This document discusses the importance of online personal branding. It notes that 70% of companies reject job seekers based on their online reputation, but only 7% of Americans believe their online presence affects their job search. It emphasizes that individuals should curate their online presence to appear authentic, well-rounded, unique, and appropriate. The document provides tips for assessing one's current online brand, identifying necessary changes, creating online profiles, and developing a content plan for social media platforms. It stresses maintaining an online presence that aligns with business goals and presents oneself positively to potential clients and audiences.

1. Online Personal
Branding

2. A few facts…
70% of companies rejected job seekers based on
the applicants’ online reputation…
…but only 7% of Americans believed that their
online presence affected the job search.
The average American
executes on 1 Google
search every day.
The internet is a
historical log that
remembers everything
you say and do online.

3. Do you know what your
online presence looks like?

4. • We have no storefront. So, in many ways, you are
the storefront!
• A large percentage of people who you do a
consultation with will Google you! You want to be
ahead of the game in terms of what they see.
• We are a very personal business involving
people’s homes and their children. It is important
to appear to be that person who is…
Personal Branding & Tutor Doctor

5. Who’s Brand Matters
• Franchisees
• Education Consultants
• Tutors

6. Goals
Franchisees
strong brand aligned with our company values and
identity.
Education Consultants
a brand that creates a comfort level for an in-home
consultation.
Tutors
a brand that is not damaging or embarrassing if
someone does a Google search.

7. Franchisee Branding Paradigm
AUTHENTIC (5 points)
WELL-ROUNDED (5 points)
UNIQUE (5 points)
APPROPRIATE (5 points)

8. Our Process
1. See Where You Stand
2. Change Behaviour – Starting Today!
3. Create a Profile that is YOU
4. Create Content

9. 1. See Where You Stand
Do a Google search for yourself. If your name alone
does not bring up results, try adding your city name
or school name if applicable.
With that on your screen, you can now do a self-
assessment based on the personal branding model:
1. Authentic
2. Well-Rounded
3. Unique
4. Appropriate

10. 2. Change Behavior – Starting Today!
• After you have rated yourself in each of the categories, you
can multiply that number by 5 and get a percent rating.
• Similar to a grade, you can look at you rating in the
following way:
• 80–100% This means that you have a strong online
brand—well done!
• 70–79% You have a pretty good presence, but there are
some additional steps to take.
• 60–69%
• Under 60% You should consider some of the tips below
to help you build a personal brand that suits you.

11. 3. Categories of Content
1. No Content—the vast majority of people fall
under this category
2. A partial profile that either hurts or helps
your reputation
3. A mix of good and bad
4. A complete profile that you are pleased with

12. 4. Create a Profile that is You
1. Make a list of your personal brand goals and
what things you can do to achieve them.
2. Look at your list and see if you think that any
goal cancels out the other one.
• Do you aspire to a career where you have to be
serious and staid but want to be a funny person
with your friends?

13. Importance of Standing Out
Branding is an important part of business, and a
brand alone can be worth billions of dollars.
Thetop brand in 2012 according to Interbrand,
considered the world’s top branding agency, is
Coca-Cola, reportedly worth over 77 billion
dollars.

14. What is the Audience?
• How old are they and are they men or
women?
Certain jokes do not span age ranges and the gender divide
very well. Also, political or religious views that may be
polarizing may not translate well.
• How do they relate to your personal goals?
• What content would they see as favourable
and what would they not?

15. What is the Audience?
1. Create 1–3 basic profiles of the person looking at
your brand in terms of demographics, interests etc.
2. Take a look at your current brand and see if there is
anything that you need to modify.
3. Jot down some ideas on things you can add to make
your personal brand more appealing to your
audience.

16. Use the Social Media Persona
Template to help you!
You can find this
at the back of the
Social Media
Guide.

17. What makes you different?
Some questions to ask yourself…
• What do you do better than anyone else?
• What are your values?
• What do people frequently compliment you on or praise you for?
• What is it that your teacher, manager, colleagues, friends, and
clients come to you for?
• How do you do what you do? What makes the way you achieve
results interesting or unique?
• What energizes you? What are your true passions?
• What do you aspire to in life? What is your personal vision?

18. Create a Personal Statement
Create a personal brand statement that aligns with
your goals, is appropriate for your audience, and
makes you stand out.
Use the exercises 1, 2 and 3 as content for this.
Personal branding statements may not be something that
you actually use publicly in your blogs or social media
profiles, but they are definitely something for you to keep in
mind as you build your brand. When you are making choices
about what to post, you can remember your branding
statement.

19. Create a Content Plan
Create a content plan for your brand by
selecting WHERE (2–3 places), HOW OFTEN, and
WHAT you plan to post. Examples:
• Facebook
• LinkedIn
• YouTube
• Twitter
• Instagram
• Google+

20. #TopTip: Use ‘My Social Calendar in the
Social Media Guide to help you.
You can find this at the back of the guide

21. Franchisee Branding Paradigm
AUTHENTIC (5 points)
WELL-ROUNDED (5 points)
UNIQUE (5 points)
APPROPRIATE (5 points)

22. Best Practices
• Put your biography on your website
• Have a detailed LinkedIn profile
• A personal website with your name as a
domain never hurts

23. Facebook Privacy Settings
• Facebook Business Pages is part of our Social
Media best practices.
• Your clients and tutors may want to be your
friend on a personal basis as well. Options
include:
1. Accepting their request, and putting them on an
“Acquaintance” list.
2. Create a second profile (against Facebook T&C but a
common practice).
3. Encouraging them to like your Facebook business
page

24. Facebook Acquaintance List
1. Click on “Friends.”
2. Click on a friend that you are not as close to and click on “Add to a List.”
3. Add them to a list called “Acquaintances”—you can then restrict the type of content that they see.
4. Click on “Privacy”, then “Who Can See My Stuff.”
5. Make the default for future posts “Friends Except Acquaintances.”
6. Then you can remember to only display your updates to that list, and if you have an update that is
less personal, you can post it to all friends.
7. Go to your Photo Albums.
8. Click on privacy settings for each one, and for more personal albums, make the audience “Friends
Except Acquaintances.” Facebook usually defaults profile photos to be public. If you have more personal
ones, you have to go through each one and tag it appropriately. Personally, I keep one or two as public
in case someone I know is looking for me.
9. To make profile photos more private, click on “Edit;” then you can see the Audience Selector tool
there.
10. Even though this does not 100% guarantee that everything that you want to be private remains
private, this is a definite step in the right direction.

25. Managing EC Personal Brands
• Google your EC and look at the results
• Explain that we do “in-home” consultations,
and that we want to make sure that our
personal brand as an organization fits well
• Talk to the 1:1 about negative or inflammatory
content.

26. Personal Branding Guide
• My Personal Branding E-
Book, Look at Me Now is
free for all Tutor Doctor
franchisees!
• This includes all exercises

27. Finally…
We will be sending out a recording of this
webinar, my e-book and FAQs from the
webinar next week.

28. THANK YOU!