Personal Brand Marketing

Upward BoundPERSONAL BRAND MARKETING

May 2009

Upward Bound Careers Inc.

Program Agenda

1. Program Overview

2. Defining Your Personal Brand• Drop One Value• Interesting Interests• MBTI for Careers• SWOTshot• Competency Profile

3. Marketing Plan

4. Creative Brainstorming

5. Resume Lab

6. Network Lab

7. Market Minute


Marketing Yourself

1. If you think of yourself as a product or service being sold, what is your brand; i.e. what are you known for?

2. Do you know what value “Product You” brings to an organization? How would they value you if they “bought” you (i.e. how would your services be used)?

3. Where is there demand for “Product You”?4. If someone is buying your time and service (Product You), what are they

buying?5. How would you define the image and reputation you have established in

the organizations for whom you have worked?6. What can you bring to an organization that has not been fully developed or

recognized in the past?7. Where in the marketplace might there be a demand for the skills,

experience and reputation you bring?


MarketingBranding

Developing an image and reputation of service

provided that is supported by a strong track record of

results

Getting the right services provided to the right people

in the right company at the right time

and at the right price

Personal Brand Marketing

= Getting You To Market

+


Personal Marketing

Plan

Defining “Product You”

Knowing Yourself through Myers Briggs

SWOTshot Competency Profile

Creative Brainstorming Panel

Market Minute Resume Workshop Network Web Interview Preparation Marketing Plan

Personal Brand Marketing - Services Provided

Branding Marketing+

= Getting You The “Perfect” Job


Personal Brand Marketing - Inputs and Outputs

Myers Briggs SWOTshot Creative Brainstorming Resume Lab Network Lab Interview Preparation

Inputs

Competency Profile Market Minute Revised Resume Network Web Marketing Plan Inclusion in Search

Firm Database

Outputs


Product You

Your Core

BenefitsInterests

Values

Style

Quality

Competencies

Attitudes

Skills

Behaviours

Company Needs

And Demands

Market Needs

DemandsAnd

How to Define “Product You”


Who you are in the marketplace and to your customers and potential customers is driven by:

what people in your targeted area(s) value and demand

What companies expect and demand of their employees in order to meet market needs and demands

a deep understanding of who you are and what you have to offer which translates into the array of valued benefits that differentiate you in the marketplace

clarity in your own personal value proposition

In

+

Myers Briggs Type Indicator

Strengths Weaknesses

Opportunities Threats

Your Competency ProfileManagement

TechnicalBehavioural

+

Determining “Product You”

Weaknesses

Opportunities Threats

Strengths

SWOT SnapShot


1. Your preferred ways of working and management style, and how those behaviours are seen by others

2. Consequently types of organizational cultures that complement your preferred ways of working (or not!)

3. How others’ preferences for working can complement or conflict with your own preferences

4. Constructive use of differences in working with others

5. Strengths and capabilities that can be leveraged into potential new career directions

If you can determine and define what it is you do well and that would be considered of value to a potential company, then you have begun to define “Product You”. Myers Briggs can help you to know yourself better, by identifying:

Myers Briggs helps you to better understand yourself


It is important to understand (i.e. have a working knowledge of) your key strengths in order to understand what value you are bringing to a potential employer. Similarly, it is important to understand what things you are not as competent or as comfortable doing (your “weaknesses” or areas for improvement) so that you understand what you are NOT selling to a potential employer.

An analysis of opportunities and threats will help you understand what risks are inherent in you failing to act (e.g. pursue an opportunity, upgrade your skills etc), and what pressures exist now such that attention to your marketing initiatives is critical.

The SWOTshot begins with a quick examination of your strengths. An effective assessment of your strengths explores your areas of accomplishment and competency in a number of different arenas. Once you have a grasp of your strengths, you can build a picture of your areas for improvement, and from that you can identify areas of opportunity and threat. The result of this snapshot will be used to craft your Profile for your Resume, your Market Minute, and indeed will serve as the backbone for the development of your Personalized Marketing Plan.

Your strengths are assessed in terms of four different areas: Values and Attitudes Behaviours Focus, and Technical Competencies

Create Your SWOTshot


1. Summarizes your experience, skills and attributes

2. Focuses on core abilities and talent and innate ways of working

3. Distinguishes between the content of what you do and how you work

4. Allows for comparison to corporations’ own competency profiles

5. Helps you to build your Product You branding

6. Supports your Market Minute message: ‘this is who I am’

A SnapShot of your distinguishing competencies: managerial, technical and behavioural

Your Competency Profile


Creative Brainstorming

Once you have established your brand, you will sit for an hour with a panel of 3 or more of our Partners and brainstorm the following:

What roles might suit you? In what industries? In what types of companies? In what areas within a company? Are there areas you have not thought of, and why?

In addition to you being added to our Executive Search database, we will also use our collective and vast networks to see if there is connectivity we can recommend for you.


I am a __________________ ________________ (Functional area(s)) (Leadership level)

What I do well is (or my “sweet spot” is):(Talk about technical competencies and the proven results that they drive)

I get results by:

I am known for:(A quick description of the values and attitudes, behaviours and focus points that define you)

(Optional) Most of all I like to:

My educational background includes:

My objective is to work for a company that ________________ and where I can _______

So if your organization needs (recap strengths and results), I would welcome the opportunity to further discuss.

Market Minute (One Minute Message )

Use an Acronym to remember


A meaningful Profile Statement: a quick snapshot of who and what you are, stated in a way that is meaningful to the targeted reader

A stated objective: what is it you are seeking? A chronological work history (starting with most recent job) without

any time gaps Work experience descriptions written with an accomplishment or

“so what” focus, not a job description or duties list Succinct and lazar-like commentary Education and training background with dates; include relevant

courses or focus of education and training Use of effective descriptors Examples of how you are perceived Use of verifiable testimonials if possible No more than 3 pages Correct spelling and grammar

Key Elements of an Effective Resume

Your Resume is a Marketing Tool!

Your resume must be written for the benefit of the targeted reader(s). Consequently, you will likely have more than one resume. The reader should end up with a very clear impression of what you are accomplished at, how you produce results, how you are perceived, and where you can add value.An effective resume will include the following:


Create Your Network Web

You

School and University Alumnae

Training Seminar Attendee Lists

Children’s School and Activities

Community Clubs and Church

Professional Services:LawyerPharmacistBankerAccountant

Professional Associations,Board of TradeChamber of Commerce

LinkedIn, Facebook

Business Networks at Past Companies

People Who

Truly

WantYou

To

Win

Effective Networking starts with an identification of the people closest to you who would truly like to see you “win” in life. They will want to help you if they can. From there, you need to consider contacts in ALL walks of your life that may be able to provide a referral or lead (a “warm call”) into a company.

The sky is the limit!


Preparing for InterviewsThere is an abundance of informative material that addresses proper etiquette and behaviour at an interview. What we address is how you prepare for an interview, because even the best etiquette and behaviour will fall flat if you are ill-prepared.

Ultimately, you must be prepared to answer two key questions:1. What do you know about the company and the industry in which it operates?

• Research the company and industry from every angle:• Relevant websites• Google the names of the company and its competitors, names of key leaders within

the industry, etc…• Relevant associations• Employees at the company if appropriate

2. Why you? Why should the company select you above other highly qualified candidates?• Know who you are and what you want (there may be multiple answers)• Know what competencies, attitudes and behaviours of yours would be relevant to this

company• Be clear on the value you bring to this company and if possible this particular interviewer

You must also be prepared to also ask a very relevant question, the answer to which you need to have at least partially clear in your own mind:

3. What can your company do for me?• Be clear on what future career directions are of interest to you and obtain an understanding

of the level of support this company will provide towards your career goals (by means of its strategic mandate, and its approach to leadership development and promotion)


Your Ultimate Marketing Plan Encompasses:

You and Your

Core Benefits

What Industries?What Companies?

What Areas within

Companies?

What Service are you Selling?

At What Price?

What Ways Can You

Promote Yourself?

ResumeMarket MinuteLinkedIn, etc…Network WebInterviewsPersonal WebsiteConferences, Board of Trades “Product You”

Are you competitively priced?What ‘s important to you? Where are the trade-offs?

Look beyond the obvious areas(your skills may be transferable to other areas within a company)

Look beyond the obvious companies(e.g. if you are thinking small, look big; if you are thinking private, look public)

Look beyond the obvious industries(your skills are transferable to other industries)


Personal Brand Marketing

Documents

Transcript of Personal Brand Marketing