The Duke MBA Career Management Center December 9, 2008

Maintaining Marketplace Visibility Ellen Jane Baker Executive Coach MBA Career Management Center Ryan Smith Program Director Alumni and EMBA Career Services

 Gaining Visibility  Defining your Personal Brand  Feature-Benefit Model  Maintaining Visibility  Nurturing Your Network  Online Branding and Networking Tools Topics for Discussion

How Visible are you? PRICE PROMOTION PLACEPRODUCT Perceptible to the Eye Apparent Obvious Being constantly or frequently in the public view

Personal Branding Personal branding: individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence. -David Schawbel, Personal Branding Expert

6 You Are the Product  People will buy you if: - You are genuine - You have done your homework - You are enthusiastic about contributing - You can solve their problem or fill their need - You fit in the organization’s culture - You are affordable

7 Marketing Yourself  Great marketing companies: - Invest in innovation - Create differentiated products - Tailor the product to fill specific customer needs - Package and promote the products with clarity  A hiring manager is your customer, the “buyer of you.” You are the product your resume is your sales literature. Based on Don’t Send A Resume, Jeffrey J. Fox. May not be reproduced without the express written consent of Ellen J. Baker

8 Your Personal Brand  Personal branding is about understanding what's unique about you -- your strengths, skills, values, and passions -- and using that to differentiate yourself. - Develop a vision and purpose for your brand - Your brand must be true to your essence, know yourself - Know your competition - Know your audience - Create a brand statement - To stay relevant, your brand must evolve. Based on Don’t Send A Resume, Jeffrey J. Fox. May not be reproduced without the express written consent of Ellen J. Baker

 A cohesive image that positions you as a trusted expert, attracts your ideal employer/client, and conveys the value of investing in your talents/services  A promise of a level of experience, expertise and leadership behavior known to get successful results  Tom Peter’s refers to the ‘feature-benefit’ Model Brand Identity

What is the "feature-benefit model" that the brand called You offers? Interests, Skills, Network, Experience, Goals Feature-Brand Activity

11 Self Branding  If trying to sell a product a marketing executive would: 1. Analyze the market/product to understand the opportunities 2. Examine the competition 3. Examine current market conditions 4. Study assumptions about the future 5. Unearth problems that need to be solved 6. Discover what needs aren't being met Based on Don’t Send A Resume, Jeffrey J. Fox. May not be reproduced without the express written consent of Ellen J. Baker

Maintaining Visibility What are your ripple effects? Personal Local Professional Virtual

 Google  Social Networks  Online Resumes  Blogs and Podcasts  Content Sharing Online Branding Tools

85% of recruiters use search engines to research Candidates and 33% Of professionals Google people before meetings Digitally Distinct or disastrous

+Michael Phelps  Official Site  2008 Beijing Olympics  Health Blog Results Your Brand = +Lindsay Lohan  Out of control  Rumors  Girlfriend and drugs Be Found on Google Ellen Jane Baker Professional profile on LinkedIn, Culture2Culture… Ryan M. Smith and Duke/Fuqua Newsletter, Publications, Event Host, Program Director…

Social Networks

LINKEDIN Branded Titles Joshua Gerlick Highly-Respected Executive with Top-Tier MBA & Entrepreneurial Visionary Skills Jerry Ceres IT Executive building, transforming, and leading Ani Fox PhD Scholar, Nice Guy, Sales Recruiter

FACEBOOK Wall Street Networking Duke MBA Class of 2010

Internet Visibility  Weblogs, those do-it-yourself publishing sites. What do blogs add to the small- business dialogue? The best small business blogs offer interactivity, allowing readers to chime into the dialogue with their own bright ideas. Forbes Magazine  A Podcast is a series of audio or video media files which is distributed over the internet. The term is a combination of the words ‘iPod” and “broadcast.” Wikipedia  Online Resumes

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Parting Thoughts… “Superior inner skills, creativity, drive, out of the box thinking… are now just prerequisites if you even hope to compete. Statistics overwhelmingly show people buy personalities and ideas long before products and services. The trend is unmistakable. The best personal brands win.” Kishu Gomes, Sri Lanka (Top Executive, Financial Times, 2/2007) Chance is always powerful. Let your hook always be cast. In the pool where you least expect it, will be a fish. - Ovid