e-summit: writing branded resumes & profiles€¦ · e-summit: writing branded resumes &...

E-Summit: Writing Branded Resumes & Profiles

Presented byMarie Zimenoff, M.Ed, MRW, NCRW

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

PeersYou

Target Audience

Key 1: Uncover Unique Promise of Value

Promise

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

The World’s Strongest Brands

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

“The most exhausting thing you can be is inauthentic.”

— Anne Morrow Lindbergh

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

The History of Personal Branding

William Arruda

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Why Personal Branding

The world of work has changed forever!

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

The Reach 1-2-3 Success!™ Process

EXTRACT

EXPRESS

EXUDE

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

How to Extract Your Client’s Brand

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Brand Foundations

Vision Purpose

Values Passions

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

UniqueDifferentiation

Know what you have in common

Know what makes you stand out

What makes you

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

What’s the Difference?

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

“What makes you unique makes you successful.”

William Arruda

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Authenticity Internal Perspective

External Perceptions

PromiseWhat’s your?

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

External Perceptions

Bold

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Questions‣ What is unique about how you do what you do?

‣ What do others tell you is your greatest strength?

‣ What does your team come to you for on a regular basis?

‣ What words do others use when they describe you?

‣ What qualifications and experiences do you have that are the same as your peers? What qualifications and experiences are different?

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

The Personal Branding Assessment

www.360reach.me

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

What dopeoplethink ab

out

YOU

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

CompellingRelevance

Internal

External

What makes you

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Questions‣ What challenges are your target employers facing?

Have you faced similar challenges in the past?

‣ How would you describe your influence among your peers, team, superiors?

‣ What are the themes in your accomplishments? What value do you bring to everything you do? How will that benefit your future employer?

SAMPLEVenkat Srivinisan: Pages 7–8; Donald Burns (Perpetua Titling MT & Calibri)

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Resources‣ Great Questions & A Recorder or Fast Pen

‣ Client Recommendations, Recommendation Letters, Performance Evaluations

‣ 360Reach: www.360Reach.me

‣ Strengths Finder: www.strengthsfinder.com

‣ Character Strengths: www.authentichappiness.com

‣ Personality Assessments: www.myersbriggs.org ; www.keirsey.com ; www.discprofile.com

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

How to Gather Powerful Stories‣ Focus‣ Specific to solving employer problem

‣ Context‣ Challenge

‣ Comparison

‣ Transformations

‣ Market position / economic conditions

‣ Value = Results!

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Preparing for the Client Interview‣ Communicate‣ Set expectations‣ Provide planning/thinking time

‣ Get organized‣ Plan your attack‣ Review job descriptions/other resources‣ Review resume

‣ Additional research??

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

What to Do with Reluctant Clients‣ Incorporate feelings‣ What are they proud of?‣ What did they enjoy the most?‣ What do others say about them?

‣ Use samples/examples‣ Build on themes‣ Get specific‣ Paraphrase, interpret‣ Call them on it

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Questions‣ How has the company/division changed during your

tenure?

‣ Why were you hired? What was going on in the company? Was there a specific project or problem you had to solve?

‣ How has the company’s market or competitive position changed during your tenure?

SAMPLESReggie Stevens: Pages 9–13; Louise Kursmark (Calibri)

Gabriel Peterson: Page 14; Catharine CraigPamela Harbaugh: Pages 19–21; Marie Zimenoff (Verdana)

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Key 3: Differentiate Through Story

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Peers

How to Express Brand without Fluff

Unique Adjectives

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Peers

How to Express Brand without Fluff

UniqueSAMPLES

Dayna Abington: Pages 15–18; Jan Melnik (Cambria)Seth Greene: Pages 22–23; Marie Zimenoff (Calibri)

Flemming Persson: Pages 24–25; Birgitta Moller (Calibri)

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

You

How to Express Brand without Fluff

PromiseCLARITY

CONSISTENCYCONSTANCY

SAMPLESRebecca Hardman: Pages 26–27; Kelly Gadzinski (Trebuchet MS)

Reggie Stevens: Pages 9–13; Louise Kursmark (Calibri)

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Target Audience

How to Express Brand without Fluff

Value

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

Validation & Proof‣ Accomplishment stories with tangible results

‣ Testimonials

‣ Recommendations

‣ Endorsements

SAMPLESPar Boman: Pages 28–30;

Birgitta Moller (Calibri)Victor James: Pages 31–32;

Stephanie Gammon (Calibri)

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

A Note on Assessments

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

6SECONDS

Recruiters spend only 6 seconds reviewing an

individual resume to make a fit/no-fit decision.

Key 4: Design to Distinguish

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

EyeWorks Resume ReviewCognitive Activity (red) - Scan Clusters (yellow) - Glaze Spots (blue)

Traditional Resume Modern Resume

“F-Shaped Pattern for Reading Web Content” – Nielsen Norman Group, 2006

Copyright 2017 Reach Personal Branding & Career Thought Leaders/Resume Writing Academy. All Rights Reserved.

green

blue

yellow

purple

orange

red

YOURSo, what color isYOUR

Brand?

bit.ly/brandcolor

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

Color Brand Attributes

Red Action, passion, power, courage, boldness, determination, desire

Orange Determination, encouragement, strength, productivity, competition, potency

Yellow Optimism, positivity, energy, joy, warmth, creativity, vision

Green Environment, calmness, growth, youth, luck, rebirth

Blue Trust, reliability, integrity, truth, authority, wisdom, confidence

Purple Luxury, spirituality, inspiration, dignity, ambition, magic, inspiration

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

How to Use Graphics with Impact

SAMPLESVenkat Srivinisan: Pages 7–8; Donald Burns (Perpetua Titling MT & Calibri)

Victor James: Pages 31–32; Stephanie Gammon (Calibri)Jason Darr: Pages 45–48: Marie Zimenoff (Calibri & Constantia)

‣ Graphics that tell a story‣ Sales or other data graphs

‣ Testimonials

‣ Pictures / symbols

‣ Quotes

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

Key 5: Connect to Readers with a Branded Portfolio

SAMPLESBlake Hoffman: Pages 33–35; Jan Melnik (Tahoma & Trebuchet MS)

Mary Masterson: Pages 36–39; Marie Zimenoff (Calibri & Constantia)Nicholas Theobald: Pages 40–44; Jan Melnik (Tahoma)

Jason Darr: Pages 45–48: Marie Zimenoff (Calibri & Constantia)

‣ Consistency without redundancy

‣ The elements of a modern portfolio‣ LinkedIn profile

‣ Letter/enote

‣ Resume

‣ Bio

Academy Certified Resume Writer (ACRW) Five 90-minute classes Branding, strategy, grammar, section-by-section,

formatting (videos, ATS guidelines), letters and e-notes, information gathering, writing processes, sales

Live Class: Noon to 1:30pm ET Starting Fri. Sept. 15

Resume and cover letter sample eBooks

100+ pages of handouts with resources, questionnaires, more samples

Personalized feedback on five writing projects

Resources & Upcoming Events Training Class & ACRW Certification September 15

Certified Hidden Job Market Coach October 12

Certified Social Branding Analyst October 23

CTL Professional Development Symposium May 1–3 in Madrid

Copyright 2017 Reach Personal Branding & Career Thought Leaders. All Rights Reserved.

Relevance

In Summary

Thank you!Questions?

Presented byMarie Zimenoff

marie@resumewritingacademy.com