YOUR PERSONAL BRAND

PRESENTED TO NORTH CAROLINA BIOTECH JOBS NETWORK MARCH 28, 2016

BY JOHN HUTCHINGS, CERTIFIED CAREER MANAGEMENT COACH (CCMC)

ASSOCIATE DIRECTOR, CAREER COACH

JENKINS PROFESSIONAL MBA PROGRAM, POOLE COLLEGE OF MANAGEMENT

LEARNING OBJECTIVES

At the end of this workshop you should be able to…

1.Define personal brand

2.Gain insight into your qualities that the market appreciates

3.Compose a “starting” personal brand

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LET’S EASE INTO THIS

Make Model Why did you choose that make/model

What does it say about you?

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11 min.

• 3 minutes – Look at your shoes and think about the car

you drove here.

– Jot the answers

• 5 minutes • Partner up

• Share

• 3 minutes – group callout – volunteers

SO HOW WOULD YOU DEFINE A BRAND?

5 5 min.

1. Authentic, not ____

2. All about ___________

3. A promised ________ ____ experience

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user

consistent

differentiation

spin

A PERSONAL BRAND IS…

• “Discovering and developing what is authentic and unique about you and delivering a unique promise of value to a particular audience”. (William Arruda, Founder, Reach Personal Branding)

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WHY DOES THIS MATTER?

Nobody is just a

• Educational experiences

• Work experience

• Preferences for work environment

• What else?

• Non-science activities

• Community/volunteer

• Hobbies

You are a sum of all the experiences that have brought you here. We all have different:

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WHY DO YOU NEED ONE?

Your career – your responsibility to manage your

reputation

Differentiation – separates you from others

Relevant and compelling to people making

decisions about you

Easy to remember – generates word of mouth

People trust you more – explains what you do –

what drives and motivates you – increases like-

ability – emotion drives credibility

CHECKING IN – HOW ARE YOU FEELING?

• How can you change that?

“Consider personal branding as benefiting you and your company by helping others understand where you excel, and ensuring that your talents are put to use in the best way possible” – Dorie Clark

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WHAT’S AN INTROVERT?

Are you… • Thoughtful

• Very self-aware

• Detail-oriented

• Interested in self-knowledge and self-understanding

• Private with your emotions

• Reserved in large groups or around unfamiliar people

• More sociable around people you know well

• More comfortable with learning by observation rather than conversation

• Overwhelmed in busy social situations

• Try to change you to be like them

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INTROVERSION AND CAREERS IN SCIENCE

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WHY WOULD INTROVERTS BE BETTER WITH PERSONAL BRANDING THAN EXTROVERTS?

13 5 min.

DRAFT A PERSONAL BRAND PROFILE • Who is your audience? What do they need? What

expertise, skills, qualities of which they are looking?

• What do you think?

• Observational research (LI and Indeed.com)

• What are you known for?

• What would be the ideal work for John?"

• "What seems to make John most fulfilled and excited?"

• "What work should John stay away from, and why?"

• "What about John do you have trouble seeing?"

• "What aspects of John does he need to change to be more successful?"

• "What aspects of John should he not change?” 14

A SIMPLE MODEL

• Who are you? How would you define your qualities/attributes? For what benefit?

• What are you looking for (qualities/attibutes)?

• What are you known for? Quick example

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WRAP UP –

• Reflection

• Assessments

• Skills, Interests

• Awards

• Address gaps (training, experience)

• Written & virtual materials

• Accomplishment file (journaling)

• Résumé

• LinkedIn

• Verbal materials

• Interviews

• “Tell me about yourself”

• “Why should we hire you?”

• 30 second networking script 16

YOUR TAKEAWAYS…

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What have I missed?