See DEMA Convention 2016

1. Resume Building & Personal Branding
Donna Shannon, President
Personal Touch Career Services

2. Resume Building & Personal
Branding
Agenda
• Keys to a great resume or LinkedIn profile
• What is personal branding?
• Who are you?
• What can you do?
• Where have you done it?
• Format matters

3. Resume Building & Personal
Branding
A bit about me, Donna Shannon
• Originally in HR and recruiting
• Teaching job searching since 2004
• Over 10 years of experience with the private service
industry
• 2014 DEMA Educator of the Year

4. Resume Building & Personal
Branding
The Personal Touch: what we do
Our Mission: To help job seekers of all levels achieve
their employment goals through solid, practical
advice and services
• Resumes
• Interview coaching
• Job search strategy development
• Group classes

5. KEYS TO A GREAT RESUME
Know your direction before you start

6. Resume Building & Personal
Branding
Keys to a great resume
• Who you are
• What you can do
• Where you’ve done it
• Bonus: How does all of this apply to their needs?
Most job seekers fail at number 3

7. PERSONAL BRANDING
What does that mean anyway?

8. Resume Building & Personal
Branding
Personal Branding Definition
“Personal branding is the practice of people
marketing themselves and their careers as brands.
“While previous self-help management techniques
were about self-improvement, the personal-branding
concept suggests instead that success comes from
self-packaging.”
Source: Wikipedia
https://en.wikipedia.org/wiki/Personal_branding

9. Resume Building & Personal
Branding
Another take…
“Your personal brand should represent the value you are
able to consistently deliver to those whom you are serving.’
– Glenn Llopis, Forbes
http://www.forbes.com/sites/glennllopis/2013/04/08/personal-branding-is-a-leadership-
requirement-not-a-self-promotion-campaign/#35bcd6cf15c0

10. Resume Building & Personal
Branding
Traits beyond the resume
• Private service is about PERSONALITY
• Who you are needs to be present in
you materials
• Your entire life matters, not just
professional experience

11. Resume Building & Personal
Branding
Essence of personal branding
• Consistent and clear message in all avenues:
– Resume
– LinkedIn
– Written applications and emails
– Interviews
– Networking

12. WHO ARE YOU?

13. Resume Building & Personal
Branding
Take a journey back to the beginning…
• Who did you admire or want to
be as a kid?
• What qualities did they
possess?
• How many of those are part of
you today?

14. My Goal: Luke
Skywalker
Key traits:
• Talented
• Overcomes the odds
• Dedicated
• Confident
• Empowering teacher
• Sees the best in others

15. Resume Building & Personal
Branding
Empowering
Intelligent
Protective
Gatekeeper
Upholds
principal’s
image
Trusted
confidant
Caring
Attentive
Discreet
Actions speak
louder than
words
Understands
the family’s
values
Public Image
and Events
Effective
Able to take
command
Power behind
the throne
Helps principal
soar and realize
vision
Adaptable
Efficient
Professional
growth
Rises to high
standards
Makes the
impossible
happen
Unwavering
Loyalty
Strong
Trustworthy
Supportive
Go to the ends
of the Earth
and back

16. Resume Building & Personal
Branding
Allred
Pennyworth
“Batman”
“I’ll send THE
car for you,
sir.”
Lurch
“The Addams
Family”
“You rang?”
Pepper Potts
“Iron Man”
“Shall I take
out the
trash?”
Andy Sachs
“The Devil
Wears Prada”
“You mean I
did
something
right?”
Samwise
Gamgee
“The Lord of
the Rings”
“I can’t carry
your burden,
but I can carry
you.”

17. Resume Building & Personal
Branding
Take Home Exercise
• Think about who inspired you
• What were their traits?
• How many of these have you incorporated into your life?
• Use these as a basis for building a personal profile

18. Resume Building & Personal
Branding
Making a branding statement
1. Take the top traits – how does this relate to the
employers’ needs?
2. What problems do you solve?
3. What are your credentials (years of experience or firm
skill set)

19. Resume Building & Personal
Branding
Where to use your branding statement
• Summary of your LinkedIn profile
• Start of your Professional Profile on your resume
• Sprinkled throughout the cover letter
• Base for “elevator speech”
• Introduction in an interview

20. Resume Building & Personal
Branding
My branding statement
1. As a professional career coach, my goal is to empower the
job seeker.
2. From targeted, effective resumes to comprehensive job
searching workshops, I want my clients to understand how
the job search process works - and help them find a job they
love as quickly as possible.
3. Since 2004, I have been teaching modern job searching
techniques. As a former recruiter, I know what employers
want, from nailing the right key words to acing the interview.

21. Resume Building & Personal
Branding

22. WHAT CAN YOU DO?
Skills, talents, and abilities – oh my!

23. Resume Building & Personal
Branding
Skills that define you
• Consider what you want to do
• Look for experience in professional and personal life
• Exclude what you DON’T want to do
– Danger areas: childcare, housekeeping, and cooking
– Example: chef transition

24. Example: Chef Transition
Previous Skills
• Culinary leadership
• Catering for large events
• Menu planning and
provisioning
• Exact culinary styles:
– French, Italian, and American
– Chinese and Japanese
– Mediterranean
– Farm-to-table, organic
Transferrable Skills
• Leading 5 staff members
• Event planning
• Inventory management
• Personal shopping
• DON’T list culinary styles

25. Resume Building & Personal
Branding
TIP:
• Keep in mind the SCOPE of the skill
– Hosting a formal dinner party for 20 is not the same as
coordinating a fundraiser for 300
– Other key metrics: square footage, number of residences,
number of staff managed…
• If confidentiality is a concern, work these facts into the summary

26. Resume Building & Personal
Branding
Survey: Your 2 top areas of expertise
Management & Administration
Maintenance, Grounds &
Construction
Housekeeping & Wardrobe Standards
Culinary
Event Production
Personal Care
Want a comprehensive skills list? Visit
http://www.slideshare.net/DLShannon/estate-management-skills-assessment

27. WHERE HAVE YOU DONE IT?
Are you experienced?

28. Resume Building & Personal
Branding
Let your experience speak for you
• THE most important part of your resume
• MUST highlight your relevant experience
• AND not distract from your qualifications
• While telling YOUR story

29. Resume Building & Personal
Branding
Relevance
• Only highlight parts of your resume that are the most
relevant for the job...
– I don’t care about your sales figures in private service!
Think: what really matters
to my potential employers?

30. Resume Building & Personal
Branding
Action Verbs
• Never say “Responsible for” again!
• Use action verbs and variety to keep your writing
interesting
• Sample:
– “Responsible for leading a domestic staff of four”
• Rewrite:
– “Recruited, trained, and led a domestic staff of four to maintain
the property in a guest-ready status at all times”

31. Resume Building & Personal
Branding
Concise statements
• Resumes are understood better when the sentences are
simple and to-the-point.
– Read your resume out loud. If you run out of breath before you
finish a sentence, it’s too long!

32. Resume Building & Personal
Branding
Experience Sample

33. FORMAT MATTERS – OR DOES IT?

34. Resume Building & Personal
Branding
TIP:
• Many times, your resume will lose it’s formatting…
• Your resume must be able to stand on the words alone –
• A pretty format won’t get you a job!

35. Resume Building & Personal
Branding
Be agency-friendly:
• Use Word so they can edit it
• Avoid complex formatting with tables, shading, or colors
• Use your brand – what really makes you different?
• How can they match you?

36. Resume Building & Personal
Branding
Emphasis
Emphasis is shown 2 ways:
• Placement:
– What is listed first carries the most influence
• Volume:
– The more you write, the more it means

37. Resume Building & Personal
Branding
References
• EVERYBODY has “References Available on Request”
– Consider separate References document
– Critical information:
 Name, Title
 Company or Years Known
 Phone and Email

38. FINAL THOUGHTS

39. Resume Building & Personal
Branding
Conclusion
• Embrace who you are
• Realize and communicate the value of what you do
• Show us where you’ve done it

40. Donna Shannon
Personal Touch Career Services
720-452-3400
PersonalTouchCareerServices.com
Follow me on LinkedIn!