nacada regional personal branding presentation

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You Inc.: Advising You Inc.: Advising Students to Pursue Students to Pursue Their Passion Their Passion Through the Power of Through the Power of Personal Branding Personal Branding Richard Kane, Family and Consumer Sciences Richard Kane, Family and Consumer Sciences Melissa Moody, Mennonite College of Nursing Melissa Moody, Mennonite College of Nursing Illinois State University Illinois State University NACADA Region V Conference NACADA Region V Conference April 19, 2011 April 19, 2011

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Page 1: Nacada regional personal branding presentation

You Inc.: Advising You Inc.: Advising Students to Pursue Their Students to Pursue Their

Passion Through the Passion Through the Power of Personal Power of Personal

BrandingBrandingRichard Kane, Family and Consumer SciencesRichard Kane, Family and Consumer SciencesMelissa Moody, Mennonite College of NursingMelissa Moody, Mennonite College of Nursing

Illinois State UniversityIllinois State UniversityNACADA Region V ConferenceNACADA Region V Conference

April 19, 2011April 19, 2011

Page 2: Nacada regional personal branding presentation

Description of the ProblemDescription of the Problem► Traditional methods of finding a job or Traditional methods of finding a job or

internship are no longer viableinternship are no longer viable Submitting resume and cover letter to newspaper Submitting resume and cover letter to newspaper

adds and corporate job/HR sites adds and corporate job/HR sites Crossing your fingers for a call backCrossing your fingers for a call back

► 100% anonymous job search that is fiercely 100% anonymous job search that is fiercely competitive and time consumingcompetitive and time consuming

► Traditional methods relegate students to becoming Traditional methods relegate students to becoming passive participants in job searchpassive participants in job search

► Social media is quickly replacing traditional job Social media is quickly replacing traditional job searchsearch

Page 3: Nacada regional personal branding presentation

Accessing the “Hidden Job Accessing the “Hidden Job Market”Market”

► Often overwhelmed by other duties, hiring managers Often overwhelmed by other duties, hiring managers often skirt advertising jobs to avoidoften skirt advertising jobs to avoid Difficult recruitment processesDifficult recruitment processes The stampede of applicantsThe stampede of applicants Unproductive reviews of generic resumes Unproductive reviews of generic resumes 

► Instead, hiring managers today useInstead, hiring managers today use Referrals Referrals Professional associationsProfessional associations Social networkingSocial networking

► Many of the best opportunities are found in this Many of the best opportunities are found in this “hidden job market,” accessible only through social “hidden job market,” accessible only through social networksnetworks

Page 4: Nacada regional personal branding presentation

Meeting the Need through Meeting the Need through Personal BrandingPersonal Branding

►Personal branding is the new Personal branding is the new prerequisite forprerequisite for Proactive career successProactive career success Entrepreneurial success Entrepreneurial success Differentiating competencies Differentiating competencies Demonstrating unique personal Demonstrating unique personal

characteristics characteristics

Page 5: Nacada regional personal branding presentation

Nuts and Bolts of Personal Nuts and Bolts of Personal BrandingBranding

►LinkedInLinkedIn►FacebookFacebook►Twitter Twitter ►BlogsBlogs►Personal Web sitePersonal Web site►Digital portfolioDigital portfolio►Video resumeVideo resume

Page 6: Nacada regional personal branding presentation

Elements of a Strong Elements of a Strong Personal BrandPersonal Brand

►Makes a great first impressionMakes a great first impression►Compels the market (audience)Compels the market (audience)►Consistent across social media Consistent across social media

platformsplatforms►Well known in it’s nicheWell known in it’s niche►TransparentTransparent►CollaborativeCollaborative►AuthenticAuthentic

Page 7: Nacada regional personal branding presentation

Building your brand starts Building your brand starts with your biowith your bio

►The need for an effective bio is NEWThe need for an effective bio is NEW►Bio attracts target audienceBio attracts target audience►Craft an authentic story to draw your Craft an authentic story to draw your

audience into a relationship with youaudience into a relationship with you Authenticity requires digging deep to Authenticity requires digging deep to

uncover the real youuncover the real you

Page 8: Nacada regional personal branding presentation

Michael Margolis- Dean Michael Margolis- Dean Story UniversityStory University

► The son of an inventor and artist, I am fascinated by how ideas socialize into reality. As President of Get The son of an inventor and artist, I am fascinated by how ideas socialize into reality. As President of Get Storied, I oversee a growing education/publishing platform that includes Story University, Reinvention Storied, I oversee a growing education/publishing platform that includes Story University, Reinvention Summit, and The New Storytellers. I spend most of my time these days developing online courses for Story Summit, and The New Storytellers. I spend most of my time these days developing online courses for Story University and spreading the gospel of story. University and spreading the gospel of story.

Over the last decade, I have promoted the evolving role of storytelling at the heart of branding, innovation, Over the last decade, I have promoted the evolving role of storytelling at the heart of branding, innovation, and culture change. In the process, I consulted to dozens of organizations including Audubon, Ernst & and culture change. In the process, I consulted to dozens of organizations including Audubon, Ernst & Young, Marriott, NASA, Omnicom, YWCA, and the International Storytelling Center. In November 2010, I Young, Marriott, NASA, Omnicom, YWCA, and the International Storytelling Center. In November 2010, I launched and curated the Reinvention Summit, a 2-week virtual conference on the future of storytelling, launched and curated the Reinvention Summit, a 2-week virtual conference on the future of storytelling, with 37 speakers and 500+ participants. I'm also working with Zappos Insights on their next generation with 37 speakers and 500+ participants. I'm also working with Zappos Insights on their next generation culture training curriculum.culture training curriculum.

Despite an unconventional approach, my work has been featured in Brandweek, Fast Company, and Despite an unconventional approach, my work has been featured in Brandweek, Fast Company, and Storytelling Magazine. I am also a contributing author to Wake Me When When the Data is Over, a leading Storytelling Magazine. I am also a contributing author to Wake Me When When the Data is Over, a leading compendium on strategic storytelling (Jossey-Bass 2006), and guest blogger for websites including compendium on strategic storytelling (Jossey-Bass 2006), and guest blogger for websites including PSFK.com. With a background in cultural anthropology, I am fascinated with identity, relationships, PSFK.com. With a background in cultural anthropology, I am fascinated with identity, relationships, perception, and meaning making in the digital age. I began my career as a social entrepreneur, the perception, and meaning making in the digital age. I began my career as a social entrepreneur, the founding member of two social enterprises by the age of 23. Raised in Switzerland and Los Angeles, I now founding member of two social enterprises by the age of 23. Raised in Switzerland and Los Angeles, I now live in the East Village of NYC. When not working double-shifts, I geek-out on technology, 70s ghetto funk, live in the East Village of NYC. When not working double-shifts, I geek-out on technology, 70s ghetto funk, and Indian spices. I also eat more chocolate than the average human.and Indian spices. I also eat more chocolate than the average human.

Thousands have downloaded a free digital copy of my latest book, Believe Me: A Storytelling Manifesto for Thousands have downloaded a free digital copy of my latest book, Believe Me: A Storytelling Manifesto for Change-Makers and Innovators at www.getstoried.com. Change-Makers and Innovators at www.getstoried.com.

Let me know what you think! Would love to talk storyLet me know what you think! Would love to talk story

Page 9: Nacada regional personal branding presentation

Elements of a successful bioElements of a successful bio

Has a lead sentence that reflectsHas a lead sentence that reflects►Who you areWho you are►What you doWhat you do►Who you serveWho you serve

Uses narrative to create a unique, Uses narrative to create a unique, memorable and accurate first impression memorable and accurate first impression of your brandof your brand

Page 10: Nacada regional personal branding presentation

Using your past to legitimize Using your past to legitimize your futureyour future

Students should start by answering this Students should start by answering this basic question, “who is the real me?”basic question, “who is the real me?”

What are your influences?What are your influences? What forces shaped you?What forces shaped you? What makes me special?What makes me special? What do people in my network think is special about What do people in my network think is special about

me?me? Have I ever been complimented for a skill or talent?Have I ever been complimented for a skill or talent? Is there something I do well and am passionate Is there something I do well and am passionate

about?about? What achievements am I proud of?What achievements am I proud of?

Page 11: Nacada regional personal branding presentation

Role of your bioRole of your bio►Tone – sets the terms of a relationshipTone – sets the terms of a relationship►Context – what has shaped youContext – what has shaped you►Credibility – can I believe youCredibility – can I believe you►Cultivation – educate your readerCultivation – educate your reader► Invitation – establish shared bondsInvitation – establish shared bonds

Page 12: Nacada regional personal branding presentation

Personal Branding Learning Personal Branding Learning OutcomesOutcomes

►Personal branding teaches studentsPersonal branding teaches students CreativityCreativity Writing skillsWriting skills Coaching skillsCoaching skills Leadership skillsLeadership skills Communication skillsCommunication skills Motivation skillsMotivation skills Sales and negotiation skillsSales and negotiation skills Cutting-edge marketing and PR skillsCutting-edge marketing and PR skills

Page 13: Nacada regional personal branding presentation

Student Branding: benefits to Student Branding: benefits to your institutionyour institution

►Heightened professionalism reflects Heightened professionalism reflects well on their schoolwell on their school

►Accelerated professional growth means Accelerated professional growth means alumni become potential donors more alumni become potential donors more quickly quickly

►Alumni who are successful personal Alumni who are successful personal branders cast authenticity and recruit branders cast authenticity and recruit others into a relationship with the others into a relationship with the schoolschool

Page 14: Nacada regional personal branding presentation

Why Student Should Begin Why Student Should Begin Building Their Brands EarlyBuilding Their Brands Early

►The principle of compound interest The principle of compound interest applies easily to personal brandingapplies easily to personal branding Just as with a personal savings nest, a Just as with a personal savings nest, a

personal brand must be built before it can personal brand must be built before it can be usedbe used

►Freshmen can begin to network for Freshmen can begin to network for internships required when they are internships required when they are seniorsseniors

Page 15: Nacada regional personal branding presentation

Example student: Greg de Example student: Greg de LimaLima

►Started personal branding as a freshman

►http://twitter.com/gregdelimahttp://facebook.com/gregdelimahttp://linkedin.com/in/gregdelimahttp://linkedin.com/in/gregdelimahttp://gregdelima.comhttp://gregdelima.com

Page 16: Nacada regional personal branding presentation

Connect with usConnect with us►http://www.linkedin.com/in/richardfkanehttp://www.linkedin.com/in/richardfkane►http://coverbrazil.posterous.com/http://coverbrazil.posterous.com/►http://www.facebook.com/rfkanehttp://www.facebook.com/rfkane►http://twitter.com/CoverBrazilhttp://twitter.com/CoverBrazil►http://fcs.illinoisstate.edu/profiles/http://fcs.illinoisstate.edu/profiles/

default.aspx?q=BM200709130004default.aspx?q=BM200709130004►http://www.linkedin.com/in/melissakmoodyhttp://www.linkedin.com/in/melissakmoody►http://twitter.com/mmoody70http://twitter.com/mmoody70