Personal Branding and Resume Building DEMA 2016

Resume Building & Personal BrandingDonna Shannon, President

Personal Touch Career Services

Resume Building & Personal Branding

Agenda

• Keys to a great resume or LinkedIn profile• What is personal branding?• Who are you?• What can you do?• Where have you done it?• Format matters


A bit about me, Donna Shannon

• Originally in HR and recruiting• Teaching job searching since 2004• Over 10 years of experience with the private

service industry• 2014 DEMA Educator of the Year


The Personal Touch: what we doOur Mission: To help job seekers of all levels

achieve their employment goals through solid, practical advice and services

• Resumes • Interview coaching• Job search strategy development • Group classes

KEYS TO A GREAT RESUMEKnow your direction before you start


Keys to a great resume

• Who you are• What you can do• Where you’ve done it• Bonus: How does all of this apply to their

needs?

Most job seekers fail at number 3

PERSONAL BRANDINGWhat does that mean anyway?


Personal Branding Definition

“Personal branding is the practice of people marketing themselves and their careers as brands.

“While previous self-help management techniques were about self-improvement, the personal-branding concept suggests instead that success comes from self-packaging.”

Source: Wikipedia https://en.wikipedia.org/wiki/Personal_branding


Another take…

“Your personal brand should represent the value you are able to consistently deliver to those whom you are serving.’

– Glenn Llopis, Forbeshttp://www.forbes.com/sites/glennllopis/2013/04/08/personal-branding-is-a-

leadership-requirement-not-a-self-promotion-campaign/#35bcd6cf15c0


Traits beyond the resume• Private service is about

PERSONALITY

• Who you are needs to be present in you materials

• Your entire life matters, not just professional experience


Essence of personal branding• Consistent and clear message in all avenues:– Resume– LinkedIn– Written applications and emails– Interviews– Networking

WHO ARE YOU?


Take a journey back to the beginning…

• Who did you admire or want to be as a kid?

• What qualities did they possess?

• How many of those are part of you today?

My Goal: Luke SkywalkerKey traits:• Talented• Overcomes the odds• Dedicated• Confident• Empowering teacher• Sees the best in others


EmpoweringIntelligentProtective

GatekeeperUpholds

principal’s image

Trusted confidant

CaringAttentiveDiscreet

Actions speak louder than

wordsUnderstands the family’s

values

Public Image and Events

EffectiveAble to take command

Power behind the throne

Helps principal soar and realize

vision

AdaptableEfficient

Professional growth

Rises to high standardsMakes the impossible

happen

Unwavering LoyaltyStrong

TrustworthySupportive

Go to the ends of the Earth

and back


Allred Pennyworth

“Batman”

“I’ll send THE car for you,

sir.”

Lurch“The Addams

Family”

“You rang?”

Pepper Potts“Iron Man”

“Shall I take out the trash?”

Andy Sachs“The Devil

Wears Prada”

“You mean I did something

right?”

Samwise Gamgee

“The Lord of the Rings”

“I can’t carry your burden,

but I can carry you.”


Take Home Exercise• Think about who inspired you• What were their traits?• How many of these have you incorporated into

your life?• Use these as a basis for building a personal

profile


Making a branding statement1. Take the top traits – how does this relate to the

employers’ needs?2. What problems do you solve?3. What are your credentials (years of experience

or firm skill set)


Where to use your branding statement

• Summary of your LinkedIn profile• Start of your Professional Profile on your resume• Sprinkled throughout the cover letter• Base for “elevator speech” • Introduction in an interview


My branding statement1. As a professional career coach, my goal is to empower the

job seeker.

2. From targeted, effective resumes to comprehensive job searching workshops, I want my clients to understand how the job search process works - and help them find a job they love as quickly as possible.

3. Since 2004, I have been teaching modern job searching techniques. As a former recruiter, I know what employers want, from nailing the right key words to acing the interview.


WHAT CAN YOU DO?Skills, talents, and abilities – oh my!

Resume Building & Personal BrandingSkills that define you

• Consider what you want to do • Look for experience in professional and personal

life• Exclude what you DON’T want to do

– Danger areas: childcare, housekeeping, and cooking– Example: chef transition

Example: Chef Transition

Previous Skills• Culinary leadership• Catering for large events• Menu planning and

provisioning• Exact culinary styles:

– French, Italian, and American– Chinese and Japanese– Mediterranean– Farm-to-table, organic

Transferrable Skills• Leading 5 staff members• Event planning• Inventory management• Personal shopping• DON’T list culinary styles


TIP:• Keep in mind the SCOPE of the skill

– Hosting a formal dinner party for 20 is not the same as coordinating a fundraiser for 300

– Other key metrics: square footage, number of residences, number of staff managed…

• If confidentiality is a concern, work these facts into the summary


Survey: Your 2 top areas of expertise

Management & Administration

Maintenance, Grounds & Construction

Housekeeping & Wardrobe Standards

Culinary

Event Production

Personal Care

Want a comprehensive skills list? Visithttp://www.slideshare.net/DLShannon/estate-management-skills-assessment

WHERE HAVE YOU DONE IT?Are you experienced?


Let your experience speak for you• THE most important part of your resume• MUST highlight your relevant experience• AND not distract from your qualifications• While telling YOUR story


Relevance• Only highlight parts of your resume that are the

most relevant for the job...– I don’t care about your sales figures in private service!

Think: what really matters to my potential employers?


Action Verbs• Never say “Responsible for” again!• Use action verbs and variety to keep your writing

interesting• Sample:

– “Responsible for leading a domestic staff of four” • Rewrite:

– “Recruited, trained, and led a domestic staff of four to maintain the property in a guest-ready status at all times”


Concise statements• Resumes are understood better when the

sentences are simple and to-the-point.– Read your resume out loud. If you run out of breath

before you finish a sentence, it’s too long!

Resume Building & Personal BrandingExperience Sample

FORMAT MATTERS – OR DOES IT?


TIP:• Many times, your resume will lose it’s

formatting…• Your resume must be able to stand on the words

alone – • A pretty format won’t get you a job!


Be agency-friendly:• Use Word so they can edit it• Avoid complex formatting with tables, shading, or

colors• Use your brand – what really makes you different?• How can they match you?


EmphasisEmphasis is shown 2 ways:• Placement:

– What is listed first carries the most influence

• Volume:– The more you write, the more it means


References• EVERYBODY has “References Available on Request”

– Consider separate References document– Critical information:

Name, Title Company or Years Known Phone and Email

FINAL THOUGHTS


Conclusion

• Embrace who you are• Realize and communicate the value of what you do• Show us where you’ve done it

Donna ShannonPersonal Touch Career Services

720-452-3400PersonalTouchCareerServices.com

Follow me on LinkedIn!