Your Personal Brand: How to Market & Package Yourself

Your Personal Brand:
How to Market & Package Yourself
October 1st, 2013
Lynn Hazan
Lynn Hazan & Associates, Inc.
Executive Search Firm for Recruitment in
Marketing and Communications
www.lhazan.com
© 2013. Lynn Hazan & Associates.

From Student …

What images or feelings do you
get from seeing these brands?

What is Branding?
Your definition

Branding
 “The marketing practice of creating a
name, symbol, or design that identifies and
differentiates a product from other products.”
-from Entrepreneur.com
 “It is what people say about you when you leave
the room.”
-Lynn Hazan

As a Loyola
student, how do you
define yourself?

Eager
 Self-motivated
 Leader
 Takes initiative
 Intellectually curious

Willing
 Happy to work
 Appreciates
support/coaching
 Does assignments with
a smile
 Consistent

Desperate
 Panics
 Last-minute
 Incomplete work
 Doesn’t take personal
responsibility
 Has excuses

Denial
 What me? Worry?
 It’s not my problem
 This is stupid…
 How does this relate
to me?
 Professors not in touch

Which one are you?
 Eager
 Willing
 Desperate
 Denial

What do you
think you want to
do after
graduation?

Moving Forward: Words of Advice
“ Young people need to think
about their careers more
like a business, and to think
about their brand. They
need to learn how to
differentiate themselves
from the competition, how
to have business intelligence
to be the entrepreneurs of
their own lives.” – Reid
Hoffman
Founder, Linked in

Who are YOU???
Write your story in six words –
The Hemmingway Challenge

Anyone Can Tell a Story
For Sale. Baby shoes. Never worn.
Write down your story in SIX words
Who are you TODAY?

How to Develop YOUR Brand
 Do well in school
 Internships
 Participate in at least two before you graduate
 Leadership and Extracurriculars
 Get involved, don’t just show up!
 Clean up Social Media
 Check Privacy Settings
 Appropriate Pictures

In hiring, past
performance is a
good indicator of
future performance.

VUCA is the new normal
 V- Volatile
 U- Uncertain
 C- Complex
 A- Ambiguous
 We’re living in VUCA times
 Term derives from military vocabulary in the 1990’s

The VUCA Antidote
 V- Vision
 U- Understand
 C- Clarity
 A- Agility

Your
career
track

 Agency: good point of entry, very competitive, internships
very helpful
 Corporate: minimum 3-5 years’ experience, small
departments
 Entrepreneurial Sector
 Non-profit: cause/issue-oriented
 Freelance: project-based
Where the Jobs Are

Competitive Advantage
 Read
 Following news & people
 Current trends

Name Companies in Chicago
Why am I asking you this?

Name Agencies in Chicago
 Public Relations
 Advertising
 Marketing
 What is the difference?

What is a Result of PR? Advertising?

21st Century Personal Skills
 Creativity & Innovation
 Critical Thinking &
Problem Solving
 Leadership &
Responsibility
 Flexibility &
Adaptability
 Initiative & Self
Direction
 Social & Cross Cultural
Skills

Professional Skills
 Communication & Collaboration
 Productivity & Reliability
 Technology Literacy
 Information Literacy

What makes you Special?
What Makes you
Unique?Why should I hire
you?
USE SPECIFICS &
GIVE CONCRETE
EXAMPLES

What is your UPS?
Unique Positioning Statement
*Use this to prepare your
resume’s summary statement

Resumes
 Highlight Accomplishments
 Quantify and Qualify as much as
possible
 Case Studies/Stories
 Tell your story

10 Boilerplate Phrases That Kill Resumes
According to career expert Liz Ryan
 Results-oriented professional
 Cross-functional teams
 Superior (or excellent) communication
skills
 Strong work ethic

10 Boilerplate Phrases That Kill
Resumes
 Met or exceeded expectations
 Proven track record of success
 Works well with all levels of staff
 Team player
 Bottom-line orientation

What is the purpose of
an interview?
Let’s brainstorm…

Will this help you in an interview?

● Determine candidate’s fit for job
● Determine job’s fit for candidate
● 3 R’s: Resume, Rapport and
Relationship
● Connect with corporate culture
● Progress to next steps to get hired

1. Research:
Website, LinkedIn, Facebook,
Alumni
2. Check out competition
3. What is company known for?
4. How do you fit?
Before the interview
With company:

Portfolios
 Online Sites
 Wix
 Weebly
 VisualCV.com
 Include published
work, business
writing (not just
academic writing)
 Mobile-friendly
 Flash Drive

Create
Content on
SlideShare

Interview Protocol
●Know title and name
●Correct directions
●Mirror client
●Professional Dress
●Thank you letter within
24 hours

Do’s & Don’ts of Interviewing:
Do:
●Practice ahead of time
●Project your voice
●The Mirror project
●30, 60 sec test-time yourself
●Show confidence!

Do’s & Don’ts of Interviewing:
Do:
●Arrive on time
● Establish rapport
● Demonstrate by work and deed your fit
● Bring extra resumes & samples
● Show enthusiasm

Frame the Process:
Storytelling at its Best
1. Problem or need
2. Opportunity or challenge
3. Strategies and tactics
4. Results
5. What you did with results

WOW Project
Candidates who are
dazzled by a job
opportunity should
“dazzle employers
back” with a “Wow!”
project.

True Life Stories You Won’t
Believe! Candidate…
● Asked for food
● Took off shoes
● Was sloppily dressed
● Swore 3 times
● Wore strong perfume- I almost passed out
● Knew nothing about our company

Don’t:
● Oversell yourself or be desperate
● Undersell yourself/sabotage yourself
● Go to an interview hungry
● Be haughty or arrogant/over confident
● Be too casual
● Turn statements into questions
● Lie!

Tough Questions?-Not really
Real interview questions--practice your answers!
• How many tennis balls fit in a school bus?
• How do you resolve conflict?
• Describe a time when you had to work as part
of a team. What was your role and what was
the outcome?
• Describe your work ethic.
• Do you have any questions for me?

•Be actively engaged
•Ask probing questions
•Yes/No answers = Conversation Killers
•NO shy voices
Conversation and Dialogue

Paired Share:
Why you should hire me!
Make it interesting.
Time: 1 minute each

Are you Looking for an
Internship?
E-mail resume and cover letter to Lynn Hazan at
lynn@lhazan.com and call 312.863.5401 to follow up

To sign up for Lynn’s E-jobs, the free,
confidential listserv from Lynn Hazan &
Associates:
Clearly print your name
and email address on the
sign up sheet!

"It had long since come to
my attention that people of
accomplishment rarely sat
back and let things happen
to them. They went out and
happened to things."
By Leonardo Da Vinci

Find Lynn Hazan & Associates on:
 Twitter: lynnhazan
 LinkedIn: Lynn Hazan
 Facebook: Lynn Hazan
 SlideShare: Lynn Hazan
 EzineArticles: Lynn Hazan
 Vine: Lynn Hazan
 #MyLHAstory
55 E. Washington St.
Suite 715
Chicago, IL 60602
312-863-5401
lynn@lhazan.com
www.lhazan.com

Social Networking Options

The C’s of Social Media
-Content
- Community
- Connections
- Conversation
- Constantly changing

Make Sure You Are
Discoverable
- Easy to contact from
your LinkedIn page:
Via email address
Link to blog
Phone number
- So that hiring managers
AND recruiters can find
YOU

Refresh your content
regularly

Invitation to join LinkedIn
Dear Lynn,
I look forward to meeting you
and learning from your
presentation today at DePaul.
I'd like to add you to my
professional network on
LinkedIn.
Thanks,
Jenny Villarreal

Recommendations
Get
recommended

•Professional
Associations
•Alumni
Associations
•Make your
own group!

Professional Associations
 PRSA
 IABC
 Ragan Community
 LinkedIn Prof. Groups
Charities and Causes:
 Volunteer and get
involved
 Networking

Twitter
 Search for potential employers’ pages
 Follow them and participate in their
conversations
 Post articles relevant to your career path
 Keep tweets appropriate and timely
 Build your personal “brand”

Your Personal Brand: How to Market & Package Yourself

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Your Personal Brand: How to Market & Package Yourself