Australian Careers Conference 2015 Beijing 2015 Kindly supported by:

The 2015 Australian Job Market Kelly Axon Hays Recruitment

Opening Career Doors with CPA Australia Jessica Jing CPA Australia

Professional Branding Ashley Cooper Commonwealth Bank of Australia Managing Partner, C+H Global Services

Perception Of Value

Let’s talk about marketing You choose one brand over another when: You trust the brand You know what you’re getting The product gives you what you think you want You are a brand. Your skills are a product

Your brand Whether you like it or not, you are a brand! You represent capabilities ‘for sale’ You need to become recognisable You must communicate your differentiators Consistency is key Communicate differentiation Demonstrate Values Are recognisable Brands are consistent and repeatable indicators or a product or service. They exist in order to demonstrate to a buyer what they can expect to receive when paying money for something. Brands also crry with them the promise of a value or set of values.

Professional Objectives Branding = Marketing How do you market brand ‘you’? You must communicate a value proposition Your message must be targeted Your values must be consistent Your communications must be powerful You must be realistic & honest Target Market Professional Objectives Branding Strategy

Brand Branding Elements Professional Profile Achievements Experience Resume Cover Letter Online Presence Network Components Professional Profile Achievements Experience Qualifications

Part 2: RESUME Copyright © 2015 Ashley Cooper. All rights reserved

Critical Not Exclusive Resume = very critical ≠ exclusive Don’t rely on the resume to get you the job It supports YOU, it doesn’t do the work May not be the first line of advertising Don’t assume that the resume will be the first marketing opportunity for your skills Be consistent with all your brand elements

What is your value prop? Professional Profile How are you different? What are your values? Strengths Cultural Fit What can you do for ME?

Professional Profile example “I am a financial controller with over 20 years experience in operational responsibilities including P&L, strategic planning and financial management. In my various roles with various medium to large multinational IT organisations, I have successfully guided the mergers with & acquisitions of a dozen firms to the value of $15 Billion. I am passionate about strategic planning and due to this, have overseen the growth in profitability, market share and capitalisation of the organisations I have worked for.” Copyright © 2012 Ashley Cooper. All rights reserved

Result Action Problem Achievement Stories Copyright © 2012 Ashley Cooper. All rights reserved

Supporting Information What is your Exit statement? Use in interviews What are your Question responses Copyright © 2012 Ashley Cooper. All rights reserved

Before & After

Part 1: Social presence Copyright © 2015 Ashley Cooper. All rights reserved

Social Presence Social Media Networking Community Contributions You Your Profession Your Industry Social Media Networking Community Contributions

Social Media + Recruitment Virtually every business in Australia believes that social media is an important tool for recruitment, both for advertising roles and finding candidates* 98% of employers in use LinkedIn for recruitment, up from 19% in 2009 19% of employers use Twitter for recruitment Overseas, 92% of companies use social media for recruiting 35% of employers use Facebook when recruiting

Community Contributions Blogging Start a blog and write some pithy pieces Make sure what you write is consistent with your Professional Profile Articles Submit articles to known industry publications Even if they don’t get published, its great practice Presentations Offer to deliver presentations to industry forums and related groups This is a great way to keep current on the latest trends and brand yourself as a thought leader

Questions? ?