may 17, 2014 ladies in pharmacy workshop: managing your personal reputation
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standing together. moving forward.
Building and Managing Your Reputation and Personal Brand
The Rules Have Changed
Adapted from Supreme Marketing SolutionsBranding for YOU:
Case Study:
▪ 40% of companies use social media to research job candidates
▪ 43% found information that caused them NOT to hire a candidate
▪ Reasons candidates are being disqualified:–Provocative/inappropriate photos
–Evidence of drinking or drug use
–Poor communication skills
–Bad-mouthing a previous employer
–Discriminatory comments–Lying about qualifications
Source: Harris Interactive/Career Builder Survey
Why does this matter to me?
What are they looking for?▪ Whether the candidate presents themself professionally
▪ Whether the candidate a good fit for the company culture
▪ More about the candidate’s qualifications
▪ Whether the candidate is well-rounded
Source: Harris Interactive/Career Builder Survey
Managing Your Online Reputation
Pitfalls• What to watch for• Ways that your
online reputation can be damaged
Management Strategies• How to repair
damage done• Building your
personal brand
Pitfall: The Content YOU Are Posting
What messages are you sending?
Do you look like a professional online?
Are you demonstrating good judgment?
Case Study: Justine Sacco
Losing a “fatty paycheck” from Cisco
Pitfall: The PeopleYou Interact With
What are your friends and followers saying about you?
Do you really want to endorse their content by association?
Source: 2011 Reppler Survey
Source: Washington Post, “...The use of obscenity at work”
Guilty by Association
• 1 in 2 users have profane or obscene language on their Facebook walls– 56% of those
posts come from friends
• Profanity makes coworkers perceive you as being:– Unintelligent– Impatient– Angry– A “loose
cannon”
Will your friends keep your secrets?
Pitfall: Look BeyondSocial Media
Do you know what else is out there?
Have you googled yourself lately?
Is it really you?
Meth Lab Seized in Douglas County, Two ChargedJune 25, 2009by Greg Brock
The Douglas County Sheriff's Office says it has seized a methamphetamine lab in the Vanzant area and two people have been charged.
Sheriff Chris Degase says 32-year-old Michael Bunts, Mountin Grove, and 20-year-old Danielle Parmenter, of Vanzant, were taken into custody at a residence near the junction of Highways 76 and 95.
Your social media activity has REAL consequences.
Case Study:
PlayHaven developers at PyCon 2013 in Santa Clara, Calif.
The question we’re all asking – what in the world is a dongle?
PlayHaven developers at PyCon 2013 in Santa Clara, Calif.
Adria RichardsSendGrid developer evangelist
He was talking about helping the next generation learn to program and how happy PyCon was with the Young Coders workshop (which I volunteered at). He was mentioning that the PyLadies auction had raised $10,000 in a single night and the funds would be used for their initiatives.
I saw a photo on main stage of a little girl who had been in the Young Coders workshop.
I realized I had to do something or she would never have the chance to learn and love programming because the ass clowns behind me would make it impossible for her to do so.– excerpt from Adria Richards blog post, “Forking and
Dongle Jokes Don’t Belong at Tech Conferences
PlayHaven developers at PyCon 2013 in Santa Clara, Calif.
The conversation that followed…
• Media picked up the story and it started generating worldwide buzz
• Initially, this was seen as yet another example Twitter raising the bar in terms of professional accountability
• Then, the tone of the conversation began to change…
mr-hank Speaks Out
“…Adria has an audience and is a successful person of the media. Just check out her web page linked in her twitter account, her hard work and social activism speaks for itself. With that great power and reach comes responsibility. As a result of the picture she took I was let go from my job today. Which sucks because I have 3 kids and I really liked that job.
She gave me no warning, she smiled while she snapped the pic and sealed my fate. Let this serve as a message to everyone, our actions and words, big or small, can have a serious impact.”
Increased Scrutiny
• Just before PyCon, Adria made a sexual joke about the TSA on Twitter
• Following her tweet, she compared herself to Joan of Arc (minus the visions)
Adria Richards Fired From SendGrid After Social Media Firestorm
Case Study: Misidentification
• Peter Nolan, the public face of Crimes Against Fathers
• Men’s rights activist• “Name and shame”
women who they believe falsely accuse men of sexual assault and other crimes
• Crimes Against Fathers names Rachel Cassidy as the woman in the tape
• The University and the Police have confirmed that she is NOT the woman in the tape
• Her name, phone number, address and photos have been published on the site
• She is being harassed and is receiving threats of violence
• She is not currently in school
Case Study: Misidentification
▪ Know What Information is Out There–Web Searches–Google Alerts
▪ Scrub, Scrub, Scrub–Know your privacy settings–Remove questionable
content–Monitor your friends
▪ Become the Source of Content–Boost your LinkedIn Profile–Post your research on
ResearchGate–Start a blog–Make your content the most
relevant–Be findable, reflect your
personality
Protecting Your Personal Brand
Social Media Continuum of Tools
PublishConnectSyndicate, Search, Aggregate
Collaborate Rank, Tag, Comment, Bookmark
Measure
Create a LinkedIn Profile• Create a distinctive summary• Online resume• Groups• Network• Get recommendations
Is Your LinkedIn Presence Hurting You?
1. Profile is incomplete and/or has typos2. Picture is unprofessional or nonexistent3. Headline is boring, unoriginal, or hard to
understand4. Email address is missing5. You do not appear to be well-connected6. Summary is not as impressive as it could be7. No groups 8. Achievements for each of your prior jobs are not
listed 9. No recommendations
Source: http://careermuscles.wordpress.com/2010/08/06/9-ways-your-linkedin-profile-is-hurting-your-career-pete-leibman-career-expert-speaker/
/
Good LinkedIn Summaries
Source: http://www.marijeanjaggers.com/create-good-linkedin-summary-great-examples/
Differentiate Yourself
• Blogging and publishing your work• Create a personal website incorporating your
social media profiles• Find unique networking opportunities• Establish relationships outside of the job search• Create your “elevator speech”
What is an elevator speech?How would you explain your business (personal brand) and make a sale (get an interview or job) if fate placed you in an elevator with your dream prospect (employer) and you only had the time it takes to get from the top of the building to the bottom?• 30-60 seconds• ~200 words• Who you are• What you do• What you are looking for• Why you are the perfect candidate
I want one!• Clarify your job target• Put it on paper• Format it• Tailor the pitch to them , not you• Eliminate industry jargon• Read it out loud• Practice, practice, practice!
Source: Nancy Collamer, Forbes
Perception is reality.
