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Women in Internal Audit Leadership Forum
Wrap it up with your brand: How successful women use personal branding
Women in Internal Audit Leadership Forum• LinkedIn profile• Being ‘authentic’ is important • Elevator pitch• Integrity• Web alerts• Passionate• Authored a column / article• Audit Channel TV• Professional YouTube video• Website
Congratulations!
What We’ll Cover
• What is personal brand• Why personal brand is important • Tips from the top / quotes from leaders• Using social media for branding• Reflection exercise
What is Your “Personal Brand”?
“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
Tom Peters. August 31, 1997. The brand called you. Fast Company. Retrieved from http://www.fastcompany.com/28905/brand-called-youPhoto retrieved from Wikipedia
Branding is NOT• Bragging• Self-promotion• Attention-seeking• Created by default• Disingenuous• Creating self-centered
connections
Congratulations!
What is Your “Personal Brand”?
“Success is about the mirror you look into each morning and how you use the reflection you see to shape the life you live. This is personal branding.”
Daron Pressley. 2012. Photo retrieved from LinkedIn
Ellen ZimilesGlobal Head of Investigations and Compliance, Navigant Consulting
“It’s common sense, and just plain decency. Remember that everyone with whom you come in contact is a person with their own issues about which you probably have no idea. Treat everyone with respect, regardless of whether you believe they can do anything for you. Listen to people carefully, and look them in the eyes. I don’t know if this is too vague or Pollyanna-ish, but I believe in it.”
Photo retrieved from LinkedIn
Dr. Joel DobbsPresident and CEO, The Compass Talent Management Group LLC, and Exec in Residence, University of Alabama, Birmingham
What makes YOU unique –BRAND is the intersection of: • What gives me joy? (passions,
interests)• What am I good at? (skills,
strengths)• Where are the jobs? (what the
world needs)The Journey to the C-Suite: Getting in and Staying In. the UAB School of Business Photo retrieved from LinkedIn
Norman MarksEvangelist for Better Run Business
“I think the key is to have passion for what you do. Then, you need to be honest – don’t try to be something or somebody you’re not. Finally, as an internal auditor you must have empathy for the audit customer – and only suggest what you would do yourself.”
Photo retrieved from LinkedIn
What is Your “Personal Brand”?
• Authentic personal image• Unique• Professional presence• Reputation• Internet presence on social media
What is Your “Personal Brand”?
“Be yourself. Everyone else is already taken.”
Attributed to Oscar Wilde
What is Your “Personal Brand”?
Why is Your “Personal Brand” Important?
• Increases self awareness• Expands presence in your industry• Enhances engagement• Facilitates career advancement• Helps ensure right fit
How to Develop Your Personal Brand
• Self analysis• Target your online presence• Earn trust• Monitor your reputation
Paul SobelVP / CAE Georgia Pacific LLC, and former Chair / IIA
“Personal brand can be the difference between being good and being great. You are not trying to create something, rather, your goal is to be authentic, and show uniqueness. You may also want to refocus your brand periodically, based on your changing interests.”
Photo retrieved from LinkedIn
Omkhar ArasaraHead of Cyber Security, Credit Suisse
“Consistency is key to managing a personal brand. Consistently upholding the values / vision / principles you purport, and doing so with integrity.”
Photo retrieved from LinkedIn
Bob HirthFormer Chairman, Committee of Sponsoring Organizations of the Treadway Commission (COSO)
“Be likeable and then of course, you have to be competent. And then give before you take. Brand used to be called reputation I think. When people say your name what do you think they would say and why? Is it what you’d want them to say? If not, why not? You need to be willing to ask others what you need to improve on, be willing to listen, clarify it as needed and then act on it.”
Photo retrieved from LinkedIn
Joe PostiglioneVP, Procurement for the National Basketball Association (NBA)
“My personal opinion: Spending some time with each of your key stakeholders to help them get to know you better both as a person and how your professional approach / plans / goals can help them achieve their goals or reduce their work efforts will be well worth the time. The best part, you are selling and managing your brand.’
Photo retrieved from LinkedIn
Richard ChambersPresident and CEO / IIA
“The best advice I could give someone is to try and avoid diluting your brand by holding yourself out as an expert in too many things (kind of like a ‘jack of all trades is a master of none’). If you notice, I focus on internal audit as a component of GRC. I use multiple channels to communicate with the profession (books, articles, blogs, Twitter and LinkedIn).
Photo retrieved from LinkedIn
Social Media
“An electronic service or account, or electronic content (e.g., videos, still photographs, blogs, video blogs, podcasts, instant and text messages, email, online services or accounts), on Internet Web site profiles or locations”
CA AB 18-44, effective 1/1/2013; created section 980 of the Labor Code
Practical Tips
Search results–All search engines–All name variations –“People” databases (e.g., Intelius,
Spokeo, etc.)
Practical Tips
Web cleanup–Site administrator–Contact search engine–Tools to delete specific accounts
Practical Tips – Namecheck.com
Practical Tips – Personal LinkedIn URLChange “linkedin.com/pub/nancyhaig/40/2633/205,” to “linkedin.com/in/nancyhaig”
1. Go to “Edit Profile”2. Click next to assigned URL3. New page – “Your Public Profile”4. Enter name as you would like it to appear
Practical Tips – Alerts
Name with / without quotation marks, and include different variations of your name . . .
Google.com/alerts
Talkwalker.com/alerts
Practical Tips – Alerts
Practical Tips• Participate in your local chapter• Write an exam question• Contribute an article to the IIA for publication• Speak at a conference• Upload a video to the IIA’s Audit Channel TV
Practical Tips - Squarespace
Practical Tips - Hootsuite
Practical Tips - YouTube
Practical Tips
Feedback Loop– Monitor feedback to your contributions– Adjust to ensure that you are effectively
managing YOU – your personal brand
Reflection
Reflection
• One thing you are passionate about• One thing that you can accentuate• One way to use that information to
promote your brand
Reflection
Schedule one networking session to follow up on the status
Michael W. YoungVice President, Strategy, Klick Health
• Today’s world of cloud-based interconnectivity demands active management of reputation and brand.
• While those in internal audit may not feel this is a priority because they are not “selling or marketing” a tangible product, they ought to think twice about that. Because internal auditing is an independent, objective assurance and consulting activity designed to add value and improve an organization’s operations, it really is a product or service to which its practitioners have a need to improve reputation, preserve credibility and be competitively evaluated.
• The professional associations, the clients with whom they work and their visibility, add to one’s brand and reputation.
• Tactically, creating a business or skill-related blog on LinkedIn or writing for a journal or even becoming known as a Twitter resource all can add significantly to one’s brand.
Photo retrieved from LinkedIn
