The document discusses developing an intentional career brand. It emphasizes that a career brand is personal and based on understanding oneself. Developing a brand involves addressing what employers look for - what job an individual wants, their ability and willingness to do the job, and how they will fit with the team. The document provides tips for creating an effective brand message and motivating others through positive emotions. It stresses the importance of engagement, breaking mental barriers, and taking personal responsibility for one's career through tools like a brand management plan.

1. The Intentional Career Brand
TALA Paraprofessionals
Conference 2014

3. How do you want to be remembered?

5. Career Brand… is there a definition?
• A true understanding of a brand comes from
experience in understanding yourself.
• Brands are transferable, but can never truly be
duplicated since no person is exactly the same.
• Developing a Career Brand is… personal.
• There is not one successful brand...but many!

6. Employers try to address four areas:
• 1. What does the candidate want to do?
• 2. Can the person do the job? (Ability)
• 3. Will the person do the job? (Willingness)
• 4. Will the person be compatible with the
existing team/organization? (Fit)

7. Image Management

8. Motivation, Intention, & Behavior
Professional Image
…what you are trying to do.
Your self-perception
is based on…
…what they are seeing you do.
Their perception of
you is based on…
MOTIVATIONMOTIVATION
internal
SDI, 2011

9. Creating Brand Communication
If people are not listening, you are not
interesting enough.
If people don’t understand, you are not clear
enough.
If people are not acting as you want, you are
not touching their values.
- Charles Dwyer, Wharton School of Business

10. Yale Managerial Study (Barsade)
Bonus Competition Study:
“Group member” asked to talk to different groups who had been allocated
money for bonsuses:
1) “cheerful enthusiasm”
2) “serene warmth”
3) “depressed sluggishness”
4) “hostile irritability”
The actor was able to infect the group members with his or her emotion.
Positive emotions led to greater cooperation, fairness, overall group performance, and a
shared ability to better able distribute the money fairly and in a way that benefitted the
group.
Consider: What type of message are you sending at work?
What kind of effect will you have on those around you?

11. Not enough proof, grumps!?!
While conducting research on positive
psychology, Marty Seligman measured the
initial levels of positive emotions in 272
employees and then followed their job
performance over the next 18 months.
Happier people got better performance
evaluations and higher pay.
=

12. The Network

13. Target
Outreach
MeetFollow Up
Build
Relationship

15. Practice

16. How engaged are employees today?
Towers Perrin 2008 Global Workforce Study
8% fully
disengaged
71% fall into the
“massive
middle”!!!
21% of
employees
are fully
engaged on
the job

17. Breaking down mental barriers
Roger
Bannister
1954
3:59.4
In 1999, a new record was set: 3:43.13.

18. Mind AND Matter

19. Personal Responsibility

20. The Brand Management Plan
(BMP)
Values, Attributes, Assets
Your Coaching Goals
Your Proposition Matrix
Leadership DNA

21. •Purpose:
•To provide a structure for your career management
•To clarify your career goals
•To provide information for a gap analysis of your career

22. Developing a Target List of
Companies/Organizations
Industry Company Name Size Reason it is on the list Contacts?
Investments(Example) AllianceBernstein 100 – 300 employees Mutual Funds Sam Potance: alum of Carey.
Things to consider:
•Why are you choosing the target?
•Do they have the departments/sections relevant to your job function?
•Do they have job potential in the near future?
Target Job FunctionTarget IndustryTarget Geographic Location

23. Product “U”: Values
•Descriptors of who you ARE:
Characteristic I am … Proof
Example: Organized I am organized, but not myopic to capturing
opportunity
I prepared for a very important board meeting, structured my thoughts
and agenda items only to find that the conversation centered on
something that I was not prepared for. I was able to quickly adjust my
notes and prepared data to address this new opportunity resulting in
three new streams of revenue for the company.
Things to consider:
•Think of your top professional characteristics 4-5
•Prove that you have these characteristics; provide specific examples
•Creative, efficient, influential, honest, goal-oriented, team player

24. Stats Card!
Make Your Own Stat Card:
Ever notice how sport statistics cards like baseball cards,
have key attributes of a player and his achievements during
his career. Time to make your own stats card! Write down all
the skills and strengths that you possess. Also list what you
do the best. You can even ask your family and friends, what
they admire or love about you the most. Merge the items in
the list, until you are left with 10 core strengths.

25. Product “U”: Values, Attributes
•Descriptors of what you DO:
I DO … Proof
Example: I write technical reports for aerospace
design
Example: As part of my job at NASA, I have written over 100 technical
manuscripts for various departments including x, y, z.
Things to consider:
•Think of things that would directly relate to your job function.
•Things that may “transfer” well to your job function.
•Why is what you have chosen important for your career?
•Lead, manage, write well, recruit/train, critique tactfully.

26. Task Analysis Chart
• List out what you do
• Rate the importance to your job function (1 – 5)
• Rate how much you like each task (1 – 5)

27. Product “U”: Values, Attributes, Assets
•What values do you bring to an employer?:
Attribute/Asset (rank) What did you do?
(Task/Function)
How did you do it?
(Method)
Why did you do it?
(Value add)
Result?
(outcome)
EXAMPLE
Leadership (1)
Led a team of 6
professionals for a new
brand management
project.
Used process orientated
approach, allowing
flexibility in cross training
and sub-committees.
Volunteered my time to
help new employees get
situated and provide a
new perspective to the
project end product.
Team developed and implemented new
brand for new product ahead of schedule
with minimal impact on company budget.
EXAMPLE
Presentation Skills (2)
Conducted presentation
on industry
developments at
regional conference
Utilized PPT, web links to
provide charts.
Participant active.
To represent our
company regionally,
network with new
contacts, and develop
new business
As a result of the presentation, gain 3 new
customers and have been invited to
another conference as keynote speaker.
Things to consider:
•What have you done well that would support another company?
•What results or achievements can you showcase?
•How did you “produce” for your past employers?

28. Personal Value Proposition Matrix

29. Personal Value Proposition Matrix
•Resource Demand Reduction
What do you have
that they do not
need to provide
you?
•Training?
•Certifications?
•Industry
Knowledge?

30. Personal Value Proposition Matrix
•Outcomes
Outcomes that you would
provide the employer.
•Immediate increase in
client base?
•Streamlined operations?
•Experienced strategic
planner?

31. Personal Value Proposition Matrix
•Risk Mitigation
Direct achievements and
results that you have
shown.
•Leadership awards?
•Sales awards?
•Proof to them that you
can do what you say you
can do.

32. The T Analysis
Job Description Me
Most associates are hired after completing a
traditional 2 – 3 year analyst program at an
investment bank or top tier management
consulting company
No banking/consulting experience, but during
school I did a project, Discovery to Market
where…
LBO & cash flow modeling
Acquisition due diligence, Acquisition accounting
Analysis of financial statements Class project, explain what it was you did
Industry & market research In x job I researched
Expertise with Excel, PowerPoint On a scale of 1-10 my expertise is a 9 because
Expertise in CapitallQ What is CapitallQ??

33. 75% of prediction of job success…
THREE FACTORS:
• Belief that your behavior matters
• Social support network
• View stress as a challenge, not a threat

34. Taking Control
Control the things you can control
so you can effectively manage
the things you can’t control

35. What Can You Control?
• Your Attitude
• Your Vision
• Your Energy Level
• Your Response to Stress
• Your Space