Personal Branding (SCOM)
Transcript of Personal Branding (SCOM)
Me Sdn. Bhd.
Become the CEO of Your Career using Personal Branding
Sasidharan
Talent Manager
Presentation Overview
What is branding?
Branding yourself
Why branding today?
Getting started: 7 steps for building a brand
The importance of branding
What Do These Things Have In Common?
These are all examples of brands of McDonalds,
Nike and Apple computers
Because of branding, you likely have certain images that comes to mind when you think of
these products
A brand is a tool that is used in the business
world to describe all the information or perceptions that are connected with a product
or service.
Branding
When you see these brands somewhere, you
associate them with a set of expectations or
perceptions
– Nike = tough athletes at the height of their performance.
– The Golden Arches = fast service and good food
– Apple logo = cutting-edge technology.
You associate these concepts, thoughts, and
images with the particular companies because of
the brand each company has established.
Branding
What Do We Mean By Branding?
Branding is…
– An image created in someone’s mind
– It’s both tangible and intangible characteristics of a product or service that make it unique
– Products that are branded are often chosen over similar products because they somehow have a
perceived value of being ‘better’
Example: Think of the teenager deciding between a name brand pair of blue jeans and an
off-brand pair. Which do you think they will choose?
Why do they perceive one as better than the other than the other?
Branding
Branding is not just for products anymore…
Use branding concepts for yourself.
Today you will learn how stand out among the crowd of fresh graduates vying for the best
positions by branding yourself
“Me Sdn. Bhd.”
Think about the way the following people have
branded themselves:
–Michael Jordan
– Justin Bieber
–Paris Hilton and
–Various political leaders
People Can Brand Themselves Too
Branding Yourself
Helps to define who you are/what you are about
(or why an employer should hire you)
Branding yourself is a way of associating great value with a product (the product being you)
Branding yourself is not about getting an employer to
choose you over your competition.
It is about getting the employer to see you as the only
solution to their problem
Why Branding Today?
Trust is essential in the corporate world People want to do business with and hire or promote people
they know and feel good about
There has been change in what a traditional
career path looks like People today change careers an average of 8 times during
their lives
Branding can be consistent throughout the changes
(ex. Hard work and creativity can flow through to different
occupations)
There is also a change in the way people Communicate
Electronic communication doesn’t allow personality to
show (compared to face-to-face communication)
Your first interview might be over the phone or your first communication with a potential employer could be over
e-mail.
This type of communication could make it difficult to express yourself.
Branding makes you more memorable (think about how the swoosh or golden arches stand
out in your memory) in the midst of the different type of communication.
If you can get an employer to associate positive traits with your application or communication, you will
likely rise to the top of the applicant pool.
Getting Started: 7 Steps to Building your Personal Brand
Self-reflection
Continuous Learning
Prepare marketing strategy
Build relationships
Prepare marketing pieces
Develop your pitch
Follow up
Step 1: Self-reflection
Before you start, you need to know what you’re
beginning with.
Self-reflection will help you identify the tools you have and the areas you need to improve.
Identify and list past accomplishments and
achievements – create a master list of all the good things you’ve done.
– This may include employment, internships, volunteer opportunities, leadership positions, civic involvement, or
courses taken.
– Don’t sell yourself short, spend some time reflecting on all the activities, and achievements you’ve taken part in
– Continue adding to the list each time you have a new experience
Step 1: Self-reflection
Identify areas in need of further development
–Once you’ve created your list of accomplishments, you can look for areas in
which you’re lacking experience
Plan and focus on gaining new experiences This can come from many different sources: internships,
volunteering, workshops, etc.
Step 1: Self-reflection
Next, identify what makes your product unique or Different
– What’s your best asset? What are you noteworthy for? What
do you contribute that you are most proud of?
Ask your parents, friends, etc. to find an answer to that question
– Once you uncover your ‘edge’ make sure you write it out and
play it up as often as possible
Step 1: Self-reflection
Step 2: Continuous Learning
It is imperative that you regularly benchmark your skills against others and develop a plan
to keep your skills on the cutting edge
Continuous learning is essential to build your
brand. – Add a Degree (majors/minors) or certificate
– Attend conferences and workshops
– Spend time spent with a mentor
Step 3: Prepare Marketing Strategy
Mission statements are the backbone of a company
By creating a mission statement for Me Sdn. Bhd., you will
have direction for where you want your brand to go.
Mission statements are short, descriptive statements of the
common objective and focus of the organization.
Keep your mission statement to no more than two or three
sentences, or about 30 words.
Mission Statements
– End your statement with qualifying words and phrases to describe your mission.
– Example: “My personal career mission is to inspire and equip our staff to reach their full potential."
– Notice the other examples in the PowerPoint
Step 3: Prepare Marketing Strategy
"My personal career mission is . . . "
Following are some examples:
"My personal career mission is to become a world-class
aeronautical engineer in the commercial aviation industry."
"My personal career mission is to gain experience in the public
accounting field toward earning my CPA designation."
"My personal career mission is to master the leading software
development tools and gain greater understanding of e-business
application development."
Step 3: Prepare Marketing Strategy
Mission Statements
– Your personal mission statement should be tightly focused toward the first three to five years of your
career.
– You can give specifics about the job type and/or industry, as appropriate.
– This personal career mission statement will form the foundation of your career focus.
– A mental concept of your personal career mission statement is not enough. You should write it down
and put it where you can see it every day.
Step 3: Prepare Marketing Strategy
Create a vision statement for Me Sdn. Bhd.
– Your vision statement takes your mission statement a bit further by mentioning HOW you
will complete what you intend to
(as stated in your mission)
– Make sure you mention specific tactics you will practice or methods you will use.
Step 3: Prepare Marketing Strategy
Create a marketing plan for Me Sdn. Bhd.
Be visible to enhance your profile – Volunteer
– Be involved
– Talk about your mission and your edge/talents/etc.
Everything you do and choose not to do, can communicate the value of your brand
– E-mails you send
– How you conduct yourself in meetings
– Words you say
– How you dress
– Conversations you have
– Etc.
Step 3: Prepare Marketing Strategy
Step 4: Build Relationships
Network is defined as: group of people who exchange
information, contacts, and experience for professional or social purposes. (The Oxford Dictionary)
Networking tips: – Word of mouth is powerful; what are people saying about
you?
– Keep in good contact with your network
– Always make sure your network knows of any recent successes
Networking
– Don’t forget about potential networking circles: friends, faculty, programs you are a part of, family,
organizations
– Search out new professional associations or online communities to add to your network
– Find opportunities to weave your personal mission/vision statements into conversation with
your network
Step 4: Build Relationships
Step 5: Prepare Marketing Pieces
Your promotional pieces should include: – Cover Letter
– Resume
– Personal References
Consider how you will incorporate your mission/vision
into your promotional pieces
Consider how you will distribute these pieces – Job search engines
– Distribute to family and friends
– Directly apply to an organization
Step 6: Develop your pitch A formal interview is your opportunity to pitch your
brand: Me Sdn. Bhd.
– Tips: Practice makes perfect (take advantage of the Mock Interview program)
Dress appropriately and professionally
Prepare (research the company and reflect on your skills and abilities)
Don’t be too modest (you’re selling your product and you don’t want to sell yourself short)
Consider how you will incorporate your personal mission/vision statements into the conversation
Your ‘pitch’ can also occur in informal settings
– Conversations, e-mails, presentations, etc.
Step 7: Follow up
Good follow-up communication will assist in
creating a positive association with your brand
– Return employers’ calls immediately (establishes trust)
– Respond to all requests (shows responsibility)
– Write a thank you note after interview (associates courtesy with your work)
– Write acceptance/decline letter / email upon accepting a job
– Keep in touch with your network
Let’s Review: 7 Steps to Building your Personal Brand
1. Self-reflection
2. Continuous Learning
3. Prepare marketing strategy
4. Build relationships
5. Prepare marketing pieces
6. Develop your pitch
7. Follow up
The Importance of Branding
Creating a brand allows you to associate value with your product (you!)
There are many competing brands…you must position
yourself so employers choose you
By branding yourself – you’ll stand out from other
candidates
If you don’t brand yourself, someone else will do it for you
Me Sdn. Bhd Importance of Image
Management Trainee Program
Information Session
Selection - Qualifications 1st Class Degree or Minimum 2nd Class Upper
CGPA Score Minimum 3.0
Field of study as per request from BU
Qualified but street smart
Disciplined but flexible
Goal oriented but unconventional
Team player but a self starter
Selection - Attributes
Programme Structure
18-months Programme
3 Different Rotations
Cross-functional Exposure
Programme Structure
Performance Evaluation
3 months
3 months
3 months
3 months
3 months
3 months
Performance Evaluation
Salary Adjustment
Performance Evaluation
Salary Adjustment 6 months presentation to
Head Of Business Unit 6 months presentation to
Head Of Business Unit Final presentation to CEO
• Stretched assignment • Projects • CSR activities • Training programmes
• Stretched assignment • Projects • CSR activities • Training programmes
• Stretched assignment • Projects • CSR activities • Training programmes
Ongoing mentoring support
6 months rotation* 6 months rotation* 6 months rotation*
Up
on
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FIN
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Rotation as agreed by GLaD and BU HR
Prescreening – Candidates that meet minimum requirement
Successful Candidates invited to Assessment Centre
ENGLISH PROFFICIENCY ASSESSMENT (Verbal)
CRITICAL REASONING TEST BATTERY (Numerical)
IMPROMPTU SPEECH
CASE STUDY AND GROUP PRESENTATION
Recruitment
ASSESSMENT CENTER
Management Trainee Assessment
Invitation - Competency Based Interview by GLaD / BU
What is The Management Trainee Programme?
A high-performing work force is the key ingredient to Scomi’s success. The Scomi Management Trainee Programme (MTP) is designed to meet this need by maximising the potential of young talents and nurturing them as future leaders.
To develop and groom future leaders
Exposure to various functions with BU’s
Hands on experience to gain practical knowledge
Some Extraordinary Achievements Throughout the years, our MTs have been involved in several ground breaking events and scaled extraordinary heights in achieving success.
Ammar & Hamadah helped develop 360 Degree Feedback Questionnaire specifically for Scomi
MTs involved in organizing CSR / teambuilding activities (GEM, Trivia Night, Feed-the-Street)
MTs Batch 5 & 6 successfully completed Project ‘MICON’ which saw them travelling to Shanghai, Singapore, Delhi, Mumbai & Bangalore
Scomi Management Trainee Program Building Careers and Preparing Future Leaders