Loyola Alumni Learning Conversation: Enhancing Your Professional Brand Presented to alumni of Loyola University and clients of Career Transitions Center by Anita Jenke, Executive Director Career Transitions Center of Chicago Wednesday, May 22nd, 2014
Introduction Career Transitions Center of Chicago – Job/career coaching, programs for mid-career professionals • 300 programs each year • Over 6,000 professionals served since 1997 – 50+ job and career coaches is our greatest asset – Information at www.ctcchicago.org Anita Jenke, Executive Director • CTC Alumnus, 4+ years CTC Job Coach • Board Member, Chicago Jobs Council serving greater Chicago area
What’s makes for a good brand?
What makes for a Strong Brand*: 1. Relevance
2. Consistency 3. Credibility 4. Distinctive/Value Added 5. Sustainability/Indelibility
*according to the American Marketing Association
Icons on brand: • Too many people overvalue what they are not and undervalue what they are. – Malcom Forbes • If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand. - Seth Godin • Your brand is what people say when you’re not in the room. – Jeff Bezos, Founder, Amazon • We are the CEOs of our own enterprise…to be in business today, your most important job is head marketer for brand You. – Tom Peters
Effects of a Strong Brand: • The world rarely sees someone who has had such a profound impact…the effects of which will be felt for many years to come. – Bill Gates • Thanks for showing us that what you build can change the world. – Mark Zuckerberg
• One of the greatest of American innovators – bold enough to believe he could change the world and talented enough to do it. – Barack Obama
Personalities and Brands Name Brand qualities Name Brand qualities
To stand out for job and career opportunity, be clear about who you are and what you offer.
Your brand distinction = What You Do (passion) + Success + Impact
Value… Impact… Future Possibility…
What Distinguishes You?
Think of three things
Tell a partner about your three things Speak to impact
Creating Your Value Statement A value statement conveys both your distinction and career objective. How would you state your greatest value and contribution?
One possible construct is “I help [WHO] to [DO WHAT] by [HOW YOU DO IT]”
Example #1: “I help organizations optimize financial and operations processes for cost savings and greater efficiency.” – Senior Financial/Operations Manager Example #2: “I attract and advance the best, most profitable and most enduring client relationships.” – Relationship Sales Professional Example #3: “I help organizations and individuals realize their potential.” – Executive and Organizational Coach
Your Value Statement How I Serve Background and How I Add Value (to/for whom)
Relevant Experience 2-3 Things that Make Me a Good Fit Work Pursuing My Career Focus Identifying Additional Connections “The Ask”
I can help organizations build the right systems and obtain needed resources to support their mission and activities.
My experience is corporate finance for Fortune 1000 companies. I’ve volunteered with nonprofits in finance and currently serve as the treasurer for the Mission Giving committee of my church. I am active in IL CPA Society. I am looking for a senior finance position at an established nonprofit that serves the homeless. I am actively working to learn more about and network into organizations like Chicago Food Depository, Open Hand Chicago and others. Can you suggest someone who’d offer good advice who might also be well connected?
Your Value Statement serves as the basis for Your Professional Brand
Spoken: “Tell me about yourself”
Written: Resume, LinkedIn, Cover Letter References and Recommendations
LinkedIn – 5 Tips • • • • •
Good Image Strong Headline Enhanced Summary Update with Relevant Experience (Skills & Expertise) Recommendations (strong references)
Are You Leveraging LinkedIn? • • • • • •
Add email/mobile phone to LinkedIn Profile Add mobile phone and LinkedIn URL to email Regularly update and add to your profile Connect updates to Twitter Initiate/expand connections Maintain connections (LinkedIn Updates)
How will you develop your brand to stand out for opportunity?
Resources Baker, Marian Godin, Seth McNally, David Reed/Stoltz Sloan, Karlin Watkins, Michael
Wake Up Inspired Linchpin and Tribes Be Your Own Brand How to Put Your Mindset to Work UnFear: Facing Change in an Era of Uncertainty Your Next Move
Career Transitions Center of Chicago offers job search /career coaching, programs and Additional resources for professionals seeking meaningful work and career success. Our coaches and many programs offered help clients effectively brand and promote themselves through networking. For more information, visit www.ctcchicago.org or contact
[email protected].
