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Brand You! Marketing Yourself to Get the Job

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06 de Set de 2012

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Workshop week 8: Marketing yourself

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In today's competitive job market, you have to be able to promote yourself with effective marketing tools from resumes to interviews to networking.

In today's competitive job market, you have to be able to promote yourself with effective marketing tools from resumes to interviews to networking.

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Brand You! Marketing Yourself to Get the Job

1. et No ticed ur Ma rk & G Ma ke yo Job Center @ Richland County Public Library www.myRCPL.com/career Diane Luccy, Job Center Manager Sylvie Golod, Career Specialist Lori Cook, Job Readiness Trainer
2. Do Know Your Brands?
3. The m Br an d os t im porta nt bra YOU! nd yo u’ll e v er ne ed to know
4. Your Name = Your Brand
5. If you don’t define your brand, someone will do it for you!
6. You are the CEO of Me! If you build it, they will come.
7. Up! ! ings n Help g Thrary ca izin e Lib S h t How CAREER COACHING INTERVIEW practice print&web RESOURCES CAREER DATAbases Learning Express
8. Overall Presentation Marketing Tools Networking Online Presence You can have an amazing brand, but if no one knows about it, you are not going to have much success
9. How Do I Look? Presentation is everything!
10. Soft Skills: What Employers Want… Reliable Punctual Positive Attitude Professional What are you Adaptable made of? Self-motivated Willing to learn
11. You! Cover Letter Resume Portfolio Your References Marketing Interviews Tools Follow-up Online Presence
12. Cover Letters Introduce: Why, What, How, and sometimes Who Highlight: Why you? Conclude: Thank you! Interview, please! Follow-up Plans
13. as i cs éB Ré sum Contact Profile Work Experience Education Achievements Community Service
14. Show them what you got with a Portfolio! A Visual Presentation of your Knowledge, Skills, and Abilities A great way to “show and tell” your story during an interview or impromptu meeting Online Portfolio Ideas: Free Personal Blogs and Websites Online sites like visualcv.com Career Cruising Portfolio
15. References People who know you and have experienced your brand! Reference Tips: Plan Ahead Ask Permission Provide accurate information Have a “Pool”
16. One of these is not like the other… Which one of these is NOT appropriate for an interview?
17. Follow-up Letters Be Appreciative of their time and the opportunity Highlight what you gained from the interview Remind Them why you are the best candidate
18. Teachers/Coaches Friends Counselors Internship Supervisors Relatives/Guardians You! Neighbors Community Organizations Places of Worship Volunteer Supervisors Work Supervisors
19. Brand nl ine ourO Y
20. Taking your BRAND to Market Tips for a Successful Job Search Be Prepared Be Scheduled Be Organized Be Persistent
21. 80% Jobs are not posted 60-90% of jobs are found through NETWORKING Where to look Online Job Boards for Teens and Students 20% • Snagajob.com • Groovejobs.com • Coolworks.com • Indeed.com Employer Websites 9.8% • Sciway.net • Glassdoor.com • myRCPL.com/career/employers Social Networking 3.5%
22. "A brand is a living entity - and it is enriched or undermined cumulatively Discover It over time, the product of a thousand small gestures" Michael Eisner, CEO Disney Build It Promote It Market It Improve It Protect It for “IT” is…
23. et No ticed ur Ma rk & G Ma ke yo Job Center @ Richland County Public Library www.myRCPL.com/career Diane Luccy, Job Center Manager Sylvie Golod, Career Specialist Lori Cook, Job Readiness Trainer

Notas do Editor

Introduce ourselves
SYLVIE The Brand is the Personality that identifies a product, service or company—The unique characteristics that sets them apart. How many of these brands can you identify? (ACTIVITY: have audience shout out brand names) ACTIVITY: Can you tell me which store this shopping bag is from? Target, that’s right. 96% of Americans know this!! Target has branded themselves as: fun and fresh, innovative, value driven, committed, styled, convenient etc.. It’s all about Target!! Now what if you are the Product? Then it’s it is all about You!!
SYLVIE What is the most important brand name you need to know? You! You are the Product and therefore need to Define your Brand! What do you know about your brand? What can I expect from your brand? What is the mission and value of your brand? Where is your brand heading? What’s it going to take to get your brand where it needs to be? These are some of the questions we’re asking today. DIANE ACTIVITY: Your Name = Your Brand (Write your name on your name tag but don’t put it on. Introduce yourself to your neighbor using eye contact, firm shake, first/last name) Branding yourself helps you… Stand out from the pack Focus your mission and message Clarify who you are in the minds of others Make an emotional impact Project credibility
LORI Developing your Brand Take the time to plan and focus on what you want your brand to stand for Discover and explore what you want: what are you passionate about when does time fly what are you prepared to do Discover who you are and Define your brand: why you are great what sets you apart from the others what value do you bring to the table why everyone should be looking for you Cultivate interests and skills, and relate them to future employment How early interests can lead to career goals: When Kristi, an 18-year-old, was asked how she chose her college, she said, “I was looking for a college to start me off in the right direction toward my goals . . . it has American Sign Language courses which I would like to take. I have been in [a] Youth Leadership Committee for a year where I’ve learned a great deal about advocating for others. I have acquired skills in sign language through courses in school and the deaf community. As I enter into college I hope to expand my knowledge in this area.”
LORI You are the founder and CEO of Me, Inc. What do you need to get where you want to go? Find the experiences and opportunities that will get you there. Strengthen and Protect your brand Promote your past accomplishments: these are the foundation for your brand Look for opportunities for new experience: freelance, consult, part-time, volunteer, internships that will bolster your weaknesses --Job Shadowing and --Informational Interviewing --Volunteering Pursue your Interest Discover new interests Develop new skills Companies often offer jobs to volunteers Build your resume, college app, portfolio Counts as work experience QUESTION ACTIVITY: What would you include in your brand?
DIANE 4 Actions to take in Preparing for Employment Use assessments to link abilities and interests to future employment Take time to explore careers Build your job-readiness skills Consider work-related education and training after high school How the Richland County Public Library and Job Center can help: Career Coaching Interview Practice (more details later) Web Resources like O*Net Assessments: This is NOT a test of the EBS A Career Assessment can help you… discover the type of work activities and occupations you would like and find exciting identify and learn about broad interest areas most relevant to you use their interest results to explore the world of work ACTIVITY: Short Tour of ONET Career Databases: Guess what? Someone has already done the work for you! Career Cruising: -- Career Matchmaker to learn about your job interests and what jobs you might like -- Learn about specific careers: Day in the Life, Male/Female Perspectives, Break down of activities, Potential Earnings, Educational Requirements Learning Express: -- Test Prep -- Job Skills Mango: -- Learn a new language Other Job Center Services to Help: Classes, Presentations, Calendar Print Resources
SYLVIE Promoting your Brand You can have an amazing brand, but if no one knows about it, you are not going to have much success with your career development. Overall Presentation Marketing Tools: things like Resumes and Interviews Online Presence: LinkedIn, twitter, Facebook Networking
SYLVIE When people see you, what brand are you presenting? Are you appropriately dressed? What does your style say about your brand? How about your Attitude? Do you show Confidence? Smile: The most inexpensive gift you can give yourself and someone is your SMILE?? Eye Contact Posture Body Language
SYLVIE Employers are looking for someone with the right soft skills (also known is transferrable skills): those personal attributes that enhance an individual's interactions, job performance and career prospects. Unlike hard skills (job-specific, task-oriented abilities), soft skills “move” with you to every job. If you are dependable, then you will show up ready to work whether at a factory, bank, or doctor’s office. Know your value and be confident about who you are and what you can offer an employer. Reliable: Employers pay you to do a specific job to the best of your ability. Are you a liability or an asset? Punctual: Being late once or twice may be unavoidable, being late consistently makes you unreliable. On time = 5 minutes early Positive Attitude: Your attitude can make all the difference on how you do your job. An employer can teach you the skills you need to be successful but they cannot teach you positivity. Professional: You are representing the employer’s business. Remember we are always interviewing! Understand good business etiquette. Adaptability: Can you adapt to changes and manage multiple tasks? In today's technology driven and rapidly evolving business environment, the ability to pick up on new technologies and adjust to changing business surroundings is important. Self-motivated: Do you have to constantly be told what to do or do you have initiative? Willing to learn: Employers are impressed with those who are willing to go the extra mile by taking on extra duties and learning job duties other than their own. When the time comes to promote someone, who do you think they will choose?
LORI Marketing Tools Cover Letter Resume the Job Center offers one-on-one appointments to work on resumes Career portfolios -- print and online References Interviewing Skills Follow-up Communication Online Presences Other Promotional Materials: cards, business cards, fonts, design
SYLVIE A cover letter should accompany a resume. The simple goal is to highlight specific skills and to show interest in the job. Paragraphs do not need to be long but write in complete sentences. Since not all companies will require cover letters, the general rule of thumb is to use a cover letter, unless the job posting specifically says not to do so. Using your resume as a guide, describe to the employer why you are a great candidate for the job Remember, it is what YOU can do for the EMPLOYER! Three basic parts: Paragraph One: What position, how you heard about it, mutual contact This is an opportunity to show your enthusiasm for the company and potential job Why do you want to work for this company? (this question may come back during an interview!) Paragraph Two: Why you are specifically qualified for the position Highlight your knowledge, skills, and abilities as they apply to the job If necessary, this section can be more than one paragraph YOUR BRAND! Paragraph Three: Thank the potential employer for their consideration Ask for an interview Give a call to action: how you will follow up Include your online marketing tools under your signature (website/blog/Linkedin URL) Other Uses for the Cover Letter: You can be pro-active! Write a letter introducing yourself and requesting an informational interview or opportunities for employment or volunteering If you see a job posted on-line, or a help wanted sign, write a letter relating to that specific job
SYLVIE Contact details Name, telephone number and email address prominently placed at the top of the resume. No crazy email addresses like [email_address] Make sure your contact information will get you! No crazy voicemails or music Profile over an Objective 30 second resume statement/elevator speech if you’re only going one floor Who are you? What position are you looking for? What will an employer get if they hire you? Education This is standard. Use “Diploma” or “Coursework” or “Bachelor of Science, English” and the institution Work Experience Even if you haven't had a 'real' job with set hours and pay, internships, informal, and volunteer work counts as work experience. This is all most potential employers expect to see at this stage in your 'career'. Serving on a committee at school, babysitting on weekends, tutoring school children, helping out at a retirement home on weekends all show initiative and responsibility. Be sure to highlight some accomplishments, responsibilities, and skills gained during these work experiences. Skills and Achievements These can include academic, extra-curricular, and service achievements, awards, recognitions, or honors. Think about what will speak to your ability to focus on a task and achieve good outcomes. Also let your employer know about any special skills you can bring to the table like speaking more than one language or proficiency at Microsoft Office. Community Service Let potential employers know what you are doing to contribute to the community. Formatting Simple is best! Be clear and concise! NO GRAMMAR OR SPELLING ERRORS! Arial or Times New Roman 10, 11, or 12 Font Size Aim for one page but don’t sell yourself short Keep margins greater than .5 inches all around
LORI A Portfolio is a visual presentation Examples of your KSA demonstrating where you’ve been: resume, school work where you are now: samples of your work, certificates, where you are going: written goals Personal Profile: 60-second infomercial Resume Work Samples: Vocational Training Certificates, Photos of Artwork, an Excel or PowerPoint you created, Samples of Artwork Awards and Recognitions Community Involvement References Letters of Recommendation SAMPLE AT TABLE
LORI References are people who know and have experienced your BRAND!! References are usually asked for on an application or during the interviewing/hiring process. An employer may call one or more of your references to determine if you are dependable and trustworthy (that you are who you say you are!) Consider having a pool of references so you can choose the best reference for the job at hand… Targeting! Current or former supervisors (volunteer or paid) Current or former teachers or coached Adult friends who have known you for many years (maybe you mowed their lawn or watched their children for years) Personal references are rarely ever acceptable. Think of people who know you in a professional/school capacity who can speak to your character, intelligence, the kind of work you do and the soft skills you are promoting on your resume. References can vouch for you when a prospective employer wants to make sure that you are a safe bet. Ask first! Get permission before you give out a reference’s contact information. Keep them posted on who receives that information. Let your references know the details of any job that you are trying to get.
DIANE Remember, you are ALWAYS interviewing! When people see you, what brand are you presenting? When you go into a business to fill out or drop off an application, think about your appearance. You should look neat and well-groomed. What is an Interview for? A resume is a marketing tool to sell you and get you an interview. An interview is an opportunity to see if you and the company for which you are applying are a match. Two important things to remember during your interview: PASSION… Be enthusiastic about the job Your resume got you your interview; your passion for the job is what will set you apart POSITIVE ATTITUDE… Have an attitude of wanting to do your best for the company and putting yourself forth as THE person who will be focused on and dedicated to the company’s mission and values. Making an Interview Memorable: Simply put, if you can’t tell, you can’t sell it! Think of your interview as a conversation and behavioral questions as story opportunities Think less about QUESTIONS and more about TELL ME A STORY Show your personality, be likeable, be natural Although the interviewer is interested in the answer, they may be just as interested in the confidence, passion, and enthusiasm, with which you answered it. You may be the 5 th interview of the day and the interviewers are tired. You want them to come away thinking, “Best interview yet.” Remember, employers like to hear about themselves What is in it for the employer? How does this story interest them? Do your RESEARCH Know the company you are interviewing with! (mission, values, recent news, annual report) What does the company do? What are they all about? What do they emphasize and what makes them different from their competition? Know yourself : have specific examples of the skills and qualities mentioned on your resume Go through the Job description line by line. Again… mirror the language! PRACTICE! Interview Practice for individuals every Wednesday 10am – 12pm in the Job Center (no appointment necessary, first come/first served, 30 minutes) Groups by appointment! Interview Tips Use a good, firm handshake when you meet a potential employer and make eye contact Dress neatly and appropriately Make sure your availability matches the job requirements. Be prepared to tell them what hours and days you are available to work. Be upfront about your schedule Bring a copy of your resume Make sure that anyone you list as a reference knows ahead of time that you are giving their name GO ALONE! Don’t bring friends or family to an interview with you. Be on time or a little early Ask the interviewer questions about exact job requirements, hours and wage
DIANE A Thank You Note is a way to Show you appreciated the interviewer(s) time and input Highlight what you learned from the interview Remind the interviewer why you are the best candidate Add something you forgot to say in the interview Stay on their mind! Even if you are rejected… send the thank you What if the chosen candidate backs out? Always be thinking of the next opportunity!
SYLVIE Circle of Influence = Networking If someone in your circle of influence knew of a job opportunity would they think of you? How to Build Relationships through Networking Identify your contacts: friends, colleagues, customers, clients, and former bosses Keep up with your contacts: give them frequent updates of your most recent successes Track Word-of-mouth: what are these people saying about you? Join Professional Associations: go to where the people you want to work with one day are, volunteer and get active! Participate in online networking communities: LinkedIn ROCKS! If you have presented, advertised, and marketed yourself well on a daily basis, you can ask for jobs, references, referrals for jobs, volunteering opportunities, recommendations to put in your portfolio Only 10-20% of jobs are filled by the largest online job boards 60-90% of jobs are found informally through friends, relatives, and direct contacts In other words, the best way to find a job is to get away from your computer and talk to people!
Social Networking: Your Job Search “Frenemy” Social Networking sites like Facebook can be great resources for connecting with people who can help you with your job search. They can also get you fired or prevent you from getting a job. Take time to build, promote, and maintain your online “brand.” When you apply for a job, there is a good chance that the employer will “Google you.” What will they find? Create a LinkedIn account: Use your header like an objective, Ask for recommendations, Create purposeful Connections, Find a profile of someone with the career you are interested in and observe their career path (How did they get where they are?) Do: • Let your friends know that you are looking for a summer job through your status updates • Email your friends who have jobs and ask if there are any openings where they work • Clean up your profile. Would you hire you? • Remove any questionable info and/or pictures or change your privacy settings so that only friends can view your page Don’t: • Use profanity in your status updates • Post pictures or links that portray you in a negative way • Post anything negative about previous supervisors/teachers • Update your status with anything that you wouldn’t want your future employer to know about Building a Brand Online Be Relevant Go to your Audience Quick Tips LinkedIn: Max out Profile, Get Recommendations, Contribute FaceBook : connect and be a fan with your dream company, turn online relationships into offline networking, know your privacy settings (who can search your, who can see your posts) Twitter: Be interesting, RT/@ replies = good, tweet ups Blogging: be consistent: 2-3/week, give credit/links, comment Rich Media: Capture attention w/ video capture Work the cycle: Intended Response (what do you want your content to say about you) Measured Effect (how’s it working for you? Are Modify (tweak and improve and try again)
LORI Teens are facing heavier competition these days Although the national unemployment rate hovers just under 10%, the rate for teens and students is 25%... that’s 1 out of 4 job-seekers ages 16-24! More adults are vying for jobs teens have traditionally held. Young adults (20s) fresh out of college are struggling more to find jobs, and are taking some positions that teens have been hired for in the past Many businesses do not want to invest in hiring someone with little or no experience when they can pay the same to hire a more experienced worker Be Prepared! Before you begin… make sure you have: An email address | Resume and Cover Letter | References SYLVIE Be Organized! Keep a log of your accounts on each job site: many sites require user names and passwords Keep a log of the jobs for which you have applied: when you get an interview, you will know which of your skills and experience to highlight Be Scheduled! Be Persistent!
LORI Where to look Online Job Boards for Teens and Students 20% Career Site 9.8% Snagajob.com - hourly and part-time employment with reputable companies Groovejobs.com - hourly and part-time employment with reputable companies Coolworks.com - Summer and seasonal jobs in national parks, ski resorts, ranches, camps and cruise ships Indeed.com - jobs from thousands of company web sites, job boards and newspapers in one search Sign up for job alerts to receive up to date notifications Referrals 28% Employer Websites 9.8% Companies pay money to post in classified ads and on job boards. They can post the same job for free on their own site. 46% of successful job seekers made a direct application to the employer. Social Networking 3.5% Facebook, LinkedIn, Twitter all have job resources in addition to networking Boots on the Ground 80% Jobs are not posted, 60-90% through Networking Career Fairs 1.9% To Post a Resume or Not In a survey of Hiring Firms by CareerXroads, 68.6 % said more hires are made from postings than from resume searching. Only 5.7 percent said they make more hires by searching the resume database than by posting jobs. How to avoid Job Scams Red Flags: Is the job description and company name vague? Do you have to pay them to get started? Do they ask for personal information before showing the job description? Is the job listed under “sales” or “marketing”? Is the pay commission-based? Does the job sound more like an advertisement than a job description? Things to look for : Accuracy – Is the information accurate? Check multiple sites to verify details. Authority – Who is the author of the information? What are their motives? Currency – When was the information on the site last updated? Helpful Sites Visit the company website directly www.ftc.gov/jobscams www.bbb.org Job Center @ RCPL Resources Virtual Career Resource page on the RCPL website http://www.myrcpl.com/career/home Searching for Jobs Online Booklet available in the Job Center (great for record keeping!) Job Application Tip Sheets available in the Job Center and at all branch locations (instructions for applying online at some of the Midlands’ most familiar companies)
CONCLUDE NAMETAG ACTIVITY: Have them write their name and brand message and introduce themselves again