Personal Branding
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Personal Branding will help students to develop their personal. Participants will learn how to create their own personal brand statement and use that information to communicate to potential employers, colleagues, and on social media. The module will include an interactive component to supplement the material.
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Personal Branding
- 1. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Global Talent Acquisition Personal Branding 1
- 2. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information Agenda • What Is Personal Branding? • Developing Your Personal Statement • Presenting Your Brand • Social Media • Questions
- 3. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 4 Brand Name Game Do you recognize the following brands?
- 4. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 5 Brands change over time. Brand Name Game Brands evolve to reflect a company’s growth and expansion.
- 5. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 6 vs. What images do each of these brands evoke? Brand Name Game A company’s logo becomes its Quality Statement.
- 6. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 7 Personal Branding Much in the same way that brands create an image for their products, you must craft a unique image of yourself. This is called . Be authentic. Be Consistent. Be Seen.?
- 7. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 8 Personal Branding Successful personal branding requires: • A Personal Statement (30-second Statement) • Presentation Skills • Strategic Social Media Management
- 8. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 9 Personal Statement A personal statement, also known as an elevator speech, is a 30-second presentation of who you are. Personal Statements include the following: • Identity • Traits • Benefits • Intention Let’s build your statement.
- 9. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 10 Identity Who are ? “I am a sophomore at ACME University majoring in Computer Science. I have a 3.5 GPA. Currently I am the Vice President of SWE and serve on the board of Eta Kappa Nu.” Class School Major GPA Leadership
- 10. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 11 Traits What are best attributes? “I am very detail oriented. I enjoy analyzing risks. I speak three languages (English, French, and Italian).”
- 11. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 12 Benefits Why ? “I have relevant Computer Science experience. I interned for two summers at the Lockheed Martin Maritime Systems and Sensors facility in Syracuse, NY. I was responsible for testing code against requirements for the Medium Extended Air Defense Systems (MEADS) program. I successfully tested and verified 100% of the requirements for which I was responsible. Company Responsibilities Location Results
- 12. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 13 Intention What are looking for? “I am looking for a computer science-related internship in the greater Forth Worth area. I am seeking an opportunity in design and implementation since I have coded for the past two summers.” Type of position Location Specialty
- 13. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 14 Presentation Skills Did you know that… Communication is 55%body language, 38% voice, and only 7%words? It’s not just what you say, it’s how you say it!
- 14. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 15 Presentation Skills Tips for effective presentation skills: • Speak clearly. • Make eye contact. • Don’t sound rehearsed. • Be enthusiastic but not overly excited. • Exude confidence.
- 15. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 16 Presentation Skills Let’s Practice: Mock Career Fair
- 16. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 17 Presentation Skills Let’s Practice: Speed Networking
- 17. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 18 Social Media 32% of recruiters use Facebook to vet candidates for positions? Did you know that… Be careful what you do and say on Social Media.
- 18. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 19 Social Media 93% of recruiters use LinkedIn to recruit candidates for positions? Did you know that… CREATE YOUR LinkedIn PAGE
- 19. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 20 1. Personalize Your Link http://linkedin.com/in/yourname 2. Take A Good Photo 3. Create a Great Headline 4. Create a Bio for Your Summary (Personal Statement) 5. Get Recommended By Your Coworkers 6. Complete Your Profile Social Media - LinkedIn Complete profiles yield more search results.
- 20. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 21 Good LinkedIn Page Alton Fox Computer Engineering Student Seeking Internship Previous Software Intern at Lockheed Martin Education Acme University Lexington, Kentucky I Computer Software Summary Experience I am a sophomore at ACME University majoring in Computer Science. I have a 3.5 GPA. Currently I am the Vice President of SWE and serve on the board of Eta Kappa Nu. I am highly detailed. I enjoy analyzing risks. I speak three languages (English, French, and Italian). I have relevant Computer Science experience. I interned for two summers at the Lockheed Martin Maritime Systems and Sensors facility in Syracuse, NY. I was responsible for testing code against requirements for the Medium Extended Air Defense Systems (MEADS) program. I successfully verified and tested 100% of the requirements for which I was responsible. I am looking for a computer science - related internship in the greater Forth Worth area. Computer Tech Intern 1 Ads You May Be Interested In Puzzle Decoder People You May Know Send A Message Good Profile Photo Complete Summary Descriptive Job Title Great Headline
- 21. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 22 Questions? http://www.lockheedmartinjobs.com
- 22. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 23
- 23. Lockheed Martin Human Resources Lockheed Martin Proprietary Information Lockheed Martin Human Resources Lockheed Martin Proprietary Information 25
Editor's Notes
- Supplies for Communication Matters: Communication Style Survey worksheet – 2-sided Pens for completing worksheet. The entire presentation will take 46 minutes to 1 hour. Many slides are animated.
- Facilitator’s Key: Bolded text indicates something that the facilitator should SAY. Underlined text indicates something that the facilitator should DO. Plain text indicates reference text for the slide. If you are unsure what to say in terms of content, plain text contains suggested points. Please never “read” the slide aloud to students, but meld the reference text with your own natural style. Italicized text indicates a note to the facilitator. [OPTIONAL or use your own] indicates an optional illustrative EXAMPLE or expansion on the key point. Please feel free to use your own, or add none if you are running short on time. [KEY POINT] indicates a key point. [TRANS] indicates a transition to the next slide or concept. BOLDED CAPS on the left-hand side indicate a key concept that you should cover. CAPS or CAPS mid-sentence are merely for emphasis. Throughout the workshop, feel free to modify text based on your own style and experience. You make the workshop effective through your ability to connect with the audience and make it memorable for them.
- This slide is not animated. Estimated Time: 30 seconds State the following: Welcome to Lockheed Martin’s presentation on Personal Branding. In today’s session we will discuss how to create, enhance, and present your personal brand. As we go through this session, be prepared to think about your own skills and value. The presentation will run about 1 hour. Feel free to ask questions throughout the session, and I am happy to stay longer to answer any additional questions. Advance to the next slide.
- This slide is not animated. Estimated Time: 1:30 minutes State the following: Do you recognize the following brands? Point to each logo and ask students to audibly guess each one. See how easy that was? Why? Because companies spend millions of dollars advertising their corporate brand to consumers. They target their markets and know precisely the values and ideals they want to communicate. They understand the impact of a strong brand in the marketplace as well as the devastating impact of a weak brand. Advance to the next slide.
- This slide is not animated. Estimated Time: 30 seconds State the following: Quickly take a look at the logos on the screen. Look at Apple’s first log in 1976! What do you think? Most of you have probably never seen it. Some of you may be familiar with the second logo, but most of you will recognize the third logo, which was created in 1998. The key point here is that brands change over time! Do you think Apple’s first logo would work today? Maybe, but I bet it’s safe to say that the current logo is more in tune with the current times. The first logo has an “old school” feel while the current logo is sleek and modern and definitely represents a technological age. As you develop your brand, be prepared to modify it as you gain experience. Note: After the first logo, Apple only made subtle changes to remain current. You don’t have to completely overhaul your brand to have a strong impact. Advance to the next slide.
- This slide is not animated. Estimated Time: 3 minutes State the following: Now, continuing our discussion with corporate brands and Apple, hopefully you recognize the brand on logo on the left as Microsoft. When you look at both brands they may share more differences than similarities. What images do each of these brands evoke? After students provide suggestions, state the following: A company’s logo becomes its quality statement, meaning the images that pop up in your head are hopefully the perceived values and qualities the companies want you think. Some possible suggestions for images: Microsoft: Apple: Corporate Cool Windows Trendy Office Suite iPhone XBOX Graphic Design Advance to the next slide.
- This slide is not animated. Estimated Time: 30 seconds State the following: [TRANS] So now that we have discussed corporate branding at length…let’s bring it back to you. In much the same way that corporations create an image for their products, you must also craft a unique image or brand for yourself. We call this personal branding. Your personal brand is authentic, consistent, and should be easily visible in whatever method you choose to present yourself. Advance to the next slide.
- This slide is not animated. Estimated Time: 30 seconds State the following: There are three key components to ensuring that your brand will be successful. They are a solid personal statement, good presentation skills, and strategic social media management. Let’s look at the personal statement. Advance to the next slide.
- This slide is not animated. Estimated Time: 30 seconds Hand out the “Personal Statement” activity sheet to participants. State the following: Let’s build your personal statement. You may have heard this called an “elevator speech” in the past, but basically as the slide says, it’s really a 30-second presentation of who you are focusing on Identity, Traits, Benefits, and Intention. Advance to the next slide.
- This slide is animated. Estimated Time: 3:30 minutes State the following: Your identity describes who you are. At this point in your life, you should cover important items such, as your class year [click], college [click], major [click], GPA [click], and any leadership skills [click] you possess. Let’s take a few minutes to work on the “Identity” portion of the your statement. Start by writing down your information in the “Identity” section of the “Personal Statement” worksheet. Advance to the next slide.
- This slide is animated. Estimated Time: 3:30 minutes State the following: The “Traits” section highlights your best attributes. You should focus on your best skills, especially those that may interest future employers. This example highlights “detail oriented” [click], “analyzing risks” [click], and that he/she is trilingual [click]. Let’s take a few minutes to work on the “Traits” portion of the your statement. Start by writing down your information in the “Traits” section of the “Personal Statement” worksheet. Advance to the next slide.
- This slide is animated. Estimated Time: 3:30 minutes State the following: The “Benefits” allows the receiver of your message to understand your value. When creating this message, you should really focus on crafting complete value statements. Let’s look at the statement on the slide. Note the statement highlights a past internship experience (“I have relevant Computer Science experience”). If you decide to do the same, make sure you include company [click], location [click], your responsibilities in that position [click], and, most importantly, the result or the outcome of your work [click]. The receiver needs to understand why and how you performed your responsibilities successfully. Don’t just tell the receiver what happened, show them how you excelled. Let’s take a few minutes to work on the “Benefits” portion of the your statement. Start by writing down your information in the “Benefits” section of the “Personal Statement” worksheet. Advance to the next slide.
- This slide animated. Estimated Time: 3:30 minutes State the following: [TRANS] And finally the last section of your personal statement is called the “Intention” section. As an employer or someone interested in hearing your message, I need to understand what you are looking for. This section of the personal statement is important because it closes your personal statement. If you are looking for a job, be sure to include the type of position you want, including the specialty and location if you want something specific. Let’s take a few minutes to work on the “Intention” portion of the your statement. Start by writing down your information in the “Intention” section of the “Personal Statement” worksheet. I will give you an additional 5 minutes to combine each of the four sections into one full statement in the extra lines below. Hold on to this information because we will use it again during this presentation. For now, let’s move on to Presentation Skills. Advance to the next slide.
- This slide is not animated. Estimated Time: 1 minute State the following: [TRANS] So now you have the first draft of your personal statement. Continue to work on your personal statement and revise it as you gain experience and knowledge. Writing your personal statement is just a first step, though. Remember that the presentation of this personal statement is just as important as the words you chose to describe yourself. Did you know that communication is more than just words? In fact, according to Psychology Today, communication is 55% body language, 38% voice, and only 7% words. In other words, we convey our meaning most often not through the literal interpretation of words, but through the way that we present them with our body and facial expressions as well as our voice intonations. Provide a quick example of how your body language can convey a completely different meaning than the words that come out of your mouth. It goes to show…it’s not just what you say, it’s how you say it! Advance to the next slide.
- This slide is not animated. Estimated Time: 1 minute State the following: What can you do to make sure that your words are impactful? Effective presentation skills in most, but not all situations, will require you to: Speak clearly: Don’t mumble. You could appear lazy or unenthusiastic about the conversation. Make eye contact: Because if you don’t look at the receiver, you will appear disinterested and insecure. Don’t sound rehearsed: It questions the authenticity of what you’re saying. Be enthusiastic but not overly excited: You may appear too “pitchy,” like a bad car salesman and will most likely make the other person want to run away from you as quickly as possible. Exude confidence: Ways to show confidence include a bright smile, good posture, and a firm (but not too hard) handshake. But also remember, be true to yourself. We all get nervous in new and stressful situations like interviews and presentations. Keep our suggestions in mind, but know also that we are human and make mistakes. If you do make a mistake, smile and keep demonstrating who you are. Sometimes the way we handle mistakes or awkward situations state more about us than our personal statements, resumes, or prepared responses. Advance to the next slide.
- This slide is not animated. Estimated Time: 5 minutes In this activity, two volunteers will role play a discussion at a mock career fair. One participant will be the recruiter and the other will be the student. Explain to the audience that the student will practice their personal statement with the recruiter. NOTE: You many want to ask for volunteers who think they have most of their personal statement completed. Once complete, ask the students for compliments and also areas for improvement. If time permits, have the students swap roles or ask for two more volunteers. Be sure to ask for a round of applause for their bravery. Advance to the next slide.
- This slide is not animated. Estimated Time: 15 minutes State the following: Now that we have seen an example of how to use your personal statement at a career fair. Let’s practice how to use it in a networking event like Speed Interviews. In this activity, divide participants into groups of three. Each participant will have the opportunity to present their statement and receive feedback. For each rotation, there will be one presenter, one receiver, and the third person will provide feedback. The activity is complete once each person has the opportunity to present. Advance to the next slide.
- This slide is not animated. Estimated Time: 30 seconds State the following: Strategic social media management is very important to your personal brand. Did you know that, according to Jobvite, 32% of recruiters use Facebook to evaluate candidates for positions? That means a third of potential employers may be reviewing your social media content. Why take the risk? Be careful what you do and say on social media. At a minimum, make sure you have the appropriate privacy settings enabled. Advance to the next slide.
- This slide is not animated. Estimated Time: 30 seconds State the following: By a show of hands, how many of you have a working LinkedIn page? LinkedIn is more than just for networking. Did you know that, according to Jobvite.com, 93% of recruiters use LinkedIn to recruit candidates for positions? Guess what? Lockheed Martin also uses LinkedIn to find candidates! Create a LinkedIn page if you haven’t done so already. Let’s take a look at some important features. Advance to the next slide.
- This slide is animated. Estimated Time: 1 minute State the following: For a successful page, you will need to: [click] Personalize your link. Instead of some random link with 7 letters and 4 numbers. Go into the Profile section and set up the personal link. This will increase update your Google search and decrease any potential misrepresentations of your brand. [click] Take a good photo. Because that photo of you from the social “mixer” last week is not professional. Have a friend take a photo of you against a white wall. [click] Create a great headline. Make sure your headline describes you. Tell us what you do or want do to. Avoid being too generic. [click] Create a bio for your summary. You can even use your personal statement to fill this section. [click] Complete your profile. Next time you’re logged on take a look at the “% complete” marker to measure how detailed your profile looks. Complete profiles yield more search results which means more employers looking at your profile. Advance to the next slide.
- This slide is animated. Estimated Time: 1 minute State the following: Let’s look at a good example of a well-crafted LinkedIn page. [click] Great Headline: The tag is descriptive (computer engineering/internship). We can see what Alton wants to do. Avoid being generic. [click] Good Profile Photo: The photo is clear, not pixelated. Alton looks happy and approachable. When choosing a photo, avoid posting the picture from social mixer you attended last week. Grab a friend and have them take a photo of you against a white wall. [click] Complete Summary: This is where you tell who you are. This is the perfect spot to use your personal statement. [click] Descriptive Job Title(s): Don’t just use the word Intern. Be more descriptive. In this example, Computer Tech Intern 1 provides a very specific detail of the type of internship and level of internship Alton had. Social Media sites like LinkedIn are very effective tools for placing you and your brand in the eye of corporations and businesses that appeal to you and your career goals. The ability to market yourself well in face-to-face encounters is equally important. I encourage you to continue working on your personal brand and using it as a starting point in your networking activities. Advance to the next slide.
- This slide is animated. Estimated Time: 35 seconds State the following: We have now completed the “Personal Branding” workshop provided by Lockheed Martin. I hope that you found this presentation to be informative and valuable. Hopefully you’re on your way to a powerful personal statement. At this time, are there any questions? Advance to the next slide.
- Facilitator’s Key: Bolded text indicates something that the facilitator should SAY. Underlined text indicates something that the facilitator should DO. Plain text indicates reference text for the slide. If you are unsure what to say in terms of content, plain text contains suggested points. Please never “read” the slide aloud to students, but meld the reference text with your own natural style. Italicized text indicates a note to the facilitator. [OPTIONAL or use your own] indicates an optional illustrative EXAMPLE or expansion on the key point. Please feel free to use your own, or add none if you are running short on time. [KEY POINT] indicates a key point. [TRANS] indicates a transition to the next slide or concept. BOLDED CAPS on the left-hand side indicate a key concept that you should cover. CAPS or CAPS mid-sentence are merely for emphasis. Throughout the workshop, feel free to modify text based on your own style and experience. You make the workshop effective through your ability to connect with the audience and make it memorable for them.