Graduate Application Workshop
Personal Branding
Managing Your Personal Brand
2nd November 2011
Job Title vs Personal Brand
Statement
• Job Title:
What corporations want you to be, to fill their organizational
hierarchy.
• Personal Brand Statement:
What you want to be in a single sentence that answers two
questions: what are you the best at and who do you serve
(audience)
Personal Brand Statements
• In order to build a very high profile personal brand, you need
what is called a personal brand statement. It is a statement of
positioning and targeting. In order to be remarkable and the
one called upon for opportunities, you need to be the best at
something within a certain group of people.
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Steps to creating a Personal Brand
• Identify your unique values
•
Studies show that our appearance
represents 55% of influencing
power when meeting someone for
the
first time, while 38% comes from
tone of voice/behaviour. The
words we speak reflect the balance
of 7%*
• List your key attributes
• Develop your personal brand
statement: Compare your
unique values and key attributes
• Integrate your brand statement into
everything that you do:
• Watch your Appearance: If the visual
image you are
projecting is not a direct reflection of
your personal brand statement, you
are doing yourself and others a
disservice
• Check your Brand Behaviour
Packaging your brand includes
not only your appearance but your
conduct
Communicate your brand:
•
Be flexible. Even though it’s time
consuming, your personal branding
statement should be revised at
least once a year to reflect
changes and advancements in
your professional career. In order
to be effective, it needs to stay
current.
*Randy Segal-2009
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Your Brand
• Before you start to establish your brand, you should
consider your unique selling point (USP). What is it that
makes you different from everyone else? Once you’ve
identified your USP, you should have a clear idea of
what your brand is and how you can use it to
communicate what you can do for someone else. The
internet is a fantastic platform to project your brand due
to its broad reach and accessibility.
• Additionally, LinkedIn recommendations are great
marketing tools at your disposal. By inviting colleagues
and professionals to write them and vouch for who you
are, what you represent and what you offer, you help
create your ‘reputation’.
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Managing your personal brand and online
reputation
Your Digital Footprint
• Everything you do online leaves a digital footprint, the size of
which is affected by what you say and what others say about
you. Your digital footprint increases the amount of personal
information that an employer could potentially access, beyond
what’s on your CV.
• Your online reputation says something about you whether you
realise it or not. It’s important to be aware of this and treat the
internet with the same respect you’d give to any other platform
that you use to project your personal information
• Online Reputation Management (ORM) has become
increasingly significant over the past few years
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Managing your personal brand and online
reputation
Social networking sites are becoming an increasingly popular
way to search for jobs. Not only do they remove the need to hunt
for one specific job, they also offer you access to advertised jobs
and provide networking opportunities for you to uncover hidden
jobs
LinkedIn
Currently, the most universally recognised site for business
networking is LinkedIn. With over 2 million UK users and a
staggering 40 plus million worldwide, LinkedIn is the ‘ Face Book’
for the business world.
•This can be a fantastic way of getting yourself ‘out there’, but
make sure you’re aware of the public nature of such sites and the
implications for putting the wrong kind of information.
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Generalist and niche Jobsites
The internet is home to thousands of jobsites, where employers,
companies, recruiters and agencies are posting available
opportunities. All types of jobsites have CV databases where
recruiters actively search for appropriate candidates
Generalist sites offer services covering all functions and all
industries. Anyone can post their CV on a generalist site and
consequently, both the job databases and the CV databases tend
to be very large and draw in heavy traffic. There are many
generalist jobsites, and their value varies significantly
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Niche Websites
Niche jobsites offer services focusing on a specific industry
or job function. Some are connected to professional bodies
or associations, although most are websites in their own
right.
Increasingly recruiters use niche jobsites to find targeted
candidates, so it’s vital for you to identify those sites relevant
to your industry, function or geographic area.
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Looking Ahead:- Your Personal Brand versus
Brunel Brand
A good degree from Brunel gives you a distinct advantage but
there is a shift now to look at potential candidates in isolation
from their University
As a potential employee you need to define your USP beyond
the kudos of the institution that you have studied at
•“Today the majority of recruiters and hiring professionals
do a Google search on those they look to interview, with
figures quoted between 50%-80%.
•They are searching on your name, not your employer's
name
•Today the weight employer brand names hold is
diminishing - your personal brand now supersedes all
these things.
• As a 21st century worker in the information and
conceptual age, personal brand management is integral to
your career success “
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presentation here
Kelly
Magowan
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Personal Brand on Linked in
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Key Competencies
•
Leadership
•
Teamwork
•
Decision Making
•
Responsibility
•
Communication Skills
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BA.com/Careers
• Understanding the BA Careers website
• What happens behind the scenes
• Systems process
• Human intervention
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Company ‘cultural’ fit
Cultural Fit-typical question
•
There are many diverse roles both within the Engineering
department and across British Airways generally. When
meeting with colleagues from across the airline which style
do you believe the most effective way of communicating:
•
a. Research and prepare the communication and then adapt
your style when you meet the audience
•
b. Predict the audience reaction and then prepare the
communication accordingly
•
c. Always communicate to people in the same way
regardless of their role
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ANY QUESTIONS
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