1. Australian Careers Conference 2015 Beijing 2015
Kindly supported by:

2. The 2015 Australian Job Market Kelly Axon Hays Recruitment

3. Opening Career Doors with CPA Australia Jessica Jing CPA Australia

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

5. Perception Of
Value

6. 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

7. 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.

8. 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

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

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

11. 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

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

13. 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

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

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

16. Before & After

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

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

19. 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

20. 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

21. Questions? ?