4. Understanding myself and
developing a brand
• Kotler et al. (2009) a brand's identity may
deliver four levels of meaning:
• Attributes
• Benefits
• Personality
• Values / Motivators
5. Attributes
• Know yourself – what are you good at? What do
you need to improve?
• Strengths/qualities – what key skills and
qualities do you possess that are imperative to
the job in question.. Sell yourself!
• Weaknesses – use this as an opportunity to
express developmental needs and identify
positive ways to overcome them
6. Benefits
• Why me?
• What can I do?
• What do I bring to the
organisation/sector?
7. Personality
• What are your
personality traits?
• Think about how this
impacts/affects others?
• Are you well organised?
• Do people like working
with you because you
have a great sense of
humour?
8. Values/Motivators
• Values:
- Elements in your life you find personally
important
- Core beliefs which guide you on how to conduct
your life
• Motivators:
- The reasons why we do something
- Knowing our motivations help us to focus
ourselves towards a careers path
9. How does this apply to me?
• Think about the above areas and jot some
words down for each
• Combine them into a short sentence or phrase
• Develop this into an elevator pitch
10. Understanding the sector
Who are the employers?
Current circumstances
What do employers want?
What are the skills needed?
What are the values of the organisation
Do they fit with mine
• Probation Officer
11. Understanding the sector
• Know your organisation
- Current circumstances
- Any issues?
• What skills are important within your chosen career
path?
• What is happening in the sector that may impact on the
work of the organisation?
12. Chief Constable of Merseyside Police: Jon Murphy
(2014)
• Standards and values are crucial
• Resilience
• Humanity
• Communication
• Problem solving
• Leadership
• Sense of purpose
• Decision making skills
• Team working
Key messages……
13. Understanding what I need
to do
• Evidence my brand
• Evidence how my brand fits with the organisation I want
to work in
• Understand the recruitment process
• Become a STAR
14. STAR Framework
• Situation – set the scene, describe the
situation briefly
• Task – describe the task involved
• Action – what was your role, what
action did you take?
• Result – what was the outcome?
Success? Lessons learnt?
