Ethan Chazin presentation July 25,2016 to NY State Society of CPAs NextGen conference

1. Presented by:
Ethan Chazin
President
The Chazin Group LLC
Brand New YOU: Market YOURSELF for
Career Success

4. • A good pitch should answer 3 questions:
– Who are you?
– What do you do?
– What are you looking for.
• Clarify your target.
• Get it down on paper.
• WIIFM! Tailor the pitch to your
audience, not you.
• Eliminate industry jargon.
A Compelling Pitch

5. • Practice, practice, practice (then
get feedback.)
• Prepare a few variations.
• Nail it with confidence.
A Compelling Pitch

7. • Product: Your background, experience,
accreditations, training, qualifications.
• Packaging: Dress for success. Culture,
language proficiency, Study/Live Abroad
• Pricing: Know Your Worth Always.
• Placement: Network Strategically. Put
yourself out there.
• Promotions: How to Market Yourself.
Your 5 Ps

8. Blog.Slideshop.com

9. The Chazin GroupThe Chazin Group
Security Analyst Information Security Research Market Data
Senior Security
Analyst
Information Analyst Research
Analyst
Market Data
Specialist
Quant Research
Analyst
Network Intrusion Analyst Research
Manager
Quant Modeler /
Trader
Application Security Analyst
FX Systematic
Trader
Security Systems Analyst
Your Contact Details Here!
Summary of professional qualifications: X years as a security analyst
with core competencies in:
• Core competency 1
• Core competency 2
• Core competency 3
• Core competency 4
My target Job Functions & Job Titles:
Your Personal Marketing Plan

10. The Chazin GroupThe Chazin GroupYour Personal Marketing Plan
Key Company Attributes Ideal Job Location
Entrepreneurial culture, small start up, and
condones calculated risk-taking.
NYC, Northern/Central NJ, Dallas/Ft. Worth,
TX
Cincinnati, OH.
E-Commerce Manufacturing Security Sports
Management
Amazon Amano
Corporation
Kroll Worldwide Steiner Sports
E-Bay Johnson Controls Citigate-Hu dson MIllsport
B&N.com United
Technologies
Safir-Rosetti SME, Inc.
Key Responsibilities That I Oversee:
• Project Management
• Telemarketing
• Customer Service
Target Industries and Companies:
My Ideal Company Characteristics and Locations:

11. Create
Demand
For
YOU

12. • Become a SME.
• Get Published.
• Identify Your UVP.
• Your “Product” Features & Benefits.
• Build a Rolodex of References:
–Advisors, Bosses, Peers, Clients,
Professors, Mentors.
• Define Your 4-5 Success Stories.
• Promote Yourself AT ALL TIMES.
The Chazin GroupThe Chazin GroupSelf Promotion=BRANDING

13. • Participate on Panels.
• Speak at Industry Events,
Tradeshows, Conferences.
• Obtain Recommendations.
• Defend Your Brand (Name)
Against ALL Attacks.
• Blog, Blog, Blog.
The Chazin GroupThe Chazin GroupSelf Promotion=BRANDING

16. The Chazin GroupThe Chazin GroupYour USP (UVP)

17.  Personal Mission Statement
 Positioning Statement
 Proposition Statement
The Chazin GroupThe Chazin GroupDefine Your UVP in 3 Steps

18. Your
PERSONAL MISSION
Statement
The Chazin GroupThe Chazin Group STEP 1

19. "My personal mission is to take time every
day for reflection, to realize what I learned,
what I should learn more about to say thank
you, to give myself a pat on the back while
looking into what I need to improve upon.”
The Chazin GroupThe Chazin GroupAn Example

20. • What principles do I choose as a
foundation for my life?
• What would I like to accomplish and
contribute?
• What would I like to be?
• How do I fit into my family and
community?
• What are my strengths?
• What are my passions?
The Chazin GroupThe Chazin GroupYour Core Values & Beliefs

21. The Chazin GroupThe Chazin Group
Elements to Consider
Very
Important Important Neutral
Not
Important N/A
Security
Financial Stability
Challenge
Creativity
Competitiveness
Personal Growth
Promotional Opportunities
Variety
Routine
Detail Orientation
Organized Environment
Culture:
 Values
 Integrity
 Energy
 Structure
 Celebrations
What’s MOST Important to You?

22. The Chazin GroupThe Chazin Group
Elements to Consider
Very
Important Important Neutral
Not
Important N/A
Environment
Helping or Impacting Lives of
Others
Pace
Physical Demands
Work-Life Balance
Recognition
Rate of Pay
Educational Requirements
Personal Relationship with
Manager
Personal Relationship with Co-
workers
Physical location
Commute
What’s MOST Important to You?

23. Why We ALL Need a Personal
Mission Statement!
• Ensures a greater chance of career success!
• Steven Covey has referred to crafting a
mission statement as "connecting with your
own unique purpose and the profound
satisfaction that comes in fulfilling it."
• Michael Goodman: a personal mission
statement is: “an articulation of what you’re all
about and what success looks like to you.”
The Chazin GroupThe Chazin GroupPersonal Mission Statement

24. 1. Identify Your SUCCESSES
2. Identify Your CORE VALUES
3. Identify your CONTRIBUTIONS
4. Identify Your GOALS
VOILA!
The Chazin Group4-Step Process

25. Your
POSITIONING
Statement
The Chazin GroupThe Chazin Group STEP 2

26. • Based on my background, this is how I am in a
UNIQUE POSITION to help my organization
• Highlight your FEATURES & BENEFITS:
– Core Competencies (things you do REALLY well)
– Expertise (Leadership, Management)
– Success Stories
– Qualifications & Experience
– Accreditations & Certifications
– Language Proficiency
The Chazin GroupThe Chazin GroupYour Positioning Statement

27. Your positioning statement should be brief and contain
the following information:
1. An overview of your skills, experiences, and the type of
work that you're looking for:
Ex. I am a qualified CPA who thrives in my role as an
Analyst.
2. A description of your specific skills & experiences:
Ex. My experience includes accounting, general office
management duties, IT management and facilities management.
The Chazin GroupThe Chazin GroupYour Positioning Statement

28. 3. Additional information:
Ex. I’ve spent the past 3 years in a variety of Financial and
IT roles in a high growth business, in which I have managed and
motivated teams of up to sixteen people to a high level of
achievement.
Ex. I have the ability and desire to contribute and influence
at a management level, and the capacity to participate in the
strategic development of an organization.
The Chazin GroupThe Chazin GroupYour Positioning Statement

29. Stick with a 4-6 word statement. It defines your role, your worth
and establishes a place (or position) in the mind of a hiring
manager, HR person, recruiter or networking contact. Think
about it as your tag-line (Ex. Avis: We try harder). Here are a
few examples to get you started:
• Customer-Driven CPA
• Industry Expert Financial Analyst
• Problem Solver and Detail Oriented CPA
The Chazin GroupThe Chazin GroupYour Positioning Statement

30. Your
PROPOSITION
Statement
UVP!
The Chazin GroupThe Chazin Group STEP 3

31. • Based on my personal mission and my
positioning statement, I PROPOSE that…
• Here’s what I will do for your organization.
• Apply your background, skills and experience to
deliver a set of solutions that will solve their
specific challenges, and let them sleep at night.
The Chazin GroupThe Chazin GroupYour Proposition Statement

32. • FranklinCovey Mission Builder;
www.franklincovey.com/missionbuilder/index.html
• Laurie Beth Jones, The Path: Creating Your Mission
Statement For Work & For Life
• Richard J. Leider, The Power of Purpose: Creating
Meaning in Your Life and Work
• www.thenovogroup.com/personal-positioning-
statement/
• www.inspirational-sayings-in-action.com/example-of-a-
personal-mission-statement.html
The Chazin GroupThe Chazin GroupResources

33. The Chazin GroupThe Chazin GroupGet Endorsements

34. The Chazin GroupThe Chazin GroupRecommendations MATTER

35. U?

39. The Chazin GroupThe Chazin GroupBuilding Relationships

41. The Chazin GroupThe Chazin GroupMutual Symbiosis

42. • What you put INTO your relationships
matters most, so…
• Share articles.
• Inform of upcoming events.
• Make introductions.
• Start your own group.
Be Indispensable

43. The Chazin GroupThe Chazin Group
Be a Connector

44. Referrals
Matter

45. The Chazin GroupThe Chazin GroupStep 1: The Plan

46. Who do you want/need
to connect with?

47. • Define your career, business,
professional goals.
• Self assessment to uncover your
values and personality type.
• Develop your professional bio.
• Research then describe your ideal
contact in SIGNIFICANT detail using
someone you know well as an
example.
Your IDEAL Connection

48. • Find out where they meet.
• Initiate STALKING.
• A “work-in-progress” - test, refine,
and revisit often.
Your IDEAL Connection

49. • Their job description.
• Job-related roles and responsibilities.
• Key business/professional
challenges.
• Industries they work(ed) in.
• Associations they belong(ed) to.
Ideal Target Profile

50. • Their ideal contact.
• Schools they attended.
• Professional certifications,
accreditations.
• Training they attended.
Ideal Target Profile

51. • Events they attend.
• Their credentials and certifications.
• Where do they congregate.
• Interests, hobbies…PASSIONS.
• Volunteer work/community
engagement.
Ideal Target Profile

52. The Chazin GroupThe Chazin GroupYour Plan

53. The Chazin GroupThe Chazin GroupYour Plan
List the professional groups and trade
associations that you currently belong to:
1._________________________________________
2._________________________________________
3._________________________________________
4._________________________________________
5.__________________________________________

54. The Chazin GroupThe Chazin GroupYour Plan

55. The Chazin GroupThe Chazin GroupStep 2: PRE Event

56. • Alma Mater?
• Active in their Alumni Assn?
• Belong to Professional Associations?
• Industry Events, Tradeshows and
Conferences they attend?
• Check their LinkedIn profile.
• Groups they belong to?
• Rehearse…YES, REHEARSE!
Background Check

57. The Chazin GroupThe Chazin GroupInvite to Connect

58. The Chazin GroupThe Chazin GroupStep 3: The EVENT

59. Connect!
5-2-1

60. Keep Their INTEREST

61. The Chazin GroupThe Chazin GroupStep 4: POST Event

62. • Invite to learn more about one
another.
• NOT selling!
• Send a Thank you?
• Share information that came up
when you spoke.
• Invite to connect online.
Next Steps

63. Your Brand?

64. A Brand is…
a PROMISE!

65.  Memorable
 Invaluable
 Unique

66. Why YOUR Brand
Matters

67. • Reduces the effort required to understand
you, your needs, background, skills.
• Define your QUALITIES/ABILITIES.
• Present your professional attributes.
• Chance to “connect” with your brand.
• Sign of your perceived quality and
PRESTIGE.
• Help others organize knowledge about
you.
Brands Matter to Others

68. • Savvy networkers, but…
• Many HUNTERS still exist.
• Address Each Person’s WIIFM.
• Networking “saturation.”
• Increased competition.
• Too many venues & events.
• Commingling of social and
professional networking goals.
Branding Challenges

69. • You achieve maximum benefit from the
“added value” attributed to marketing
your brand.
• You create value for your brand many
ways.
• There are many different ways in which
the value of your brand can be
exhibited or exploited to benefit your
job search, career goals, and business
ownership efforts.
Brand Equity

70. Achieve
(Online & Offline)
Brand
CONSISTENCY

71. The Chazin GroupThe Chazin GroupCreate a COMPELLING Profile

72. The Chazin GroupThe Chazin GroupYour Summary as BIO

73. The Chazin GroupThe Chazin GroupEngage in Groups

74. The Chazin GroupThe Chazin Group

76. The Chazin GroupThe Chazin Group

77. The Chazin GroupThe Chazin Group

78. The Chazin GroupThe Chazin GroupMeet Through Meetup

79. The Chazin GroupThe Chazin GroupJoin Groups

80. The Chazin GroupThe Chazin Group

81. The Chazin GroupThe Chazin GroupBe a (Video) Star

82. Are you “Pinteresting?”

84. Monitor Your Accounts
Social Media
Management Tools
The Chazin GroupThe Chazin Group

85. The Chazin GroupThe Chazin Group

86. Engage Your
Community

87. • Volunteer Your Time.
• Serve on (School, Zoning) Boards.
• Fundraising Matters:
–What Are Your Town’s “Big Ticket”
Issues?
–Special Projects?
• Local Politics.
Engage Your Community

88. Join Groups

89. • NYSSCPA, FEA, FENG
• BNI, LeTip, Rotary
• Vistage, TAB, ACG.
• Mastermind Groups
• Local Merchant Associations.
• Chambers of Commerce.
Join Groups

90. The Chazin GroupThe Chazin GroupCreate a Group

91. The Chazin GroupThe Chazin GroupManage Your Pipeline
First
Name
Last
Name
Job
Title
Organization Industry Address City State Zip Tel

92. Ask
Questions!

93. Remember

94. Thanks!