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Communicate Your Value - and Brand Yourself to Win (Designer Edition)
The document discusses the importance of personal branding and developing a strategy to effectively communicate one's value in the professional world. It outlines the steps to create a personal brand strategy, including self-assessment, defining career goals, and positioning oneself competitively. The piece also highlights best practices for content creation and curation to enhance visibility and trustworthiness in a time-constrained environment.
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Communicate Your Value - and Brand Yourself to Win (Designer Edition)
- 1. COMMUNICATE YOUR VALUE— AND BRAND YOURSELF TO WIN ERIC WEAVER • SVP SOCIAL STRATEGY • MEDIABRANDS MARCH 2013
- 2. Currently SVP SocialStrategy for Mediabrands (IPG) 22 years in digital marketing Brand strategies for Ford, Brita, P&G, BMW and others Social strategies for Intel, Jack in the Box, Holland America, HP, Starbucks, HTC Last three roles came from my social media footprint!
- 3. …yet — cobbler’skids — not all of us can package and communicate our value — to managers, peers or clients. WE ALL BRING SOME How do we communicate KIND OF VALUE TO THE our story and our value? WORLD Prove you’re the kind of person successful businesses want? Create a visible, concise story that is easily found online? 3
- 4. The needfor a personal branding strategy How to craft this strategy TODAY’S TOPICS Content Venues for content Best practices/ cautionary tales 4
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- 6. A PERSONAL WHUTT? Apersonal brand strategy is a simple 2-3 page document that can help you: 1. KNOW YOURSELF Who am I, really? How do I work? What am I like? What do I value? What problems do I solve? 2. DETERMINE WHERE YOU WANT TO GO Subject matter expert? Team lead? Creative? Where do I get the most joy? Challenge? Satisfaction? Who is my audience for that kind of role? 3. POSITION YOURSELF FOR COMPETITIVE ADVANTAGE What are competitors saying to the market? What makes me different? Better? What are the reasons others should believe me? Can I leverage existing truths about me — and suggest new truths — that will make me a more desirable candidate? 6
- 7. Judging how weare perceived is difficult A little thought and structure around our perception helps remove subjectivity AND WHY WOULD I If you can create a NEED SOMETHING perception that better LIKE THAT? aligns you with what your clients want — and if you can bring consistency and clarity to that perception — you can get past their time starvation and build trust 7
- 8. 49% of surveyedhiring managers caught a job applicant fabricating resume data 34% of all applications contain outright lies about experience, education and TWO PROBLEMS ability to do the job TRUST ISSUES FOR JOB The average cost of a bad APPLICANTS hire can equal 30% of their salary To replace them: $7k for entry-level, $10k for mid- manager, $40k for exec OUCH. SOURCES: US DEPARTMENT OF LABOR, SHRM, CAREERBUILDER.COM 8
- 9. PROBLEM #2: TIME STARVATION Attentiondeficit Smartphone addiction Girl Scouts now can earn a merit badge in time management Hiring professionals are ESPECIALLY time- starved, so asking for their time means a good ask, and a good story. 9
- 10. PERSONAL BRAND STRATEGY #1)WHO ARE YOU – REALLY? WORK TRAITS – DESCRIBES THE THE PRIMARY PROBLEM ROLE FIT: think #keywords. YOU SOLVE: Adjectives others would use to “I help overworked clients describe HOW you do what you make smarter decisions do. Analytical. Collaborative. around their marketing Strategic. Consensus builder. efforts.” Investigator. Translator. “I bring clarity and usability PERSONALITY – DESCRIBES THE to digital channels.” CHEMISTRY FIT: adjectives others would use to describe “I persuade clients to WHO you are. Funny. Warm. innovate without adding Humble. Friendly. Driven. Matter- risk.” of-fact. Trustworthy. Both good & “I bring stories to life bad. through unique, compelling VALUES – DESCRIBES THE creative.” POTENTIAL OUTCOME: what’s important to you? Curiosity. 10 Dependability. Speed. Accuracy.
- 11. PERSONAL BRAND STRATEGY #2)WHERE DO YOU WANT TO GO? DESIRED CAREER PATH: what do you see yourself doing in three years? Five years? SPECIALTY EXPERT, TEAM LEADER OR FREE AGENT? Do you want to be the best in your field? Lead and coordinate people? Or act as a lone agent accomplishing tasks for a company? SUCCESS MEASUREMENT: how do you know you’ve achieved your goal? Salary? Title? Responsibilities? Staff? Industry recognition? Awards? 11
- 12. PERSONAL BRAND STRATEGY #3)HOW DO I POSITION MYSELF TO GET THERE? AUDIENCE: who do I have to connect with and communicate my value to, in order to advance along the path? What do they want to hear from me? What don’t they? DIFFERENTIATORS: for that audience, what makes me different? Better than the next person? Uniquely qualified? REASONS TO BELIEVE: why should anyone believe I’m better? What proof points do I have? 12
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- 14. EXAMPLE: JENA • Pursuing excellence • Problem-‐solver • Elegant solu�ons 14
- 15. Do anHONEST assessment of where you are today – good and bad – warts and all Tweak your traits to become aspirational — IMPORTANT but don’t be so far off- script of who you are as to be non-credible Test your personal brand strategy with colleagues and friends 15
- 16. CONTENT 16
- 17. In Jena’s case,she wants to not only explore UX/UI, but become enough of an expert to become a thought leader. So we’ll suggest she both CURATE and CREATE content that will WHAT TO POST OR Help her grow PUBLISH? Build trust in her abilities Show off her thinking process Show off what she’s learned during her career Share her vision for her area of expertise 17
- 18. CURATE CREATE Post articles to friends and Continue to showcase colleagues that discuss or her design savvy demonstrate great UX/UI Post commentary about Engage in related forums how function can have React to related current compelling form events or industry news, Share her team’s success and solicit opinions stories Share her own cautionary tales Share her career journey and learnings 18
- 19. STRONG VENUES FORCURATION Tumblr Pinterest Facebook/Twitter LinkedIn groups/Q&A 19
- 20. STRONG VENUES FORCREATED CONTENT Personal blog Facebook/Twitter Video blog Audio podcast SlideShare 20
- 21. MORE ABOUT SLIDESHARE 60MM monthly visitors, 140MM monthly pageviews Content sharable on intranets Audio “slidecasts” give the audience an idea about you Voted amongst the World’s Top 10 Tools for education and eLearning By paying for PRO edition, content more likely featured on homepage 21
- 22. MORE ABOUT RICH MEDIA Aids in retention Easily digestible when time-starved Provides a more 3- dimensional view of you as an expert BlogTalkRadio allows you to interview others, provide more perspective, widen the value 22
- 23. RICH MEDIA NEED NOTBE DIFFICULT – NOR EXPENSIVE Animoto.com lets you create a HD video very cheaply (or free) – synced slides to music or an audio track 23
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- 25. TRICK OUT TWITTER Contact info Link back to your primary site 25
- 26. FILTER YOUR FACEBOOK Links back to your primary site, blog or profile (aggregator) page Share personal side of yourself, but: Create a separate list for clients or colleagues Segregate your posts so colleagues and potential hiring managers aren’t bombarded by this: 26
- 27. LEVERAGE YOUR LINKEDIN Askfor testimonials (particularly from clients with whom you have a good relationship) Link back to your blog, Twitter account, SlideShare Keep it succinct Probably should think about “Open to Job Opportunities” Provide industry- specific advice on the successor to LinkedIn Answers 27
- 28. Pinterest has grownto the size of Twitter, in a PONDER shorter time PINTEREST ADD A PIN IT! BUTTON TO YOUR WEBSITE 28
- 29. Pinterest has grownto the size of Twitter, in a PONDER shorter time PINTEREST ADD A PIN IT! BUTTON TO YOUR WEBSITE 29
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- 31. SET UP ONE PRIMARYPROFILE PAGE About.me Google+ profile LinkedIn Naymz (Premium) …and add links to content to drive traffic back to your profile 31
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- 34. REMEMBER THAT GOOGLE HAS AGREAT MEMORY – AND THAT SOME EXECS ENJOY VANITY SEARCHES 34
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- 38. DO buildproof points Video Testimonials Sourced statistics wherever possible DO build a content calendar, targeting: OTHER Important industry CONSIDERATIONS dates, events, conferences Regular update times Example: Jena might read about an upcoming Facebook UI change & prepare a 38 post
- 39. Don’t ever lieor even stretch – you run the risk of being called out, publicly If you have experiences where you have damaged others’ trust, make a nod to them first, before others do Don’t stalk hiring managers DON’TS on social channels If you friend them, explain why you’re doing so Don’t spam, bombard or intrude as it annoys recruiters and managers, as it would in real life Fear smells awful 39
- 40. Don’t ever lieor even stretch – you run the risk of being called out, publicly If you have experiences where you have damaged others’ trust, make a nod to them first, before others do Don’t stalk hiring managers DON’TS on social channels If you friend them, explain why you’re doing so Don’t spam, bombard or intrude as it annoys recruiters and managers, as it would in real life Fear smells awful 40
- 41. IF YOU’RE SAYING POTENTIALLY INFLAMMATORY THINGS, MAKE SUREYOU’RE NOT STILL LOGGED INTO THE COMPANY ACCOUNT 41
- 42. CONSIDER GENERATIONAL NORMS BOOMERS Allabout propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness in business. GENS X&Y All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy. 2010 THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCE PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
- 43. PROBABLY NOT A GOODIDEA 43
- 44. Structure will helpyou get rid of subjectivity Content will help you tell your story, showcase your thinking, and BE FOUND SUMMARY Leverage social – whether you personally use it or not As you build your footprint, think TRUST and TIME STARVATION 44
- 45. FOLLOW ME AT @WEAVE THANK YOU! OTHER PRESENTATIONS AT slideshare.net/weave 45