Personal Branding 101

Essential keys to the digital job search

Why you need to use Web 2.0

• Scary stats– Fewer jobs + more grads and laid off workers – More competition

• It’s a Google world– Just like you Google a company, they Google you

Utilizing Web 2.0

• Create a profile and they will come. NOT.• You need a strategy.

Personal Branding

• Managing the way others see you – perception = truth. You are now a product.

• How do you want to be known?

Personal Branding Process

• Discover – this is the hard part• Create• Communicate• Maintain

This is our focus

Discovering your brand

• How do you want to be known?– What’s your passion?– How do your friends describe you?

• Eventually, your brand will become your “unique value proposition”

Brand Attributes

Also add human!

My “brand”

• Not sure what kind of job I want, but I’m best when I can be strategic, efficient and creative

I’m happiest when I can blend my passions for strategy, creativity and efficiency to produce high-quality, budget-friendly results.

Creating your brand

• Infuse your brand into everything– Resume– Cover letter– Business card– Portfolio

Take your brand online

• LinkedIn (must have)• Twitter (strongly recommend)• Faceboo (optional)• website/blog (optional)

You can use online to show off your work and become a thought leader or just have a web presence

LinkedIn

• Facebook + resume • Recruiters are here, you should be too (plus,

it’s a Google entry)• Tone = professional, but personal

Optimizing LinkedIn

• Custom url (linked.com/kellygiles)• Have a (professional) picture! • Craft a smart, succinct first-person summary• Use personal connection requests• Give and ask for recommendations• Other: groups, networking, promotion,

research (people and companies)

Example: My LinkedIn

Personal invite: include where/how you know the person

Summary: some variation of your brand statement

Custom URL: ideally, will have same extension for all accounts

Picture: head shot (color is probably better)

Advanced Options

• Research, networking and groups – help you communicate your brand

• Go to LinkedIn!

Twitter

• Microblogging (140 characters max)• Recruiters are here, and so are CEOs• Let’s you communicate your brand • Tone = friendly, personable and helpful

Optimizing Twitter

• Twitter handle• Website• Bio• Picture• Background• Follow people• Engage and tweet useful information

Golden Rule

• Build relationships first. If you wouldn’t ask a stranger on the street for a favor, don’t think it’s OK on Twitter or LinkedIn.

Resources

• Personal personalbrandingblog.com• Follow personal branding and social media

experts on TwitterBranding/Careers

@danschawbel@sweetcareers@dailycareertips

Social Media@mashable@Twitter_Tips

Kelly Giles, Social Media StrategistKellyG@OptimalResume.com