Beyond ResumesElements of Career Branding

presented to:

Colorado Career Connect

March 15, 2010

Career Branding

• “…the main chance is becoming a free agent in an economy of free agents, looking to have the best season you can imagine in your field, looking to do your best work and chalk up a remarkable track record, and looking to establish your own micro equivalent of the Nike swoosh. Because if you do, you'll not only reach out toward every opportunity within arm's (or laptop's) length, you'll not only make a noteworthy contribution to your team's success -- you'll also put yourself in a great bargaining position for next season's free-agency market.”– William Arruda, Reach Personal Branding.com

• The good news -- and it is largely good news -- is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.”

– Tom Peters, Fast Company (2007) “Brand You”

Brand Mike Ballard

• Sales & Marketing• Outplacement Coach &

Consultant• Career Trainer & Facilitator• Public Speaker• Writer & Blogger*• Web Products Development• 500+ Clients served• NCDA, CCDA, DCF

Basic Branding Tools

• Resume (ASCII, PDF)• Cover Letters• References• Business Cards• Biography **

More Branding Tools

• Online profiles (LinkedIn)• Elevator Pitch• Presentation Statements• Power Statements• Success Stories

Resume Breakdown

•Your Name• ID theft and your street address• Professional Summary• Technologies• Success Stories (Projects)• Quantifiable results: <%#$+~>• Keywords• Emphasis on you – not your employer• *Volunteer, Part-time, Contract,

Consulting*

Professional Summary

• Definitive Title• Numbers of years/clients, etc• Subject matter expertise• Personal Qualities• Certifications & Degrees• Trade Associations• Technologies (is your software

listed?)• Skill sets

ASCII Resumes

•All formatting removed•Courier New•Keyword Summary•Niche sites•Recruiter sites•Employer sites

Cover letters

•Branding statement•Requirements Analysis•Why I should be considered•Don’t look desperate•Brevity is the essence of wit

*

References

•Supervisors, Co-workers•Personal – biggest fans•Ask for a letter•Prepare your references•Send your resume•Give them a heads up•Contact preferences

Web Presence

•ASCII resumes•Importance of Key Words•Career Niche sites•Online postings•LinkedIn, Facebook*,

Twitter•Indeed.com, Glassdoor.com•Zoominfo.com, ASAE.org

Success Stories

• Assessment >> Marketing• Behavioral interviewing• Write them down• Create a headline• PAR/STAR formats• Preparation & Practice

Verbal Expressions

• Stories• Elevator pitch• Presentation statements• Power statements• Preparation & Practice

– (that means out loud)

Elements of Career Branding

• Branding is a discipline• Strong Title statement• Skills• Success Stories• Degrees & Certifications• Subject matter expertise• Affilliations and Trade Associations• Qualities, Values, Typology,

Holland

Multiple Brands?

• Trainer• Career Coach• Sales Rep• Web Developer• Non-profit Director• Writer• Actor• Musician• Singer/songwriter

Elements of Career Branding

•What’s your brand?•“Uniquity”•Competitive Advantage•What’s missing?•How many brands do you have?•Use Success stories to illustrate

your brand – paint a picture.

Assess your brand

• Free Subscription for all attendees ($29.95)• Assess Qualities, Values, Typology, Stories• Build key word lists for research and resumes• Create your branding report• Take it with you on your next interview

Career Transitions workshop • Re-ignite your search• Self-Assessment(s)• Branding• Diversified Marketing Strategy

– Applications– Working with Recruiters– Web presence (‘niche sites’)– Networking & Informational Interviewing

• 5 years, 20 workshops, 200+ participants• (12) hours, blended curriculum• Next one starts Wednesday, 3/17 at UCD• Co-sponsored by CU Boulder, UCD & SHRM

Thank you!

Mike Ballard720.641.5919

mike@turningpointsresearch.org

www.TurningPointsResearch.org