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Manage Your
Professional Brand
A CAREER ENERGISER SERIES
Professional Branding
• Professional Branding is the practice of
marketing yourself as a brand. It
goes with you wherever you go,
different places or different companies
• We are our own brands
• The ability to market and sell yourself
Unique Selling Proposition (USP)
• Your USP differentiates you and your brand from
your competitors, in this case other job seekers
• Examples include :
• The first Project Manager involved in the Youth Olympics
• The best Accountant in town
• Sometimes, you could include a tagline..
• Just Do It!
• “I'm lovin' it”
• Integrity is everything…
• From Zero to Hero…
Purpose of a Professional Brand
1. Enhance your career success / performance
2. Grow & strengthen your network
3. Improve your visibility
4. Increase motivation and self-confidence
5. Enhance your job search effectiveness
Why is a Professional Brand Important?
1. Market yourself
2. An accurate
representation of
your identity
7 Steps to identify your USPs
Identify your competencies
Your hard & soft skills1
Identify the JD requirements
A list of key Knowledge, Skills, Attributes (KSA) in the JD and company2
3
Eliminate the Commons
Benchmark and remove competencies that are well met by others
4 Match Competencies to JDs
Decide how you want to present it
5 Verify and Commit
Conduct interviews with others and identify your strong USPs
6 Craft an Impactful Catchy Phrase
Memorable and resonating USPs
7
Monitor Outcomes & Improve
Refine for effectiveness
Step 1 - Identify your Competencies
Hard Skills Soft Skills Others
HR L&D and T&A
ISO 9000/14000
MAS Compliance
ERP MM
Presentation
People mgt across AP
Complex mediation
Negotiation to YES
Volunteer leadership
Toast Master speaker
Telling jokes / Singing
Golf
1. List down as many skills as possible
2. Go deep, instead of broad to be impactful
3. Reference to the JD key attributes
4. Use of key words or phrases but not a paragraph
Step 2 – Identify JD Requirements
Hard Skills Soft Skills Others
HR L&D and T&A
ISO 9000/14000
MAS Compliance
ERP MM
Presentation
People mgmt across
AP
Complex mediation
Teamwork
Shift work
Work location
Multitasks
Matrix organization
1. Select one JD that best matches your profile
2. Identify as many keywords as possible from JD
Knowledge, Skills, Attributes and Others (KSAO)
3. Explicit and implicit
4. Review company home page for business culture elements
Step 3 – Eliminate the Commons
1. Which of your competencies are common to
many job seekers?
2. Remove, combine or modify (by going
deeper)
i. Talent Recruitment
ii. Talent recruitment for PMET
iii. Talent recruitment for Lifescience PMET
3. See it from employer’s perspective
Step 4 – Match Competencies to JDs
1. Match and prioritise - especially those
USPs that cannot be imitated by others
2. Be concise and positive
Biz Analyst Purchasing Mgr HR Mgr
Poor Excel Supplier mgmt Recruitment
Average Pivot table
Contract
negotiation
Talent retention
and development
Better
P&L forecast
through business
modeling
Annual cost saving
through VMI
Right sizing by
job redesign
Step 5 – Verify & Commit
1. Conduct interviews for confirmation
(ex-peers, ex-bosses, friends, family, etc.)
2. Be explicit, and be prepared to commit
Sales & BD Mgr Production Mgr Investment Analyst
New market
penetration thru
targeted LinkedIn
marketing and on site
technical seminar
Shop floor
optimization to
shorten cycle time
and space saving
Market research with
scenario testing on
investments into
Malaysia agriculture
companies
New market pipeline
CAGR > 21% over 3
yrs
> 6% productivity
improvement
Proven ROI > 15%
over 3 years
Step 6 – Craft an Impactful Catchy Phrase
Company Catchy Phrase
SIA A great way to fly!
Mercedes We Drive First Class!
Fedex When your package absolutely, positively has to get there
overnight!
M&M Melts in your mouth, not in your hand!
Name Catchy Phrase
Fyiona Yong Generation Bridge Builder!
Eugene
Seah
Meaning of work beyond money!
Mike Li I coach you to find a career you love, and to love your life!
Sarah Kwah Talent acquisition is not just about hiring someone on the job!
Step 7 – Monitor Outcomes & Improve
1. Does your USP concisely answer the
employer’s primary question?
> Why should I hire you?
2. Study the industry trends & update
frequently
• Robotic Process Automation (RPA)
• BlockChain applications
• IoT and Industry 4.0
• Big Data Analytics
SAMPLES OF
USP TEMPLATES
Victor Loo
HR Manager
Core Competencies
• HR start-up and digital
transformation
• HR technology adoption for
human capital development
• Job redesign for fixed cost
reduction & lean operations
• Leverage government grants to
reduce training cost
• WP/SP/EP applications & levy
management
Key Achievements Testimonials
• Labour cost reduction of
$1.2 million through job
redesign (2016)
• Migration into HRIT
supported 30% staff growth
w/o HR headcount increase
(2012)
• Recruitment cycle down
from 3 months to 6 weeks
through HRIT (2012)
“ .... a valuable HR partner in
helping my BU in formulating L&D
program contributing in business
effectiveness and succession
planning”
Steven Graham
VP, BU Handheld Mobile
“ .... a catalyst of change driving
company digital transformation
through effective job redesign.”
Wilson Chan
GM, Vertex Singapore
xxx An initiative by
Right sizing through job design!
HR professional equipped with best practices for full spectrum of HR functions L&D,
T&A, C&B, Ops & Policy) with specialities in creating a lean organisation through
digital transformation and job redesign
Photo
Name
Designation
Core Competencies
…
Key Achievements Testimonials
…
….
(Volunteerism or other attributes)
Tagline
Career Mission Statement
Mobile Number Email Address Linkedin Profile Link
Photo
A Summary
1. A good professional brand enhances
your job search effectiveness
2. Use the 7 framework to craft a
distinctive USP that showcases your
value add
3. Keep testing, upgrading and refining
your USPs with every interview or
networking event
What’s Next?
• Visit Careers Connect online for useful resources on
writing a good USP and developing your professional
brand
• This is a preview of the Manage Your Professional Brand
workshop. Reflect and identify what sets you apart from
the competition with Careers Connect!
FIND OUT MORE

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Manage Your Professional Brand

  • 1. Manage Your Professional Brand A CAREER ENERGISER SERIES
  • 2. Professional Branding • Professional Branding is the practice of marketing yourself as a brand. It goes with you wherever you go, different places or different companies • We are our own brands • The ability to market and sell yourself
  • 3. Unique Selling Proposition (USP) • Your USP differentiates you and your brand from your competitors, in this case other job seekers • Examples include : • The first Project Manager involved in the Youth Olympics • The best Accountant in town • Sometimes, you could include a tagline.. • Just Do It! • “I'm lovin' it” • Integrity is everything… • From Zero to Hero…
  • 4. Purpose of a Professional Brand 1. Enhance your career success / performance 2. Grow & strengthen your network 3. Improve your visibility 4. Increase motivation and self-confidence 5. Enhance your job search effectiveness
  • 5. Why is a Professional Brand Important? 1. Market yourself 2. An accurate representation of your identity
  • 6. 7 Steps to identify your USPs Identify your competencies Your hard & soft skills1 Identify the JD requirements A list of key Knowledge, Skills, Attributes (KSA) in the JD and company2 3 Eliminate the Commons Benchmark and remove competencies that are well met by others 4 Match Competencies to JDs Decide how you want to present it 5 Verify and Commit Conduct interviews with others and identify your strong USPs 6 Craft an Impactful Catchy Phrase Memorable and resonating USPs 7 Monitor Outcomes & Improve Refine for effectiveness
  • 7. Step 1 - Identify your Competencies Hard Skills Soft Skills Others HR L&D and T&A ISO 9000/14000 MAS Compliance ERP MM Presentation People mgt across AP Complex mediation Negotiation to YES Volunteer leadership Toast Master speaker Telling jokes / Singing Golf 1. List down as many skills as possible 2. Go deep, instead of broad to be impactful 3. Reference to the JD key attributes 4. Use of key words or phrases but not a paragraph
  • 8. Step 2 – Identify JD Requirements Hard Skills Soft Skills Others HR L&D and T&A ISO 9000/14000 MAS Compliance ERP MM Presentation People mgmt across AP Complex mediation Teamwork Shift work Work location Multitasks Matrix organization 1. Select one JD that best matches your profile 2. Identify as many keywords as possible from JD Knowledge, Skills, Attributes and Others (KSAO) 3. Explicit and implicit 4. Review company home page for business culture elements
  • 9. Step 3 – Eliminate the Commons 1. Which of your competencies are common to many job seekers? 2. Remove, combine or modify (by going deeper) i. Talent Recruitment ii. Talent recruitment for PMET iii. Talent recruitment for Lifescience PMET 3. See it from employer’s perspective
  • 10. Step 4 – Match Competencies to JDs 1. Match and prioritise - especially those USPs that cannot be imitated by others 2. Be concise and positive Biz Analyst Purchasing Mgr HR Mgr Poor Excel Supplier mgmt Recruitment Average Pivot table Contract negotiation Talent retention and development Better P&L forecast through business modeling Annual cost saving through VMI Right sizing by job redesign
  • 11. Step 5 – Verify & Commit 1. Conduct interviews for confirmation (ex-peers, ex-bosses, friends, family, etc.) 2. Be explicit, and be prepared to commit Sales & BD Mgr Production Mgr Investment Analyst New market penetration thru targeted LinkedIn marketing and on site technical seminar Shop floor optimization to shorten cycle time and space saving Market research with scenario testing on investments into Malaysia agriculture companies New market pipeline CAGR > 21% over 3 yrs > 6% productivity improvement Proven ROI > 15% over 3 years
  • 12. Step 6 – Craft an Impactful Catchy Phrase Company Catchy Phrase SIA A great way to fly! Mercedes We Drive First Class! Fedex When your package absolutely, positively has to get there overnight! M&M Melts in your mouth, not in your hand! Name Catchy Phrase Fyiona Yong Generation Bridge Builder! Eugene Seah Meaning of work beyond money! Mike Li I coach you to find a career you love, and to love your life! Sarah Kwah Talent acquisition is not just about hiring someone on the job!
  • 13. Step 7 – Monitor Outcomes & Improve 1. Does your USP concisely answer the employer’s primary question? > Why should I hire you? 2. Study the industry trends & update frequently • Robotic Process Automation (RPA) • BlockChain applications • IoT and Industry 4.0 • Big Data Analytics
  • 15. Victor Loo HR Manager Core Competencies • HR start-up and digital transformation • HR technology adoption for human capital development • Job redesign for fixed cost reduction & lean operations • Leverage government grants to reduce training cost • WP/SP/EP applications & levy management Key Achievements Testimonials • Labour cost reduction of $1.2 million through job redesign (2016) • Migration into HRIT supported 30% staff growth w/o HR headcount increase (2012) • Recruitment cycle down from 3 months to 6 weeks through HRIT (2012) “ .... a valuable HR partner in helping my BU in formulating L&D program contributing in business effectiveness and succession planning” Steven Graham VP, BU Handheld Mobile “ .... a catalyst of change driving company digital transformation through effective job redesign.” Wilson Chan GM, Vertex Singapore xxx An initiative by Right sizing through job design! HR professional equipped with best practices for full spectrum of HR functions L&D, T&A, C&B, Ops & Policy) with specialities in creating a lean organisation through digital transformation and job redesign Photo
  • 16. Name Designation Core Competencies … Key Achievements Testimonials … …. (Volunteerism or other attributes) Tagline Career Mission Statement Mobile Number Email Address Linkedin Profile Link Photo
  • 17. A Summary 1. A good professional brand enhances your job search effectiveness 2. Use the 7 framework to craft a distinctive USP that showcases your value add 3. Keep testing, upgrading and refining your USPs with every interview or networking event
  • 18. What’s Next? • Visit Careers Connect online for useful resources on writing a good USP and developing your professional brand • This is a preview of the Manage Your Professional Brand workshop. Reflect and identify what sets you apart from the competition with Careers Connect! FIND OUT MORE