Online Personal Branding - Helping Manage Your Career

Presented By: Christopher J. Bilotta Resource Development Company,

Inc.

IntroductionPurpose

Discuss personal branding and its use in career management and job search Provide tips on how to define and market your

online personal brand

Presenter Profile President, RDC, Inc., HR Consulting Firm 15 years executive search & career consulting CPRW, CPA Drexel University: BS Business, MBA www.christopherbilotta.com

How A Product Differs From A Brand

A product is made; a brand is made up of trust and relationships A product is a value delivered; a brand is a personality A product is sold by a merchant; a brand is bought by a customerA product can be easily copied by a competitor; a brand is unique

Product vs. Brand

Personal Branding - The Beginning

Coined in 1997 by Tom Peters in a Fast Company article titled “The Brand Called You”

Peters wrote, “Regardless of age, position, or the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies. Our most important job is to be head marketer for the brand called You.”

Personal Branding Defined

Achieving personal and professional goals by differentiating yourself and articulating your unique value through a consistent message.

Authored by Allison Tibbs, www.eXaminer.com, 7/7/09

Breaking the Definition Down - 1

Achieving personal and professional

goals

Everyone has or should have goals that they set, whether personal or professional. There is no benefit to setting goals if you don’t strive to reach them. Your Personal Brand can provide the extra step needed to reach those goals.

Breaking the Definition Down - 2

Differentiating yourself by articulating your unique value

Your Personal Brand can be the deciding factor on whether you are promoted or hired. If your Personal Brand is not viewed as valuable and unique, you offer no compelling reason to be considered. It is important that your brand stands out from the competition.

Breaking the Definition Down - 3

Through a consistent message

A successful personal brand is one that is consistent. If it isn’t, you run the risk of confusing your target audience. Once confusion sets in, your credibility suffers and you will not be taken seriously. If you confuse your audience, you lose your audience.

Your Personal Brand

Is Not Artificially created or manufactured Just a logo or tag line Self-centered or self-indulgent

Is Intrinsic Authentic Individual

Your Brand – Stand Out in A Crowd

“We all have brands worthy of remark.”

- Tom Peters

Defining Your Personal Brand

Your personal brand is what others think of you

strengths skills personal traits passions how you add value

Being Real – A Branding Experiment

Poll a select group of 50 people including co-workers, associates, clients, friends, etc.Ask them to write down 3 words that quickly come to mind that they feel best describe youDo the sameMatch your internal brand to the external brand you have projected Do others perceive your brand as you do?Turn perceptions into strengths

Be Found

Would you buy something from a company that doesn’t have a website?What do you do before you buy? Research – probably on Google Employers do too – 75% Google candidates

Don’t be a Digital Question MarkYou want positive results when someone Googles your name

Your Online Presence

Google quotient (GQ)The Digital Scale – Are You Digitally Distinct Dabbling Disastrous Dissed Disguised

Online Personal Branding

Brand central Your domain name Your personal website

Social networks LinkedIn, Twitter, Facebook, etc.

BloggingConversing/Commenting on other blogs

Marketing Your Brand

Everything you do mattersBe consistentPay attention to substance and styleWord of mouth marketing is keyNurture your networkGive to get

Benefits of Personal Branding

Enhances self-awarenessClarifies goalsCreates visibility and presenceDifferentiates you Puts you in controlCreates wealthIncreases staying power