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
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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?
Resume Building & Personal Branding
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
Resume Building & 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
Resume Building & Personal Branding
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
Resume Building & Personal Branding
Essence of personal branding• Consistent and clear message in all avenues:– Resume– LinkedIn– Written applications and emails– Interviews– Networking
WHO ARE YOU?
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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.”
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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)
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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.
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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?
Resume Building & Personal Branding
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
Resume Building & Personal Branding
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?
Resume Building & Personal Branding
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”
Resume Building & Personal Branding
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?
Resume Building & Personal Branding
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!
Resume Building & Personal Branding
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?
Resume Building & Personal Branding
EmphasisEmphasis is shown 2 ways:• Placement:
– What is listed first carries the most influence
• Volume:– The more you write, the more it means
Resume Building & Personal Branding
References• EVERYBODY has “References Available on Request”
– Consider separate References document– Critical information:
Name, Title Company or Years Known Phone and Email
FINAL THOUGHTS
Resume Building & Personal Branding
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!