Presentation to the UCLA Political Science Student Organization on 1.6.14. A presentation to the UCLA Political Science Student Organization (PSSO) on maximizing your Personal Brand for the job search. I came across an old picture from a ropes course a few years ago... this image was taken moments before I leapt to grab a trapeze just a few feet away and then subconsciously retracted mid air... I'd spent the day motivating my classmates, cheering my UCLA Anderson EMBA Class of 2012 on, encouraging everyone I could to not just show up for the day but to also really enjoy it... and I forgot to establish what I expected in return. When I leapt, I didn't know what I was reaching for. Personal branding is not just about what people see in you, but what you see in yourself. It's the clear articulation of who you are, what you have to offer and what you expect in return. Now when I give, work, mentor, coach, and teach, I don't forget that I too get something in return. #GetClimbing

1. Personal Branding
PSSO
Summers McKay
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5. Business Leaders with
Clearly Defined Personal Brands
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6. So What’s a Personal Brand?
From Wikipedia, the free encyclopedia
Personal branding is the process whereby people and their careers are marked as brands.[1] While previous
self-help management techniques were about self-improvement, the personal branding concept suggests
instead that success comes from self-packaging.[1]
The process is further defined as the creation of an asset that pertains to a particular person or individual; this
includes but is not limited to the body, clothing, physical appearance and areas of knowledge, leading to a
uniquely distinguishable, and ideally memorable, impression.[citation needed] The term is thought to have been first
used and discussed in a 1997 article by Tom Peters.[2]
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Personal branding often involves the application of one's name to various products. For example, the
celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the
products he endorses (e.g. Trump Steaks).
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7. So What’s a Personal Brand?
“A Personal Brand is the articulation of your
value proposition to the marketplace. It’s who
you are, what you offer, and what you expect in
return.”
Summers McKay
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8. What is your Personal Brand?
Self Motivated
Energetic
Resourceful
Calm
Passionate
Committed
Organized
Hard working
Analytical
Problem Solver
Gracious
Polite
Adventurous
Reliable
Good Listener
Curious
Animated
Creative
Loyal
Smart
Innovative
A Leader
Supportive
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Meticulous
Quantitative
Conscientious
Qualitative

9. What does it mean and why is it useful?
Identify the value you bring to the table.
Be able to effectively convey and articulate it.
Use it to get a job & create productive relationships.
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10. “About 27 per cent of employers view social media profiles on Facebook,
Twitter or LinkedIn to get a better taste of a candidate's character beyond their
CV and application form. But is it fair for employers to do this and what are the
risks?” ACAS – (Employment & HR Consortium UK)
What are the risks of a social media profile?
Too Much Info Shared
Discrimination
Personal Security
Misunderstandings
Profile Pirating or Hacking
Inappropriate Content for Your Audience
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11. Personal Brand or Social Media Presence?
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12. So, you need to control your brand.
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13. Brand Decisions – What Do You Value?
Hard work
Impact
Engagement
Technology
Creativity
Stability
Growth
Collaboration
Strategy
Focused Energy
Innovation
Feedback
Analysis
Broad experiences
Clear Hierarchy
Compensation
Independence
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Financial responsibility

14. Brand Decisions – What Does Your
Audience Value?
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Employers
Colleagues
Clients
Mentors
Friends
Family
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15. Brand Decisions – What Are Your Goals?
• Get a job….. (no duh)
– But specifically, what is the kind of job you
want, the type of responsibilities you want
and what do you believe in your value
portfolio will further that goal?
• Articulate the elements of your brand
that will help you achieve your goals.
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16. Ways to Demonstrate Your Brand
• How you present yourself
• How you engage with those around you
• Events & Activities you participate in
• Your elevator pitch
• Your resume
• Your online profile
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17. What is an Impression Network?
“Your Impression Network is the aggregate of
everyone you touch through social media, the
people you know in real life, and those who want to
be connected to you.” Summers McKay
It’s your facebook friends, it’s your tumblr followers, your twitter followers,
your linked in crew, your pinterest pinners, your reddit readers, your vine
viewers, your instagram pals, your blog followers, your google plus’rs,
your classmates, your professors, your friends, your colleagues ….. OMG
what have I missed?
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18. What is an Impression Network?
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19. How Can You Use Your
Impression Network?
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Build your network
Get a job
Improve your on the job performance
Increase learning and expertise
Enhance the value you bring to your
organizations.
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20. So what kind of impression
do you want to make?
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21. Getting Above the Fold
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22. Ways to Demonstrate Your Brand Online
• Email Address & Signature
• LinkedIn & other professional profiles eg: intern sushi
• Twitter
• Facebook
• Others …. Google +, Blog, Pinterest, Pandora……
etc
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23. Building The Basics
Your Email Signature
Summers McKay
summersmckay@gmail.com
www.linkedin.com/in/summersmckay
310-5xx-7898
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24. Building The Basics
Linkedin Profile
1) Start with a professional looking picture and a clear self description.
2) Use your summary to explain what you value and what you are seeking.
3) Outline experiences – describe what you learned or did in each role.
Volunteering, Class Projects, EDGE, Internships, other jobs.
4) Connect to people you know.
5) Follow companies and executives that you admire. Learn what they
think is important. Observe their stated values. Are they aligned with
yours?
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25. Building The Basics
Your Facebook (Not Optional)
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But how much you share is. You want people to be able to see the basics about
you on FB, because it will help push you above the fold. But not everyone
should be able to see your friends, your interactions, your likes and dislikes.
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If you choose to be public, everything you post must be aligned with your
personal brand.
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If you choose not to be public, it still doesn’t matter. EVERYTHING you post
must be aligned with your personal brand.
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26. Building The Basics
Your Resume (Not Optional)
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You need to craft your resume to communicate the desired skills and needed
experience for the jobs you are applying for. Human resource executives are
just checking boxes. This is NOT the place to be particularly self expressive.
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Keep it concise and clear.
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Start with a one sentence description of your skills and personal qualities
tailored to each position you are applying for. Read the job description, and
reiterate it back to them. You are that needed resource.
- List experiences
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and what you learned in them, not just responsibilities you had.

27. Building The Basics
Your Twitter (optional)
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Establish an account with a professional or clever, but not inappropriate name.
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Follow companies and people that are aligned with your values or goals. (Some
fun ones are ok as well…. ;-)
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Tweet ONLY when it is aligned with your goals, your brand and your intended
dialogue.
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Don’t use twitter for rants… unless it’s with Sprint or Time Warner Cable… then
they fix things faster.
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28. Building The Basics
Your Blog (Optional)
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If you choose to blog, do it with your core values and stated goals. Be on topic.
Don’t just muse without direction. If an employer, customer, or colleague
searches for your blog…. (and they will) it needs to be authentic and aligned.
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29. So What’s a Personal Brand?
“A Personal Brand is the articulation of your
value proposition to the marketplace. It’s who
you are, what you offer, and what you expect in
return.”
Summers McKay
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30. #GETCLIMBING
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