Building your personal brand online and in the workplacecdn.instantmagazine.com/upload/6014/social_media... · As the world’s largest professional network, LinkedIn has 400 million

Building your personal brand online and in the workplace

6th October 2016

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Employer Brand ManagerEMEIA Financial Services

Farrah Ekeroth

@FarrahEkeroth

►Digital marketing

►Social media strategy

►Diversity & inclusiveness

►Talent attraction

Introductions

[email protected]

CFT Lunch and Learn 6th October 2016

https://www.linkedin.com/profile/view?id=105553319&trk=nav_responsive_tab_profile

https://twitter.com/FarrahEkeroth

https://www.linkedin.com/profile/view?id=105553319&trk=nav_responsive_tab_profile

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What we’re going to cover

► Defining and managing your personal brand

► External platforms to build your brand

► Internal platforms to build your brand

► How are EY leaders using social media?

► EY policies and guidelines

► Questions


What is a personal brand?


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“A brand is what people say about you when you are not in the room”.

Jeff Bezos, Founder, Amazon



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► Everyone has a personal brand

► It’s the way we’re perceived by others

► It helps define the value we can add to our clients, our people and our communities

► It’s a powerful way to communicate and demonstrate what we stand for

► It can become the ultimate answer to the question “why should I work with you?”


Defining brand ‘you’

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► What are you awesome at?

► What’s your passion?

► What are your values?

► What do you want to be known for?

► What is unique about you?


Some famous brands

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What words do you think of when you see this person?


Some famous brands

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And this person?


How can you benefit from having a reputable personal brand?

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You can:

► Create a more distinctive experience for your clients and your people

► It builds the correct perceptions in the mind of your clients and target market

► Have greater visibility and credibility among your peers, clients and the marketplace

► Clearly communicate and build on the elements that make you different

► Evoke confidence

► Command stronger client loyalty – gaining more business

► Receive stronger loyalty from your teams – people will want to work for you

► Create a brand identity that’s compelling and engages people with your point of view


The process of building a personal brand

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Define and articulate Build and embed Review and refresh

What are your values?

How would you define your personality type?

How do your clients and colleagues currently perceive you?

What do you want to be famous for?

What value do you add – what makes you distinctive?

What audience are you trying to reach / influence? Understand their drivers.

What media channels do they pay most attention to?

How do you make the most of word of mouth marketing?

Which networks or communities can you leverage? i.e. Aspire, ACP, D&I networks

Which elements of the corporate brand can you leverage to make your personal brand more distinctive?

Which channels are proving most effective at building your personal brand?

Does your personal brand need to evolve to better meet client expectations?

Are you trying to be something you are not?


Executing your personal brand

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External Internal

► Identify speaker opportunities at external events

► Write and publish articles on ey.com/thought leadership

► Create personal pages on social media e.g. LinkedIn, Twitter

► Lead major EY initiatives e.g. EOY, Risk Forums etc.

► Promotion of personal successes

► Internal communications around key issues –talking points

► Developing, owning and communicating an EY point of view on hot topics

► Speaking at EY conferences / symposiums

► PMDP process – providing feedback, counselling reviews etc

► Becoming a coach

► Leadership exposure opportunities

► Development of internal peer network

► Knowledge sharing forums

► Round-table meetings / lunches

► Inspiring client interactions to encourage positive word of mouth

► Develop networking skills to build profile

► Network development planning – identify appropriate personal and business networks, and consider opportunities to lead networks to enhance personal profile

There is no right way to build a personal brand. Your brand is as personal as you are, and the way you build it needs to reflect who you are and what you want to achieve


Building your brand externally

What happens when someone googles you?

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Prospects and existing clients will research you on Google. What do they see?

In the first page of search results, I have:

► 4 social media profiles (Twitter, LinkedIn, Instagram, Facebook)

► Images taken from my social media

► Blog posts I have written for EY

► Guest posts I’ve written for other websites


LinkedIn

An introduction

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As the world’s largest professional network, LinkedIn has 400 million active users worldwide. The channel enables you to build your professional identity online and keep in touch with colleagues. The platform also allows users to discover professional opportunities and access the latest news, inspiration and insights to excel at work.

► More than 400m registered members!

► 200+ countries

► 187m monthly unique visitors

► 39m students & recent grads


Where’s the ‘real value’ in LinkedIn?

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► Extends your network and builds relationships

► Generally the first thing to appear when

someone searches your name on Google

► An excellent research tool

► Strengthen your influence

► Show case publications, programmes and events

► Engage in relevant discussion, news and insight


Building your profile - a quick checklist

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Professional photo Professional picture is a headshot, with face clearly visible. No attention drawn from subject by distractions/background.

Optimised headline Headline differs from current job title by means of adding more detail

Header photo Header photo is personalised

Connections Ideally connected to 500+ users

Education Lists one or more educational institutions if applicable

Recent updates Updates should include personal/corporate brand messaging

Optimised URL Has claimed their unique URL

Link to Twitter account

Links to professional Twitter account or EY-owned Twitteraccount

Website URL Links to EY or EY careers page with optimised anchor text

Summary Includes a summary of themselves, EY as an employer, and their current focus within EY

Link to right company Links to EY with no mention of Ernst & Young in titles

Experience Lists three or more employers or positions

Recommendations Has received 5 or more than 5 recommendations

Skills Section Has installed the skills section

Endorsements Has more than 50 endorsements across all skills

Groups Has more than 10 group memberships


Let's get practical

Register

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► Go to www.linkedin.com

► Fill out your name, email and choose a password

► Verify your email


http://www.linkedin.com/

Optimizing your profile

Page 21 CFT Lunch and Learn 6th October 2016


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EY header image

Clear headline

Contact details and social media

Optimized URL

Headline and contact info

Tammy Young Heck

I help make developing and managing social technologies simple and successful at EY

Sue-Ann Lee

Digital Manager supporting the use of LinkedIn and social media listening at EY



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Summary

As a partner in EY’s Palo Alto office, I have 20 years of experience serving technology, life science and cleantech clients. I’ve had the opportunity to work with a number of public and private life sciences and technology companies in the Russell 2000, including many leading names, in audit and advisory capacities.

I’ve helped my clients successfully complete numerous public offerings, collaborations, acquisitions and private placements. I’m proud to have worked with clients from their initial incorporation through to the point of international expansion and multi-billion dollar revenue performance. My experience provides my clients and colleagues with a unique perspective on their business, accounting and growth issues.

Previously, I was the co-founder and Americas Director of the EY Cleantech Network. The Network is a multi-disciplinary team of professionals across the US, Canada, Israel and Brazil to service cleantech companies. I have also served as a member of the Global task force to develop EY’s Climate Change and Sustainability Services. Prior to my role in Cleantech, I was a Managing Director of the EY Corporate Finance practice based in Palo Alto and served in strategy and implementation of the EY’s markets approach.

If it sounds like I can help your business, I’d love to hear from you. Send me a message here or give me a call.



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Summary



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Partner and Strategic Growth Markets LeaderEY

July 1990 - Present (23 years)

I lead EY’s Strategic Growth Markets team in the West region of the US. Strategic Growth Markets represents one of EY’s key growth strategies and in the West it connects with over 90% of our clients and people. Strategic Growth Market clients include Russell 2000 companies, private equity funds, high growth private companies and venture capital firms.

I am also an assurance partner in the Palo Alto office with 20 years of experience serving cleantech, life science and technology clients. I have helped my clients successfully complete numerous public offerings, collaborations, acquisitions and private placements. I work with clients from their initial incorporation through to the point of international expansion and multi-billion dollar revenue performance. With 20 years experience, I’m passionate about providing my clients with unique perspective in addressing their business, accounting and growth issues.

I am always pleased to talk to businesses about their challenges and opportunities. Give me a call and let’s talk about how we can help you achieve your business goals.

Experience



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► EY videos

► Images

► Slideshare presentations

► Interviews

► Featured articles or blog posts

Experience


Let your network speak for you

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Build your reputation with endorsements and recommendations from colleagues, employers and former clients. Members will rank more highly in search results if there is a greater number of endorsements for the particular skill a user is searching for.

Skills and recommendations


Follow individuals and companies

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Following


Building your network







Monitor your network regularly using the newsfeed

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► The home page shows activity from:

► People you’re connected to

► Groups you’ve joined

► Companies you follow

► Related topics in the news

► Respond to connections:

► Like their updates

► Add comments

► Share onwards with your network


Post updates to engage with your network


Who’s looking at your profile?

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Message & connect


Getting the most value

► Value comes from an active profile

► Share something once a week

► Tips for managing the investment of time

► Allocate time to catch up

► Use email alerts, but turn off those you don’t need or reduce them to a summary

► Build a network of respected peers and influencers who add value to you

► Be informed! Connect with clients, and look them up before meetings

► Read the articles and comments they’ve shared

► Go in prepared for what they may be thinking about

There’s an initial investment, but effective use can make you more efficient. LinkedIn allows

you to be out in the market without leaving the office.

CFT Lunch and Learn 6th October 2016Page 36

Useful resources

LinkedIn on mobile

LinkedIn is available via most mobile devices. This makes it a very powerful tool for gathering just in time information, such as before a client meeting, or at an EY event.

Apps for iPhone, BlackBerry, Android

Mobile web version: http://m.linkedin.com


http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=288429040&mt=8

http://m.linkedin.com/blackberry/email?lang=en_US

https://market.android.com/details?id=com.linkedin.android

http://m.linkedin.com/

Additional resources

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► EY’s official guidelines for use of LinkedIn

► LinkedIn ‘how-to’ videos

► A guide to optimizing your LinkedIn presence will also be sent to you


http://brandingzone.ey.net/national/tbz3.nsf/SitePage/Digital+marketing_Social+media?opendocument&Expand=2

https://share.ey.net/sites/socialselling/SitePages/Using LinkedIn effectively.aspx

EY online

EY blogs and insights


Blogs are rising in popularity

At EY…

► EY UK careers blog

► GSA careers blog

► CIO bag of tricks blog

► Capital Agenda blog

► EY family business blog

And externally…

► PwC Gender Agenda blog

► Deloitte careers blog

► KPMG views from the leadership

► Barclays ‘Be social’

► Accenture careers blogThrough WordPress we have access to traffic stats and insights. The EY GSA Careers Blog has already achieved 87,000+ views since its launch.


https://ukcareersblog.wordpress.com/

http://karriereblog.ey.com/

http://cioblog.ey.com/

http://capitalagendablog.ey.com/

http://familybusinessblog.ey.com/

http://pwc.blogs.com/gender_agenda/

http://blogs.deloitte.co.uk/careers/

https://blog.kpmg.co.uk/

http://joinus.barclays.com/emea/be-social/

https://www.accenture.com/us-en/blogs/blogs-careers-default.aspx

We are always looking for new people to feature!


Our new EMEIA FSO careers website launches in December and we’re looking for people and teams to feature online.

We would welcome anyone interested in being profiled and having their story shared externally.

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Promoting blog posts and interviews

Meet Sandra – an Audit Partner in our London office. Read her story here: XXXX.com

fscareers.ey.com

Your profiles and blog posts would be promoted across EY social media accounts and digital channels


Best practice

Beth Knight, ‘My experiences of shared parental leave’ Matthew Vaccaro, ‘EY Vantage Program – Thank you Pakistan’


https://emeiafsocareersblog.ey.com/2016/09/16/my-experiences-of-shared-parental-leave/

https://www.linkedin.com/pulse/ey-vantage-program-thank-you-pakistan-matthew-vaccaro?trk=prof-post

Best practice

David Williams, ‘A look back at the last 10 years, and forward to the next’

Briony Turley, ‘How to embrace flexible working’


https://www.linkedin.com/pulse/look-back-last-10-years-forward-next-david-williams?trk=prof-post

http://ukcareers.ey.com/experienced/insights/how-to-embrace-flexible-working/

Best practice

Best practice


Best practice


Best practice


Building your brand internally

People profiles – your digital identity within EY


Your people profile is your digital presence at EY which is accessible and searchable across a number of our new platforms. An updated and more robust profile enhances your personal brand, showcases your skills and broadens your network across the firm.

1 3

4

2

Our Talent team flipbook is being refreshed


Make the most of Yammer


1 Home 2 Inbox

3 Groups 4 Profile

Start conversations…

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► Use @mentioning and + add people to notify to loop-in the right people

Start a Conversation

@mention to notify specific people about a conversation or to ask for their input

+Add people to notify as an FYI


…and join conversations

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► Reply, Share and Like conversations to join in

Reply to a specific person within a Conversation thread

Like if you like it, to acknowledge it, or to say Thank You!

YAMMER TIP: Shy in getting started? Observe and “Like” first!

Share a Conversation with another group or in a Private Message


EY guidelines

The nine principles of social networking at EY

► Don’t reveal information that should not be public

► Don’t share anything confidential

► Don’t misuse EY’s or others’ intellectual property

► For professional matters, be transparent about working for EY

► Protect EY’s reputation

► Speak knowledgeably and add value

► Be respectful

► Understand how social media platforms work

► Become a brand ambassador

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Branding Zone


http://brandingzone.ey.net/national/tbz3.nsf/SitePage/Digital+marketing_Social+media?opendocument&Expand=2

Next steps

► Get some feedback on your reputation

► Decide what you want to be famous for

► Find a suitable role model

► Update your social media profiles and start sharing content

► Get ‘brand you’ out there!


Thank you

EY | Assurance | Tax | Transactions | Advisory

About EY

EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities.

EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit ey.com.

© 2015 Ernst & YoungAll Rights Reserved.

This publication contains information in summary form and is therefore intended for general guidance only. It is not intended to be a substitute for detailed research or the exercise of professional judgment. Neither EYGM Limited nor any other member of the global EY organization can accept any responsibility for loss occasioned to any person acting or refraining from action as a result of any material in this publication. On any specific matter, reference should be made to the appropriate advisor.

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Building your personal brand online and in the workplacecdn.instantmagazine.com/upload/6014/social_media... · As the world’s largest professional network, LinkedIn has 400 million