulting. special emphasis on recruitment, compensation and benefits. I have   BS in Psychology and Business extensive experience partnering with Administration from the University of Illinois organizations and hiring executives to assist at Champaign-Urbana; MS in Industrial them with their recruitment needs, and Relations from Loyola University. identify what they look for in a candidate for a position. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Agenda: What will you Learn/Gain? ◦  Develop a strategy that meets your objectives for building your brand ◦  Easy, practical ideas and online communities to best build your online presence ◦  Boolean search – why is it important? ◦  Recommendations RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Poll Study: Fortune 100 Companies using Twitter more than any other social media platform. I thought this new study by Burson-Marsteller, global public relations and communications firm and Proof Digital Media would be of interest. The analysis found that 54% of Fortune 100 companies were using Twitter to engage with their stakeholders, while 32% were using a blog and 29% were actively using a Facebook fan page. 1 WHAT ABOUT YOU? WHAT PLATFORMS DO YOU USE? Do you have a LinkedIn profile? Yes or No Do you have a Facebook profile? Yes or No Do you have a Twitter account? Yes or No Do you have a blog? Yes or No Do you have your own website? Yes or No Do you have a newsletter? Yes or No 1Source: Burson-Marsteller, Slide Share presentation, Social Media Use by Fortune 100 Companies RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

What is Personal Branding? HOW WE MARKET OURSELVES TO OTHERS “Personal Branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from the crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leverage it across platforms with a consistent message and image to achieve a specific goal. In this way individuals can enhance their recognition as experts in their field, establish recognition and credibility, advance their careers and build self- confidence.”1 The term personal brand is believed to have first appeared in the August 1997 issue of Fast Company Magazine, in an article by management guru and author Tom Peters, who wrote, "We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You."1 1 Source: Dan Schawbel, Me 2.0: Build a Powerful Brand to Achieve Career Success (Kaplan, April 09) RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

If you Google your name periodically - what comes up? Does it best represent your brand? “Brand equity = the sum total and composition of your search results.” 1 1 Source: Peter Blackshaw, EVP, Nielsen Online, author of Satisfied Customers Tell Three Friends, Angry Customers Tells 3000. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Brand Identity and Perception Development Before developing your reputation strategy, create a compelling and unique BRAND IDENTITY. To start your thinking about how to develop your brand identity, consider these three questions: 1. What are people going to rely on you for? This is your VALUE ROPOSITION. What value are you consistently offering in your profession or area of expertise? Are you delivering high-quality human capital management insights or are you positioning your clients ahead of the curve? Defining value proposition is important in understanding how to position your brand. 3. What is your unique selling point? Determine what makes coming to you a better experience than going to one of your many competitors or makes you an industry leader. 5. Develop your voice. Are you an innovative alternative in your company? Imagine your brand as a person. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Your Personal Brand  This product YOU includes skill sets that are clear and improving with time: (thinking, problem solving, ability to see details and/or the bigger picture, clear communications, ability to adapt to new ideas and technology advances for example). Also included are practical work experience and transferable skills, education either through formal programs or through daily learning, the ability to do a job well, the willingness and desire to advance in position, and others you may be able to identify.  You must be productive and help change an employing company by increasing their business income or return on investment, serving a number of internal/external clients in a positive manner, or developing a product/service, for example.  Overall proactive personal behaviors, character and consistency in all environments. YOU are the same quality person no matter who you are with or where you go, with a defined set of values and attitudes, with allowance for areas to be adjusted and improved with experience. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Does My Online Brand Really Matter? Careerbuilder.com states: “One-in- Five Employers Use Social Networking Sites to Research Job Candidates”. • 77% of executive recruiters use search engines to research applicants. • 59% of hiring managers are influenced by your online reputation. • 53% of American Adults use search engines to find information about each other. Source: “Social Media Recruiting Starfish” is from Jobs in Pods. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Why Build a Personal Brand?  First and foremost it puts YOU in charge of your “digital footprint”. Google is the new resume. The Web is forever. Your professional image/headline is already created. It is a matter of taking charge, marketing it and building a solid reputation in your industry! •  Establishing credibility and visibility in your field is essential in building meaningful relationships and elevating your online presence.  Today’s business climate is too competitive not to create your brand and you need to keep pace with your competition. Not only can your online footprint give you that edge you need when someone comes looking for you, but effectively marketing yourself on the Internet can actually bring great opportunities to you. There are many success stories of people who’ve been discovered on the Internet and created viable businesses around their passion.   When you have a job, you typically don’t talk about your personal brand like you would when “selling” yourself in an interview or at a career fair or event. However, we forget that we still communicate our unique and differentiating value to those with whom we interact with every day. Doing this allows you to differentiate and position yourself from the competition and help you reinforce your job.  To meet people who could become potential business partners, clients, mentors, referrals, or just friends. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Tools to Build/Promote Your Brand •  Create a blog. •  Create a website. and submit it to major search engines (Google, Yahoo, Bing, AltaVista, Lycos for example). •  Create a newsletter about your field, areas of expertise and to the personal brand you are creating. Constant Contact is an easy and economical option to create one. A newsletter can be linked to your blog-meaning your blog can feed the newsletter. The feed can be set to deliver whenever you post to your blog. There are also several services out there that will take your blog and turn it into your newsletter. •  Set up branded profiles on social/professional networks (LinkedIn, Twitter and Facebook). Create your own “Group” on LinkedIn or join industry related ones to increase your visibility, network, find resources and share information with other like-minded individuals in the "Discussion Tabs".   70+ Top Personal Branding Experts you can connect with on Twitter at http://tweepml.org/Personal-Branding/.   21 HR Leaders in Web 2.0 You Must Follow at http://tinyurl.com/yzb9cju .   Hr & Recruitment Pro List to follow on Twitter at http://tinyurl.com/yhm2z9f. • Create a branded VisualCV to build relevant search results when people Google your name, which will lead them directly to the compelling information you want them to know about you. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Tools to Build/Promote Your Brand • Create a Google profile. • Create a Wikipedia profile. As a first-stop online research platform, Wikipedia is an excellent tool for establishing credibility-as you can create targeted inbound links to your site. Actively contributing to this online encyclopedia can drive readers seeking more information about your expertise. • Set up a profile on the following directories: Ziggs, Zoominfo, Jigsaw, ClaimID. • Get published on a topic, author and submit HR/business/industry related articles for publication or post to an industry leading blog. • Teach classes or hold free talks. Contact your local university and offer to hold a free lunch-time seminar on your core area of expertise. Alternately, offer to run free classes. Even if you aren’t offered a spot without pay, you can usually hire un-booked lecture theatres by the hour. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

• Geveraging your former bosses, co-workers, and Twitter, Facebook,through business and social networking events, and chambers o L oing outside your comfort and to develop professional contacts or blogs. Join industry related "Groups" on LinkedIn conference Reaching out to knowledge levelusing LinkedIn, individuals you have met in your industry at professional organizations, to increase In-Person Networking is the Ultimate Form of Branding Go outside your comfort level to develop professional contacts through business and social networking events, and chambers of commerce. Reach out to former bosses, co-workers, and individuals you have met in your industry at professional organizations, conferences, and trade shows. Set up and host your own event. You will need a compelling idea or program to attract the type of people you want to attend. People are attracted by events where they can attain knowledge, learn about trends and be able to network with others. Promote your event through social media. ABN principles = Always be networking inside and outside your company! RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Track Your Presence Online   Google, Google.com/alerts: Email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. You can subscribe to each alert through email and RSS. You set an alert, notifying you of stories, as they happen, for your name, your topic, and even your company. As your feed reader fills up with articles that match your query, you should start a database of bloggers and journalists so that you can market to them directly and form better relationships.  Blog Search Engines, Technorati.com or http://www.Blogsearch.google: If you have a blog, then you have to be on Technorati, which is the largest blog search engine in the world. When you register with it, Technorati tracks "blog reactions," or blogs that link to yours. You search for your name on Technorati, and subscribe to RSS alerts so that when someone blogs about you, you find out. Use Technorati to log every blog that is linking to your own. Keep track of these blogs, and when you write your next post link to them. Doing so will give recognition to those who have recognized yours.   Twitter, search.twitter.com: Twitter is a micro blogging service, hosting over three million people. You can locate any instances of your name and tweet back. As you see tweets with your name attached to them, you should use the "@" sign and the tweeter's account name (@recruitastar) to respond appropriately. As you respond, you start to build brand recognition and your audience feels that you care and are actively listening. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606 -

Online Brand & Reputation Management  Naymz.com, Sign up or invite people to write reviews about you and your work. You can import your LinkedIn profile data to your Naymz profile. My favorite.  Rapleaf.com, Look up your reputation, rate others, and they will be invited to rate you in return.  RepVine.com, Reference and reputation management combined.  ReputationDefender.com, Service that attempts to help you getting things online said about you removed. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Create a Blog: Create and update a blog (personal or professional) where your name is mentioned and doing it often should allow you to rank #1 in searches for your name, even if you only update with one to two posts a month for something that helps secure your personal brand. Blog so people get to know you! Today blogs are mainstream and used by all types of professions, political campaigns, and celebrities. They provide value, acceptance by our society (and mainstream media), and the ability to form a community to connect to others in a fraction of the time you could have done it before. Getting Started - Blog Hosting Options:  I recommend Wordpress.com for the beauty of its templates. It is free, easy to use, ranks high in Google, provides a support forum for the product, and you get your own URL. You may want to study your HTML skills before you write a blog. There are various sites such as W3 Schools that can provide tutorials for you.  Blogger (www.blogger.com) is a free hosting service provided and run by Google. It offers fewer templates and getting started is pretty easy. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Create a Blog Blogging is the new branding! Tips:   Buy an easy-to-remember, easy-to-spell, content-appropriate domain name if you can.   A really nice layout doesn’t have to cost a lot, but shows you’re more than a social media dabbler.   Your “About” page should be about YOU and your professional expertise.   Use easy to read fonts and colors.   Make sure it’s easy to comment on your site.   Make sure it’s easy for people to subscribe to your site’s content.   Pay attention to which widgets you use in your sidebar. Don't be extravagant.   Test your blog when you make changes, and ensure your load times are reasonable.   Register your site with all the top search engines.   Claim your site on Technorati.com.   Use WebsiteGrader.com to make sure your site is well built in Google’s eyes. Blogs are a cheap way to market yourself! RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Definition of a Blog That Increases Your Value • Your title (slogan or tagline) is attractive and relates to the content of your blog. • Your content is worthy of notice by others and your blog makes people want to hire you. • Your blog provides ideas, thoughts, original research on a topic, and tools. Content shows that you are, a true expert or thought leader, or simply well-informed and current in your topic areas. Your blog differentiates the level of your specialization. • Your content displays integrity, character, philosophy, values, humor, and/or personality, or just plain old wisdom. • Your blog attracts media or trade-related attention. Content that is exceptional quality, insightful, creative, positions you as an expert. The blog is quote-worthy and you are SOUGHT OUT to contribute your thought leadership in other ways such as speaking, articles, etc. “For those that embrace these new personal branding tools, 1 Source: Jeremiah Owyang, Senior Analyst, Forrester Research ‘Google me’ is the new business card and thus, the blog and social network profile is the new resume. Unlike the interview process, where the resume or self-description can be ‘puffed’, the writings of a long-term blog demonstrates more about the individual” 1 RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

  Just as your resume says who you are, your website tells the same story. Gather testimonials, put it with your awards and accolades and take some time to write a professional bio.   Bravenet.com is a free solution with many different tools, such as a polling feature and guest book to help you get started.   I recommend you use Godaddy.com or Bluehost.com (fee based) to host and build your website. You can also use Microsoft Expression Web, which is an easy to use website building software program, much like using Microsoft Word to build your website.   Depending on your strategy, your URL is going to be extremely important. Of course I would recommend that you purchase your domain name, yourname.com. If that isn’t available, try for yournameRESUME.com or the .net or .org equivalents, in that order. The newest one is .biz.   The objective of the URL is to have something you can freely promote and that people can remember.   Use the URL on your paper resume, on all of your social networks or other marketing materials. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Strategy Segmentation Adver;sing Channels: Public Social/Business Networks & Contacts: Conduits Thought Sharing and Media: Targeted Push/Pull: StumbleUpon RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Shifting Gears in Job Hunting Pre‐Web Web 1.0 Web 2.0 Craigslist RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

VisualCV.com VisualCV.com – is an online version of your resume, but, like a portfolio, has much more - images, videos, and links to your accomplishments. It is free and an excellent way to showcase your skills and present your personal brand. You will be searchable on most search engines. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Create a Google Profile Go to the following URL and create your own Google Profile: http://google.com/s/profiles/me RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Build Accounts on Other Sites to Extend Your Brand   Get a Gmail.com account for use with reader, calendar, docs, and more.   Take a second look at Plaxo – it’s changed for the better.   Get a YouTube.com account for video uploading.   Get a StumbleUpon.com account for voting.   Get a Digg.com account for voting, as well.   Get an Upcoming.org account to promote events.   Get a del.icio.us account for social bookmarking.   Get a FriendFeed.com account.   Get a Flickr.com account for photo sharing   Don’t forget podcasts – check out iTunes to hear who’s talking in your area of interest. Be sure your social network profiles on all sites has your blog listed, no matter where you have to put it to list it. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Key Facts:   What is it?: Ziggs is an online community that encourages individuals to join and create personal profiles. Ziggs allows you to conduct searches for people, unlike LinkedIn which requires you to send out invites to build a network.   How does it work?: There are two types of profiles you will find on Ziggs. ◦  The first is a profile created by individuals who have registered and posted their bios on Ziggs to expand their networks. ◦  The second is a profile that Ziggs has culled from the web from personal profiles on company, organization and college Web sties, just to name a few. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Key Facts:   What is it?: ZoomInfo is a vertical search engine that focuses on people, companies, and the relationships among them. It allows users to collaborate in the construction of its content by contributing information to their own summaries or building new ones where none exists. ZoomInfo has partnerships with Reunion.com and XING to provide additional data.   How does it work?: There are two separate groups of people that ZoomInfo is primarily aimed at, and that would be searchers who are looking either for themselves or various people in their lives (friends, family, colleagues, etc.), or human resources who are looking to recruit their next employee. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Key Facts:   What is it?: Jigsaw is a directory of business contacts and company information - a sort of gray market for Rolodex data.   How does it work?: ◦  It is built, maintained and “scrubbed” by users of the site. ◦  Its functionality is based on a points system that allows users to trade business contact information they have for contacts that they need. ◦  Once you join, you can conduct searches for individuals. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Develop Your Profile and Expert Status Submit HR/business/industry related articles to key Web sites such as:   EzineArticles.com (well liked by Google and will get you found the fastest!)   SearchWarp.com   AuthorConnection.com   GoArticles.com RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Create Your Customized Personal Brand Roadmap - Choosing Your Vehicles of Communication LinkedIn Get Involved: “Median Network, volunteer age is 41 Facebook “Women years old”3 for committees, over 55 remain the speaker or panel fastest growing group.” discussions at a “The biggest growth in conference. Write terms of absolute new and publish white users over the last six papers or articles. month came amongst My users 35-44 years old.”1 Brand Create a profile on other business/social Twitter networks or thought “45-54 year olds are sharing media sites. the top demographic.”2 A Blog or Website 1 Source: InsideFacebook.com 2Source: comScore: Media Metrix 3Source: Sales Konnect RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

What Does Success Look Like For Your Brand? •  Number of fans, followers or subscribers. •  Increase in conversions. •  Traffic from channel to site – many web statistic tools are incorporating social media into their offerings. •  Stronger brand image and/or customer relationships. •  Google page rank. •  Measuring ROI RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Important Tips to Remember •  Create a strategy. •  Plan goals and work backwards. •  Build your network before you need it. •  It’s not a numbers game – choose quality over quantity. •  Keep content fresh. •  Be respectful. •  Be patient. •  Keep it real. •  You don’t have to be everywhere – just where it matters for you and your goals. •  One size does not fit all. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Boolean Search What is Boolean and why is it so important? Boolean logic is actually named after George Boole, a 19th century English mathematician. He invented a form of algebra in which values are true or false. A century later, his binary logic became the foundation of digital circuit design and eventually the evolution of computers. He created a set of Boolean operators that were developed to create logic strings which are also the language of search engines. Today, most search engines and online databases support Boolean searches. “WHY Boolean search is such a big deal in recruiting. There are 2 main factors: #1 candidate variable control and #2 speed of qualified candidate identification. The “real” work of creating effective Boolean search strings lies in the interpretive analysis of the need, determining what terms to include and exclude from searches and in what specific combination, in the analysis of the relevance of the initial search results, and the adaptive process of learning from the results to further refine the Booleans to find a large quantity of highly relevant results – people who are highly likely to be (or know!) the right match for your hiring needs.”1 1 Source: Glen Cathey, Boolean Black Belt, June (09) Post RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Boolean Search Controlling Candidate Variables Through Boolean Search Using Boolean search strings to identify and mine talent from private & online sources of talent empowers you with the ability to apply a significant degree of control over the location, skills, experience, education, opportunity, and compensation candidate variables – more than any other method of talent identification. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Three Basic Boolean Search Operators Boolean Operators Use Examples AND (A space This operator human resources AND recruitment between two words returns results human resources recruitment (The space between the two defaults to the that contain all words is understood as AND) Boolean operator of the search AND on most results. These examples will return documents that have both search engines) terms “human resources ” and “recruitment” referenced. OR (Sometimes This operator training OR coaching represented by returns results training | coaching (Hit the “shift” key and the backslash using a pipe symbol that contains key to create the pipe symbol.) ”|”) either of the search results. These examples will return documents with “training” or “coaching” or possibly both terms. NOT (Usually This operator resume NOT jobs represented by a helps to Resume –jobs minus sign”-”) eliminate terms from results These examples return “resume documents that do not contain reference to “jobs”. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Boolean Search-Boolify.org Key Facts:   What is it?: A simple to use web search tool called Boolify teaches you how to use Boolean search operators in a visual way.   How does it work?: You start with a green puzzle piece, type in what you're looking for figure out what you don't or do want in the results by adding the "and" or "not" puzzle pieces, and you're off and running.   Example: C++ java -jobs -samples intitle:resume OR inurl:resume RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Recommended Books   U R A Brand! How Smart People Brand Themselves for Success - by Catherine Kaputa   Me 2.0: Build a Powerful Brand to Achieve Career Success - by Dan Schawbel   The Brand You 50: Transform Yourself from an ‘Employee’ into a Brand That Shouts Commitment, and Passion! - by Tom Peters   Stand Out! Branding Strategies for Business Professionals - by Simon Vetter   Branding Phenomenon - by Peter Montoya   Self-Marketing Power: Branding Yourself As a Business of One - by Jeff Beals   Blogging For Dummies - by Susannah Gardner RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Key Facts: What Facts: Key is it?:   Ping is: ◦  A site that helps you keep on top of social networking. ◦  A service that allows people to post updates to multiple social networking sites at once.   Updates can be posted from multiple resources, inkling Google, instant messenger sites, and mobile devices. RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Key Facts: Key Facts: What is it?:   If you use Outlook, Xobni is a great Free add-on which helps you organize your inbox and provides other unique features. http://tinyurl.com/Xobni1 provides:   Lightning-fast search   Threaded conversations   Quick attachment discovery   Contact info provided by LinkedIn, Facebook & Hoovers RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

Closing and Questions   Final Questions, Closing Thoughts (Toby Nathan) Contact Toby Please don’t forget to link with me to grow your network on LinkedIn or Twitter! www.linkedin.com/in/tobyrnathan http://twitter.com/recruitastar RecruitaStar.com toby@recruitastar.com RecruitaStar, LLC, 200 S. Wacker Dr., Suite 3100, Chicago, IL 60606

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Creating a Personal Brand: Increasing Your Online Presence

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Creating a Personal Brand: Increasing Your Online Presence — Presentation Transcript