1. What kind of superhero are you?
Personal Branding
Presented by the following Superhero:
Darren Kaltved, M.Ed.

2. What kind of superhero are you?
Agenda
• Is Perception Reality?
• What is your brand?
• Discovering Your Superpowers (Strengths)!
• Building and Promoting Your Online ID
(superpowers)

3. Perception vs. reality

4. Perception
Do you think perception is reality?
Robin Williams
Steve Martin

5. Branding
• When you see brands somewhere, you associate them
with a set of expectations or perceptions that are
connected with a product or service.
• You associate these concepts, thoughts, and images
with the particular companies because of the brand each
company has established.
• A brand is a unique promise of value.

6. Top Brands

7. People Brands

8. Let’s Chat
• What brand do you associate with the most? (product or
person)
• Why do you like it (her or him)?
• From a brand perspective, what is its (her or his) “unique
promise of value”?

9. Why Build a Personal Brand?
• Puts you in charge of leaving a footprint.
• Establishes credibility and visibility
• Provides a competitive edge – differentiate yourself
• To find people who compliment your strengths.

10. -- William Arruda

11. What are Employers Looking for?
Which Robin
should I
choose?

12. What are Employers Looking for?
• Knowledge / Skills / Abilities
• Self-Awareness
- High Emotional Intelligence
- Self-Esteem/Confidence
- Passion
- Awareness of strengths/weaknesses
• Top 10 Skills (NACE):
- Communication, Integrity, Interpersonal, Technical, Analytical
Initiative, Adaptability, Work Ethic, Team-work, Detail-oriented

13. “The secret of successful people lies in their ability
to discover their strengths and to organize their
life so that these strengths can be applied.”
– Dr. John C. Maxwell

15. Superpowers! =
• In over 30 years of research into leadership, and top
achievers, Gallup has found that top achievers have one
thing in common: they build their academic and
personal life on their talents
• By applying their talents as a foundation for strength
development, they achieve excellence, leveraging their
strengths to manage weaknesses

16. Talent + Skills + Knowledge =
Strength
• Talent: Music
• Skill: Playing an instrument
• Knowledge: Guitar Proficiency - Composition
• Strength: The ability to consistently excel at our
talents.

17. Time to Discover Our Strengths!

18. Promote Your brand
“The best way to predict the future is to invent
it. This suggests that the best way to know
what is coming is to put yourself in charge of
creating the situation you want.”
The Employee Handbook for Organizational Change
– P. Pritchett and R. Pound

19. Social media revolution

20. “Promoting yourself online is the
best, easiest, fastest way to
build your personal brand.”
Boris Mann, Web 2.0 and Personal Brand Development

21. The stats
EMPLOYMENT STATS:
• 79% of US hiring managers and recruiters reviewed online information about job applicants.
(Microsoft, 2009)
• 70% of US hiring managers rejected candidates based on what they found. (Microsoft, 2009)
• 45% of employers use social networking sites to research job candidates. Another 11 percent
plan to start using social networking sites for screening. (Career Builder, 2009)
• 76% of executives expect companies and recruiters to conduct a search of their name online
during the hiring process, yet 22% have never entered their own name into a search engine
to determine what personal or professional information is uncovered. (Execunet, 2007)
Source: William Arruda – REACH CC

22. The stats
INFLUENCE STATS:
• 87% believe the CEO’s reputation is an important part of a company’s reputation. (Hill &
Knowlton)
• 80% of adults are "very" or "somewhat" more likely to consider buying products
recommended by real-world friends and family. (source: Pollara)
• 90% of consumers trust recommendations from others. (Forrester)
• 52% of survey respondents from developed nations said they find “a person like yourself” to
provide the most credible information. (Edelman)
Source: William Arruda – REACH CC

23. The stats
USAGE STATS:
• For businesses, 85% use Facebook as part of their marketing communications, followed by
Twitter (77%), LinkedIn (58%) and YouTube (49%) (econsultancy.com)
• For job candidate checks, 29% use Facebook, 26% use LinkedIn and 21% use MySpace.
One-in-ten (11%) search blogs while 7% follow candidates on Twitter. (Career Builder, 2009)
• The top industries most likely to screen job candidates via social networking sites or online
search engines include those that specialize in technology and sensitive information:
Information Technology (63%) and Professional & Business Services (53%). (Career Builder,
2009)
• Share of adult internet users who have a profile on an online social network site has more
than quadrupled in the past four years -- from 8% in 2005 to 35%. (Pew Internet & American
Life Project, 2008)
• Facebook: More than 600 million active users
• LinkedIn: More than 100 million members in over 200 countries
• Executives from all Fortune 500 companies are LinkedIn members
• Twitter: 50 million tweets per day
Source: William Arruda – REACH CC

24. The stats
REASON FOR ELIMINATION STATS:
• Inappropriate photographs or information – 53%
• Content about drinking or using drugs – 44%
• Bad-mouthed their previous employer, co-workers or clients – 35%
• Showed poor communication skills – 29%
• Made discriminatory comments – 26%
• Lied about qualifications – 24%
• Shared confidential information from previous employer – 20%
• Sent message using an emoticon – 14%
• Used text language such as GR8 (great) in an e-mail or job application – 16%
Source: William Arruda – REACH CC (Career Building, 2009)

25. The stats
REASON FOR HIRE STATS:
• 18% of employers found content on social networking sites that caused them to hire the
candidate. The top examples include:
– Profile provided a good feel for personality and fit – 50%
– Profile supported professional qualifications – 39%
– Candidate was creative – 38%
– Candidate showed solid communication skills – 3%
– Candidate was well-rounded – 33%
– Other people posted good references about the candidate – 19%
– Candidate received awards and accolades – 15%
Source: William Arruda – REACH CC (Career Building, 2009)

26. The stats
AGE/GENERAL:
• 82% of the 386 college admissions officers surveyed indicated that their respective schools
used Facebook to recruit prospective students. (Kaplan 2010)
• Young adults are often more vigilant than older adults when it comes to managing their online
identities (Pew 2010)
• 23% of LinkedIn connections are also Facebook friends
• An average 63% of Facebook profiles analyzed listed at least one employer
• Blogging increasing among age 34+ and decreasing for younger users
Source: William Arruda – REACH CC (Career Building, 2009)

27. 5 steps to build your online id/brand
1. EVALUATE
• Google Yourself
• Online ID Calculator (www.onlineidcalculator.com)
2. DIAGNOSE
• Four Measures of Online Reputation (Volume, Relevance, Purity, and Diversity)
– Volume: Total number of responses, Number of relevant responses, and First three-
pages
– Relevance: Consistency with expertise, Blog or website featured, Exudes personal brand
attributes, Aspirational (relevant for today and tomorrow), and Consistent with objectives
– Purity: Common/famous name, Digital dirt, Recommend doing Extract phase and then
outsourcing (Reputation.com, Knowem.com, Viziblility.com), and Name in domain name
– Diversity: Traditional content, Bio, articles, website, etc., Real-time content, Twitter, Are
you ready for your close-up?, Video, and Headshots and other images

28. 5 steps to build your online id/brand
3. PLAN
• What’s your brand? (Peers – Unique; You – Promise; Target Audience – Value)
• Determine before online ID is established:
– Authenticity, Reputation, Goals!, Differentiation, Relevance, Branded messaging
(personal branding statement – strengths, attributes, passions, vision, goals)
• Create the Right Media Mix
– Build your own home on the World Wide Web (own your domain
– Use social media and Networking sites (Facebook, LinkedIn, Twitter)
– Video/image sites
• Content Rules
– Unique, valuable content will keep your target audience engaged!
– Consumer-generated content has value
– Quality trumps quantity!

29. 5 steps to build your online id/brand
3. PLAN
• Identity Content (What do you want to be know for?)
– Headshot/images
– Thought-leadership content
– Articles, Whitepapers, Book
– Comments and Blog Posts
– Interviews and Press Releases
– Reviews, testimonials and recommendations
– Multi-media Content
• Your Brand Identity System
– Textures
– Tag Line
– Logo
– Color
– Font
– Images

30. 5 steps to build your online id/brand
3. PLAN
• What Color is Your Brand?
– Blue, Red, Yellow, Purple, Green, Orange? (Colourlovers.com, Colorschemer.com)
Power Passion Potency Vitality Wisdom Loyalty
Energy Determination Success Productivity Integrity Authority
Action Strength Confidence
Ambition Mystery
Warmth Sunshine
Growth Healing
Wealth Inspiration
Happiness Vision
Nature Optimism
Creativity Dignity
Rebirth

31. • What happens when you Google your name?
• Does it best represent your brand?
• “Brand equity” is the sum total and composition of your search results.

32. How to remove digital dirt
• Vacuum it up
• Sweep it under the rug
• Credibility is key
• Cleaners
– Honestly.com
– Vizibility.com
– Businesscard2.com
– Peoplepond.com

33. Tools To Promote your Superpowers
4. IMPLEMENT
• Create a Google Profile, LinkedIn, and Twitter account
• Consider buying your domain (hover.com, godaddy.com)
• Consider starting a blog (wordpress.org, typepad.com)
• YouTube – upload videos of you (professional)
• Flickr – upload professional photos of you (head shots)

34. Why a blog?
• BLOG = Better Listing on Google
• Real and in own voice – forces current content
• Promotes online relationships/networks
• Well-organized resource for your target audience (can have portfolio-like content too)
• Demonstrates Web 2.0 approach
“Blogs will become the new must-have executive accessory, just as email is today. They
amplify any senior executive's communications from one-to-one to one-to-many.
It's a no-brainer if you think about it.”
Debbie Weil, author of:
The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right

36. Social media strategy
Network
Create a
LinkedIn
Profile
My
Brand
Blog or
Facebook
Website
Twitter

38. Online social networking
LinkedIn: http://www.linkedin.com
– Over 100 million members in over 200 countries
– A new member joins LinkedIn approximately every second, and about
half of our members are outside the U.S.
– 85% of employers indicated they are using LinkedIn to find and
review candidates.
Facebook: http://www.facebook.com
– Several Companies have “fan pages” and high school friends can
sometimes repay a favor
Twitter: http://twitter.com
– Twitter is a service for friends, family, and co–workers
to communicate and stay connected through the exchange of quick,
frequent answers to one simple question: What are you doing?)

39. Linkedin tips
1. Use "Signal" to discover relevant news and information
– When you're logged in to LinkedIn, take a tour of a new feature called Signal. This tool lets you easily monitor
updates within your network
– You can filter information so you can also see what people in your extended circle (2nd and 3rd connections)
are posting.
– You can also do the same filtering by industry or location, so you can weed through the noise.
2. Export your connections
– Go to "My Connections" and at the bottom of the page click "Export Connections," which will put all this
contact info in a format suitable for your address book (Microsoft Outlook, Yahoo! Mail, etc.).
3. Specialties
– Check out the “More” tab and “Skills”
4. Start and use groups
– Topics of shared interest (i.e. relevant info, jobs, trends, resources, etc.).
– Groups are a great way to jump-start a good business chat.
– Not sure what groups to join – try "Groups You May Like“.
5. Customize your URL
– Visit the "Edit Profile" tab and click "Public Profile" at bottom left. Once you're on this page, on the far right
you will see "Your current URL." This is where you can customize your LinkedIn domain name so you can
better brand your account.

40. twitter tips
What is Twitter: (celebrating its 50th year)
• Twitter is a real-time information network that connects you with the latest information that you find the most
interesting.
• Simply find the public streams you find most compelling and follow the conversations (http://twitter.com/about)
• 119 Million accounts on Twitter (300,000 new users every day); 3 Billion tweets per day
• 60% of Twitter users abandon their accounts within the first month of use
Why Participate:
• Make connections and maintain connections; Good learning tool; and can be used to promote events
• Follow industry leaders
• Share knowledge; interact with others and get advice
• Creating and marketing your brand – demonstrate your expertise
• To learn about occupations, employers, recruiters and job opportunities
Create a Twitter Action Plan:
(Ask the question: What do I want to get out of this social media tool?) – see above
• Play with Twitter…then sign up
• Create a Profile (link to LinkedIn and Facebook)…possibly create two accounts (Personal and Professional)
• Tweet – send your first message
• Find others to follow – start small – check their tweets (are you interested?) (wefollow.com; twellow.com)
• After playing for a while – ask yourself again, “What do I want to get out of this tool?”

41. twitter resources
The Twitter Guide: TweetMyJobs:
http://webtrends.about.com/od/twitter/u/twitter_guide.htm http://www.tweetmyjobs.com
Twitter Vocabulary for Newbie's: TwitJobSearch:
http://twictionary.pbworks.com/w/page/22547584/FrontPage http://www.twitjobsearch.com
Twitter Search: Twitter Job Search:
http://search.twitter.com/ http://jobsearch.about.com/od/networkingsites/p/twitter.htm
Job Sites and Career Experts on Twitter:
http://alisondoyle.typepad.com/alison_doyle/2009/03/top-job-sites-and-career-experts-on-twitter.html
50 Twitter Users to Follow for Your Job Search:
http://www.onedayonejob.com/blog/50-twitter-users-to-follow-for-your-job-search/
Five to Follow on Twitter for Hiring:
http://www.entrepreneur.com/blog/219404
The Beginners Guide to Finding a Job on Twitter:
Iprofile-http://jobmob.co.il/blog/beginners-guide-to-find-a-job-with-twitter/
How To: Find a Job on Twitter:
http://mashable.com/2009/03/13/twitter-jobs/

43. Organizational tools
Hellotxt: http://hellotxt.com
• Hellotxt status manager enables you to update your status across all of
your social networks and microblogs with a single click.
Hoot Suite: http://hootsuite.com
• Your #1 social media dashboard. Hoot Suite allows you to monitor
keywords, manage multiple social media networks, manage your interface,
and compose and converse on the go with mobile devices.

44. 5 Steps to build your online id/brand
5. EVALUATE
• Re-Google Yourself
• Complete the Online ID Calculator (again!)
• Become Digitally Distinct

45. NOW, BUILD YOUR SUPERHERO BRAND!!!