Changing Challenges into an Effective Personal Brand

Presented by Donna Shannon720-341-8229

www.PersonalTouchCareerServices.com

The Personal Touch Career Services

• Our Mission: To help job seekers of all levels achieve their employment goals through solid, practical advice and services

• Resume services, interview coaching, job search strategy and group classes

• Over 8 years in corporate recruitment & placement

• Donna’s book, “How To Get a Job Without Going Crazy” is available on Amazon.com and the Tattered Cover in Denver

(c)2010, 2012 Donna Shannon

WHAT IS BRANDING?

What is Branding?

Branding Definition

• Branding is the consistent use of images, words and phrases to create an overall impression of a company or individual

• Companies spend millions to achieve this…

Personal Branding

• Your consistent message through– Social media– Resume/ Cover Letter– Interview

• Must be in Key Words or phrases

Determining Key Words

• Research different job descriptions for the same job to make sure you hit the right ones

• Terms that repeat are the key words

What about you?

• What is your target job?

• What are your top three selling attributes?

• Can you put those in Key Words?

The Key Word Blast

• Why the thesaurus?– Create a section of all possible configurations to

catch more key words

The Value Proposition

• A concise statement of what you have to offer:– “As an experienced accountant, I help the

company save money through detailed financials, accurate billing and controlled accounts payable.”

Using the Value Proposition

In cover letters, resumes and social media

“Whether you are seeking a job in private service or the traditional corporate world, I can help you capitalize on your most relevant skills and abilities to land your target job.”

THE BRANDING CHALLENGE

Branding Challenge

• Being UNIQUE while also hitting the Key Words

• And do it fast…• LESS than 1 second!

New Possible Headlines

• Accurate, dependable and experienced accountant

• Full-charge accountant specializing in medium-sized businesses

• Talented accountant seeking new opportunity

CHANGING A CHALLENGE INTO A BRAND

Sometimes a discrepancy makes you unique

Got a Problem?

• If your Key Element Detector™ reveals an issue, face it head on…– Add the skills AND– Answer the objection

Change your perspective

1. Start with accepting things for the way they are - state it clearly, without judgment

2. Consider the Employer’s possible objections

3. Identify the solution

Page 97

Discrepancy worktable

The Solution

• Massage the solutions – these are effective branding tools

Sample

The Issue Employer’s Objection The SolutionLong-term unemployment

Skills are rustyWhy?Potential problems?What have you been doing?Longer training timeReliable?Lazy?

Time to update skillsTake a classUnderstand the marketConsulting workReferencesVolunteer workExamples of learningEmphasize times of stabilityWork ethic

Sample Value Proposition

• As an accountant with over 10 years of experience, I know the importance of staying on top of the latest technology.

• Throughout the past year, I have kept my skills current by taking classes and volunteering at the Dumb Friends League.

• As my references will attest, I am a hard worker who is absolutely dedicated to keeping accurate financial records.

QUESTIONS?

Discrepancy Exercise

MORE BRANDING ACTIVITIES

Keep Up the Self-Promotion

• Read industry articles and post in social media• Look for continuing education• Connect with similar professionals• Be active in groups

www.PersonalTouchCareerServices.comdonna@personaltouchcareerservices.com

Social Media:www.LinkedIn.com/in/donnashannon

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Twitter: @DLShannon

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Networking Group on Meetup.com: Brown Bag Job Search Group

The Personal Touch Career Services

(c)2010, 2012 Donna Shannon