Branding For The Under Employed

Developed /Research & Presented by:

Connie Piggott Employment Advisor JSW Program

Diversity Facilitator

Branding

1.What is Branding?

2.Semiotics- What is that????

3.Personal Branding for employment

4.DIM Model

5.Conclusion and Resources

Presentation Topics

What is Branding?

http://www.youtube.com/watch?v=lgM6ejXI6nE

Creating the impression that a brand

associated with a product or service

has certain qualities or characteristics

that make it special or unique.

Good brands create an

emotional connection

The Definition of Branding?

The Skinny on Branding?

BRANDING IS A COLLECTION OF

PERCEPTIONS

IN THE MIND OF A CONSUMER.

BRANDS ARE BORN OF EXPERIENCE

&

REPUTATION

Examples of Great Brands

Famous Brand Slogans

a 'signifier' (signifiant) - the form which the sign takes; and

the 'signified' (signifié) - the concept it represents

Semiotics

Famous Brands Orgins

Name that Product

How Did These Brands

Become Great Brands?

• Provided consistent high quality product and/or service

• Communicated clearly what the brand stood for and

delivered on expectations.

• Gained a high level of brand awareness and recognition.

• Established a solid image and reputation in the market

over time.

• Maintained a relationship with users.

• Developed respect and trust with customers.

• Added value to the product and service…became sought

after and highly valued.

• A product is made; a brand is made up of trust

and relationships

• A product is a value delivered; a brand is a

personality

• A product is sold by a merchant; a brand is

bought by a customer

• A product can be easily copied by a

competitor; a brand is unique

Product VS Brand

Personal Branding - The Beginning

• Coined in 1997 by Tom Peters in a Fast

Company article titled “The Brand Called

You”

• Peters wrote, “Regardless of age, position,

or the business we happen to be in, all of us

need to understand the importance of

branding. We are CEOs of our own

companies. Our most important job is to be

head marketer for the brand called You.”

The Importance of Self-Branding

For job seekers

• You are the CEO of “Me, Inc.”

• Your career is in your hands

• You are not defined by your title

• You are not confined by a job description

• Having a brand gives you a way to distinguish yourself

• Enhancing your brand = enhancing yourself

Why Build a Personal Brand?

1. Provides a credible, distinctive, and trustworthy

identity.

2. Improves your ability to influence others.

3. It projects a compelling message & experience.

4. Helps you stand out in an increasingly cluttered

world.

• A personal brand serves as a digital resume’ providing a

wealth of information that could ever be presented on a

couple sheets of paper. Future resume will be online, filed

under your name and found using Google.

• It is no longer a simple matter of showing up for that job

interview with a nicely crafted resume and a neat

appearance. Companies are now checking online to see

what they can learn about you.

Why Build a Personal Brand?

• Personal Branding seems like a concept that can only

be implemented by college/university graduates or

professional.

• Most average job seekers do not understand the

concept of “Marketing” themselves for employment.

• Some people see their online presence as a fantasy

land.. Not connected to real life.

DIM- Branding Model

Investigate the possibilities

Target Resumes

Personality Dimension

Action Plan

Using Social Media for Job Searching

Skills Building

Discovery Stage

DIM- Model

Personal (SWOT)Assessment

Implementation Stage

Marketing Stage

Personality Dimensions

PD® is a system, that emphasizes the self-discovery process, and uses the

highly effective, time-honoured learning technique of manipulating cards to

engage participants by choosing the temperament or personality that is most

like them from the four temperament-based, colour coded Picture Cards

PD ® re-confirms job seekers natural skills, providing them with a starting

point that they can recognize communication preferences and, building self-

confidence to pursue or revise their target occupation.

SWOT Assessment

Self-assessment involves identifying and

understanding interests, skills, and values

as a foundation for career decision

making, planning and action.

Assessing and understanding your

interests, skills and values is the first step

in identifying the career path that is right.

***Skills***

***Interests***

***Weakness, Opportunities and Threats***

SWOT Assessment

Creating A Master Inventory

What is a Master Inventory?

A Master Inventory is a

document that contains ALL of your

employment related history

How does a Master Inventory differ from a Resume?

A Master Inventory contains a total history of

employment, education and skills , while a resume should be

targeted and tailored to a specific position.

In the Discovery Stage the client will become

more aware of their position as a job seeker in the

job market and be able to start to construct a viable

obtainable path to employment.

Clients will also be able to:

• Identify personal strengths and weaknesses.

• Learn about others, and how they interact with the

world around them.

• Compile a reference document of employment

history to use for the development of future

Discovery Results

Personal Plan Of Action

The Career Action Plan: is based on the principle that planning

for successful transitions will result in improved outcomes and

experiences for the job seeker.

Career Goal Statement: The career goal offers a sense of

purpose, direction and meaning to the individual. Steps

forward should be consistent with movement toward this

career goal.

Education or Employment Milestone(s): This section is used to

record the milestones/action steps that will become a

roadmap leading to the ultimate career goal.

Implementation Stage

Labour Market Research It is important to find out what types

of jobs are in demand now and in the future. This information

will be extremely useful in career planning. It will help

individuals to discover if your career goals tie in with labour

market demand, or if you need to adjust them. Job seeker

should study the job market, compare your interests and

aspirations to what is available.

Investigating the possibilities

Implementation Stage

Sometimes a client ambitions may not

coincide with their skills set. Individuals may

need to return to school to be job ready, but

while they are searching for employment

they should try to increase employability.

In this computerized age individuals have a unique opportunity to

improve and gain additional skills simply by having a home computer

and internet access. Service providers should encourage clients to

utilize the internet as a tool for job searching, branding, and

networking.

Implementation Stage

In the Implementation stage the client will

have a employment map that will allow them to

visually see the path to their employment goals and

they also will know the steps to take to achieve.

Clients will also be able to:

• Devise a focused employment road map and set

obtainable goals.

• Evaluate labour market information and assess the

viability of their employment goals.

• Find and utilize resources to, become more

employable.

Implementation Stage

Create Your Own Mission Statement

Just as mission statements provide direction and purpose

for companies, individuals can benefit from having their

own personal mission statement too.

What to include:

1. Goals - Aspirations in life (short-term and long-term)

2. Core values - Who you are and what your

priorities are

3. Successes - Professional, personal, etc.

4. Offerings - How you can make a difference for

the world, your family, employer or future employers,

friends and community

Marketing Stage

Marketing Mix

Developed from the 4 P's of marketing. The 4 P's are

Product, Promotion, Place, and Price.

Translate these in terms of you and your career for job

search success.

Product

The client is the product with unique characteristics,

features, and skills.

Promotion

This is your cover letter, resume, phone calls,

correspondence and interviewing. Promotion tools

include anything that you can use to get a job

interview and ultimately get a job offer

Marketing Stage

Place

How are you reaching employers or people who can

connect clients with employers?

Facebook/Linkedin/Google/Blogs/Website/YouTube

Price

Price includes all aspects of the compensation received

from potential employers, as well as strategies to get the

desired salary. Your price not only includes salary, but

also insurance, benefits, paid time off and perks.

Marketing Stage

The Elevator Pitch/ Speech

The Elevator Speech is a clear, concise introduction that

can be delivered in the time it takes to ride an elevator

from the top to the bottom of a building. It can be as

short as 15 seconds or as long as three minutes.

Marketing Stage

Marketing Stage

Social Media

http://www.youtube.com/watch?v=w6rGe-XBi9w

Targeted Resume

The all-purpose generic resume is being replaced by

the targeted resume, a resume tailor-made for a specific

employment goal in a job search. Targeting resumes isn't just

smart, it's critical.

A targeted resume convinces the reader your work will benefit

a specific employer and that you should be among the

candidates invited in for a closer look.

Marketing Stage

Targeted Resume

A targeted resume is a job search marketing tool that:

•Addresses a given opportunity, making it easy to see how

your qualifications are a close match to a job’s requirements.

•Uses powerful words to persuade and a clean design to

attract interest.

•Plays up strengths and downplays any factor that undermines

your bid for an interview.

Marketing Stage

Marketing Stage

In the Marketing stage client will understand

how branding themselves as a product will allow

them to be more successful in their job search

Clients will also be able to:

• Use online channels to promote themselves as

branded job seekers

• Understand how to create a targeted resume.

• Marketing themselves using the 4 P’s of Marketing

In Conclusion

Personal branding is basically the way you market

yourself to the world. Your personal brand is what

other people think of you. In some ways it’s outside

your control, but you obviously have some influence

over it.

Personal branding is unavoidable. As others interact

with you, they’ll automatically form mental

associations that connect you with certain labels, often

within the first few seconds. You can’t avoid being

labelled, and other people can’t avoid labelling you. It

happens automatically because our brains are wired to

recognize patterns and form associations.

In Conclusion

The labels people attach to you become part of your

personal brand.

If you type an email, you’re branding yourself. If you

have a conversation with a friend or family member,

you’re branding yourself. How you dress, what you eat,

and how you talk all contribute to your brand. Think of

your brand as the summation of all the associations

about you that are stored in people’s minds.

• simplyenlightened.net

• lifecoach2women.com

• aafp.org

• career-lifeskills.com

• www.personalitydimensions.ca

• https://unet.rhsmith.umd.edu/

• http://www.bridgestar.org/

• http://www.millwardbrown.com/brandz/2012/Documents/2012_BrandZ_Top100_Chart.

pdf

• http://www.yourlogoresources.com/?s=wi+fi

• http://www.aber.ac.uk/media/Documents/S4B/sem02.html

• http://www.youtube.com/watch?v=rEgxTKUP_WI

• http://www.chrisbrogan.com/img/broganbranding.pdf

• http://www.rosettathurman.com/2010/05/why-personal-branding-is-the-most-effective-

career-tool-for-young-professionals-a-bullet-point-manifesto/

• http://jimijones.com/branding-basics/the-importance-of-the-personal-brand/

• http://www.proactivehrm.com/JobSearch/Action_Plan.html#.UFdm-rJlTRI

• http://www.ontario.ca/en/life_events/job/004472.html

• http://www.businessinsider.com/brand-you-creating-and-self-marketing-yourself-to-find-

a-job-during-tough-times-2011-3#ixzz2785u4F83

• http://shazeeye.com/networking-101-how-to-market-yourself-to-get-the-job-you-want

• http://www.careerplaybook.com/resumeexamples.asp

• www.ivillage.co.uk/what-career-will-suit-your-personality/121527

• http://mados.wordpress.com/2012/04/17/goal-2-professional-development-ii-career-

reflections-with-swot-analysis/

• http://www.dummies.com/how-to/content/how-to-target-a-resume-for-a-specific-

job0.html

• http://www.stevepavlina.com/blog/2008/02/personal-branding/

• http://brandmakernews.com/personal-brand/539/the-personal-brand-book-list-8-brand-

building-books-to-help-plot-your-takeover.html

• http://www.youtube.com/watch?v=tmAJXqn9v3s

resources

For more information For more information on additional

Employment workshop topics

48 Fifth Street Suite 310, Chatham, ON N7M 4V8

Phone: 519.354.74.24

Fax 519.354.5758

Website: www.adultlanguageandlearning.ca

Email us at connie@adultlanguageandearning.ca

Thank You!