The Intentional Career Brand

TALA Paraprofessionals

Conference 2014

How do you want to be remembered?

Career Brand… is there a definition?

• A true understanding of a brand comes from

experience in understanding yourself.

• Brands are transferable, but can never truly be

duplicated since no person is exactly the same.

• Developing a Career Brand is… personal.

• There is not one successful brand...but many!

Employers try to address four areas:

• 1. What does the candidate want to do?

• 2. Can the person do the job? (Ability)

• 3. Will the person do the job? (Willingness)

• 4. Will the person be compatible with the

existing team/organization? (Fit)

Image Management

Motivation, Intention, & Behavior Professional Image

…what you are trying to do.

Your self-perception

is based on…

…what they are seeing you do.

Their perception of

you is based on…

MOTIVATIONMOTIVATION

internal

SDI, 2011

Creating Brand Communication

If people are not listening, you are not

interesting enough.

If people don’t understand, you are not clear

enough.

If people are not acting as you want, you are

not touching their values.

- Charles Dwyer, Wharton School of Business

Yale Managerial Study (Barsade)

Bonus Competition Study:

“Group member” asked to talk to different groups who had been allocated

money for bonsuses:

1) “cheerful enthusiasm”

2) “serene warmth”

3) “depressed sluggishness”

4) “hostile irritability”

The actor was able to infect the group members with his or her emotion.

Positive emotions led to greater cooperation, fairness, overall group performance, and a

shared ability to better able distribute the money fairly and in a way that benefitted the

group.

Consider: What type of message are you sending at work?

What kind of effect will you have on those around you?

Not enough proof, grumps!?!

While conducting research on positive

psychology, Marty Seligman measured the

initial levels of positive emotions in 272

employees and then followed their job

performance over the next 18 months.

Happier people got better performance

evaluations and higher pay.

=

The Network

Target

Outreach

MeetFollow Up

Build Relationship

Practice

How engaged are employees today?Towers Perrin 2008 Global Workforce Study

8% fully

disengaged

71% fall into the

“massive

middle”!!!

21% of

employees

are fully

engaged on

the job

Breaking down mental barriers

Roger

Bannister

1954

3:59.4

In 1999, a new record was set: 3:43.13.

Mind AND Matter

Personal Responsibility

The Brand Management Plan

(BMP)

Values, Attributes, Assets

Your Coaching Goals

Your Proposition Matrix

Leadership DNA

•Purpose:

•To provide a structure for your career management

•To clarify your career goals

•To provide information for a gap analysis of your career

Developing a Target List of Companies/Organizations

Industry Company Name Size Reason it is on the list Contacts?

Investments(Example) AllianceBernstein 100 – 300 employees Mutual Funds Sam Potance: alum of Carey.

Things to consider:

•Why are you choosing the target?

•Do they have the departments/sections relevant to your job function?

•Do they have job potential in the near future?

Target Job FunctionTarget IndustryTarget Geographic Location

Product “U”: Values•Descriptors of who you ARE:

Characteristic I am … Proof

Example: Organized I am organized, but not myopic to capturing

opportunity

I prepared for a very important board meeting, structured my thoughts

and agenda items only to find that the conversation centered on

something that I was not prepared for. I was able to quickly adjust my

notes and prepared data to address this new opportunity resulting in

three new streams of revenue for the company.

Things to consider:

•Think of your top professional characteristics 4-5

•Prove that you have these characteristics; provide specific examples

•Creative, efficient, influential, honest, goal-oriented, team player

Stats Card!

Make Your Own Stat Card:

Ever notice how sport statistics cards like baseball cards,

have key attributes of a player and his achievements during

his career. Time to make your own stats card! Write down all

the skills and strengths that you possess. Also list what you

do the best. You can even ask your family and friends, what

they admire or love about you the most. Merge the items in

the list, until you are left with 10 core strengths.

Product “U”: Values, Attributes•Descriptors of what you DO:

I DO … Proof

Example: I write technical reports for aerospace

design

Example: As part of my job at NASA, I have written over 100 technical

manuscripts for various departments including x, y, z.

Things to consider:

•Think of things that would directly relate to your job function.

•Things that may “transfer” well to your job function.

•Why is what you have chosen important for your career?

•Lead, manage, write well, recruit/train, critique tactfully.

Task Analysis Chart

• List out what you do

• Rate the importance to your job function (1 – 5)

• Rate how much you like each task (1 – 5)

Product “U”: Values, Attributes, Assets•What values do you bring to an employer?:

Attribute/Asset (rank) What did you do?

(Task/Function)

How did you do it?

(Method)

Why did you do it?

(Value add)

Result?

(outcome)

EXAMPLE

Leadership (1)

Led a team of 6

professionals for a new

brand management

project.

Used process orientated

approach, allowing

flexibility in cross training

and sub-committees.

Volunteered my time to

help new employees get

situated and provide a

new perspective to the

project end product.

Team developed and implemented new

brand for new product ahead of schedule

with minimal impact on company budget.

EXAMPLE

Presentation Skills (2)

Conducted presentation

on industry

developments at

regional conference

Utilized PPT, web links to

provide charts.

Participant active.

To represent our

company regionally,

network with new

contacts, and develop

new business

As a result of the presentation, gain 3 new

customers and have been invited to

another conference as keynote speaker.

Things to consider:

•What have you done well that would support another company?

•What results or achievements can you showcase?

•How did you “produce” for your past employers?

Personal Value Proposition Matrix

Personal Value Proposition Matrix

•Resource Demand Reduction

What do you have

that they do not

need to provide

you?

•Training?

•Certifications?

•Industry

Knowledge?

Personal Value Proposition Matrix•Outcomes

Outcomes that you would

provide the employer.

•Immediate increase in

client base?

•Streamlined operations?

•Experienced strategic

planner?

Personal Value Proposition Matrix•Risk Mitigation

Direct achievements and

results that you have

shown.

•Leadership awards?

•Sales awards?

•Proof to them that you

can do what you say you

can do.

The T AnalysisJob Description Me

Most associates are hired after completing a

traditional 2 – 3 year analyst program at an

investment bank or top tier management

consulting company

No banking/consulting experience, but during

school I did a project, Discovery to Market

where…

LBO & cash flow modeling

Acquisition due diligence, Acquisition accounting

Analysis of financial statements Class project, explain what it was you did

Industry & market research In x job I researched

Expertise with Excel, PowerPoint On a scale of 1-10 my expertise is a 9 because

Expertise in CapitallQ What is CapitallQ??

75% of prediction of job success…

THREE FACTORS:

• Belief that your behavior matters

• Social support network

• View stress as a challenge, not a threat

Taking Control

Control the things you can control

so you can effectively manage

the things you can’t control

What Can You Control?

• Your Attitude

• Your Vision

• Your Energy Level

• Your Response to Stress

• Your Space