You inc. com 228 lecture

You Inc.: Advising You Inc.: Advising Students to Pursue Their Students to Pursue Their

Passion Through the Passion Through the Power of Personal Power of Personal

BrandingBrandingRichard F. KaneRichard F. Kane

Academic AdvisorAcademic AdvisorInternship CoordinatorInternship Coordinator

Department of Family and Consumer SciencesDepartment of Family and Consumer SciencesIllinois State UniversityIllinois State University

COM 228 LectureCOM 228 LectureFebruary 8, 2011February 8, 2011

Description of the ProblemDescription of the Problem

► Traditional methods of finding a job or Traditional methods of finding a job or internship are no longer viableinternship are no longer viable Writing a resume and cover letterWriting a resume and cover letter Submitting resume and cover letter to Submitting resume and cover letter to

newspaper adds and corporate job/HR sites newspaper adds and corporate job/HR sites Crossing your fingers for a call backCrossing your fingers for a call back

► 100% Anonymous 100% Anonymous ► Fiercely competitiveFiercely competitive► Time consumingTime consuming► DemoralizingDemoralizing

Traditional Methods are No Traditional Methods are No Longer Adequate Longer Adequate

►Why?Why? Because an enormous number of job and Because an enormous number of job and

internship opportunities are hidden from internship opportunities are hidden from view. They are never advertised using view. They are never advertised using company Web sites, job boards, company Web sites, job boards, newspapers, ect. newspapers, ect.

Such traditional methods relegate students Such traditional methods relegate students to being passive participants in career to being passive participants in career buildingbuilding

Such traditional methods are being replaced Such traditional methods are being replaced by the reach of social media networksby the reach of social media networks

Accessing the “Hidden Job Accessing the “Hidden Job Market”Market”

► Often overwhelmed by other duties, hiring Often overwhelmed by other duties, hiring managers often skirt advertising jobs to avoidmanagers often skirt advertising jobs to avoid Difficult recruitment processesDifficult recruitment processes The stampede of applicantsThe stampede of applicants Unproductive reviews of generic resumes Unproductive reviews of generic resumes 

► Instead, hiring managers today useInstead, hiring managers today use Referrals Referrals Professional associationsProfessional associations Social networkingSocial networking

► Many of the best opportunities are found in this Many of the best opportunities are found in this “hidden job market,” accessible only through social “hidden job market,” accessible only through social networksnetworks

Ending the Job SearchEnding the Job Search

► ISU students can take after Obama and ISU students can take after Obama and leverage the power of social networking leverage the power of social networking to campaign, rather than search for a to campaign, rather than search for a jobjob

►““Search” has a negative connotationSearch” has a negative connotation Uncertainty Uncertainty Fear of failure is highFear of failure is high Improbable, like finding a needle in the haystackImprobable, like finding a needle in the haystack

►““Campaign” has a positive connotationCampaign” has a positive connotation ProactiveProactive Goal orientedGoal oriented AchievableAchievable

Identifying the Need Identifying the Need

► ISU students need an effective way to ISU students need an effective way to differentiate themselves and reach out differentiate themselves and reach out to a competitive global marketto a competitive global market

►FCS majors need an effective way to FCS majors need an effective way to differentiate themselves from other FCS differentiate themselves from other FCS majors majors

►Students need to take a proactive Students need to take a proactive approach to the job search, rather than approach to the job search, rather than passively waiting for a call that will passively waiting for a call that will most likely never come most likely never come

A University-Wide NeedA University-Wide Need

► ISU needs alumni who expand the ISU needs alumni who expand the reach of the institution and reflect well reach of the institution and reflect well on the Universityon the University

►Successful alumni are needed to reach Successful alumni are needed to reach development goalsdevelopment goals

►The CAST Dean’s office is actively The CAST Dean’s office is actively searching for ways to prime students in searching for ways to prime students in professionalism and business etiquetteprofessionalism and business etiquette

Meeting the Need through Meeting the Need through Personal BrandingPersonal Branding

►Personal branding is the new Personal branding is the new prerequisite forprerequisite for Career successCareer success Entrepreneurial success Entrepreneurial success

►Dress for success Dress for success In personIn person OnlineOnline Dress for the job you want, not the job Dress for the job you want, not the job

you haveyou have

Nuts and Bolts of Personal Nuts and Bolts of Personal BrandingBranding

►LinkedInLinkedIn►FacebookFacebook►Twitter Twitter ►BlogsBlogs►Personal Web sitePersonal Web site►Digital portfolioDigital portfolio►Video resumeVideo resume

Elements of a Strong Elements of a Strong Personal BrandPersonal Brand

►Makes a great first impressionMakes a great first impression►Compels the market (audience)Compels the market (audience)►Consistent across social media Consistent across social media

platformsplatforms►Well known in it’s nicheWell known in it’s niche►TransparentTransparent►CollaborativeCollaborative►AuthenticAuthentic

Get Real!Get Real!

►Be authenticBe authentic Authenticity requires digging deep to uncover Authenticity requires digging deep to uncover

the real youthe real you►Students should start by answering these Students should start by answering these

questions:questions: What makes me special?What makes me special? What do people in my network think is special about me?What do people in my network think is special about me? Have I ever been complimented for a skill or talent?Have I ever been complimented for a skill or talent? Is there something I do well and am passionate about?Is there something I do well and am passionate about? What achievements am I proud of?What achievements am I proud of?

►Use achievements to substantiate what makes your Use achievements to substantiate what makes your brand valuable, then broadcast this to the worldbrand valuable, then broadcast this to the world

Students Enjoy Brand Free Students Enjoy Brand Free AgencyAgency

A brand free-agent mayA brand free-agent may►Stand out and make a name for themselvesStand out and make a name for themselves►Move both vertically and horizontally now and Move both vertically and horizontally now and

throughout their careerthroughout their career►Even switch careers when necessaryEven switch careers when necessary

Personal Branding Learning Personal Branding Learning OutcomesOutcomes

►Personal branding teaches studentsPersonal branding teaches students CreativityCreativity Writing skillsWriting skills Coaching skillsCoaching skills Leadership skillsLeadership skills Communication skillsCommunication skills Motivation skillsMotivation skills Sales and negotiation skillsSales and negotiation skills Cutting-edge marketing and PR skillsCutting-edge marketing and PR skills

Student Branding: benefits to Student Branding: benefits to ISUISU

►Heightened professionalism reflects well Heightened professionalism reflects well on themselves, their department and on themselves, their department and CollegeCollege

►Accelerated professional growth means Accelerated professional growth means alumni become potential donors more alumni become potential donors more quickly quickly

►Alumni who are successful personal Alumni who are successful personal branders cast authenticity onto Illinois branders cast authenticity onto Illinois State and recruit others into a relationship State and recruit others into a relationship with the Universitywith the University

College: an exercise in College: an exercise in networking and personal networking and personal

brandingbranding►Personal branding affords students the Personal branding affords students the

opportunity to become recognized as opportunity to become recognized as experts in their nicheexperts in their niche

►Personal branding builds rapport and Personal branding builds rapport and may even create celebrity status with may even create celebrity status with a student’s target audiencea student’s target audience

►Strong personal brands are not just Strong personal brands are not just important today- they are important today- they are indispensableindispensable

Why Student Should Begin Why Student Should Begin Building Their Brands EarlyBuilding Their Brands Early

►The principle of compound interest The principle of compound interest applies easily to personal brandingapplies easily to personal branding Just as with a personal savings nest, a Just as with a personal savings nest, a

personal brand must be built before it can personal brand must be built before it can be usedbe used

►FCS majors who are freshmen can FCS majors who are freshmen can begin to network for internships begin to network for internships required when they are seniorsrequired when they are seniors

Already a Senior? Start now!Already a Senior? Start now!

►Practice makes perfectPractice makes perfect Erin wants to blog about what she’s learning to Erin wants to blog about what she’s learning to

establish herself as an expert in her field, but establish herself as an expert in her field, but at first she sounds awfulat first she sounds awful

Or alternatively, Erin makes quality Or alternatively, Erin makes quality contributions to her field via her blog but has contributions to her field via her blog but has no following yetno following yet

►No one becomes a star overnightNo one becomes a star overnight Why wait until your 30s when you could reap Why wait until your 30s when you could reap

the benefit of a strong personal brand and the benefit of a strong personal brand and professional network out of college in your 20s?professional network out of college in your 20s?

Example student: Greg de Example student: Greg de LimaLima

►Started personal branding as a Started personal branding as a freshmanfreshman

►http://twitter.com/gregdelimahttp://twitter.com/gregdelimahttp://facebook.com/gregdelimahttp://facebook.com/gregdelimahttp://linkedin.com/in/gregdelimahttp://linkedin.com/in/gregdelimahttp://gregdelima.comhttp://gregdelima.com

Connect with meConnect with me

►http://www.linkedin.com/in/http://www.linkedin.com/in/richardfkanerichardfkane

►http://coverbrazil.posterous.com/http://coverbrazil.posterous.com/►http://www.facebook.com/rfkanehttp://www.facebook.com/rfkane►http://twitter.com/CoverBrazilhttp://twitter.com/CoverBrazil►http://fcs.illinoisstate.edu/profiles/http://fcs.illinoisstate.edu/profiles/

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