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Personal Branding and the Job Search - Summers Mckay 1.6.14 (UCLA PSSO)
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Personal Branding and the Job Search - Summers Mckay 1.6.14 (UCLA PSSO)


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Presentation to the UCLA Political Science Student Organization on 1.6.14. …

Presentation to the UCLA Political Science Student Organization on 1.6.14.

A presentation to the UCLA Political Science Student Organization (PSSO) on maximizing your Personal Brand for the job search. I came across an old picture from a ropes course a few years ago... this image was taken moments before I leapt to grab a trapeze just a few feet away and then subconsciously retracted mid air... I'd spent the day motivating my classmates, cheering my UCLA Anderson EMBA Class of 2012 on, encouraging everyone I could to not just show up for the day but to also really enjoy it... and I forgot to establish what I expected in return. When I leapt, I didn't know what I was reaching for. Personal branding is not just about what people see in you, but what you see in yourself. It's the clear articulation of who you are, what you have to offer and what you expect in return. Now when I give, work, mentor, coach, and teach, I don't forget that I too get something in return. #GetClimbing

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  • 1. Personal Branding PSSO Summers McKay © Summers McKay 2014 1
  • 2. © Summers McKay 2014 2
  • 3. © Summers McKay 2014 3
  • 4. © Summers McKay 2014 4
  • 5. Business Leaders with Clearly Defined Personal Brands © Summers McKay 2014 5
  • 6. So What’s a Personal Brand? From Wikipedia, the free encyclopedia Personal branding is the process whereby people and their careers are marked as brands.[1] While previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.[1] The process is further defined as the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, physical appearance and areas of knowledge, leading to a uniquely distinguishable, and ideally memorable, impression.[citation needed] The term is thought to have been first used and discussed in a 1997 article by Tom Peters.[2] • Personal branding often involves the application of one's name to various products. For example, the celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g. Trump Steaks). © Summers McKay 2014 6
  • 7. So What’s a Personal Brand? “A Personal Brand is the articulation of your value proposition to the marketplace. It’s who you are, what you offer, and what you expect in return.” Summers McKay © Summers McKay 2014 7
  • 8. What is your Personal Brand? Self Motivated Energetic Resourceful Calm Passionate Committed Organized Hard working Analytical Problem Solver Gracious Polite Adventurous Reliable Good Listener Curious Animated Creative Loyal Smart Innovative A Leader Supportive © Summers McKay 2014 8 Meticulous Quantitative Conscientious Qualitative
  • 9. What does it mean and why is it useful? Identify the value you bring to the table. Be able to effectively convey and articulate it. Use it to get a job & create productive relationships. © Summers McKay 2014 9
  • 10. “About 27 per cent of employers view social media profiles on Facebook, Twitter or LinkedIn to get a better taste of a candidate's character beyond their CV and application form. But is it fair for employers to do this and what are the risks?” ACAS – (Employment & HR Consortium UK) What are the risks of a social media profile? Too Much Info Shared Discrimination Personal Security Misunderstandings Profile Pirating or Hacking Inappropriate Content for Your Audience © Summers McKay 2014 10
  • 11. Personal Brand or Social Media Presence? © Summers McKay 2014 11
  • 12. So, you need to control your brand. © Summers McKay 2014 12
  • 13. Brand Decisions – What Do You Value? Hard work Impact Engagement Technology Creativity Stability Growth Collaboration Strategy Focused Energy Innovation Feedback Analysis Broad experiences Clear Hierarchy Compensation Independence © Summers McKay 2014 13 Financial responsibility
  • 14. Brand Decisions – What Does Your Audience Value? • • • • • • Employers Colleagues Clients Mentors Friends Family © Summers McKay 2014 14
  • 15. Brand Decisions – What Are Your Goals? • Get a job….. (no duh) – But specifically, what is the kind of job you want, the type of responsibilities you want and what do you believe in your value portfolio will further that goal? • Articulate the elements of your brand that will help you achieve your goals. © Summers McKay 2014 15
  • 16. Ways to Demonstrate Your Brand • How you present yourself • How you engage with those around you • Events & Activities you participate in • Your elevator pitch • Your resume • Your online profile © Summers McKay 2014 16
  • 17. What is an Impression Network? “Your Impression Network is the aggregate of everyone you touch through social media, the people you know in real life, and those who want to be connected to you.” Summers McKay It’s your facebook friends, it’s your tumblr followers, your twitter followers, your linked in crew, your pinterest pinners, your reddit readers, your vine viewers, your instagram pals, your blog followers, your google plus’rs, your classmates, your professors, your friends, your colleagues ….. OMG what have I missed? © Summers McKay 2014 17
  • 18. What is an Impression Network? © Summers McKay 2014 18
  • 19. How Can You Use Your Impression Network? • • • • • Build your network Get a job Improve your on the job performance Increase learning and expertise Enhance the value you bring to your organizations. © Summers McKay 2014 19
  • 20. So what kind of impression do you want to make? © Summers McKay 2014 20
  • 21. Getting Above the Fold © Summers McKay 2014 21
  • 22. Ways to Demonstrate Your Brand Online • Email Address & Signature • LinkedIn & other professional profiles eg: intern sushi • Twitter • Facebook • Others …. Google +, Blog, Pinterest, Pandora…… etc © Summers McKay 2014 22
  • 23. Building The Basics Your Email Signature Summers McKay 310-5xx-7898 © Summers McKay 2014 23
  • 24. Building The Basics Linkedin Profile 1) Start with a professional looking picture and a clear self description. 2) Use your summary to explain what you value and what you are seeking. 3) Outline experiences – describe what you learned or did in each role. Volunteering, Class Projects, EDGE, Internships, other jobs. 4) Connect to people you know. 5) Follow companies and executives that you admire. Learn what they think is important. Observe their stated values. Are they aligned with yours? © Summers McKay 2014 24
  • 25. Building The Basics Your Facebook (Not Optional) - But how much you share is. You want people to be able to see the basics about you on FB, because it will help push you above the fold. But not everyone should be able to see your friends, your interactions, your likes and dislikes. - If you choose to be public, everything you post must be aligned with your personal brand. - If you choose not to be public, it still doesn’t matter. EVERYTHING you post must be aligned with your personal brand. © Summers McKay 2014 25
  • 26. Building The Basics Your Resume (Not Optional) - You need to craft your resume to communicate the desired skills and needed experience for the jobs you are applying for. Human resource executives are just checking boxes. This is NOT the place to be particularly self expressive. - Keep it concise and clear. - Start with a one sentence description of your skills and personal qualities tailored to each position you are applying for. Read the job description, and reiterate it back to them. You are that needed resource. - List experiences © Summers McKay 2014 26 and what you learned in them, not just responsibilities you had.
  • 27. Building The Basics Your Twitter (optional) - Establish an account with a professional or clever, but not inappropriate name. - Follow companies and people that are aligned with your values or goals. (Some fun ones are ok as well…. ;-) - Tweet ONLY when it is aligned with your goals, your brand and your intended dialogue. - Don’t use twitter for rants… unless it’s with Sprint or Time Warner Cable… then they fix things faster. © Summers McKay 2014 27
  • 28. Building The Basics Your Blog (Optional) - If you choose to blog, do it with your core values and stated goals. Be on topic. Don’t just muse without direction. If an employer, customer, or colleague searches for your blog…. (and they will) it needs to be authentic and aligned. © Summers McKay 2014 28
  • 29. So What’s a Personal Brand? “A Personal Brand is the articulation of your value proposition to the marketplace. It’s who you are, what you offer, and what you expect in return.” Summers McKay © Summers McKay 2014 29
  • 30. #GETCLIMBING © Summers McKay 2014 30