Personal Brand Positioning4

Personal Brand and
Your Online Reputation

Jahkedda Akbar & Heather Krasna
Nonprofit Professionals Advisory Group

Nonprofit Professionals Advisory Group LLC
Personal Branding and Your Online Reputation
© 2010 NPAG LLC. All rights reserved.

www.nonprofitprofessionals.com
About Us

The Nonprofit Professionals Advisory Group is dedicated to building the capacity of
nonprofit organizations, associations, institutions of higher education, the public
sector and the professionals who make them run smoothly.

We offer services for people nationwide who seek employment in the nonprofit
sector -- resume writing, cover letter editing, online presence coaching, interview
and salary negotiation training, and job search consulting.

We have worked with job seekers from all across the country and all over the world,
via e-mail, telephone, videoconference, or in person. We provide a range of services,
and are always happy to craft something specific to your job search or training needs
along with services for Universities and Colleges.

Visit us at www.nonprofitprofessionals.com/jobseeker_services.htm


Heather Krasna
About Us

As the Director of Candidate Services for the Nonprofit Professionals Advisory Group, Heather manages a full
spectrum of candidates with a range of jobseeker-related services including resume and cover letter writing, search
strategies, along with career movement across public, private and nonprofit sectors.

Heather is a career coach with over 12 years’ experience and the author of Jobs That Matter: Find a Stable,
Fulfilling Career in Public Service (JIST, 2010), the first book to cover careers in both the nonprofit and public
sectors. Jobs That Matter has been featured in the New York Times, USA Today, US News & World Report,
Idealist.org, CareerBuilder, NPR and more. Heather is also the Director of Career Services at the Evans School of
Public Affairs at the University of Washington, a nationally-ranked Master of Public Administration program based in
Seattle, WA. Heather has a Master of Science in Nonprofit Management from Milano the New School for
Management and Urban Policy, a Certificate in Adult Career Planning & Development from NYU, and has served on
several nonprofit boards of directors.

Heather can be reached at hkrasna@nonprofitprofessionals.com.

Personal Brand and Your Online Reputation

Jahkedda Akbar
About Us

FILL IN


Introduction
About
Personal
Brand

Personal branding
What do you bring to the table
• Your value is at the core of your brand
Plan it: getting the job/moving ahead
• It’s all about perception


Agenda

6. Resources

5. Maximizing Your
Online Presence
4. Real-World Application

3. Tag Line

2. Positioning Statement

1. Elements of Personal Brand


Elements of Personal Brand
Personal
Brand

• Target Audience & Their Needs
• Competitive Framework
• Benefits & Points of Difference
• Give a Reason to Believe


Personal
Brand

Building the Foundation

Target Audience & Their Needs
•Understand the needs of your sector
• Do you have the skills to meet the current need?
Competitive Framework
•Know the trends in your field
• Develop your position as an expert in your field


Prepare
Your BEST
Self
Benefits and Proof

Benefits & Points of Difference
Conduct an analysis of your strengths
Create a SWOT Chart
Give a Reason to Believe
Legitimize your benefits
Specific instances/stories when you delivered on your
brand promise


Positioning Statement
Position
Yourself

Positioning Statement Template
• Jahkedda’s Positioning Statement
• Heather’s Positioning Statement
Application: How is it Used?


Position
Yourself

Template

For (target audience and need), (your name) is the
(Competitive frame) who delivers (benefit/points of
difference) because only (your name) is (reason to
believe).
Play around with the language until it fits your
personality (personal writing style)
This is the starting point.


Jahkedda’s Positioning Statement
Positioning
Statement

For mission driven organizations lacking a
consistent message, Jahkedda Akbar is a nonprofit
management professional who can improve salience of
impact through strategically realigning
communications across all constituent touch-points. As
a result of strategy I developed, website traffic at un-
instraw.org doubled and use of the agencies online
resources improved.


Heather’s Positioning Statement
Positioning
Statement
For mission-driven job-seekers, Heather Krasna is the
career coach whose proven strategies help
professionals land their ideal jobs because only
Heather is the author of Jobs That Matter: Find a
Stable, Fulfilling Career in Public Service; a career coach
with 12 years’ experience; has helped over 7,000
people land jobs; and has 25 endorsements on
Linkedin to prove it.


Positioning
Statement
• Answer to “tell me about yourself”
• Summary on LinkedIn
• Summary/Profile on resume


The Tagline
Tagline

Tagline Template


The Tagline
Tagline

Tagline Template
Your Tagline should be about 2 to 7 words long
and succinctly describe your value.
Jahkedda’s Tagline: Developing Strategy to Increase
Visibility
Heather’s Tagline: Helping People Land Jobs That
Matter


The Tagline
Tagline

•Headline on LinkedIn
•Summary/Profile on resume


Real World Application

You Have the Foundation
Marketing Your Brand


Real World Application

You Have the Foundation, now be consistent
• Be consistent
• Positioning Statement: Cover-letter and resume
• Tagline: LinkedIn “headline”
Marketing your brand
• Maximizing your online presence


Maximizing Your
Online Presence Your
Online
Presence
Keeping Track and Staying On Track

Own Your Online Presence
Helping Your Job Search


Maximizing Your
Online
Presence

Own Your Online Presence
•Does your online presence reflect your chosen brand?
• What comes up in a Google search for you?
• How can you take control of what comes up in the
search?


Maximizing Your
Online
Presence

Tools To Track Online Presence
What comes up in a search
• Google.com/alerts –set up a search for your name,
your field, your org
• Technorati.com –blog search engine
• Backtype.com –blog comments
• Boardtracker –discussion boards
• Twitter
• Friendfeed.com
• Vizibility –www.onlineidcalculator.com

Maximizing Your
Online
Presence

Basic Tips for Maximizing Your Brand:
Take control of what comes up
• Learn and use privacy settings on Facebook
• Set up a complete Linkedin profile
• Blogging and commenting to establish expertise
• Ask that posted private information be removed
• Create your own website
• Distinguish your name


Maximizing Your
Online
Presence

How Can Online Presence Help
•Employers can see beyond the resume
• Positive references on Linkedin
• The breadth, relevance and quality of your
professional network—which can benefit a new
employer
• Your complete work history
• Video examples of your speeches
• “Slideshares” of PowerPoint presentations
• Articles, blog posts

Maximizing Your
Online
Presence

How Can Online Presence Help?
•Networking and Contacts
• Staying in touch with contacts
• Creating new contacts by reaching out with Linkedin,
Twitter, blog comments, “liking” organizations on
Facebook
Building Knowledge Base
• Establishing yourself as an expert via blogging
• Showing you are current with modern technology


Example: Top 5 Tips for
Linkedin.com Your
Online
Presence

1. Create a great headline/tagline, summary and profile
2. Connect to your contacts
3. Join relevant groups
4. Ask for recommendations
5. Reach out to professional contacts


Where to Get More Information
Your
Online
Presence

Nonprofit Professionals Advisory Group (NPAG):
Jahkedda Akbar, Heather Krasna at
info@nonprofitprofessionals.org
Web Sources:
The Brand Positioning Workshop, Brand Strategy Insider
Blog
Positioning Your Personal Brand, Personal Brand Blog
Positioning Your Personal Brand, Marketing job wire


Nonprofit Professionals
Advisory Group
Our Services
Resume Advising, Editing and Rewriting: Your resume is your first line of marketing in a job search. Don’t
be counted out of contention because it’s not as strong as it could be.
Cover Letter Editing: Cover letters need to do more than just describe your career. They need to get the
potential hiring organization excited about your candidacy.
Job Search Strategizing: Job searches are often tricky, sometimes painful and always exasperating. Don’t
waste time, money and precious contacts.
Telephone and Face-to-Face Interview Training: The old adage, “Practice makes perfect” certainly applies
to interviewing. Try out your lines on us before talking to a headhunter or hiring manager.
Negotiation Tactics: Got an offer in hand? Not thrilled with it, or just want to make it better? The list of
items in any given compensation package can be infinite.
Group Training: Our consultants work with university and graduate school career guidance offices and
outplacement firms.
Group Rates: Groups rates, panelists and speakers are available.

Read and Learn More at www.nonprofitprofessionals.com
Contact Heather via email at hkrasna@nonprofitprofessionals.com


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