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S H A W N A C E R M A KM A Y 3 1 , 2 0 1 3Personal Branding InToday’s WorldSite: shawnacermak.com / Twitter: @sjcermak
What Is Personal Branding?Site: shawnacermak.com / Twitter: @sjcermak
The Foundation….Be Authentic&Show Who You AreSite: shawnacermak.com / Twitter: @sjcermak
Staying Authentic By… Not making things up Figuring out what you do Figuring out what skills you have Figuring out wha...
Write Down 3 Emotional Words For YouJumpstart Personal BrandingSite: shawnacermak.com / Twitter: @sjcermakThese three word...
Managing Your Image Identify the platforms you would like to leverage.. LinkedIn, Personal Website, Networking Make sur...
You’re on LinkedIn, But Is It Working?Your profile is not completeYou hardly appear in searchesPeople won’t accept your in...
Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Med...
Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Med...
Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Med...
Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Med...
Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Med...
A Little More On LinkedIn GroupsIdeas for Staying Active1. Introduce Yourself2. Ask Questions3. Post Links To Useful Artic...
[Must Have] A Powerful, Personal Website80% of job seekers want a personal website(yet, only 7% have one)56% of all hiring...
Content To Include On Your Website Samples of Your Work Results Links A Blog Videos & Other Multimedia Testamonials...
Networking: Traditional, Virtual, or Both?TraditionalWorking PhonesAttending Industry EventsTrading Business CardsInformat...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak1. When meeting someone at a networkingfunction, you...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak2. If you are having a difficult time getting aconve...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak3. The best conversationalists are people whocan:A. ...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak4. The best way to show respect for whatsomeone else...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak4. The best way to show respect for whatsomeone else...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak5. When preparing for a networkingfunction, you shou...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak6. After meeting someone, if you feel there isno pot...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak7. After you have established a common interestand b...
Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak8. If you are networking and someone latcheson to yo...
AnswersSite: shawnacermak.com / Twitter: @sjcermak1. A - Begin your conversation with casual talk2. B - People will go out...
How Did You Do? Seven or more correct:You will be the hit of the party! Guaranteed you will make somepositive contacts, a...
In Person Virtually Realize Less Is More Plan Your 1st Impression Get There Early Get In Line Don’t Pitch…Talk Liste...
Finally…. Set Personal Branding GoalsExamples Attend 1 – 2 National Marketing Conferences Annually Update Your LinkedIn ...
Thank YouShawna Cermakwww.shawnacermak.comMarketing Leader l Brand Strategist lDigital Marketer l Senior Project Manager@s...
Site: shawnacermak.com / Twitter: @sjcermakReferencesBryce, S. (2013) 5 Clues Your LinkedIn Strategy Needs Help.Retrieved ...
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Personal Branding In Today's World

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This presentation is meant to: help you define your personal brand, educate you on managing your image, and encourage you to leverage 3 personal branding areas: LinkedIn, a Personal Website and Networking

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  • Many people recognize the birth of personal branding to be when an article was first published by Tom Peters in FastCompany Magazine (“A Brand Called You”)He stated: Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. 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.”This presentation is meant to:Help you define your personal brandEducate you on managing your imageEncourage you to leverage & maximize 3 personal branding areas: LinkedIn, a Personal Website and Networking
  • Jerry’s one client, a pro footballplayer named Rod Tidwell (played by Cuba Gooding Jr.) Rod decides to become a free agentbut discovers he’s having a really hard time getting the contract he wants. Jerry keeps telling him it’s a branding issue: the way Rod perceives himself doesn’t alignwith the way others in the business perceive him. And the value Rod feels he brings to thegame doesn’t match up with what others see.Jerry tells Rod that his attitude is hurting him and that people think theonly thing he cares about is money.So, essentially, Jerry tells him to fix his brand. He needs to be more authentic andshow more of who he really is in order to be competitive.
  • People will always have an opinion about you, no matter what you do. It’s important to uncover your brand in order to comfortably communicate to out to the world. Ultimately, you want to come up with something your “known” for that clearly demonstrates value.Some additional questions you can ask yourself to help you get there…What problem do you love to solve at work?What’s your process or methodology for doing it?What analogy can you use from everyday life to help someone understand better what you do?What proof do you have that what you say is true?What do you want to do next with this valuable skill?
  • Now… Think of three emotional words that best describe you and write them down. Think about your business cards, profile images, and professional headlines. Those three words should inform all of those elements and everything that you do moving forward. Every sentence you write or introduction of yourself that you make. The benefit of this approach is that you will always be seen consistently & remembered for who you are.Steve Jobs -“innovative,” “polished,” and “underdog power.”Paris Hilton - “conceited,” “spoiled,” and “lost at sea.”
  • Your profile is not completeLinkedIn periodically changes how it measures profile completenessCheck your completeness peridically – it does affect how you rank in searches & other LinkedIn experiencesYou hardly appear in searchesYou have tools that LinkedIn provides that trend how often you are appearing in searchesCheck the content of your profile if you are not appearing that oftenPeople won’t accept your invitationsIf you are sending out a lot of invitations & not receiving many acceptances then pause and re-evaluate your strategyIt’s important that people don’t look at you as an “invitation spammer”People don’t reach out to youIf you are active, it is only natural for people to reach out to you after awhileIf no one wants to connect with you, ask yourself these questionsAre you courteous and professional in all your interactions? Do you limit your updates and interactions to professional (rather than personal) ones?Do you promote others in your network (for example, retweeting others’ blog posts) instead of limiting yourself to self-promotion? Have you joined one or two targeted open networking groups to help build your LinkedIn network quickly? Is the text of your headline and summary compelling so that people would want you in their networks?People are confused about what you offerIf people seem confused about what you do and what you offer, then take a look at your profileMake sure to clearly state your focus and focus on what you offer versus what you want
  • Your NameKeep this clear and conciseDon’t add acronyms and credentials to it2. Professional HeadlineUse Keywords & Compelling WordsTry to Work in A Value Proposition if Possible3. PictureHave a professional quality photoTry to have a plain, uncluttered backgroundMake sure that you are smiling in the photo4. ConnectionMake it your goal to reach over 500 connectionThis is social proof and extends your networkMany ppl view 500+ as unofficial super connector statusThe author Keith Ferrazzi uses the term in his book Never Eat Alone, here’s his definition:“Super Connectors are people who maintain contact with thousands of people in many different worlds and know them well enough to give them a call. Restauranteurs, headhunters, lobbyists, fundraisers, public relations people, politicians, and journalists are the best super-connectors because it’s their job to know EVERYONE.”5. Add Relevant Contact Information6. Twitter / Web sitesIt’s important to add your handle so that people can follow you on twitter alsoYour allowed a listing of 3 websites. Do not use generic names for your sites. Always change the words to describe what you offer. Consider multiple links to the same site in some instances7. Customize your profile URLSelect a vanity URL that is your name. If someone already has it, use a middle initial or designation
  • 8. Status Updates Update often (some say you should do it daily) to show up in the news feed of your connections and appear active on Linked In9/10/11. Summary Use keywordsWrite in first personInclude things like: Who you are, Who should connect with you & How You Can Help ThemAlways end with a call to action directing people what to do next
  • 12/13. Videos / MultimediaYou can add these to the summary section and below each experience sectionA video can really set a profile apart. It can be a welcome video, video talking about what you have to offer, or a testamonial14. Skills & Expertise Click on the “More” tab on the LinkedIn Navigation Bar then click on “Skills” Add a list of your skills & keep keywords in mind that you think people will be searching for.. Make sure that anything that you add you will want to be known / endorsed for
  • 15. Projects Section Can highlight particular projects of interest Draw attention to free reportsor downloads Showcase products that you are promoting16/17. Experience Use keywords in the title and description Only use years (do not feel like you have to list months)For every position include the following: • What your company does • What you do in the company • Who your customers are • What services you offer
  • 18. Recommendations Ask people that you know for a recommendation Customize the message when you make the request Keep in mind that one of the best ways to get a recommendation is to give them19. Volunteer Experience & Causes List things that you are actually involved with or passionate about20. Honors & AwardsIf you have received a particular honor & awards talk about them It provides you with added credibility and reinforces that you are an achiever
  • LinkedIn describes its Groups this way: they “provide a placefor professionals in the same industry or with similar intereststo share content, find answers, post and view jobs, makebusiness contacts, and establish themselves as industryexperts.”This areais still fairly under utilized by people on LinkedIn By actively participating in a Group, it will show that you are serious about your career and that you can write / interact on a professional level. Your authored group posts can be made visible on your profile so anyone looking at your profile is aware of your professional knowledge. Participating in group is an easy way to broaden your network – connecting & messaging people who are not in your connections. SUPER-COOL TIP: To message a non-connection in oneof your groups, do this: go to the group, find the personyou want to message, hover over their picture, click on“send message” on the middle of the bottom of the popupbox.
  • A Focus - the purpose of the siteContact information - name and contact information in the header or footer of every pageA Professional Headline - a one- to two-sentence descriptionA Brief Bio - provides any additional information such as interests, hobbies, or awards and accomplishments.Your Resume – provides access to your full qualificationsProfessional Summary / Objective – a short, descriptive bio helps explain to visitors what you do and how you can help Samples of your work – treat like a portfolio & upload in multiple formats Results - share quantifiable results from past experiencesLinks – to professional organizations, articles quoting you, other important readingsA blog - provides visitors the opportunity to witness your writing skillsVideos & Other Relevant Multimedia – present information or ideas related to your field, short tutorials, etc.Testimonials - share any positive things professionals or clients have said about youSome sites that you can leverage to build your website (if you don’t have any coding skills) are: Wix.com, Weebly.com, About.me, and WordPress. If you are interested in resources designed with presenting a portfolio in mind consider checking out Pressfolios, Carbonmade, or Behance.
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • Pass out small cards with the 8 questions on them. Give 5 minutes to answer. Then, read answers
  • In PersonRealize Less Is MoreBe selectiveGo to fewer events and be more focused when attendingPlan Your 1st ImpressionIt takes up to 200x the amount of information to undo a first impression as it takes to make one.Show up with the best version of you, every time.Get There EarlyGet In Line A queue gives you a place to put your body and a temporary purpose in the world There are only two people to talk with – the person in front and person behind you.Don’t Pitch…Talk Be useful and gracious Greet others with a warm smile and leap at every chance to be helpful.ListenFocus on those around you, asking thoughtful questions based on the detail of what they are sayingFollow upWe forget half of what we hear within 48 hoursWrite personalized follow-up within two daysVirtuallyMaintain Your AccountsTranslation = Go into them on a regular basis and do something while you are there. Daily updates suggested.Share ContentIt can be yours or others, the important thing is that you are sharing something that provides value to your audiencePromote YourselfTalk about some of the things that you are doing or areas of interest Share your accomplishments, articles you've written, professional challenges you've overcomeEngage Peers Ask and answer questions, join conversations and groups, comment on others' updates, retweet, etc.Check Privacy Settings Make sure that you understand the logistics of how your account is set up so that you don’t have any surprisesBe Consistent Ensure your LinkedIn profile, Twitter bio and Facebook page show the same job histories and expertiseRemember Who You Are “Talking” ToKeep in mind the audience of the platform (Facebook – your friends versus Twitter – a public network)
  • Transcript of "Personal Branding In Today's World"

    1. 1. S H A W N A C E R M A KM A Y 3 1 , 2 0 1 3Personal Branding InToday’s WorldSite: shawnacermak.com / Twitter: @sjcermak
    2. 2. What Is Personal Branding?Site: shawnacermak.com / Twitter: @sjcermak
    3. 3. The Foundation….Be Authentic&Show Who You AreSite: shawnacermak.com / Twitter: @sjcermak
    4. 4. Staying Authentic By… Not making things up Figuring out what you do Figuring out what skills you have Figuring out what combination of traits you have Determining the kind of results you consistently getDirecting How Others Perceive YouSite: shawnacermak.com / Twitter: @sjcermak
    5. 5. Write Down 3 Emotional Words For YouJumpstart Personal BrandingSite: shawnacermak.com / Twitter: @sjcermakThese three words shouldinform all elements andeverything that you domoving forward…..
    6. 6. Managing Your Image Identify the platforms you would like to leverage.. LinkedIn, Personal Website, Networking Make sure that there is consistency across allplatforms Back up any broad statements with objective proof Show numbers, dates, etc. of what you have done that backsup your claim Keep things brief Can you state your value proposition in 10 words or less?Site: shawnacermak.com / Twitter: @sjcermak
    7. 7. You’re on LinkedIn, But Is It Working?Your profile is not completeYou hardly appear in searchesPeople won’t accept your invitationsPeople don’t reach out to youPeople are confused about what you offer© Atee83 | Dreamstime Stock Photos© Orla | Dreamstime Stock Photos & Stock Free Images© Subjektiv | Dreamstime Stock Photos &Stock Free Images© Get4net | Dreamstime Stock Photos &Stock Free ImagesSite: shawnacermak.com / Twitter: @sjcermak
    8. 8. Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Media Site
    9. 9. Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Media Site
    10. 10. Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Media Site
    11. 11. Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Media Site
    12. 12. Amp Your LinkedIn PresenceSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Media Site
    13. 13. A Little More On LinkedIn GroupsIdeas for Staying Active1. Introduce Yourself2. Ask Questions3. Post Links To Useful Articles4. Start A LinkedIn Poll5. Link To An Upcoming Event6. Share Your Own Post7. Post A Job LeadSite: shawnacermak.com / Twitter: @sjcermakTop Dog Social Media Infographic | Top Dog Social Media Site
    14. 14. [Must Have] A Powerful, Personal Website80% of job seekers want a personal website(yet, only 7% have one)56% of all hiring managers are more impressed by acandidate’s personal website than any otherpersonal branding toolWhy isn’t that number higher?Most candidates don’t know what to put on their site.Site: shawnacermak.com / Twitter: @sjcermak
    15. 15. Content To Include On Your Website Samples of Your Work Results Links A Blog Videos & Other Multimedia Testamonials A Focus Contact Information A Professional Headline A Brief Bio Your Resume Professional Summary /ObjectiveSite: shawnacermak.com / Twitter: @sjcermak
    16. 16. Networking: Traditional, Virtual, or Both?TraditionalWorking PhonesAttending Industry EventsTrading Business CardsInformational InterviewsVirtualSocial MediaBloggers / InfluencersBothAttend Events & VirtuallyConnectRequest An Online IntroFrom An ExistingRelationshipSite: shawnacermak.com / Twitter: @sjcermak
    17. 17. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak1. When meeting someone at a networkingfunction, you should begin the conversationwith:A. casual conversation about theweather, sports, movies, pets or common interests.B. a brief background on your career and the type ofnew position you are seeking.C. questions about his/her career or why he/she isattending the function.Don Straits| Test Your Networking Skills
    18. 18. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak2. If you are having a difficult time getting aconversation started or if you areuncomfortable with networking, you should:A. wait for someone to approach you to begin aconversation.B. admit that sometimes these functions are awkwardfor you and ask the person for tips on how he/she goesabout getting to know someone.C. try meeting people around the food table and talkabout how great the caviar tastes.Don Straits| Test Your Networking Skills
    19. 19. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak3. The best conversationalists are people whocan:A. ask other people interesting questions.B. talk comfortably on a wide range of topics.C. always pick up the conversation when others runout of things to say.Don Straits| Test Your Networking Skills
    20. 20. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak4. The best way to show respect for whatsomeone else is saying is to:A. compliment him/her on what he/she has said.B. ask others to join your conversation to hear whathe/she is saying.C. be a good listener, provide responsive gestures andask good follow-up questions.Don Straits| Test Your Networking Skills
    21. 21. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak4. The best way to show respect for whatsomeone else is saying is to:A. compliment him/her on what he/she has said.B. ask others to join your conversation to hear whathe/she is saying.C. be a good listener, provide responsive gestures andask good follow-up questions.Don Straits| Test Your Networking Skills
    22. 22. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak5. When preparing for a networkingfunction, you should:A. keep up to date on current events, worldaffairs, emerging business trends and state-of-the-artmanagement or leadership concepts.B. ask the host in advance for a list of the guests andtheir backgrounds.C. bring a small note pad and pen to write downcontact information or schedule meetings.Don Straits| Test Your Networking Skills
    23. 23. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak6. After meeting someone, if you feel there isno potential for him/her to help you in yourjob search, you should:A. politely excuse yourself and continue to meet otherpeople.B. not be too quick to judge.C. continue to talk to him/her but try to get others tojoin in your conversation so that you can meet newpeople.Don Straits| Test Your Networking Skills
    24. 24. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak7. After you have established a common interestand believe you would like to spend more timetalking to this individual, you should:A. suggest he/she excuse himself from the function and goto a restaurant or other room where you can talkconfidentially about your career or possible jobopportunities.B. set an appointment to meet with him/her at a later date.C. ask for his/her business card and permission to call in afew days perhaps to find a time when you could meet.Don Straits| Test Your Networking Skills
    25. 25. Rate Your Schmoozing SkillsSite: shawnacermak.com / Twitter: @sjcermak8. If you are networking and someone latcheson to you and follows you everywhere, youshould:A. politely involve him/her in all of your conversations.B. tell him/her to get lost.C. excuse yourself from him/her, indicating that youhave to meet with someone or perhaps visit therestroom.Don Straits| Test Your Networking Skills
    26. 26. AnswersSite: shawnacermak.com / Twitter: @sjcermak1. A - Begin your conversation with casual talk2. B - People will go out of their way to help to you.3. A - Surprisingly, some of the best conversationalists do theleast amount of talking.4. C - Always display good eye contact with verbal and body-language response.5. A - If you want to carry on good conversations, then you muststay contemporary on a variety of subjects.6. B - You should view networking as "How can I benefit or helpthis person?"7. C - Dont be too aggressive in trying to make that contact8. C - Dont let another person dominate your time at a networkingfunction.Don Straits| Test Your Networking Skills
    27. 27. How Did You Do? Seven or more correct:You will be the hit of the party! Guaranteed you will make somepositive contacts, and people will make an effort to get to knowyou. Six correct:With a little effort, you can move to the next level. Practicemakes perfect, so get out and network every chance you get. Five or fewer correct:You’ll need some more practice to make the impression youwant and to woo strangers. Consider requesting personalcoaching or attend some classes on networking; grooming;communication skills (listening); and social graces.Site: shawnacermak.com / Twitter: @sjcermakDon Straits| Test Your Networking Skills
    28. 28. In Person Virtually Realize Less Is More Plan Your 1st Impression Get There Early Get In Line Don’t Pitch…Talk Listen Follow up Maintain Your Accounts Share Content Promote Yourself Engage Peers Check Privacy Settings Be Consistent Remember Who You Are“Talking” ToNetworking StrategiesSite: shawnacermak.com / Twitter: @sjcermak
    29. 29. Finally…. Set Personal Branding GoalsExamples Attend 1 – 2 National Marketing Conferences Annually Update Your LinkedIn Presence 1 – 2 Times A Week Go to 1 – 2 Local Networking Events Each Month Meet 5 – 10 People At Each Event Set 1 Large Personal Goal Each Year Shawna’s 2013 Goal – Achieve PMP CertificationSite: shawnacermak.com / Twitter: @sjcermak
    30. 30. Thank YouShawna Cermakwww.shawnacermak.comMarketing Leader l Brand Strategist lDigital Marketer l Senior Project Manager@sjcermakshawnacermak@gmail.comHave ideas?Connect with me.
    31. 31. Site: shawnacermak.com / Twitter: @sjcermakReferencesBryce, S. (2013) 5 Clues Your LinkedIn Strategy Needs Help.Retrieved from www.careerealism.com/linkedin-strategy-needs-help/DeBaise, C. (2013) Networking Strategies for People Who Hate NetworkingRetrieved from http://www.entrepreneur.com/video/226020Dodaro, M. (2013) How To Create A Kick-Ass LinkedIn Profile Infographic.Retrieved from www.topdogsocialmedia.com/linkedin-marketing-infographic/Donston-Miller, D. (2013) Social Networking Dos and Donts.Retrieved from http://www.theladders.com/career-advice/social-networking-dos-dontsSmith, J. (2013) Why Every Job Seeker Should Have a Personal Website, And What It Should Include.Retrieved from www.forbes.com/sites/jacquelynsmith/2013/04/26/why-every-job-seeker-should-have-a-personal-website-and-what-it-should-include/2/Straits, D. (2013) Test Your Networking SkillsRetrieved from http://www.theladders.com/career-advice/networking-skills-testVanderwoude, I. (2013) How To Avoid A Huge Personal Branding Mistake. Retrieved fromwww.careerealism.com/tips-avoid-huge-branding-mistake/Waldman, J. (2013) How To Create A Personal Brand Without Being A Jerk.Retrieved from www.careerealism.com/create-personal-brand-jerk/
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