Personal Branding- UVA Lifetime Learning Presentation
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This document provides information about personal branding from a presentation by Kimberley R. Barker. The presentation covers defining personal branding as both one's public image and reputation, considering factors that express one's brand both internally and externally, and maintaining one's brand over time. It emphasizes establishing a brand strategy, maintaining an online presence, and addressing privacy, security, and digital legacy after death. The document includes resources and action items for attendees to develop their own personal brands.
Personal Branding- UVA Lifetime Learning Presentation
- 1. Kimberley R. Barker, MLIS Librarian for Digital Life [email protected]
- 5. What is personal branding? • One element of your digital identity • Reputation • Social media presence • Brand
- 6. What is personal branding? • The process by which you match your public image to your inner values, for the purpose of establishing yourself professionally and personally. • “Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you." -McNally & Speak
- 7. Consider the following images:
- 9. Action item •Read “The Brand is Personal Again”; Gunnar Habitz; https://www.linkedin.com/pulse/brand-personal- again-gunnar-habitz-cmgr
- 11. “But isn’t self-promotion wrong?” “Promoting myself makes me uncomfortable.”
- 12. Consider these metaphors: The party The job interview
- 13. Opportunities for Brand Expression • Internal • Slack/Discord • Skype • Email: signature file; fonts • Performance evaluations • Phone/video meetings • Font choice • External • Social media platforms • Email • Search engine results • Photos • Reviews of your work • Conference/video calls
- 14. Common Factors across Brand Expression • Photo(s) • Name • Contact information • Employer • Title/position • Biographical/personal information • Your activity
- 15. At its heart, your brand should effectively communicate: •Who you are •What your skills are •What you can offer clients/employers •Your ethics
- 16. Action Items • Ask yourself what gifts you can give • Make a list of your skills • Make a list of your degrees and experience • Ask yourself what you need in the short term • Ask yourself what you need in the long term • Ask yourself what you truly want • Honestly evaluate what other degrees or experience you need • Make a plan to attain needed degrees or experience • Ask yourself with what you want people to associate you
- 20. Action Items for Creating your Brand •Choose three cornerstone words that sum up your brand •Using your three words, write a three-sentence mission statement •Create a Board of Directors
- 22. Establishing your Brand Strategy Determine who is your target audience and where they’re looking for help (online? In print?)
- 25. Action Items • Research the demographic you want to reach • Read the Pew Research Center’s “Social Media Use in 2021”: https://www.pewresearch.org/internet/2021/04/07/social- media-use-in-2021/ • Create a strategy for reaching that demographic • Decide what digital real estate you need (unpaid/paid/mix)- no more than three!
- 27. All zebras are animals, but not all animals are zebras.
- 28. “What’s the best social media platform?” •The one that your target audience uses •The one that you’ll use •LinkedIn
- 32. Action item •Read “SEO for Dummies Cheat Sheet”: https://www.dummies.com/web-design- development/search-engine-optimization/seo- for-dummies-cheat-sheet/
- 34. Keep in mind that anything that can be found about you is part of your brand.
- 35. This includes: Protected and unprotected social media content Photos Reviews/endorsements
- 36. Action items: Monitor your presence and reputation by creating search alerts. Post at least 2-3 times per week. Remember the 80/20 Rule.
- 37. We must talk about Google!
- 39. Google Truth •“the automatic acceptance of Google search results as an accurate representation of reality”
- 40. How Google works (the REALLY short version):
- 41. Google Results and Employers • More than half of employers have found content on social media that caused them not to hire a candidate • 70 % use social networking sites to research job candidates during hiring process • 48% of employers check up on current employees on social media • 34% have reprimanded or fired an employee based on content found online • Source: CareerBuilder, 2018
- 42. Google Results and Consumers
- 43. Maybe you should stay away from social media?
- 44. NO!! •57% of employers are less likely to interview job candidates if they are unable to find information about the candidate online
- 45. Maintaining Your Brand Digital Privacy and Digital Security
- 46. Varying levels of security & privacy
- 47. Privacy & Security Action Items •Consider BYOW: free wifi isn’t free •Frequently review your privacy settings on all social media platforms •Build strong passwords & change them regularly; consider a password manager
- 49. Death and Your Brand • What are your goals for your brand after your death? • Nothing • Tie up loose ends • One last goodbye • Activity after your death, aka “post-mortem brand networking” • What do you think your options are for ensuring your wishes? • How many of you have taken steps to secure your digital legacy?
- 52. Resources • A link to my MOOC: https://www.coursera.org/learn/personal-branding • My LinkedIn Learning page: https://www.slideshare.net/KR_Barker • "The Brand is Personal Again": https://www.linkedin.com/pulse/brand-personal-again-gunnar-habitz-cmgr/ • "Social Media Use in 2021": https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/ • “SEO for Dummies Cheat Sheet”: https://www.dummies.com/web-design-development/search-engine- optimization/seo-for-dummies-cheat-sheet/ • Press Release Career Building http://press.careerbuilder.com/2018-08-09-More-Than-Half-of-Employers- Have-Found-Content-on-Social-Media-That-Caused-Them-NOT-to-Hire-a-Candidate-According-to-Recent- CareerBuilder-Survey • Local Consumer Review Survey: https://www.brightlocal.com/research/local-consumer-review-survey/
- 53. Resources • How Women Can Develop — and Promote — Their Personal Brand; https://hbr.org/2018/03/how-women-can-develop-and-promote-their-personal-brand • How to Promote Yourself Without Looking Like a Jerk: https://hbr.org/2014/12/how-to- promote-yourself-without-looking-like-a-jerk • Your Digital Inheritance: What Happens to Your Social Media Accounts When You Die? • https://www.huffingtonpost.com/entry/your-digital-inheritance-what- happens-to-your-social_us_589e65a1e4b0cd37efcfe8a4 • 7 Resources for Handling Digital Life After Death • https://mashable.com/2010/10/11/social-media-after-death/#5txiSW5EtGqJ
- 54. Questions?