What kind of superhero are you?Personal Branding

Presented by the following Superhero:

Darren Kaltved, M.Ed.

What kind of superhero are you?

Agenda

• Is Perception Reality?

• What is your brand?

• Discovering Your Superpowers (Strengths)!

• Building and Promoting Your Online ID (superpowers)

Perception vs. reality

Perception

Do you think perception is reality?

Robin WilliamsSteve Martin

Branding

• When you see brands somewhere, you associate them with a set of expectations or perceptions that are connected with a product or service.

• You associate these concepts, thoughts, and images with the particular companies because of the brand each company has established.

• A brand is a unique promise of value.

Top Brands

People Brands

Let’s Chat

• What brand do you associate with the most? (product or person)

• Why do you like it (her or him)?

• From a brand perspective, what is its (her or his) “unique promise of value”?

Why Build a Personal Brand?• Puts you in charge of leaving a footprint.• Establishes credibility and visibility• Provides a competitive edge – differentiate

yourself• To find people who compliment your strengths.

-- William Arruda

What are Employers Looking for?Which Robin

should I choose?

What are Employers Looking for?

• Knowledge / Skills / Abilities

• Self-Awareness- High Emotional Intelligence

- Self-Esteem/Confidence- Passion- Awareness of strengths/weaknesses

• Top 10 Skills (NACE):- Communication, Integrity, Interpersonal, Technical,

Analytical Initiative, Adaptability, Work Ethic, Team-work, Detail-oriented

“The secret of successful people lies in their ability to discover their strengths and to organize their life so that these strengths

can be applied.” – Dr. John C. Maxwell

Superpowers! =

• In over 30 years of research into leadership, and top achievers, Gallup has found that top achievers have one thing in common: they build their academic and personal life on their talents

• By applying their talents as a foundation for strength development, they achieve excellence, leveraging their strengths to manage weaknesses

Talent + Skills + Knowledge = Strength

• Talent: Music

• Skill: Playing an instrument

• Knowledge: Guitar Proficiency -

Composition

• Strength: The ability to consistently excel

at our talents.

Time to Discover Our Strengths!

• * Refer to worksheet, page 2

Promote Your brand

“The best way to predict the future is to invent it. This suggests that the

best way to know what is coming is to put yourself in charge of creating the

situation you want.”

The Employee Handbook for Organizational Change – P. Pritchett and R. Pound

Social media revolution

“Promoting yourself online is the best, easiest, fastest way to build your personal brand.”

Boris Mann, Web 2.0 and Personal Brand Development

The stats

EMPLOYMENT STATS:• 79% of US hiring managers and recruiters reviewed online information about job

applicants. (Microsoft, 2009)

• 70% of US hiring managers rejected candidates based on what they found. (Microsoft, 2009)

• 45% of employers use social networking sites to research job candidates. Another 11 percent plan to start using social networking sites for screening. (Career Builder, 2009)

• 76% of executives expect companies and recruiters to conduct a search of their name online during the hiring process, yet 22% have never entered their own name into a search engine to determine what personal or professional information is uncovered. (Execunet, 2007)

Source: William Arruda – REACH CC

The stats

INFLUENCE STATS:• 87% believe the CEO’s reputation is an important part of a company’s reputation.

(Hill & Knowlton)

• 80% of adults are "very" or "somewhat" more likely to consider buying products recommended by real-world friends and family. (source: Pollara)

• 90% of consumers trust recommendations from others. (Forrester)

• 52% of survey respondents from developed nations said they find “a person like yourself” to provide the most credible information. (Edelman)

Source: William Arruda – REACH CC

The stats

USAGE STATS:• For businesses, 85% use Facebook as part of their marketing communications, followed

by Twitter (77%), LinkedIn (58%) and YouTube (49%) (econsultancy.com)• For job candidate checks, 29% use Facebook, 26% use LinkedIn and 21% use MySpace.

One-in-ten (11%) search blogs while 7% follow candidates on Twitter. (Career Builder, 2009)

• The top industries most likely to screen job candidates via social networking sites or online search engines include those that specialize in technology and sensitive information: Information Technology (63%) and Professional & Business Services (53%). (Career Builder, 2009)

• Share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years -- from 8% in 2005 to 35%. (Pew Internet & American Life Project, 2008)

• Facebook: More than 600 million active users• LinkedIn: More than 100 million members in over 200 countries• Executives from all Fortune 500 companies are LinkedIn members• Twitter: 50 million tweets per day

Source: William Arruda – REACH CC

The stats

REASON FOR ELIMINATION STATS:• Inappropriate photographs or information – 53%• Content about drinking or using drugs – 44%• Bad-mouthed their previous employer, co-workers or clients – 35%• Showed poor communication skills – 29%• Made discriminatory comments – 26%• Lied about qualifications – 24%• Shared confidential information from previous employer – 20%• Sent message using an emoticon – 14%• Used text language such as GR8 (great) in an e-mail or job application – 16%

Source: William Arruda – REACH CC (Career Building, 2009)

The stats

REASON FOR HIRE STATS:• 18% of employers found content on social networking sites that caused them to

hire the candidate. The top examples include:– Profile provided a good feel for personality and fit – 50%– Profile supported professional qualifications – 39%– Candidate was creative – 38%– Candidate showed solid communication skills – 3%– Candidate was well-rounded – 33%– Other people posted good references about the candidate – 19%– Candidate received awards and accolades – 15%

Source: William Arruda – REACH CC (Career Building, 2009)

The stats

AGE/GENERAL:• 82% of the 386 college admissions officers surveyed indicated that their

respective schools used Facebook to recruit prospective students. (Kaplan 2010)

• Young adults are often more vigilant than older adults when it comes to managing their online identities (Pew 2010)

• 23% of LinkedIn connections are also Facebook friends

• An average 63% of Facebook profiles analyzed listed at least one employer

• Blogging increasing among age 34+ and decreasing for younger users

Source: William Arruda – REACH CC (Career Building, 2009)

5 steps to build your online id/brand1. EVALUATE• Google Yourself• Online ID Calculator (www.onlineidcalculator.com)

2. DIAGNOSE• Four Measures of Online Reputation (Volume, Relevance, Purity, and Diversity)

– Volume: Total number of responses, Number of relevant responses, and First three-pages

– Relevance: Consistency with expertise, Blog or website featured, Exudes personal brand attributes, Aspirational (relevant for today and tomorrow), and Consistent with objectives

– Purity: Common/famous name, Digital dirt, Recommend doing Extract phase and then outsourcing (Reputation.com, Knowem.com, Viziblility.com), and Name in domain name

– Diversity: Traditional content, Bio, articles, website, etc., Real-time content, Twitter, Are you ready for your close-up?, Video, and Headshots and other images

5 steps to build your online id/brand3. PLAN• What’s your brand? (Peers – Unique; You – Promise; Target Audience – Value)

• Determine before online ID is established: – Authenticity, Reputation, Goals!, Differentiation, Relevance, Branded

messaging (personal branding statement – strengths, attributes, passions, vision, goals)

• Create the Right Media Mix– Build your own home on the World Wide Web (own your domain– Use social media and Networking sites (Facebook, LinkedIn, Twitter)– Video/image sites

• Content Rules– Unique, valuable content will keep your target audience engaged!– Consumer-generated content has value– Quality trumps quantity!

5 steps to build your online id/brand3. PLAN• Identity Content (What do you want to be know for?)

– Headshot/images– Thought-leadership content– Articles, Whitepapers, Book– Comments and Blog Posts– Interviews and Press Releases– Reviews, testimonials and recommendations– Multi-media Content

• Your Brand Identity System– Textures– Tag Line– Logo– Color– Font– Images

5 steps to build your online id/brand3. PLAN• What Color is Your Brand?

– Blue, Red, Yellow, Purple, Green, Orange? (Colourlovers.com, Colorschemer.com)

PowerEnergy

Action

Passion

Determination

PotencySuccessStrength

Vitality

Productivity

WisdomIntegrity

Loyalty

Authority

Confidence

WarmthHappinessCreativity

Sunshine

Vision

Ambition

Wealth

Dignity

MysteryInspiration

Growth

Nature

Rebirth

HealingOptimism

• What happens when you Google your name?

• Does it best represent your brand?

• “Brand equity” is the sum total and composition of your search results.

How to remove digital dirt

• Vacuum it up• Sweep it under the rug• Credibility is key• Cleaners

– Honestly.com– Vizibility.com– Businesscard2.com– Peoplepond.com

Tools To Promote your Superpowers4. IMPLEMENT• Create a Google Profile, LinkedIn, and Twitter account• Consider buying your domain (hover.com, godaddy.com)• Consider starting a blog (wordpress.org, typepad.com)• YouTube – upload videos of you (professional)• Flickr – upload professional photos of you (head shots)

Why a blog?• BLOG = Better Listing on Google• Real and in own voice – forces current content• Promotes online relationships/networks• Well-organized resource for your target audience (can have portfolio-like content

too)• Demonstrates Web 2.0 approach

“Blogs will become the new must-have executive accessory, just as email is today. They amplify any senior executive's communications from one-to-one to one-to-many. It's a no-brainer if you think about it.”

Debbie Weil, author of:The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It

Right

Social media strategy

My Brand

Network

Create a Profile

Blog or Website

Twitter

Facebook

LinkedIn

Online social networking

LinkedIn: http://www.linkedin.com – Over 100 million members in over 200 countries– A new member joins LinkedIn approximately every second,

and about half of our members are outside the U.S. – 85% of employers indicated they are using LinkedIn to find

and review candidates.

Facebook: http://www.facebook.com – Several Companies have “fan pages” and high school friends

can sometimes repay a favor

Twitter: http://twitter.com – Twitter is a service for friends, family, and co–workers

to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?)

Linkedin tips1. Use "Signal" to discover relevant news and information

– When you're logged in to LinkedIn, take a tour of a new feature called Signal. This tool lets you easily monitor updates within your network

– You can filter information so you can also see what people in your extended circle (2nd and 3rd connections) are posting.

– You can also do the same filtering by industry or location, so you can weed through the noise.

2. Export your connections – Go to "My Connections" and at the bottom of the page click "Export Connections," which will put all this

contact info in a format suitable for your address book (Microsoft Outlook, Yahoo! Mail, etc.).

3. Specialties– Check out the “More” tab and “Skills”

4. Start and use groups – Topics of shared interest (i.e. relevant info, jobs, trends, resources, etc.). – Groups are a great way to jump-start a good business chat. – Not sure what groups to join – try "Groups You May Like“.

5. Customize your URL – Visit the "Edit Profile" tab and click "Public Profile" at bottom left. Once you're on this page, on the far right you

will see "Your current URL." This is where you can customize your LinkedIn domain name so you can better brand your account.

twitter tipsWhat is Twitter: (celebrating its 50th year)• Twitter is a real-time information network that connects you with the latest information that you find the

most interesting.• Simply find the public streams you find most compelling and follow the conversations (

http://twitter.com/about) • 119 Million accounts on Twitter (300,000 new users every day); 3 Billion tweets per day• 60% of Twitter users abandon their accounts within the first month of use

Why Participate:• Make connections and maintain connections; Good learning tool; and can be used to promote events• Follow industry leaders• Share knowledge; interact with others and get advice• Creating and marketing your brand – demonstrate your expertise• To learn about occupations, employers, recruiters and job opportunities

Create a Twitter Action Plan:(Ask the question: What do I want to get out of this social media tool?) – see above• Play with Twitter…then sign up• Create a Profile (link to LinkedIn and Facebook)…possibly create two accounts (Personal and

Professional)• Tweet – send your first message• Find others to follow – start small – check their tweets (are you interested?) (wefollow.com; twellow.com)• After playing for a while – ask yourself again, “What do I want to get out of this tool?”

twitter resourcesThe Twitter Guide: TweetMyJobs:http://webtrends.about.com/od/twitter/u/twitter_guide.htm http://www.tweetmyjobs.com

Twitter Vocabulary for Newbie's: TwitJobSearch:http://twictionary.pbworks.com/w/page/22547584/FrontPage http://www.twitjobsearch.com

Twitter Search: Twitter Job Search:http://search.twitter.com/

http://jobsearch.about.com/od/networkingsites/p/twitter.htm

Job Sites and Career Experts on Twitter:http://alisondoyle.typepad.com/alison_doyle/2009/03/top-job-sites-and-career-experts-on-twitter.html

50 Twitter Users to Follow for Your Job Search:http://www.onedayonejob.com/blog/50-twitter-users-to-follow-for-your-job-search/

Five to Follow on Twitter for Hiring:http://www.entrepreneur.com/blog/219404

The Beginners Guide to Finding a Job on Twitter:Iprofile-http://jobmob.co.il/blog/beginners-guide-to-find-a-job-with-twitter/

How To: Find a Job on Twitter:http://mashable.com/2009/03/13/twitter-jobs/

Organizational tools

Hellotxt: http://hellotxt.com• Hellotxt status manager enables you to update your status

across all of your social networks and microblogs with a single click.

Hoot Suite: http://hootsuite.com• Your #1 social media dashboard. Hoot Suite allows you to

monitor keywords, manage multiple social media networks, manage your interface, and compose and converse on the go with mobile devices.

5 Steps to build your online id/brand5. EVALUATE• Re-Google Yourself• Complete the Online ID Calculator (again!)• Become Digitally Distinct

NOW, BUILD YOUR SUPERHERO BRAND!!!