A Personal Branding Strategist Walked Into That Same Bar

It was a beautiful Fall day in downtown Denver. The leaves
were changing from green to brown to yellow, there was snow
in the mountains above 10,000 feet, and Bronco football
season was in full swing.
Elizabeth was an impeccably dressed-for-success post
millennial aged 40-something from Boston having just
completed two afternoon coaching sessions with high profile
clients in a meeting room of her nearby hotel. She was widely
known on the social web as an expert in personal branding
and career development.
As was her common practice, after all the seriousness, she
liked to explore the unbeaten path, disconnect from
technology, and gather her thoughts about the day.
A lonely nondescript bar with no name at the end of a side
street caught her eye and curiosity, so she quickly opened the

entrance door to let escape the sounds of the Beatles singing
"Let It Be."
After her eyes adjusted to the darkened room with an
excessive use of dark wooded decor, she headed to the big
wooded bar and smiling bartender in the back of the room.
Her first thoughts as she looked around the room were: "my
kind of place, where nobody knows my name."
She quickly sat on the bar stool in front of the aging bartender
and before he could speak, she said "Hi there. I would like a
gin and tonic. Light on the gin. Heavy on the tonic. And two
limes."
While the bartender was away, she took a moment to again
glance around the near empty room and remembered to reach
in her purse to turn off her iPhone. "It's me time," she declared
to herself, just as the bartender returned with her drink.

"Hello, I'm John. And you can call me John," laughed the
bartender. "You don't look like my regular customers."
"No, I am here on business from Boston. My name is
Elizabeth, though all my bartender friends call me Beth."
"Hello, Beth. Welcome to my bar. Find yourself some quiet
time. Though just saying, my regular over there is also from
Boston."
"Since the first visit, he is mostly quiet and with his head
buried in that hand computer. For the past few months he
comes in on most Tuesday, Wednesday, and Thursdays.
Always tries a new beer, takes pictures of it, and posts to
Google or Facebook or someplace like that."
"My other regular at the far end of the bar, she seems to come
in about the same days and times as my Techie friend there. I

think she may have an interest in him. His name is Robert.
Her name is Margaret, but she mostly keeps her eyes down
on her phone and regularly steals a glance in his direction."
"He's a fellow Bostonian, huh. I guess I should give up some
quiet time and go say hi. Thanks for the tonic. Just start a tab,
if that is okay," Beth said as she slid off the bar stool and
walked over to Robert.
"Hi, Robert. Are you missing the bright red tree leaves of
Harvard Square?" asked Beth. Robert perked up, smiled,
and laid his smart phone on the table.
"I'm Beth. Bartender John told me you were from Boston. I
am, too. Just visiting this mile high city on business," she said.
Robert immediately jumped into the conversation with a "Yeah,
this is a wicked good place. But, you do remind me that I miss

the leaf peeping opportunities of home this time of year,
especially around Walden Pond. That is my favorite place to
sit and read email."
"Mind if I sit down?" asked Beth.
"Be my guest," John replied.
“John tells me you are the techie type.”
“Yes, he's right. I am a tech troubleshooter for Dish
Network. What do you do?”
“Good question. I am a personal branding strategist. I teach
executives and middle managers how to brand and
sell themselves in their current job and for future career
opportunities.”

Robert's posture straightened and pupils widened as he
paused in thought, then blurted out, "Oh my. I know you. You
are Elizabeth Quoraman. I read your blog. I follow you on
Twitter. I am @TechGuruBob the Millennial Answer Man. I
did not know that you lived in Boston, too.”
“Yes, born and raised in Waltham. And, I too love Walden's
Pond. Did I follow you back on Twitter?”
“Yes, you did,” said Robert.
“Have I retweeted you?” asked Beth.
“No, you haven't. Though, in all fairness, I share more about
techie stuff, not personal branding stuff like you. And, you do
thank me when I have shared your blog posts.”

“Good. I'm glad we have connected on social media, and now
in person. Robert, perhaps it is the coach in me, but I always
ask people I meet if they love their job. Do you?”
“Umm, yes, I guess I do. It does involve tech. And, I love
technology.”
“But?”
“But what?” responded Robert.
“Is it not the tech job most desired?” asked Beth.
“Robert, what job would make you happier?” asked Beth.
“Social media. I love social media and everything about
it. The technology. The learning. The branding. The

excitement of waking up to notifications. I am always on, so I
might as well get paid for it.”
“Hmm, that’s what I like to hear. Passion and skills, as do
personal branding and job search, go together like peanut
butter and jelly.”
“Yeah, PB&J. You say that a lot in your blog posts,” replied
Robert.
“Thanks for reading my blog, Robert. And, since I have
finished my work for this trip, since you are a fellow Bostonian,
and since the bartender added a bit too much of the rum to my
tonic, I would like to help you with your PB&J. Is that okay?”
“Are you kidding? Pinch me, I must be dreaming. Beam me
up Scotty. The Force must be with me. Elizabeth Quoraman,
personal branding goddess for the C-Suite, giving me career

advice, right here in the person. Oh man, I must be dreaming.
I need to tweet this. Can we share a selfie?”
“No, no. No time for that,” said Beth.
“Let’s get started so I can go back to my hotel room to share
some FaceTime with my daughter in Framingham,” she added.
“Yes, I am ready,” said Robert as he reached in his
messenger bag to retrieve his MacBook Air.
“Oops, what are you doing Robert?”
“I am just getting....”
“No, no, no, no. Leave it there. Just as I hypothesized when I
first walked in and noticed that you and that preoccupied
young girl over there are too tethered to the tech. As is my

high school aged daughter. I worry about you guys. You
millennial types typically have the opposite of the personal
branding problems faced by my executive clients,” said Beth.
“The opposite? What's that?”
“The executives I coach know and understand little about the
importance of technology and social media for personal
branding and job search. Yet, they have arrived in their career
by mastering the physical side of networking for PB&J. And,
as you know and have demonstrated, it is all about the
networking. But, it is also about the networking balance,” said
Beth.
“Too many young people today think they have mastered the
use of social media networking, but in the process have
ignored the must need social skill of professional based
physical networking.”

“Old-style physical networking is just as important, if not more
important, than new-style digital social networking. When they
work together, I call this networking convergence. Social
media can get you noticed, it can confirm your qualifications,
and it can amplify your personal brand identity. However,
physical networking and face-to-face engagement is needed
to get the job and move up the career ladder. One without the
other is an incomplete effort for personal branding and self-
marketing strategy,” said Beth.
“I get it. One of my college professors said that a lot, too. He
was always complaining that we did not do enough physical
networking. But, I am just not so.....”
“Stop right there. What you are about to say is the first
obstacle to overcome for any weakness. You have to stop
thinking that you cannot. There is always a try. And keep
trying. And keep trying. Besides, you must. Just as you must

own your name in a Google search for personal SEO, you
also must own your personal brand identity in real life among
potential employers and career stakeholders such as
professors, bosses, clients, and so on. Especially with those
not on the social web,” said Beth.
“So, how do I do that?” asked Robert.
“Well, as I said, you have to keep trying, or practice. Do you
seek out professional opportunities to network with potential
hiring decision makers and career stakeholders? You said you
wanted to work in social media, so do you attend any local or
regional trade or professional groups in social media,
communication, public relations, advertising, or marketing?”
“No. But, I am involved in several LinkedIn Groups and
Google+ Communities. But, those are more about craft beer

and personal hobbies rather than career interests,” replied
Robert.
“That is good. And, perhaps better than the average effort.
However, not good enough. A one-sided effort. Remember, it
is all about the networking balance,” said Beth.
Robert again began to reach in his messenger bag until Beth
said, "No. No. No. As I said before, don't tether yourself to the
tech. Such behavior takes your attention away from the
physical world. Electronic multi-tasking does more harm than
help. Always on is not always good. Always on turns people
off. You need to learn when to turn-off and tune-out the noise
of the technology. Instead, tune into the flow of learning from
the physical world with your five senses wide open.”
“Sad, but true. Social media is creating a generation of
technologically preoccupied wallflowers,” she added.

“When someone is talking to you, whether a friend, family,
boss, or mentor, you need to look them in the eye and show
them the respectful attention they deserve. However, when
you reach for the tech toys in the presence of important others,
such breaking bad habits send an opposite and
condescending message, especially to the non-millennials.”
“The same goes when meeting someone. Look them in the
eye while firmly shaking their hand. And, never divert eye
contact until you have stated your name along with a few
pleasantries,” said Beth.
“But, notes. Don't I need to take notes?” asked Robert.
“Yes, of course. But, do it old-school.”
“Old school?”

“Yes. Use a paper and pen. Even when you are truly taking
notes, an electronic device gives the suspicion of
otherwise. When in a meeting or listening to a speaker or a
teacher, a paper and pen is less distrustful and is proven to
improve memory and learning. The physical act of writing
something down with a pen makes a greater impact on
memory and learning than ten fingering a digital keyboard,”
said Beth.
“And, don't even try to transcribe every word. Just try my left-
brain right-brain approach to note taking. You have heard of
the oversimplified but easy to understand two hemispheres of
the brain, haven't you Robert?”
“Yes, but I haven't thought much about it,” Robert said as he
reached in his messenger bag and pulled out a notebook and
pen.

“Okay, good. Now, make two columns. The left or left-brain
column should occupy two thirds of the page and is where you
write an outline or the key words to remember. During and
after the note taking session, use the right or right-brained
column to write down your related thoughts, ideas, doodles,
and action items.”
“I like that,” said Robert.
“Thanks Robert. I think that may just be my next blog
post. So, let me ask you a few questions.”
“Okay.”
“Have you applied for a social media job at your company? I
assume such positions must exist at Dish.”

“Yes, I have heard they do. And, I keep looking on the HR
bulletin board and website for position openings, but there is
nothing available yet. I only started working there in July.”
“Perhaps there are none now. But, when the positions do get
posted the competitors will be plentiful. And, some of your job
search competitors may have already cultivated a relationship
with the hiring decision makers.”
“How did they do that?” asked Robert.
“Physical networking. Through physical networking.
Introducing themselves to important career stakeholders in
that department and making a Twitter list to listen to their
thoughts and social shares gets them noticed both physically
and digitally. They also get the scoop on the hidden job
market.”

“What's that? I don't remember you writing about that on your
blog,” said Robert.
“You are right, and thanks for another blog post idea for the
future. When you physically network with business
professionals and hiring decision makers you may get the
opportunity to learn about future job opportunities before they
are officially advertised or promoted through the human
resources department. Additionally, when a job opening is
known and prior to formal notices and advertisements of it,
and if you have impressed them enough, the hiring decision
maker may already have you in mind for potential
employment.”
“Wow! The hidden job market,” said Robert as he jotted down
some key words.

“Let me ask you a few more questions, and then I need to
go. Do you have a business card?”
“No. I talk on the phone all day to customers, not in person.”
“Get one. It is also part of a successful networking
convergence strategy. Make a business card and include a
link to your LinkedIn public profile, assuming you have one.
Your profile should be rated an All-Star with managed
endorsements, guided recommendations, an audio-visual
elevator pitch, personal brand storytelling, and an e-portfolio
or examples of your work. You can read more of this in my
blog.”
"Okay," said Robert, as he broke eye contact and jotted down
some more keywords in the left column of the page of his
notepad.

“Do you have your LinkedIn public profile web link in the
signature of your email?”
“No.”
“Do you have your LinkedIn public profile web link on your
resume?”
“No.”
“Is the name as spelled on your resume, the exact same name
used consistently in your social media profiles?”
“No, not exactly.”
“Consistency is of critical importance for networking
convergence, personal SEO, and personal branding,” said
Beth.

“Okay,” he replied then wrote in his notepad.
“Robert, are you social on LinkedIn?”
“I occasionally try to connect with people.”
“What people?” asked Beth.
“Usually people I know.”
“Is that how you do your physical networking, too? Do you
only connect with people you already know?” asked Beth.
“No, with physical networking I try to interact and make new
contacts.”
“Then what?” asked Beth.

“Then what what?” asked Robert.
“Then what do you do after meeting someone physically? Do
you follow up?”
“Well, no I . ….”
“You should. You should. When you meet someone and
initiate an exchange of business cards, you should jot down
some notes on the back of the card about something you
talked about and where and when you met them. Then as
soon as you return home, find them on LinkedIn and send a
personalized invite to connect using the information you wrote
on the back of their business card. Then after you
connect, add this information to the contacts section of
LinkedIn. And tag them by relationship or type of connection,
such as Social Media Club, Chamber of Commerce event, or
potential client. Now that's networking convergence.”

“Good idea. I did not know you could do that with LinkedIn,”
said Robert.
“However, after that first glance of your profile prior to
connecting with you, they will forget you just as quickly,” said
Beth.
“What do you mean?” asked Robert.
"Don't let LinkedIn be a place where your resume goes to
die."
“Give them a reminder to remember you over and over again.”
“What do you mean?” asked Robert.
“Amplify your personal brand with engagement. Like or
comment on others social shares and posts. Join in on the

conversations in LinkedIn groups. Show others what you are
learning by social sharing that content. And, always add social
share annotation by adding a comment of why you like what
you are sharing. Sell it to them. Give them a reason to read
what you are sharing. Give them a reason to remember you,”
said Beth.
“Engagement with others and social sharing to others
amplifies your personal brand. Engagement and social sharing
go together like peanut butter and jelly. Alone, either is good.
However, with both you get maximum amplification,” added
Beth.
“And, for those contacts that know you and your qualifications,
your career stakeholders, ask them for a guided
recommendation.”

“Have you recently requested a LinkedIn recommendation?”
asked Beth.
“No.”
“Well, when you do you should guide them as to your best
qualifications that you would like them to write about in your
recommendation. And, here's the networking convergence,
also ask permission to use them as a reference and to use
their recommendation as a testimonial on the second page of
your resume.”
“Wow, what a wicked good idea,” said Robert as he quickly
wrote down a few more notes.
“Robert, that should be enough to get you started. Of most
importance, you need to identify and participate in physical
networking opportunities with your professional colleagues,

professional organizations, and other career
stakeholders. Social networking on its own is never enough
for PB&J,” said Beth.
“Thanks,” said Robert.
“And, watch my blog. My conversation with you has triggered
a whole series of future blog post topics. Here is my
card. Send me your new business card when you get it and I
will email you a PDF of my latest Kindle book,” said Beth.
“And, remember to put down that smart phone before it
makes you look dumb."
"Bye Robert. Bye John," Beth said with a wave to the
bartender as she laid a ten-dollar bill on the bar in front him.

Just as she arrived to the exit, she paused, walked back over
to Robert and whispered in his ear, "The bartender tells me
that the girl over at the end of the bar may have an interest in
you. Why don't you go over, introduce yourself, and practice
your physical networking?"
Then she left the building.
###
A Personal Branding Strategist Walked into That Same Bar by Denny McCorkle is
licensed under a Creative Commons Attribution 4.0 International License.

Connect with Denny McCorkle at:
Blog: Digital Self Marketing Advantage
LinkedIn: Denny McCorkle
Twitter: @DennyMcCorkle
Google+: +DennyMcCorkle
Facebook: Digital Self Marketing Advantage
Email: DennyMcCorkle@gmail.com
Denny McCorkle ★ Digital Marketing Professor
at UNCo ★ Personal Branding & Social Media
Marketing Strategist ★ Blogger ★ Speaker ★
Geek for Creativity & Ideation ★ #AhaLessons
★ #DigitalSMA

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