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HOW TO BRAND YOURSELF IN TO THE RADIOGRAPHY FIELD Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

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Page 1: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

HOW TO BRAND YOURSELF IN TO

THE RADIOGRAPHY FIELD Sara Kohout, MS

Assistant Director/Career Consultant

University Career Center

Virginia Commonwealth University

Page 2: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Agenda

Creating your brand Applying your brand Closing the deal

Page 3: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

What is a brand? Do I have one?

Brand: a name, logo, slogan and/or design scheme associated with a product or serviceIt includes: a logo, font, color scheme,

symbols© and sound, which may represent implicit values, ideas and even a personality

Page 4: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Do I really need a brand?What are the:

ValuesIdeasPersonality

For each of these brands?

What kind of experience do you expect to have?

Page 5: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

How do I develop mine?

Page 6: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Step 1: It’s not you – it’s “You”

Separate yourself from…yourself

There’s YOU

And there’s “superYOU”

Page 7: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Step 2: Be a unicorn

Describe yourself in one word Unique = memorable What experience, skill, ability,

knowledge base, trait, value system, career/life goal, personality do you have that makes you stand out in a crowd?

http://www.forbes.com/sites/susannahbreslin/2012/06/08/how-to-sell-yourself/

Page 8: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Step 3: The proactive bird gets the worm

How do you know Walmart, Apple, Disney and McDonalds? You see them…everywhere

If your brand isn’t in front of people, it’s not selling you

Active and passive branding: phone, email, Twitter, Facebook, Tumblr, Flickr, Pinterest…

Page 9: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

So, what is your brand? What do people currently expect from you?

What values do you displayWhat is your current personality/imageWhat has been the experiences of those around you in

working with you?

What do you want people to expect from you?What values do you want to display?What kind of personality/image do you want to show?What kind of experience do you want people to have when

they interact with you

Page 10: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Then what?

Use your venues!

Page 11: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

BRAND QUIZ QUESTION #1 What is a resume?a) A work historyb) A comprehensive

list of skills, experience and other qualifications

c) A marketing document

d) An unnecessary document

Answer → C

A personal marketing tool to sell your relevant experience, education, skills, accomplishments and qualifications to potential employers

It’s your first impression

Be strategic

Page 12: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Instructions:

1. Turn to your neighbor

2. Sell them this pen in 30 seconds

3. Switch “salesmen”

Page 13: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

The resume: your marketing document

Your resume is… First impression Key selling points Achievement list Personal attributes

What do you want your resume to say about you and your brand?

Page 14: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

BRAND QUIZ QUESTION #3

How long does an employer spend reading your resume?

a) As long as it takes to read everything

b) 15 secondsc) They won’t, if they don’t like

what they read in the cover letter first

d) 2-3 minutes

Answer → B – 15 seconds

Most employers read the cover letter after the resume

You must “front-load” your resume to ensure the employer sees your best experience!

The appearance and organization of the resume is just as important as content

Page 15: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

BRAND QUIZ QUESTION #4 You must send a cover

letter for every job you apply for.

a) True

b) False

c) True, but only if the job description requires it

Answer A - True

The cover letter shows off your writing and communication ability

It completes your brand’s “first impression”

Resume

breadth of experience

Cover Letter depth of experience

Page 16: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

The Cover Letter: your highlight reel

Your cover letter should… Be addressed to a specific individual Discuss your specific career goals and

qualifications Illustrate 1-2 unique skills or experiences, using

examples Complement, not repeat your resume Be no more than 3 or 4 paragraphs – one page only Written simply and clearly

Page 17: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

BRAND QUIZ QUESTION #5 Networking is simply “talking to people”

a) True

b) False

Answer A - True

Page 18: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Networking: Your brand’s commercial

Any opportunity can be a networking opportunity

Your commercial includes: A greeting (5 Seconds) Your educational background (5 Seconds) A description of your interests (5-10 Seconds) Your strengths and accomplishments (5-10 Seconds) Your goal statement (5-10 Seconds) 

Page 19: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

BRAND QUIZ QUESTION #4 When does the interview

start?a) At the first

correspondence

b) When you walk through the door of the office

c) When the first question is asked

d) With the phone interview

Answer A – At the first correspondence

Every day of clinicals is an interview

Every interaction with any staff member is an interview

Page 20: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Interviews: Presentation of your brand

Interviews are an opportunity to: Bring your brand to life Sell face-to-face Show what you know

Page 21: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

What are interviewers looking for?

Qualities: Compassion Empathy Self-awareness Maturity Motivation Intellectual curiosity

Knowledge: Familiarity with industry Familiarity with the

organization/company

Skills: Interpersonal skills Ability to work well with others Communication skills Multicultural awareness Industry specific technical

skills Composure under stress

Page 22: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

BRAND QUIZ QUESTION #5: Scenario

Tonya has an interview scheduled with Hospital A. She knows that at Hospital A, most people wear business casual attire or scrubs.

What should Tonya wear to her interview?

a) A nice, collared, button-down shirt with some black pants

b) In business professional – a black suit

c) A sweater and khakis Answer B – ALWAYS business professional

Page 23: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Interview AttireMEN Conservative, dark suit Shirt ironed Belt matches shoes Comfortable shoes Hair cut/ shaven/ well-

groomed Remove jewelry Avoid aftershave or

cologne

WOMEN Conservative, dark suit Appropriate length skirt

with hose Bring extra hose Comfortable shoes with

low heel Avoid camisoles or low

riding pants Wear conservative

makeup and jewelry Avoid perfume or

scented lotion

Remember: Appearance is part of your brand!

Page 24: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

BRAND QUIZ QUESTION #6 When addressing a

professional, Dr. Susan Smith, you should call her:

a) Dr. Smith

b) Susan

c) Hey you

d) Doc

e) Ms. Smith

Use names – always titles (Dr., Ms., Mr.) unless invited to use first names

Answer A – Dr. Smith

Page 25: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Closing the deal Verbal communication - only 7% of

communication How you say it/tone of voice – 38% Non-verbal communication – 55%!

Handshake, greeting, introductionBody Language/PostureFacial ExpressionsSmileEye Contact

Page 26: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Summary

Create your brand Use your venues Develop your “commercial” Practice, practice, practice interviewing Close the deal Sell your brand – GET HIRED!

Page 27: Sara Kohout, MS Assistant Director/Career Consultant University Career Center Virginia Commonwealth University

Questions?

Sara Kohout, MS

Assistant Director/Career Consultant

Virginia Commonwealth University

[email protected]://wp.vcu.edu/smkohout/ - Handouts and Career Resources