Online Personal Branding- Helping Manage Your Career Presented By: Christopher J. Bilotta Resource Development Company, Inc.
Introduction • Purpose • Discuss personal branding and its use in career management and job search • Provide tips on how to define and market your online personal brand • Presenter Profile • President, RDC, Inc., HR Consulting Firm • 15 years executive search & career consulting • CPRW, CPA • Drexel University: BS Business, MBA • www.christopherbilotta.com
How A Product Differs From A Brand • A product is made; a brand is made up of trust and relationships • A product is a value delivered; a brand is a personality • A product is sold by a merchant; a brand is bought by a customer • A product can be easily copied by a competitor; a brand is unique
Personal Branding - The Beginning • Coined in 1997 by Tom Peters in a Fast Company article titled “The Brand Called You” • Peters wrote, “Regardless of age, position, or the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies. Our most important job is to be head marketer for the brand called You.”
Personal Branding Defined • Achieving personal and professional goals by differentiating yourself and articulating your unique value through a consistent message. Authored by Allison Tibbs, www.eXaminer.com, 7/7/09
Breaking the Definition Down - 1 • Achieving personal and professional goals Everyone has or should have goals that they set, whether personal or professional. There is no benefit to setting goals if you don’t strive to reach them. Your Personal Brand can provide the extra step needed to reach those goals.
Breaking the Definition Down - 2 • Differentiating yourself by articulating your unique value Your Personal Brand can be the deciding factor on whether you are promoted or hired. If your Personal Brand is not viewed as valuable and unique, you offer no compelling reason to be considered. It is important that your brand stands out from the competition.
Breaking the Definition Down - 3 • Through a consistent message A successful personal brand is one that is consistent. If it isn’t, you run the risk of confusing your target audience. Once confusion sets in, your credibility suffers and you will not be taken seriously. If you confuse your audience, you lose your audience.
Your Personal Brand • Is Not • Artificially created or manufactured • Just a logo or tag line • Self-centered or self-indulgent • Is • Intrinsic • Authentic • Individual
Your Brand – Stand Out in A Crowd “We all have brands worthy of remark.” - Tom Peters
Defining Your Personal Brand • Your personal brand is what others think of you • strengths • skills • personal traits • passions • how you add value
Being Real – A Branding Experiment • Poll a select group of 50 people including co-workers, associates, clients, friends, etc. • Ask them to write down 3 words that quickly come to mind that they feel best describe you • Do the same • Match your internal brand to the external brand you have projected • Do others perceive your brand as you do? • Turn perceptions into strengths
Be Found • Would you buy something from a company that doesn’t have a website? • What do you do before you buy? • Research – probably on Google • Employers do too – 75% Google candidates • Don’t be a Digital Question Mark • You want positive results when someone Googles your name
Your Online Presence • Google quotient (GQ) • The Digital Scale – Are You Digitally • Distinct • Dabbling • Disastrous • Dissed • Disguised
Online Personal Branding • Brand central • Your domain name • Your personal website • Social networks • LinkedIn, Twitter, Facebook, etc. • Blogging • Conversing/Commenting on other blogs
Marketing Your Brand • Everything you do matters • Be consistent • Pay attention to substance and style • Word of mouth marketing is key • Nurture your network • Give to get
Benefits of Personal Branding • Enhances self-awareness • Clarifies goals • Creates visibility and presence • Differentiates you • Puts you in control • Creates wealth • Increases staying power
Next Steps • Educate Yourself • JobMetrx Blog – www.jobmetrx.com • Calculate your Google Quotient • www.onlineidcalculator.com/index.php • Build Your Personal Brand • Establish/Enhance Social Media Profiles • Register your Domain Name • www.GoDaddy.com • Build Content – Articles, Whitepapers, etc. • Develop a Personal Website / Blog