Personal Brand and                                 Your Online Reputation          Jahkedda Akbar & Heather Krasna        ...
Nonprofit Professionals Advisory Group                 www.nonprofitprofessionals.com                                     ...
Nonprofit Professionals Advisory Group                             Heather Krasna                                         ...
Nonprofit Professionals Advisory Group                            Jahkedda Akbar                                          ...
Introduction                                                             About                                            ...
Agenda                                                                                           6. Resources             ...
Elements of Personal Brand                                                         Personal                               ...
Elements of Personal Brand                                                                       Personal                 ...
Elements of Personal Brand                                                                   Prepare                      ...
Positioning Statement                                                            Position                                 ...
Positioning Statement                                                                  Position                           ...
Jahkedda’s Positioning Statement                                                               Positioning                ...
Heather’s Positioning Statement                                                                 Positioning               ...
Positioning Statement                                                            Positioning                              ...
The Tagline                                                           Tagline          Tagline Template          Applicati...
The Tagline                                                                   Tagline          Tagline Template           ...
The Tagline                                                           Tagline          Application: How is it Used?       ...
Real World Application          You Have the Foundation          Marketing Your BrandNonprofit Professionals Advisory Grou...
Real World Application          You Have the Foundation, now be consistent             • Be consistent             • Posit...
Maximizing Your                                             Online Presence        Your                                   ...
Maximizing Your                                             Online Presence     Your                                      ...
Maximizing Your                                             Online Presence     Your                                      ...
Maximizing Your                                             Online Presence     Your                                      ...
Maximizing Your                                             Online Presence     Your                                      ...
Maximizing Your                                             Online Presence     Your                                      ...
Example: Top 5 Tips for                                       Linkedin.com               Your                             ...
Where to Get More Information                                                             Your                            ...
Nonprofit Professionals                                     Advisory Group                                                ...
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Personal Brand Positioning4

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Personal Brand Positioning4

  1. 1. Personal Brand and Your Online Reputation Jahkedda Akbar & Heather Krasna Nonprofit Professionals Advisory GroupNonprofit Professionals Advisory Group LLCPersonal Branding and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  2. 2. Nonprofit Professionals Advisory Group www.nonprofitprofessionals.com About Us The Nonprofit Professionals Advisory Group is dedicated to building the capacity of nonprofit organizations, associations, institutions of higher education, the public sector and the professionals who make them run smoothly. We offer services for people nationwide who seek employment in the nonprofit sector -- resume writing, cover letter editing, online presence coaching, interview and salary negotiation training, and job search consulting. We have worked with job seekers from all across the country and all over the world, via e-mail, telephone, videoconference, or in person. We provide a range of services, and are always happy to craft something specific to your job search or training needs along with services for Universities and Colleges. Visit us at www.nonprofitprofessionals.com/jobseeker_services.htmNonprofit Professionals Advisory Group LLCPersonal Branding and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  3. 3. Nonprofit Professionals Advisory Group Heather Krasna About Us As the Director of Candidate Services for the Nonprofit Professionals Advisory Group, Heather manages a full spectrum of candidates with a range of jobseeker-related services including resume and cover letter writing, search strategies, along with career movement across public, private and nonprofit sectors. Heather is a career coach with over 12 years’ experience and the author of Jobs That Matter: Find a Stable, Fulfilling Career in Public Service (JIST, 2010), the first book to cover careers in both the nonprofit and public sectors. Jobs That Matter has been featured in the New York Times, USA Today, US News & World Report, Idealist.org, CareerBuilder, NPR and more. Heather is also the Director of Career Services at the Evans School of Public Affairs at the University of Washington, a nationally-ranked Master of Public Administration program based in Seattle, WA. Heather has a Master of Science in Nonprofit Management from Milano the New School for Management and Urban Policy, a Certificate in Adult Career Planning & Development from NYU, and has served on several nonprofit boards of directors. Heather can be reached at hkrasna@nonprofitprofessionals.com.Nonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  4. 4. Nonprofit Professionals Advisory Group Jahkedda Akbar About Us FILL INNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  5. 5. Introduction About Personal Brand Personal branding What do you bring to the table • Your value is at the core of your brand Plan it: getting the job/moving ahead • It’s all about perceptionNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  6. 6. Agenda 6. Resources 5. Maximizing Your Online Presence 4. Real-World Application 3. Tag Line 2. Positioning Statement 1. Elements of Personal BrandNonprofit Professionals Advisory Group LLCPersonal Branding and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  7. 7. Elements of Personal Brand Personal Brand • Target Audience & Their Needs • Competitive Framework • Benefits & Points of Difference • Give a Reason to BelieveNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  8. 8. Elements of Personal Brand Personal Brand Building the Foundation Target Audience & Their Needs •Understand the needs of your sector • Do you have the skills to meet the current need? Competitive Framework •Know the trends in your field • Develop your position as an expert in your fieldNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  9. 9. Elements of Personal Brand Prepare Your BEST Self Benefits and Proof Benefits & Points of Difference Conduct an analysis of your strengths Create a SWOT Chart Give a Reason to Believe Legitimize your benefits Specific instances/stories when you delivered on your brand promiseNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  10. 10. Positioning Statement Position Yourself Positioning Statement Template • Jahkedda’s Positioning Statement • Heather’s Positioning Statement Application: How is it Used?Nonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  11. 11. Positioning Statement Position Yourself Template For (target audience and need), (your name) is the (Competitive frame) who delivers (benefit/points of difference) because only (your name) is (reason to believe). Play around with the language until it fits your personality (personal writing style) This is the starting point.Nonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  12. 12. Jahkedda’s Positioning Statement Positioning Statement For mission driven organizations lacking a consistent message, Jahkedda Akbar is a nonprofit management professional who can improve salience of impact through strategically realigning communications across all constituent touch-points. As a result of strategy I developed, website traffic at un- instraw.org doubled and use of the agencies online resources improved.Nonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  13. 13. Heather’s Positioning Statement Positioning Statement For mission-driven job-seekers, Heather Krasna is the career coach whose proven strategies help professionals land their ideal jobs because only Heather is the author of Jobs That Matter: Find a Stable, Fulfilling Career in Public Service; a career coach with 12 years’ experience; has helped over 7,000 people land jobs; and has 25 endorsements on Linkedin to prove it.Nonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  14. 14. Positioning Statement Positioning Statement Application: How is it Used? • Answer to “tell me about yourself” • Summary on LinkedIn • Summary/Profile on resumeNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  15. 15. The Tagline Tagline Tagline Template Application: How is it Used?Nonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  16. 16. The Tagline Tagline Tagline Template Your Tagline should be about 2 to 7 words long and succinctly describe your value. Jahkedda’s Tagline: Developing Strategy to Increase Visibility Heather’s Tagline: Helping People Land Jobs That MatterNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  17. 17. The Tagline Tagline Application: How is it Used? •Headline on LinkedIn •Summary/Profile on resumeNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  18. 18. Real World Application You Have the Foundation Marketing Your BrandNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  19. 19. Real World Application You Have the Foundation, now be consistent • Be consistent • Positioning Statement: Cover-letter and resume • Tagline: LinkedIn “headline” Marketing your brand • Maximizing your online presenceNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  20. 20. Maximizing Your Online Presence Your Online Presence Keeping Track and Staying On Track Own Your Online Presence Helping Your Job SearchNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  21. 21. Maximizing Your Online Presence Your Online Presence Own Your Online Presence •Does your online presence reflect your chosen brand? • What comes up in a Google search for you? • How can you take control of what comes up in the search?Nonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  22. 22. Maximizing Your Online Presence Your Online Presence Tools To Track Online Presence What comes up in a search • Google.com/alerts –set up a search for your name, your field, your org • Technorati.com –blog search engine • Backtype.com –blog comments • Boardtracker –discussion boards • Twitter • Friendfeed.com • Vizibility –www.onlineidcalculator.comNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  23. 23. Maximizing Your Online Presence Your Online Presence Basic Tips for Maximizing Your Brand: Take control of what comes up • Learn and use privacy settings on Facebook • Set up a complete Linkedin profile • Blogging and commenting to establish expertise • Ask that posted private information be removed • Create your own website • Distinguish your nameNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  24. 24. Maximizing Your Online Presence Your Online Presence How Can Online Presence Help •Employers can see beyond the resume • Positive references on Linkedin • The breadth, relevance and quality of your professional network—which can benefit a new employer • Your complete work history • Video examples of your speeches • “Slideshares” of PowerPoint presentations • Articles, blog postsNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  25. 25. Maximizing Your Online Presence Your Online Presence How Can Online Presence Help? •Networking and Contacts • Staying in touch with contacts • Creating new contacts by reaching out with Linkedin, Twitter, blog comments, “liking” organizations on Facebook Building Knowledge Base • Establishing yourself as an expert via blogging • Showing you are current with modern technologyNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  26. 26. Example: Top 5 Tips for Linkedin.com Your Online Presence 1. Create a great headline/tagline, summary and profile 2. Connect to your contacts 3. Join relevant groups 4. Ask for recommendations 5. Reach out to professional contactsNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  27. 27. Where to Get More Information Your Online Presence Nonprofit Professionals Advisory Group (NPAG): Jahkedda Akbar, Heather Krasna at info@nonprofitprofessionals.org Web Sources: The Brand Positioning Workshop, Brand Strategy Insider Blog Positioning Your Personal Brand, Personal Brand Blog Positioning Your Personal Brand, Marketing job wireNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.
  28. 28. Nonprofit Professionals Advisory Group Our Services Resume Advising, Editing and Rewriting: Your resume is your first line of marketing in a job search. Don’t be counted out of contention because it’s not as strong as it could be. Cover Letter Editing: Cover letters need to do more than just describe your career. They need to get the potential hiring organization excited about your candidacy. Job Search Strategizing: Job searches are often tricky, sometimes painful and always exasperating. Don’t waste time, money and precious contacts. Telephone and Face-to-Face Interview Training: The old adage, “Practice makes perfect” certainly applies to interviewing. Try out your lines on us before talking to a headhunter or hiring manager. Negotiation Tactics: Got an offer in hand? Not thrilled with it, or just want to make it better? The list of items in any given compensation package can be infinite. Group Training: Our consultants work with university and graduate school career guidance offices and outplacement firms. Group Rates: Groups rates, panelists and speakers are available. Read and Learn More at www.nonprofitprofessionals.com Contact Heather via email at hkrasna@nonprofitprofessionals.comNonprofit Professionals Advisory Group LLCPersonal Brand and Your Online Reputation© 2010 NPAG LLC. All rights reserved.

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