This document discusses self-marketing and getting ahead professionally without compromising one's authentic self. It notes that for women, success and likeability are negatively correlated, while external appearance has become increasingly important for women in business over time. It recommends developing self-awareness and focusing on internal behavior rather than overt marketing. Specific tips include being proactive during studies, developing expertise, maintaining a professional appearance and relationships, participating in networks, speaking at conferences, writing articles, and gaining exposure through performance despite fears. The key is highlighting one's strengths and building a brand through consistent everyday actions.
5. “Self-branding … is more about
internal awareness and
your external behaviour –
not about marketing anything
except you in your daily attitude
and behaviour.”
Sherven, J. (2016)
6. Getting Ahead
• Be professionally proactive during
studies
• Know your stuff
• External appearance + personal
relationships
7. 0%
5%
10%
15%
20%
25%
30%
35%
40%
1986 1991 1998 2003 2008
Importance of external appearance
at work, according to women in
business
Source: Bischoff, S. (2010) Wer Führt (die)Zunkunft? Männer und Frauen in Führungspositionen der Wirtschaft in Deutschland - die 5. Studie
8. “It is not just
about wearing
a new dress or
a new suit, but
having a certain
appearance and
a certain
charisma.
14. This is what I did
• Signed up with social media networks
• Created business cards
• Joined network groups
• Participated in network groups!
• Spoke at conferences
• Wrote articles
• Said yes to things that scared me
15. In Summary
• What have you got going for you?
• Who have you got going for you?
• How do you want to be seen?
• Just do it!
Notas do Editor
My notes to myself in preparing for this talk looked something like this…
Show you why it’s vital to get noticed – because that’s what it’s all about: being seen and recognized for the brilliant scientist that you are. And note what I say – to be noticed for being the brilliant scientist that you are. Not the nice girl who smiles sweetly and doesn’t complain when her funding proposal is rejected – again! It’s about promoting your abilities, not necessarily your personality (although that does become a part of the package down the line …)
I want to get you fired up to work on building your brand and promoting yourself. It’s all about not taking yourself too seriously and having a bit of fun with creating an image you feel at-home with and proud of.
Then we’ll get down to the practicalities of what you can start doing from yourself – starting right now!
What does “Self-Marketing” look like?
We want to be seen like this… suspect we might come across like this … but feel that self-marketing means being like this.
Indeed, this doesn’t only apply to women. According to Dr Sonja Bischoff of Hamburg Uni, it has been increasingly important for both male and female employees to work on their professional images. There are 3 main things all of us need to do in order to get on in our careers…
Career-oriented activities during the training or study such. As internships or a job in the industry in which you want to be active, are crucial undoubtedly successful point of entry. The first priority.
In second place, the special knowledge follow.
Priority three has the external appearance.
External appearance has become increasingly critical in the 21st century…
Women asked as part of Bischoff’s study, to rate the importance of external appearance at work.
Some times the men have the edge, sometimes the women. But the appearance is obviously more important in larger companies than in smaller ones, and especially relevant in areas such as marketing, advertising, PR, communication in larger companies.
“It is not just about wearing a new dress or a new suit, but having a certain appearance and a certain charisma. And you do not achieve that in an instant. You have to work a little longer on it.” http://www.inposition-hh.de/wp-content/uploads/2011/05/INposition_Interview-Sonja-Bischoff.pdf
Write down the first 3 adjectives that immediately come to mind for each of the following names:
Kate Middleton Angelina Jolie Hillary Clinton Your Mother
Now think about yourself. What top 3 adjectives come to mind when describing yourself as a business woman? Then, ask yourself what 3 adjectives you would want to be top of mind if someone else were to describe you. Write those down and compare the two lists.
Bonus exercise: Ask several people in your life to do this exercise about you: what are the top 3 adjectives that come to mind when they think about you? You may be surprised at what already comes to people’s minds and it may give you some insights into skills you underestimate in yourself.
Write down the first 3 adjectives that immediately come to mind for each of the following names:
Kate Middleton Angelina Jolie Hillary Clinton Your Mother
How to never get noticed! IE: Avoiding the Flossie Trap!
Flossie is everywhere. She’s indispensable, she holds the place together.
Flossie believes promotion & recognition comes from doing a good job; the harder she works, the more likely someone will notice her…
She doesn’t realise that 90% of the reason she’ll get a promotion or not, is due to her image & visibility. Because she doesn’t feel it’s worthwhile improving her interpersonal skills or her appearance, and regards networking as a waste of time, she’ll be stuck as the office Flossie for ever!
Three factors determine what leads to promotion – as uncovered in research by former IBM-er, Harvey Coleman
Performance – the reality of how good your work actually is
Image – (your personal brand) the impression you create about yourself & your work. Do you come across as competent, positive, solution-focused with can-do attitude?
Exposure – (Visibility) the degree to which people connect you to your work and how well you perform. Raise your profile be becoming more visible; build contacts.
You may do a great job, have a great image but if the right people don’t know that you exist – you’ll never get the recognition, promotion, grant funding that you deserve.
Which ties in well with Bischoff’s studies.
How well do you come across to others?
Think about your USP
Turn to partner – agree who will speak (send) and who will listen (receive – without interruption!)
Tell the other your USP. Stop.
Sender write down what you wanted the receiver to understand about you from what you said.
Receiver, write down what you thought about the speaker from what they said.
Compare notes. What did you learn about the message that was being sent?
Brainstorm, what could you do to raise your profile – to increase your visibility at work?
Capture ideas on flip – use meta cards
Market yourself without selling your soul: 3 keys to presenting the authentic you.
“Interesting how easily men own the space around them, while women just feel like visitors without a permit.” Sarah Dunant, Fatlands
What have you got going for you? – your skills, experience, education, attitude, values & beliefs
Who have you got going for you? – network; mentor, supporters
How do you want to be seen? – image; the whole package.
3. Don’t Be Shy Don’t think of branding as a job to sell yourself (leave selling to the sales team). Think of branding as a way for you to be really nice and help recruiters and customers and project leaders easily find someone with the skillset they need who can do the job they need done. By actively cultivating your personal brand, you are doing them the favor of succinctly packaging up your information.
Action: Practice giving a 30 second “elevator pitch” that summarizes your top 3 strengths. Practice often until you become comfortable with it.
Advice: Really and truly begin to understand that you are not asking a favor of anyone when you advocate for yourself. You are offering them an opportunity that is great for them. Never feel bad about offering an opportunity.
