Presentation from #ACBSP2016

1. Personal Brand Management Model for
Student Career Achievement &
Retention
Dr. Natalie Walker, Professor of Business
Dr. John Jones, AVC of Academic Affairs
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2. What is Personal Branding?
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3. How is Personal Branding Defined?
• A personal brand describes the
quintessential you; it reveals your
strengths, values, goals, and
personality and tells people who
you are, what you do and why
you are unique. It adds value to
who you are and provides
competitive marketing advantage
by summarizing the current you
in a compelling and persuasive
manner (Shepherd, 2005).
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4. How is Personal Branding Defined?
• Personal branding concepts focus
mainly on personal marketing, image
building, selling, packaging, outward
appearances, promoting yourself,
and becoming famous, which can
turn into an ego trip and cause you
to be perceived as egocentric and
selfish (Rampersad, 2008).
• These concepts define personal
branding from a personal marketing
(selling) point of view. Personal
branding is more than marketing and
promoting yourself (Rampersad,
2008).
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5. Stages of Personal Branding
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Identify
Position
Manage

6. Why is Personal Branding Important?
• Competitive Job Market
• Greater specification of roles
• Social Medial & Career
Placement
• Recruiters use of Social Media
• Goal Development
• Career Achievement
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7. Personal Branding Model
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8. Personal Branding & Student Retention
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9. Branding & Student Retention Research
• Since the late 1990’s personal management and branding has become a topic of interest
encouraging individuals to utilized these tools to competitively win their respective career
marketplace (Khedher, 2015).
• Personal management is related to personal branding and guiding ones career based on
personal goals and ambitions (Peters, 1997).
• Self management is related to personal and career success and is needed in the current
competitive job environment (Chen, 2013).
• Self-marketing and branding is essential to gainful employment and professional success
(Brooks & Anumudu, 2016; Kleppinger & Cain, 2015; Merdin, 2011; Shepherd, 2005; Tucker,
2014).
• College student retention and achievement is linked goal commitment(Act, 2010; Allen &
Nora, 1995; Bers & Smith, 1991; Cabrera, Nora, & Castaneda, 1993; Grosset, 1991; Hagedorn,
Maxwell, & Hampton, 2001; Pruett & Absher, 2015) believe in self (DeWitz, Woolsey,& Walsh,
2009), career achievement, and internships (ACT, 2010, Ezeala-Harrison, 2014; Hurst, Thye, &
Wise, 2014).
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10. Personal Brand
Management Model
for Student Career
Achievement and
Retention
Identify personal
and educational
mission, vision and
goals
Define and formulate ones personal ambitions,
educational goals, career goals, and life financial
goals.
Define and formulate ones personal brand based
on educational goals, career goals, and life
financial goals
Develop personal
SWOT, Personal
Brand Objectives,
Statement, Story,
Logo, and Slogan
Cultivate ones personal balance scorecard
including financial projections based on
educational and career goals.
Develop personal
critical success
factors,
performance
measures, targets,
and improvement
actions
Implement and cultivate your personal brand
strategy via internship.
Plan
DeployAct
Challenge
Reevaluate ones personal ambitions, educational
goals, career goals, and life financial goals based
on internship experience.
Complete Strength Finders, Meyers Briggs Personality
Assessment and Career Inventor Assessment to identity
personal strengths and possible career options.

11. Questions

12. References
• ACT, I. (2010). What Works in Student Retention? Fourth National Survey. Four-Year Colleges and
Universities with Twenty Percent or More Black Students Enrolled. ACT, Inc,
• Allen, D., & Nora, A. (1995). An empirical examination of the construct validity of goal commitment in the
persistence process. Research in Higher Education, 36(5), 509-533.
• Bers, T. H., & Smith, K. E. (1991). Persistence of community college students: The influence of student
intent and academic and social integration. Research in Higher Education, 32(5), 539-556.
• Brooks, A. a., & Anumudu, C. (2016). Identity Development in Personal Branding Instruction. Adult
Learning, 27(1), 23-29. doi:10.1177/1045159515616968
• Cabrera, A. F., Nora, A., & Castañeda, M. B. (1993). College persistence: Structural equations modeling
test of an integrated model of student retention. Journal of Higher Education, 64(2), 123-139.
• Chen, C. (2013). Exploring Personal Branding on YouTube. Journal of Internet Commerce, 12(4), 332-347.
doi:10.1080/15332861.2013.859041
• Denison, B., & Secolsky, C. (2003). Initial Educational Goals of First-Time Full-Time Community College
Freshmen and Subsequent Retention Outcomes. Online Submission.
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13. References
• DeWitz, S. J., Woolsey, M. L., & Walsh, W. B. (2009). College Student Retention: An Exploration of the
Relationship Between Self-Efficacy Beliefs and Purpose in Life Among College Students. Journal Of College
Student Development, (1), 19.
• Ezeala-Harrison, F. (2014). Male-Female Student Retention in HBCUs: A Comparative Analysis of Sample
Data across Five Colleges. Research In Higher Education Journal, 26.
• Grosset, J. M. (1991). Patterns of integration, commitment, and student characteristics among younger
and older students. Research in Higher Education, 32(2), 159-178.
• Hagedorn, L. S., Maxwell, W., & Hampton, P. (2001). Correlates of retention for African-American males in
community colleges. Journal of College Student Retention, 3(3), 243-263.
• Hurst, J. H., Thye, A., & Wise, C. L. (2014). Internships: The Key to Career Preparation, Professional
Development, and Career Advancement. Journal of Family & Consumer Sciences, 106(2), 58-62.
• Khedher, M. (2015). A Brand for Everyone: Guidelines for Personal Brand Managing. Journal Of Global
Business Issues, 9(1), 19-27.
• Kleppinger, C. A., & Cain, J. j. (2015). Personal Digital Branding as a Professional Asset in the Digital
Age. American Journal Of Pharmaceutical Education, 79(6), 1-4.
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14. References
• Merdin, E. 2011. Self-marketing for graduates and professionals as a strategic career
management tool. The Business Review 19 (1): 104–109.
• Peters, T. (1997). The brand called you. Fast Company. 10, p. 83-88.
• Pruett, P. S., & Absher, B. (2015). Factors Influencing Retention of Developmental Education
Students in Community Colleges. Delta Kappa Gamma Bulletin, 81(4), 32-40.
• Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding.
Performance Improvement, 47(6), 34-37. doi:10.1002/pfi.20007
• Shepherd, I. H. (2005). From Cattle and Coke to Charlie: Meeting the Challenge of Self
Marketing and Personal Branding. Journal of Marketing Management, 21(5/6), 589-606.
• Tucker, K. (2014). Personal branding in career communications. Career Planning & Adult
Development Journal, 30(2), 47-52.
• Wheeler, C.(2014). Using career assessments to create personal branding statements: :
Students, Graduates, and all Job Seekers. Career Planning & Adult Development
Journal, 30(2), 53-59.
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