Workshop 1: Developing Your Brand

1. Workbook 1:
Developing Your Brand
Next Steps “To-Go”
Strategies for Landing Your Next Job

2. Developing Your
Personal Brand
“Communicating Your Strengths and
Valuing Your Accomplishments”

3. In order to be successful in todayʼs competitive
job market, you need to differentiate yourself from
other qualified candidates.
Letʼs lead you through the steps in developing
your personal brand.

4. • Understand the concept of a personal brand and
how it applies to their jobsearch.
• Learn what tools are available through the library
to organize and enhance their jobsearch;
including free occupational assessments, resume
builders, application tracking, and aggregate job
posting sites.
• Learn what makes an effective “elevator pitch”

5. What is a Personal Brand?
Functional = Deliverables
Technical = Measurables
Behavioral - Differentiators

6. In a 1997 article entitled, “The Brand Called You”, that appeared in
FastCompany Magazine, Thomas J. Peters said,
“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. It’s
that simple — and that hard. And that inescapable.”
“The new, brain-based economy is really the Old Economy.
It asks us Davey Crockett Style – to live by our wits.” 2

7. Key Elements of Branding
Authentication
Introduction
Collateral
Confidence
Strategy
Image
Impact

8. Authentication

9. Take this opportunity to assessment of your strengths & accomplishments.

10. “There is a process to a job
search. Once you have
worked through the
emotional stages, an
important first step is to
be reflective, not reactive
in how you approach
your job search.
Trust this process and
you will expedite landing
a job.”
“Take Charge of Your Career: A Guidebook to Career
Transition”, 2010

13. 17

14. Text

15. Managing the Career Transition Process:
Defining, Measuring, Analyzing, Implementing and Control

16. Assessment Stage
Defining Yourself – Determining Your Direction
In this stage you develop and refine your strategy. When you know where you want to direct your search efforts,
you will be more focused and effective. This is the time for self-discovery and gaining clarity about your career
direction.
Step 1: Take Inventory
Pick assessment tools - one personality and one occupational and conduct the tests and get your results.
Take a look at the results and determine what are your core strengths.
Determine 2 -3 key accomplishments in your career.
Match your strengths with your accomplishments.
Develop your “Elevator Pitch”
Start to develop “Taglines” and “Billboards”.
Step 2: Research
Make a list of individuals you know in your field(s) of interest.
Make a list of industries and specific organizations.
Identify associations and special interest groups in the field.
Research the current market to determine what companies and positions are likely a good fit.

17. Myth: As you grow your
personality changes.
Truth: As you grow you become
more of who you are.
Your values, skills and self-awareness and some
behaviors may change, but the dominant aspects of
your personality remain the same.

18. Successful jobseekers are
“comfortable in their own skin.”
• Know their value
• Know themselves
• Effective communications
• Network everywhere
• Highly Engaged
• Are Connected
• Have a Plan
• Interview Successfully
• Know How to Negotiate
• Have Strategies

19. Common Hazards of Job Seekers
• Focus
• Research
• Commitment
• Relationships
• Organization
• Follow-up
• Mutuality

20. Define Yourself
Business defines a job position in three ways:
Functional
Technical
Behavioral

21. Use tools.
Get an objective measurement.

25. • Discuss and explore
possibilities
• Take a behavioral
assessment: MBTI
(personalitytype.com),
DiSC, StrengthFinders 2.0
• Identify your motivators
and de-motivators.

27. www.kornferry.com
ProSpective Assessment -
Defining Your Strenghts
• Access thru LinkedIn
• No Cost!
• 10-minutes, easy to use.
Text
Text

28. Introduction
Learn how to introduce yourself.
Once youʼre more clear on who you are, the next step is being able to
communicate that to others.
“Tell me about yourself” is a much harder assignment than it seems,
especially in professional situations.
Learn how to concisely, confidently say your name, your recent history
and your goals.
Then practice, practice, practice until youʼre comfortable telling your own
story.

29. Behavioral = Strengths
Functional = Accomplishments
Technical = Tools
Develop the Language of Your
Strengths, Capabilities, and Accomplishments.

30. Your Elevator Pitch.
30-seconds maximum.
It’s an introduction.
Start a conversation.

31. Who are you?
What makes you unique?

32. What are your major
accomplishments?
Keep it simple.

33. Body Language
Posture
Eye Contact
Volume
Tone
Facial Expressions
Clothing
Handshake

34. Practice, Practice, Practice
Audio/Video
Friends, Family
Mentors, Facilitators

36. Where do we go from here?
Taking your verbal pitch in first person and working into a third person
profile for your marketing collateral.
• Pitch 1: “I am a strategic Marketing Manager who drives initiatives
that significantly increase brand awareness and gain product share in
global markets.”
• Profile 1: Strategic Marketing Manager that drives initiatives to
significantly increase brand awareness and gain product share in
global markets.

37. www.careerstepswmi.wordpress.com

38. www.careerstepswmi.wordpress.com

41. Workshop 1: Developing Your Personal Brand
Identify your innate talents and learn how to describe your key
functional,
technical and behavioral competencies to set the foundation for Wyoming Branch:
effective Thursday, March 1, 8, 15, 22
verbal and written communications.
Wednesday, March 14 – LinkedIn
Workshop 2: Communicating Your Brand
Develop your personal branding message by focusing on Kentwood Branch:
elevator pitches, resumes and online profiles with Thursday, April 5, 12, 19, 26
emphasis on aligning your message with your professional
value in the marketplace.
Wednesday, April 25 – LinkedIn
Workshop 3: Networking Strategies
Networking is an essential life-skill in today's world. EGR Branch:
Explore strategies and techniques in building and nurturing Wednesday, May 2, 9, 16, 23
an effective professional network.
Thursday, May 17 – LinkedIn
Workshop 4: Behavioral Interviewing & Effective
Negotiating Strategies
Create a positive and lasting impression. Learn essential
techniques of effective interviewing in today's job market
and how to effectively negotiate terms of employment.
To register, please call: (616) 784-2007

42. Office Programs for the Job Seeker:
This introductory class emphasizes the skills,
vocabulary and software that are most helpful
for the job seeker, including a brief
introduction to Word, Excel, PowerPoint
andPublisher.
Prerequisites: experienced with the mouse
and Internet.
Job & Career Accelerator
Parts 1 & 2:
Two classes on using this great tool to help
you maximize the resources available to assist
you in your job search or career plan. Taking
an occupational assessment; formatting your
resume; using tools to find jobs and manage
your job search.
Prerequisites: Participants must know how to
use the mouse and be comfortable using the
internet.

43. Office Programs for the Job Seeker
Tuesday, April 10, 10:00 AM - 11:30 AM —
East Grand Rapids
Tuesday, April 12, 10:00 AM - 11:30 AM —
Kentwood
Thursday, May 3, 6:00 PM - 7:45 PM —
Krause Memorial (Rockford)
Job & Career Accelerator / Part 1
Tuesday, May 1, 5:30 PM - 7:30 PM —
Kentwood
Tuesday, May 15, 5:30 PM - 7:30 PM —
Service Center
Job & Career Accelerator / Part 2
Tuesday, May 8, 5:30 PM - 7:30 PM —
Kentwood
To register, please call: (616) 784-2007 Tuesday, May 22, 5:30 PM - 7:30 PM —
Service Center

44. Next Linked-In Boot Camp
March 14, 2012
05:30PM - 07:00PM
KDL - Wyoming Branch
For registration: www.kdl.org/events