Rebranding the Librarian: A Project of the ALA Emerging Leaders Program

November 10, 2007 HLA Annual Conference

Rebranding the LibrarianProfession: A Project of the ALA Emerging Leaders Program

Annis Lee AdamsUniversity of Hawaii at ManoaJenny EmanuelUniversity of Central Missouri

HLA Annual ConferenceNovember 10, 2007

ALA Emerging Leaders Program

Leadership TrainingProject SelectionVirtual Work GroupsPoster Session


What is the ALA Emerging Leaders Program?

Emerging Leaders began in 2007 as one of ALA Immediate Past President Leslie Burger’s six initiatives. The program enables newer librarians (< 5 years post-MLS) from across the country to:

work on a small group projectnetwork with peers gain an inside look into ALA structure have an opportunity to serve the profession in a leadership capacity


How we became ELs

Lee was sponsored by the Hawaii Library AssociationJenny was sponsored by the Missouri Library AssociationApplication included:

Writing a personal statementDemonstrating employer support for us to attend ALA Midwinter and Annual ConferencesProviding a letter of recommendationAgreeing to commit to serving on an ALA committee


Prior to the 2007 ALA Midwinter Meeting

We were emailed a long list of potential projectsWe ranked our top choicesWe were assigned to a project with a team of six people:

3 academic librarians1 young adult librarian1 government agency librarian1 systems librarian for a public library consortium


At the Midwinter Meeting

A day long leadership training with handful of different speakersA working lunch where our team made a workplan for our projectEvening reception for networking with ELs and ALA folks


At the ALA Annual Conference

Half day of leadership trainingWorking lunch to set up postersPoster session with the findings of our survey


Our Project

What are the options for rebranding the librarian profession in the digital age?

We decided to conduct a survey of library folk using Survey Monkey


Survey Objectives

Analyze current stereotypes of librarians Research options for rebranding the librarian professionQuestion library professionals on the perceptions of librarians and what a better image may bePropose solutions for rebranding the librarian profession


Examples of Past Efforts at Rebranding

Ms. Dewey (search engine)Lipstick Librarian (blog)You Don’t Look Like a Librarian (blog)ALA Read Posters @ Your Library


Obstacles to Rebranding

Diversity of types of libraries and librarians makes it difficult to come up with a single brandLibrarians generally do not have marketing backgroundsLack of funding for marketing campaigns


Survey MethodologySurvey had 13 questions distributed via listservs, blogs, and AL Direct (ALA e-newsletter)4 demographic questions: age, librarian?, education, employer3 on library use2 on perceptions of librarians1 Likert scale with 10 general statements about librarians3 open-ended questions: describe the librarian of the digital age, how to communicate about the profession, “only a librarian can deliver __ to__”


Results

Over 3400 responses

88.3% of respondents were librarians

Mostly academic (39.9%) and public (29.1%) librarians


Respondent Demographics

0%

5%

10%

15%

20%

25%

30%

18-25 26-35 36-45 46-55 56-65 66+

Ages ofrespondents


Respondents’ perceptions of librarians

0%10%20%30%40%50%60%

Research ExpertProgram

PlannerTech ExpertTeacherBook Expert


How respondents ranked others’perceptions of librarians

0%10%20%30%40%50%60%70%

Book ExpertProgram

PlannerResearch ExpertTeacherTech Expert


Librarians:

0%

20%

40%

60%

80%

100%

Excel in cust servCutting edge-pubCutting edge-techExpert at com

puters

Teach tech

AgreeNeutralDisagree


Librarians:

0%

20%

40%

60%

80%

100%

Wear cardigans

Highly educatedNeed to m

rkt betterNeed new im

age

AgreeNeutralDisagree


What 3 words describe the librarian in the digital age?

Tech Savvy (687)Information/Informed (376)Knowledgeable (368)Flexible (317)Savvy (277)Innovative (262)Helpful (208)


Summary & Recommendations

The library community believes the currentpublic perception of librarians is “Book Expert,”while we think of ourselves as “Research Experts.”

So, 3 suggestions of how to reposition ourselves in the public eye as the “ultimate human search engine” and escape the single-focused stereotype of “book worm”. . .


Recommendation 1Design a media marketing campaign for television, radio, online outlets, and print that shows realistic, modern librarians doing the diversity of work within the profession. Show librarians that are adaptable, cutting edge, helpful, hip, innovative, professional, and tech-savvy. Promote the person, instead of the building.This will demystify the profession and entice others to consider such a career. The librarian as an "Info-naut."


Recommendation 2Rethink the library as a physical location. Bring the services librarians provide "out of the stacks" and into the community. Create a "third space" that showcases library services that are integrated into the physical and virtual community.Librarians "taking to the streets" of communities and cyber-space.


Recommendation 3Network beyond the librarian profession and "infiltrate" other professional associations and publications. Demonstrate the powerful skill set of librarians and the valuable contributions they can make to the success of all professions. Librarians as keystone professionals in society like doctors and lawyers.


Our Project Team


Emerging Leaders: Our Experiences

PlusesNetworkingWorking with young librarians wanting to move librarianship forward

MinusesDid not learn much about ALALack of mentorshipLittle guidance in joining an ALA committee despite it being a requirement of the program


Any Questions??

Thank you for attending our session!

Rebranding the Librarian: A Project of the ALA Emerging Leaders Program

Documents

Transcript of Rebranding the Librarian: A Project of the ALA Emerging Leaders Program