the self as brand in the job market
DESCRIPTION
Presentation I gave at the Schulich MBA Program in India, Schulich School of Business, York University, Mumbai Campus on networking and using social media for self branding.TRANSCRIPT
The Self as Brand in the Job Market
How are you perceived?
Is it how you want to be?
@shiraabel
Who Am I?
• Shira Abel
• Business Development & Marketing
• Abel Communications
• @shiraabel
Self as Brand
Identifying characteristics that distinguish you from your competition
@shiraabel
Why Branding is Important@shiraabel
India 6.8% * CIA World Factbook 2009
NOW is the Time
Differentiation
• How do you compare to others going for the same position?
• What makes you stand out among the crowd?
• When your name comes up – what is the response?
@shiraabel
Your Brand
• Consensus about who you are
• Reputation, public image and character
• Collective opinion about you
• It’s like a Rorschach test. Somebody flashes you name. What leaps to mind?
*David D’Alessandro
@shiraabel
Example – Me
Twitter List Shows Perception
• Common phrases: Social Media, Marketing, Business, Northwestern, MBA, Conversationalist, Design, Israel, Jewish
• Funny tags: Peoplewhocouldbeatmeup (thank you @unmarketing), onlyfunnyifsonelosesaneye (thank you @noahroth)
@shiraabel
@shiraabel
Other Info From Twitter
• More followers than followed shows good content – giving information of value
• Numerous sites out there that show the “Tweeters” level of influence
• Pulls people to you
The Brand of Shira Abel
• How I am perceived – is it accurate?
• Yes – I do marketing & business development for start-ups, using social media as my main method for marketing and building / maintaining relationships
• I also have an interior design blog (side project) and often tweet about design (a small part of my differentiation)
@shiraabel
Relation to My Work
• Companies find and contact me– New client – Looppa.com (white label social
media platform) contacted me for Business Development after finding me on Twitter
• Build relationships with influencers– Making meetings with investors and start-ups
for a client (Platonix – a joint venture firm)
@shiraabel
Robert Scoble
Technology Evangelist
Famous for Tech
Blogger
Managing Director – Building 43
Chris Brogan
Blogger
Social Media Strategist
President of New Marketing Labs
Where are you online?@shiraabel
What do the results reflect?@shiraabel
Perception is Reality
• How do others see you?• Is it the impression you want to
be giving?• You are already being branded• To build a good personal
brand if you must see yourself as others see you
@shiraabel
Let Others Brag for You
“…ask yourself: What have I accomplished that I can unabashedly brag about? If you're going to be a brand, you've got to become relentlessly focused on what you do that adds value, that you're proud of, and most important, that you can shamelessly take credit for.”
*Tom Peters
@shiraabel
The Brand Called You
“What do I do that adds remarkable, measurable, distinguished, distinctive value? Forget your job description. Ask yourself: What do I do that I am most proud of?”
* Tom Peters
@shiraabel
Focus
• Clarity – who are you and who you are not
• Consistency – what is your message
• Constancy – showing the same message to the entire audience
@shiraabel
How?
• Differentiate
• Create value
• Be found
• Network
• Be memorable
• Take calculated risks
@shiraabel
What is Your Message?
• Information about you– Goals– Values– Drivers– Interests– Skills / Talents / Expertise
• Information from others – about you– How do they perceive you?
@shiraabel
Develop Your Brand
• Target audience – Imagine yourself in their shoes – what are their needs
• Unique value proposition– Why would someone go to you for something, over
someone else?
• Attributes – choose three– Aligned with goals– Authentic– Relevant to your target
• Value– What is your elevator pitch of unique offering?
@shiraabel
Getting Started on Your Brand
• Volunteer with a charity organization
• Sign up for an extra project inside your organization – Introduce yourself to new colleagues – Showcase your skills – Work on new ones
• Take on a freelance project
@shiraabel
Get Yourself Out There
• Teach a class
• Write articles for publications
• Write your own blog
• Build a newsletter (connect to blog)
• Speak on panels and at conferences – and make sure they video it
• Post the video of the conference (or just your video blog) on YouTube or Vimeo
@shiraabel
Connect
• Twitter• Facebook• LinkedIn• SlideShare• Flickr• YouTube / Vimeo• Skype• Stumbleupon • Digg
@shiraabel
Some Social Media Platforms
• LinkedIn• Twitter• Facebook• Friendfeed• Blog (comment on yours and others)• Blip.fm / Last.fm• Flickr• FourSquare / GoWalla
@shiraabel
Give
The secret of social media is that it’s opt-in. If you are not giving interesting information, people will not follow you. The way to build influence is by giving. Give information you think is relevant to your audience. Save them time. Give them a reason to trust you – only then can you ask for something in return.
@shiraabel
Maintenance
• Google Alert for your name
• Stay active and connected
• Assessment – Are you hitting your mark?
• Evolve – Flexibility is critical
@shiraabel
What NOT To Do
• Spam
• Use a “Follow 1,000 users a day” program
• Follow 1,000 people when you just started and are only followed by 12
• LinkedIn – only follow people you know and have connected with (I didn’t do this in the beginning – mistake)
• Share too much
@shiraabel
Build Influence
• Share information
• Share contacts
• Introduce people
• Do favors
• Acknowledge support
• Be transparent
• Build trust
@shiraabel
The Importance of Network
• Get to know a new group of people outside of your normal group
• Working well with others will have them singing your praises
• Having a good reputation brings work to you
• Build your level of influence
@shiraabel
Thank you
Shira Abel-Shvo
Abel Communications
http://www.abel-communications.com
@shiraabel
References• http://www.bls.gov/fls/intl_unemployment_rates_monthly.htm• http://www.photius.com/rankings/economy/unemployment_rate_2009_1.htm
l• http://www.fastcompany.com/magazine/10/brandyou.html?1261779078• http://www.slideshare.net/narejo/brand-u-1948592 • http://www.slideshare.net/lealea/the-art-of-selfbranding • http://www.slideshare.net/daisy4133/brand-you-2643523• http://www.slideshare.net/aliciafalcone/personal-branding-central-exchange-
4-1-09-1235515 • http://www.flickr.com/photos/8870819@N07/951917390/ • http://www.flickr.com/photos/20195637@N00/2216663973/ • http://www.flickr.com/photos/26977717@N02/3911671956/ • http://www.flickr.com/photos/43188053@N00/202880863/ • http://www.flickr.com/photos/50016673@N00/63746104/ • http://www.insidesocal.com/click/Steve_Jobs.jpg
@shiraabel