Boston University - Personal Branding Keynote - Round 2

Dan Schawbel Personal Branding Expert

Current Situation 63,000 Jobs Cut in February first time in 4.5 years “ Taken as a whole, you clearly have a deceleration of the rate of job growth” Jan Hatzius, Chief Domestic Economist, Goldman Sachs Solution – Personal Branding

We Learn a Lot in School… Math English Sociology History Science Art Music Philosophy Psychology Languages

Personal Branding Origins

“ 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.”

Tom Peters, Management Guru

Source: www.fastcompany.com/magazine/10/brandyou.html Starting today you are a brand!

What is Your Brand?

Self-Impression = Perception

My Journey Personal Branding Blog March 14 th , 2007 Personal Brand Awards May 1st, 2007 Personal Branding TV July 2 nd , 2007 DanSchawbel.com August 25th , 2007 Personal Branding Magazine August 1st, 2007 Personal Branding Wiki September 12th , 2007 Personal Branding Articles Spring 2009

Your Brand is Searchable My Blog My Brand My Magazine Byline Article Press LinkedIn Resume Facebook Profile 47% of people have searched for information about themselves online (Pew Internet Study, Dec 07’)

The Concept Differentiation Personal branding describes the process by which individuals differentiate themselves by identifying and articulating their unique value proposition to achieve a specific goal. “ People are Marketed as Brands ”

The 4 P’s of Marketing

P erson

P lace

P rice

P romotion

The same strategies apply

Octopus Model of Relevancy Public Relations Marketing / Branding Relationship Networking Career Development Search Engine Optimization (SEO) Human Resources Entrepreneurship Social Media Personal branding covers 8 topics

4-Step Branding Process Step 4

Personal Branding Toolkit Cover Letter Resume CD Portfolio References Document Website / Blog Business Card

Resume 2.0

YourName.com

Purchase NOW on GoDaddy.com ( Promo: OYH3 )

Secure your brand

Traditional resume split

Take typical sections and make them pages on your site

Education, experience, activities, etc

Video Resume

Buy a web camera

Dress and act like it’s an interview

Upload it to YouTube

Share or embed it

Social networks

Blogs

Networking 75% of jobs are a result of networking “ Great jobs, world class jobs, jobs people kill for... those jobs don't get filled by people emailing in resumes. Ever.” - Seth Godin, Marketing Guru

Social Networks 1) 2) 3) 4) 5) 6) 7) 44% of employers are logging onto Facebook to examine profiles of candidates (The Miami Herald, March 08’) 20 Million profiles, of which 90,000 are recruiters (LinkedIn.com, WSJ.com) 89% of employers would watch a video resume (Vault.com) 3 Million users and 100 million bookmarked URLs. (wikipedia.com) Prominent Twitter users include U.S. presidential candidates Ron Paul, John Edwards, Barack Obama, and Hillary Clinton. (wikipedia.com) Tracking over 70 million weblogs, 120,000 created each day, 1.4 blogs created every second. (sifrey.com) Ning hosts more than 185,000 networks. (wikipedia.com)

Blogging 101

Know your brand

Take a niche

Register for:

Google Feedreader

Wordpress.com/.org

Engage

Comment on other blogs

Link to other blogs

Email experts related to your niche

Strategize and repeat

If a 7-year-old can do it YOU CAN

Blogs: Listen, Create & Participate

Reputation Management 26% of hiring managers use the internet to research potential employees 1/10 use social networks in candidate screening processes 63% found dirt that caused them to dismiss a candidate

Think Your Too Young? Cody McKibben 24, Web Design and Blog Consultant After learning how to build a network as a staff member for his college, he used LinkedIn as a way to build a profile, connect with potential clients and share expertise using the Q&A feature. Now brings in several clients for his own business. Andrew Cafourek 23, Web Design and Blog Consultant He had interest in social media after graduating college. One day he left a blog comment that he was interested in a new job in a post talking about changing jobs. He was contacted by a company, interviewed and hired based on his own blog that he created. Jon Ostrower 24, The FlightBlogger After blogging about aviation with passion and an audience of over 400,000 readers, the aviation news and jobs website Flight Global brought him on board to blog fulltime.

Think Again! Brian Stelter 23, New York Times Columnist Launched a blog about cable news, then joined Mediabistro and then he started making money blogging. His reputation as a journalist and TV news expert landed him with his new job at the NY Times when he graduated. Matt Coddington 22, Web Developer With very little industry experience and income, he scrapped his resume and wrote a letter to a hiring manager, with a link to his blog and was hired based on the proven success he had with it. Brooke Allison 23, Viral Video Superstar She started her own channel on YouTube, which eventually made it to the homepage and she was then discovered by mainstream media with a contract from Carson Daily. She’s been mentioned in the WSJ, NBC, etc.

Action Items www.personalbrandingblog.com www.personalbrandingsample.com www.GoDaddy.com