This is a talk I developed for a group of med career executives who were in career transition. Feel free to reach to me at WiseWorking Leadership & Career Coaching at craig@wiseworking.com and to read my blog at www.wiseworking.com. Be well.

1. Career Branding
for Mid Career
October 29, 2012
Copyright, 2012, WiseWorking
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2. Order of Topics
•
•
•
•
•
•
Midcareer Pros & Cons: Our Situation
Career Branding?
Career Brander’s Skills & Habits
Career Branders’s Tools
Career Brander’s Results
Career Brander’s Misses I commonly see
Copyright,
2012,
WiseWorking
2

3. MidCareer Pros & Cons: Our Situation
Pros
•
•
•
•
•
Cons
Experienced
Track
Record
Network
Wisdom
Strategic
&
HolisBc
Thinking
•
•
•
•
•
Tired
Jaded
Betrayed
Cynical
Aging
ungracefully
Copyright,
2012,
WiseWorking
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4. MidCareer Pros & Cons: Our Situation
• In
mid-­‐career
many
anBcipate
seKling
in
for
reBrement
while
maybe
moving
to
senior
ranks
• Though
this
paKern
is
disrupted
in
single
companies,
it
is
not
necessarily
within
an
industry
or
discipline,
if
you
are
well
branded
• We
are
all
known
for
something
professionally
but
by
whom
and
for
what
soluBons
is
the
quesBon
Copyright,
2012,
WiseWorking
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5. MidCareer Pros & Cons: Our Situation
• Think
of
midcareer
transiBon
as
same
as
leaving
college
to
get
that
first
gig
but
with
advantage
of
experience,
track
record,
wisdom,
knowledge,
reputaBon
and
network
• Maximizing
your
Career
Brand
takes
amplifying
and
developing,
outside
what
you
have
been
accustomed
to
developing
inside
Copyright,
2012,
WiseWorking
5

6. Career Branding
• A
brand
is
a
promise
of
quality;
a
decisionmaking
shortcut
• Career
Branding’s
goal
is
being
known
for
something
relevant,
urgent
and
valuable
to
those
who
are
willing
to
pay
aKenBon,
referrals
and
money
for
that
value
• Consider:
How
have
the
brands
you
use
goKen
you
to
adopt,
refer
and
pay
for
them?
Copyright,
2012,
WiseWorking
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7. The Anatomy of a Brand is…
• Awareness:
people
know
it
&
what
its
good
for
• Referrers:
people
say
good
things
about
it
• Track
record:
kept
promises
• Point
of
View:
how
its
meaningfully
different
• Solu8on:
set
of
problems
its
good
for
solving
both
logically
&
emoBonally
Copyright,
2012,
WiseWorking
7

8. Career Brander’s Tools
• Network:
who
you
know
and
who
knows
you
• Solu8ons:
what
you
have
to
offer
• Marke8ng
Collateral:
Cover
LeKer,
Resume,
Por]olio,
Bibliography
• Social
Media:
F2F
meeBngs,
phone
&
online
you
use
to
benefit
and
acBvate
your
network
Copyright,
2012,
WiseWorking
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9. Career Brander’s Skills/Habits
• PaBent
Persistence
• Flexibility
&
CreaBvity:
FT/Contract/Consult
• Offering,
more
than
asking
for,
value:
referrals,
advice,
point
of
view,
job
leads,
encouragement,
etc.
• Follow-­‐up/through
Copyright,
2012,
WiseWorking
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10. Career Brander’s Results
• Reservoir
of
goodwill
• Thought leadership
• An “activated” referral network
• Demand for solutions in exchange for
attention, referrals and compensation
Copyright,
2012,
WiseWorking
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11. Common Misses I Often See
Cover
leKers
that
express
soluBon
&
point
of
view
Chronological,
versus
soluBons,
oriented
resumes
Excluded
non-­‐paid
experience
No
job/problem-­‐relevant
value
proposiBon
NeglecBng
law
of
reciprocity
by
asking
more
than
offering
• Asking
for
jobs
more
than
for
referrals
• Being
unduly
modest
and
deprecaBng
• Being
a
networking
impostor:
“I
am
just
not
good
at
networking”
•
•
•
•
•
Copyright,
2012,
WiseWorking
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12. Next Suggested Steps
• Forgive
self
for
what
not
done
• Acknowledge
what
is
done
• Inventory
resources
you
have
at
hand
&
what
you
must
develop
• Devise
your
value
proposiBon
• AcBvate
your
referral
network
• Get
visible
with
your
offered
value
Copyright,
2012,
WiseWorking
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13. Taking Further Action
• Discuss
coaching
at
craig@wiseworking.com
• Read
my
blog
at
www.wiseworking.com
• Follow
me
online:
– TwiKer:
@wiseworking
– Facebook:
www.facebook.com/wiseworking
• See
my
related
Diigo
links:
–
–
–
–
–
–
–
hKps://www.diigo.com/user/cadelarge/personal_branding
hKps://www.diigo.com/user/cadelarge/resume_check
hKps://www.diigo.com/user/cadelarge/interviewing
hKps://www.diigo.com/user/cadelarge/wiseworking_value_speak
hKps://www.diigo.com/user/cadelarge/Books_that_saved_my_career
hKps://www.diigo.com/user/cadelarge/career_planning
hKps://www.diigo.com/user/cadelarge/career_sponsorship
Copyright,
2012,
WiseWorking
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