changing challenges into your personal brand
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Changing Challenges into an Effective Personal Brand
Presented by Donna Shannon720-341-8229
www.PersonalTouchCareerServices.com
The Personal Touch Career Services
• Our Mission: To help job seekers of all levels achieve their employment goals through solid, practical advice and services
• Resume services, interview coaching, job search strategy and group classes
• Over 8 years in corporate recruitment & placement
• Donna’s book, “How To Get a Job Without Going Crazy” is available on Amazon.com and the Tattered Cover in Denver
(c)2010, 2012 Donna Shannon
WHAT IS BRANDING?
What is Branding?
Branding Definition
• Branding is the consistent use of images, words and phrases to create an overall impression of a company or individual
• Companies spend millions to achieve this…
Personal Branding
• Your consistent message through– Social media– Resume/ Cover Letter– Interview
• Must be in Key Words or phrases
Determining Key Words
• Research different job descriptions for the same job to make sure you hit the right ones
• Terms that repeat are the key words
What about you?
• What is your target job?
• What are your top three selling attributes?
• Can you put those in Key Words?
The Key Word Blast
• Why the thesaurus?– Create a section of all possible configurations to
catch more key words
The Value Proposition
• A concise statement of what you have to offer:– “As an experienced accountant, I help the
company save money through detailed financials, accurate billing and controlled accounts payable.”
Using the Value Proposition
In cover letters, resumes and social media
“Whether you are seeking a job in private service or the traditional corporate world, I can help you capitalize on your most relevant skills and abilities to land your target job.”
THE BRANDING CHALLENGE
Branding Challenge
• Being UNIQUE while also hitting the Key Words
• And do it fast…• LESS than 1 second!
New Possible Headlines
• Accurate, dependable and experienced accountant
• Full-charge accountant specializing in medium-sized businesses
• Talented accountant seeking new opportunity
CHANGING A CHALLENGE INTO A BRAND
Sometimes a discrepancy makes you unique
Got a Problem?
• If your Key Element Detector™ reveals an issue, face it head on…– Add the skills AND– Answer the objection
Change your perspective
1. Start with accepting things for the way they are - state it clearly, without judgment
2. Consider the Employer’s possible objections
3. Identify the solution
Page 97
Discrepancy worktable
The Solution
• Massage the solutions – these are effective branding tools
Sample
The Issue Employer’s Objection The SolutionLong-term unemployment
Skills are rustyWhy?Potential problems?What have you been doing?Longer training timeReliable?Lazy?
Time to update skillsTake a classUnderstand the marketConsulting workReferencesVolunteer workExamples of learningEmphasize times of stabilityWork ethic
Sample Value Proposition
• As an accountant with over 10 years of experience, I know the importance of staying on top of the latest technology.
• Throughout the past year, I have kept my skills current by taking classes and volunteering at the Dumb Friends League.
• As my references will attest, I am a hard worker who is absolutely dedicated to keeping accurate financial records.
QUESTIONS?
Discrepancy Exercise
MORE BRANDING ACTIVITIES
Keep Up the Self-Promotion
• Read industry articles and post in social media• Look for continuing education• Connect with similar professionals• Be active in groups
www.PersonalTouchCareerServices.comdonna@personaltouchcareerservices.com
Social Media:www.LinkedIn.com/in/donnashannon
www.facebook.com/Donnashannon.careercoach
Twitter: @DLShannon
Slideshare: http://www.slideshare.net/DLShannon
Networking Group on Meetup.com: Brown Bag Job Search Group
The Personal Touch Career Services
(c)2010, 2012 Donna Shannon
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