by Denny McCorkle

It was a beautiful Fall day in downtown Denver. The leaves were changing from green to brown to yellow, there was snow in the mountains above 10,000 feet, and Bronco football season was in full swing. Elizabeth was an impeccably dressed-for-success post millennial aged 40-something from Boston having just completed two afternoon coaching sessions with high profile clients in a meeting room of her nearby hotel. She was widely known on the social web as an expert in personal branding and career development. As was her common practice, after all the seriousness, she liked to explore the unbeaten path, disconnect from technology, and gather her thoughts about the day. A lonely nondescript bar with no name at the end of a side street caught her eye and curiosity, so she quickly opened the

entrance door to let escape the sounds of the Beatles singing "Let It Be." After her eyes adjusted to the darkened room with an excessive use of dark wooded decor, she headed to the big wooded bar and smiling bartender in the back of the room. Her first thoughts as she looked around the room were: "my kind of place, where nobody knows my name." She quickly sat on the bar stool in front of the aging bartender and before he could speak, she said "Hi there. I would like a gin and tonic. Light on the gin. Heavy on the tonic. And two limes." While the bartender was away, she took a moment to again glance around the near empty room and remembered to reach in her purse to turn off her iPhone. "It's me time," she declared to herself, just as the bartender returned with her drink.

"Hello, I'm John. And you can call me John," laughed the bartender. "You don't look like my regular customers." "No, I am here on business from Boston. My name is Elizabeth, though all my bartender friends call me Beth." "Hello, Beth. Welcome to my bar. Find yourself some quiet time. Though just saying, my regular over there is also from Boston." "Since the first visit, he is mostly quiet and with his head buried in that hand computer. For the past few months he comes in on most Tuesday, Wednesday, and Thursdays. Always tries a new beer, takes pictures of it, and posts to Google or Facebook or someplace like that." "My other regular at the far end of the bar, she seems to come in about the same days and times as my Techie friend there. I

think she may have an interest in him. His name is Robert. Her name is Margaret, but she mostly keeps her eyes down on her phone and regularly steals a glance in his direction." "He's a fellow Bostonian, huh. I guess I should give up some quiet time and go say hi. Thanks for the tonic. Just start a tab, if that is okay," Beth said as she slid off the bar stool and walked over to Robert. "Hi, Robert. Are you missing the bright red tree leaves of Harvard Square?" asked Beth. Robert perked up, smiled, and laid his smart phone on the table. "I'm Beth. Bartender John told me you were from Boston. I am, too. Just visiting this mile high city on business," she said. Robert immediately jumped into the conversation with a "Yeah, this is a wicked good place. But, you do remind me that I miss

the leaf peeping opportunities of home this time of year, especially around Walden Pond. That is my favorite place to sit and read email." "Mind if I sit down?" asked Beth. "Be my guest," John replied. “John tells me you are the techie type.” “Yes, he's right. I am a tech troubleshooter for Dish Network. What do you do?” “Good question. I am a personal branding strategist. I teach executives and middle managers how to brand and sell themselves in their current job and for future career opportunities.”

Robert's posture straightened and pupils widened as he paused in thought, then blurted out, "Oh my. I know you. You are Elizabeth Quoraman. I read your blog. I follow you on Twitter. I am @TechGuruBob the Millennial Answer Man. I did not know that you lived in Boston, too.” “Yes, born and raised in Waltham. And, I too love Walden's Pond. Did I follow you back on Twitter?” “Yes, you did,” said Robert. “Have I retweeted you?” asked Beth. “No, you haven't. Though, in all fairness, I share more about techie stuff, not personal branding stuff like you. And, you do thank me when I have shared your blog posts.”

“Good. I'm glad we have connected on social media, and now in person. Robert, perhaps it is the coach in me, but I always ask people I meet if they love their job. Do you?” “Umm, yes, I guess I do. It does involve tech. And, I love technology.” “But?” “But what?” responded Robert. “Is it not the tech job most desired?” asked Beth. “Robert, what job would make you happier?” asked Beth. “Social media. I love social media and everything about it. The technology. The learning. The branding. The

excitement of waking up to notifications. I am always on, so I might as well get paid for it.” “Hmm, that’s what I like to hear. Passion and skills, as do personal branding and job search, go together like peanut butter and jelly.” “Yeah, PB&J. You say that a lot in your blog posts,” replied Robert. “Thanks for reading my blog, Robert. And, since I have finished my work for this trip, since you are a fellow Bostonian, and since the bartender added a bit too much of the rum to my tonic, I would like to help you with your PB&J. Is that okay?” “Are you kidding? Pinch me, I must be dreaming. Beam me up Scotty. The Force must be with me. Elizabeth Quoraman, personal branding goddess for the C-Suite, giving me career

advice, right here in the person. Oh man, I must be dreaming. I need to tweet this. Can we share a selfie?” “No, no. No time for that,” said Beth. “Let’s get started so I can go back to my hotel room to share some FaceTime with my daughter in Framingham,” she added. “Yes, I am ready,” said Robert as he reached in his messenger bag to retrieve his MacBook Air. “Oops, what are you doing Robert?” “I am just getting....” “No, no, no, no. Leave it there. Just as I hypothesized when I first walked in and noticed that you and that preoccupied young girl over there are too tethered to the tech. As is my

high school aged daughter. I worry about you guys. You millennial types typically have the opposite of the personal branding problems faced by my executive clients,” said Beth. “The opposite? What's that?” “The executives I coach know and understand little about the importance of technology and social media for personal branding and job search. Yet, they have arrived in their career by mastering the physical side of networking for PB&J. And, as you know and have demonstrated, it is all about the networking. But, it is also about the networking balance,” said Beth. “Too many young people today think they have mastered the use of social media networking, but in the process have ignored the must need social skill of professional based physical networking.”

“Old-style physical networking is just as important, if not more important, than new-style digital social networking. When they work together, I call this networking convergence. Social media can get you noticed, it can confirm your qualifications, and it can amplify your personal brand identity. However, physical networking and face-to-face engagement is needed to get the job and move up the career ladder. One without the other is an incomplete effort for personal branding and self-marketing strategy,” said Beth. “I get it. One of my college professors said that a lot, too. He was always complaining that we did not do enough physical networking. But, I am just not so.....” “Stop right there. What you are about to say is the first obstacle to overcome for any weakness. You have to stop thinking that you cannot. There is always a try. And keep trying. And keep trying. Besides, you must. Just as you must

own your name in a Google search for personal SEO, you also must own your personal brand identity in real life among potential employers and career stakeholders such as professors, bosses, clients, and so on. Especially with those not on the social web,” said Beth. “So, how do I do that?” asked Robert. “Well, as I said, you have to keep trying, or practice. Do you seek out professional opportunities to network with potential hiring decision makers and career stakeholders? You said you wanted to work in social media, so do you attend any local or regional trade or professional groups in social media, communication, public relations, advertising, or marketing?” “No. But, I am involved in several LinkedIn Groups and Google+ Communities. But, those are more about craft beer

and personal hobbies rather than career interests,” replied Robert. “That is good. And, perhaps better than the average effort. However, not good enough. A one-sided effort. Remember, it is all about the networking balance,” said Beth. Robert again began to reach in his messenger bag until Beth said, "No. No. No. As I said before, don't tether yourself to the tech. Such behavior takes your attention away from the physical world. Electronic multi-tasking does more harm than help. Always on is not always good. Always on turns people off. You need to learn when to turn-off and tune-out the noise of the technology. Instead, tune into the flow of learning from the physical world with your five senses wide open.” “Sad, but true. Social media is creating a generation of technologically preoccupied wallflowers,” she added.

“When someone is talking to you, whether a friend, family, boss, or mentor, you need to look them in the eye and show them the respectful attention they deserve. However, when you reach for the tech toys in the presence of important others, such breaking bad habits send an opposite and condescending message, especially to the non-millennials.” “The same goes when meeting someone. Look them in the eye while firmly shaking their hand. And, never divert eye contact until you have stated your name along with a few pleasantries,” said Beth. “But, notes. Don't I need to take notes?” asked Robert. “Yes, of course. But, do it old-school.” “Old school?”

“Yes. Use a paper and pen. Even when you are truly taking notes, an electronic device gives the suspicion of otherwise. When in a meeting or listening to a speaker or a teacher, a paper and pen is less distrustful and is proven to improve memory and learning. The physical act of writing something down with a pen makes a greater impact on memory and learning than ten fingering a digital keyboard,” said Beth. “And, don't even try to transcribe every word. Just try my left-brain right-brain approach to note taking. You have heard of the oversimplified but easy to understand two hemispheres of the brain, haven't you Robert?” “Yes, but I haven't thought much about it,” Robert said as he reached in his messenger bag and pulled out a notebook and pen.

“Okay, good. Now, make two columns. The left or left-brain column should occupy two thirds of the page and is where you write an outline or the key words to remember. During and after the note taking session, use the right or right-brained column to write down your related thoughts, ideas, doodles, and action items.” “I like that,” said Robert. “Thanks Robert. I think that may just be my next blog post. So, let me ask you a few questions.” “Okay.” “Have you applied for a social media job at your company? I assume such positions must exist at Dish.”

“Yes, I have heard they do. And, I keep looking on the HR bulletin board and website for position openings, but there is nothing available yet. I only started working there in July.” “Perhaps there are none now. But, when the positions do get posted the competitors will be plentiful. And, some of your job search competitors may have already cultivated a relationship with the hiring decision makers.” “How did they do that?” asked Robert. “Physical networking. Through physical networking. Introducing themselves to important career stakeholders in that department and making a Twitter list to listen to their thoughts and social shares gets them noticed both physically and digitally. They also get the scoop on the hidden job market.”

“What's that? I don't remember you writing about that on your blog,” said Robert. “You are right, and thanks for another blog post idea for the future. When you physically network with business professionals and hiring decision makers you may get the opportunity to learn about future job opportunities before they are officially advertised or promoted through the human resources department. Additionally, when a job opening is known and prior to formal notices and advertisements of it, and if you have impressed them enough, the hiring decision maker may already have you in mind for potential employment.” “Wow! The hidden job market,” said Robert as he jotted down some key words.

“Let me ask you a few more questions, and then I need to go. Do you have a business card?” “No. I talk on the phone all day to customers, not in person.” “Get one. It is also part of a successful networking convergence strategy. Make a business card and include a link to your LinkedIn public profile, assuming you have one. Your profile should be rated an All-Star with managed endorsements, guided recommendations, an audio-visual elevator pitch, personal brand storytelling, and an e-portfolio or examples of your work. You can read more of this in my blog.” "Okay," said Robert, as he broke eye contact and jotted down some more keywords in the left column of the page of his notepad.

“Do you have your LinkedIn public profile web link in the signature of your email?” “No.” “Do you have your LinkedIn public profile web link on your resume?” “No.” “Is the name as spelled on your resume, the exact same name used consistently in your social media profiles?” “No, not exactly.” “Consistency is of critical importance for networking convergence, personal SEO, and personal branding,” said Beth.

“Okay,” he replied then wrote in his notepad. “Robert, are you social on LinkedIn?” “I occasionally try to connect with people.” “What people?” asked Beth. “Usually people I know.” “Is that how you do your physical networking, too? Do you only connect with people you already know?” asked Beth. “No, with physical networking I try to interact and make new contacts.” “Then what?” asked Beth.

“Then what what?” asked Robert. “Then what do you do after meeting someone physically? Do you follow up?” “Well, no I . ….” “You should. You should. When you meet someone and initiate an exchange of business cards, you should jot down some notes on the back of the card about something you talked about and where and when you met them. Then as soon as you return home, find them on LinkedIn and send a personalized invite to connect using the information you wrote on the back of their business card. Then after you connect, add this information to the contacts section of LinkedIn. And tag them by relationship or type of connection, such as Social Media Club, Chamber of Commerce event, or potential client. Now that's networking convergence.”

“Good idea. I did not know you could do that with LinkedIn,” said Robert. “However, after that first glance of your profile prior to connecting with you, they will forget you just as quickly,” said Beth. “What do you mean?” asked Robert. "Don't let LinkedIn be a place where your resume goes to die." “Give them a reminder to remember you over and over again.” “What do you mean?” asked Robert. “Amplify your personal brand with engagement. Like or comment on others social shares and posts. Join in on the

conversations in LinkedIn groups. Show others what you are learning by social sharing that content. And, always add social share annotation by adding a comment of why you like what you are sharing. Sell it to them. Give them a reason to read what you are sharing. Give them a reason to remember you,” said Beth. “Engagement with others and social sharing to others amplifies your personal brand. Engagement and social sharing go together like peanut butter and jelly. Alone, either is good. However, with both you get maximum amplification,” added Beth. “And, for those contacts that know you and your qualifications, your career stakeholders, ask them for a guided recommendation.”

“Have you recently requested a LinkedIn recommendation?” asked Beth. “No.” “Well, when you do you should guide them as to your best qualifications that you would like them to write about in your recommendation. And, here's the networking convergence, also ask permission to use them as a reference and to use their recommendation as a testimonial on the second page of your resume.” “Wow, what a wicked good idea,” said Robert as he quickly wrote down a few more notes. “Robert, that should be enough to get you started. Of most importance, you need to identify and participate in physical networking opportunities with your professional colleagues,

professional organizations, and other career stakeholders. Social networking on its own is never enough for PB&J,” said Beth. “Thanks,” said Robert. “And, watch my blog. My conversation with you has triggered a whole series of future blog post topics. Here is my card. Send me your new business card when you get it and I will email you a PDF of my latest Kindle book,” said Beth. “And, remember to put down that smart phone before it makes you look dumb." "Bye Robert. Bye John," Beth said with a wave to the bartender as she laid a ten-dollar bill on the bar in front him.

Just as she arrived to the exit, she paused, walked back over to Robert and whispered in his ear, "The bartender tells me that the girl over at the end of the bar may have an interest in you. Why don't you go over, introduce yourself, and practice your physical networking?" Then she left the building.

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A Personal Branding Strategist Walked into That Same Bar by Denny McCorkle is licensed under a Creative Commons Attribution 4.0 International License.

Connect with Denny McCorkle at:

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Email: DennyMcCorkle@gmail.com

Denny McCorkle ★ Digital Marketing Professor

at UNCo ★ Personal Branding & Social Media

Marketing Strategist ★ Blogger ★ Speaker ★

Geek for Creativity & Ideation ★ #AhaLessons

★ #DigitalSMA