5. What is personal branding?
• One element of your digital identity
• Reputation
• Social media presence
• Brand
6. What is personal branding?
• The process by which you match your
public image to your inner values, for
the purpose of establishing yourself
professionally and personally.
• “Your brand is a perception or emotion,
maintained by somebody other than
you, that describes the total experience
of having a relationship with you."
-McNally & Speak
13. Opportunities for Brand Expression
• Internal
• Slack/Discord
• Skype
• Email: signature file; fonts
• Performance evaluations
• Phone/video meetings
• Font choice
• External
• Social media platforms
• Email
• Search engine results
• Photos
• Reviews of your work
• Conference/video calls
14. Common Factors across Brand Expression
• Photo(s)
• Name
• Contact information
• Employer
• Title/position
• Biographical/personal information
• Your activity
15. At its heart, your brand should
effectively communicate:
•Who you are
•What your skills are
•What you can offer clients/employers
•Your ethics
16. Action Items
• Ask yourself what gifts you can give
• Make a list of your skills
• Make a list of your degrees and experience
• Ask yourself what you need in the short term
• Ask yourself what you need in the long term
• Ask yourself what you truly want
• Honestly evaluate what other degrees or experience you need
• Make a plan to attain needed degrees or experience
• Ask yourself with what you want people to associate you
20. Action Items for Creating your Brand
•Choose three cornerstone words that sum up your
brand
•Using your three words, write a three-sentence
mission statement
•Create a Board of Directors
25. Action Items
• Research the demographic you want to reach
• Read the Pew Research Center’s “Social Media Use in 2021”:
https://www.pewresearch.org/internet/2021/04/07/social-
media-use-in-2021/
• Create a strategy for reaching that demographic
• Decide what digital real estate you need
(unpaid/paid/mix)- no more than three!
41. Google Results and Employers
• More than half of employers have found content on social media
that caused them not to hire a candidate
• 70 % use social networking sites to research job candidates during
hiring process
• 48% of employers check up on current employees on social media
• 34% have reprimanded or fired an employee based on content
found online
• Source: CareerBuilder, 2018
47. Privacy & Security Action Items
•Consider BYOW: free wifi isn’t free
•Frequently review your privacy settings on all social media
platforms
•Build strong passwords & change them regularly; consider a
password manager
48.
49. Death and Your Brand
• What are your goals for your brand after your death?
• Nothing
• Tie up loose ends
• One last goodbye
• Activity after your death, aka “post-mortem brand networking”
• What do you think your options are for ensuring your wishes?
• How many of you have taken steps to secure your digital legacy?
50.
51.
52. Resources
• A link to my MOOC: https://www.coursera.org/learn/personal-branding
•
My LinkedIn Learning page: https://www.slideshare.net/KR_Barker
• "The Brand is Personal Again": https://www.linkedin.com/pulse/brand-personal-again-gunnar-habitz-cmgr/
• "Social Media Use in 2021": https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/
• “SEO for Dummies Cheat Sheet”: https://www.dummies.com/web-design-development/search-engine-
optimization/seo-for-dummies-cheat-sheet/
• Press Release Career Building http://press.careerbuilder.com/2018-08-09-More-Than-Half-of-Employers-
Have-Found-Content-on-Social-Media-That-Caused-Them-NOT-to-Hire-a-Candidate-According-to-Recent-
CareerBuilder-Survey
• Local Consumer Review Survey: https://www.brightlocal.com/research/local-consumer-review-survey/
53. Resources
• How Women Can Develop — and Promote — Their Personal Brand;
https://hbr.org/2018/03/how-women-can-develop-and-promote-their-personal-brand
• How to Promote Yourself Without Looking Like a Jerk: https://hbr.org/2014/12/how-to-
promote-yourself-without-looking-like-a-jerk
• Your Digital Inheritance: What Happens to Your Social Media Accounts When You
Die?
• https://www.huffingtonpost.com/entry/your-digital-inheritance-what-
happens-to-your-social_us_589e65a1e4b0cd37efcfe8a4
• 7 Resources for Handling Digital Life After Death
• https://mashable.com/2010/10/11/social-media-after-death/#5txiSW5EtGqJ