RETHINKING YOUR JOB SEARCH: CREATING YOUR

BRANDJESSICA KAO, PHD CANCER BIO 2007

CLIENT SERVICES DIRECTOR, DIGITAL PIDEMAND GENERATION AND MARKETING AUTOMATION

CONSULTING

SELL YOURSELF LIKE A PRODUCT

MY PERSONAL BRAND

WHY YOU NEED A PERSONAL BRAND

Stand Out

Succinct Messaging

WHY BRAND MARKETING?

WHY BRAND MARKETING?

WHAT’S YOUR UNIQUE VALUE PROPOSITION?

Kendall Wu, Post Doc Dev Bio, Stanford

TARGET AUDIENCE = HIRING MANAGER

• HAS WORK THAT NEEDS TO BE DONE • ITS NOT GETTING DONE• HIRING MANAGER IS DOING THE

WORK OF 2 OR MORE PEOPLE

Hiring Manager has no time!

IDENTIFY THE PERFECT MATCH

• HIRING MANAGER WRITES JOB DESCRIPTION = WISH LIST• MEET WITH RECRUITER TO DESCRIBE WHAT THEY ARE

LOOKING FOR• RECRUITER SCREENS RESUMES• HIRING MANAGER REVIEWS SELECTED RESUMES

DO YOU MATCH WHAT I’M LOOKING FOR?

• CAN I WORK WITH YOU?• WILL YOU FIT IN WITH THE

TEAM AND THE COMPANY?• CAN YOU DO THE JOB?• CAN YOU LEARN ON THE JOB?• WILL YOU MAKE ME LOOK

BAD?

GETS YOU FROM POINT A TO POINT B

THEY CAN ALL DO THE JOB

WHAT IS YOUR DIFFERENTIATED MESSAGE? (KEEPING THE TARGET AUDIENCE IN MIND)

• WHAT PROBLEM IS THE HIRING MANAGER TRYING TO SOLVE?

• HOW AM I BEST SUITED TO HELP YOU SOLVE THIS PROBLEM?

• MAKE IT OBVIOUS THAT YOU ARE A MATCH – TAILOR YOUR RESUME FOR EACH JOB FAMILY

• WHAT IS YOUR UNIQUE ASSET, QUALITY, OR CHARACTERISTIC?

You should hire me because. . .

BRAND STATEMENT• DEFINE GOAL – SEEKING OPPORTUNITIES IN. . .

• FIELD APPLICATION SCIENTIST OR APPLICATION SUPPORT• PROVIDE 3-4 SUPPORTING KEY POINTS

• EXCEPTIONAL PRESENTATION SKILLS – ORAL COMMUNICATIONS CONSULTANT

• HELPING OTHERS IN THE LAB - WROTE LAB PROTOCOLS AND SOPS

• LEADERSHIP AND DISCIPLINE - BALLROOM DANCER AND COMPETITOR

HOW DO YOU GET THIS INFORMATION ACROSSCHANNEL = MEDIUM OF COMMUNICATION• LINKED IN PROFILE• RESUME• 10 SECOND ELEVATOR PITCH AT THE JOB FAIR• PHONE SCREEN• IN PERSON INTERVIEW

Consistent message across all channels

WHAT’S YOUR UNIQUE VALUE PROPOSITION?

Kendall Wu, Post Doc Dev Bio, Stanford

HOW TO BUILD YOUR LINKED IN BILLBOARD

PICKING THE RIGHT PHOTO

• HAVE A PHOTO• DON’T HAVE ADDITIONAL PEOPLE• PHOTO NOT A SQUARE• NOT A SELFIE• USE A HEADSHOT• BE MINDFUL OF WHAT’S IN THE BACKGROUND

SOLUTION MESSAGING DRIVEN HEADLINE

SUMMARY STATEMENT = BRAND STATEMENT

LESS IS MORE!

TAKE ADVANTAGE OF PROJECTS

STAND OUT BY ADDING RELEVANT MEDIA

HOW TO BUILD YOUR BRAND ON LINKED IN?

BUILD YOUR LINKED IN BILLBOARD• PROFESSIONAL LOOKING HEADSHOT• ATTENTION GETTING HEADLINE• ADD RELEVANT PROJECTS AND MEDIA• COMPELLING SUMMARY• CONNECTIONS, CONTACT INFO

DOS AND DON’TS OF A JOB FAIRWHAT NOT TO SAY:• ”WHAT JOBS DO YOU HAVE FOR A CHEMISTRY PHD?”• “I WILLING TO TAKE ANY JOB.”• “TELL ME ABOUT YOUR COMPANY.”• “MY PHD PROJECT IS ON THE INTERACTIONS OF THE HER2 ONCOGENE

AND ITS NEIGHBORING GENES STARD7 WHICH ARE CONCOMITANTLY AMPLIFIED IN OVER 30% OF BREAST CANCERS IN CERTAIN SPECIFIC SUBTYPES BLAH BLAH BLAH . . .”

WHAT TO DO:• HAVE YOUR BRANDED ELEVATOR PITCH PRACTICED AND PREPARED• ASK FOR RECRUITERS CONTACT INFO FOR FOLLOW UP• TREAT THE JOB FAIR AS A NETWORKING EVENT• BE MEMORABLE

HOW TO CREATE YOUR BRAND

• TARGET AUDIENCE – WHO •MESSAGE - WHAT• CHANNELS – WHERE

NOW WHAT?

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