Personal branding workshop: All you need to know about Personal Branding by Alexander Crepin

ALL YOU NEED TO KNOW

ONE-DAY WORKSHOP
by

Alexander Crépin
for inspiration, innovation & results in

HR, Talent & Career Management

Today you’ll learn what

is about

Crépin Consult, Alexander Crépin for inspiration, innovation & results in HR, talent & career management

Part 1 Context of careers in a transforming era WHY
Part 2 Brand & Branding exploration of WHAT
Part 3 Starting with Personal Branding, Internal Brand
Part 4 Starting with Personal Branding, External Brand
Part 5 Positioning your Personal Brand HOW
Part 6 Personal Branding & social media
Part 7 Maintaining & developing your Personal Brand


Inspiration, innovation & results


Why personal branding requires your attention


The 21st century:
a fundamentally changing context


CHALLENGE:
letting go of traditional
(career) perspectives


lineair, destination based development model

Birth School Profession Professional edu Working & Training Pension
Assessment & choice

Life time employment

Job 1 Job 2 Job 3 Job 4


Working for 1 or 2 employers until retirement

that was the 20th century

are over, are passé


S
T
A Prosumers
K
E
holders


2.0 working
Connected Collaborating Anywhere Anytime

increasing labor market dynamics:
jobs come & go

Training Sabbatical Pension
Education Training
Birth Work Education
Work
Work Training
School
Work


• Careers support self-realization quest
• Career paths meandering & less linear
• Careers less organizational, more employers involved
• Future less certain, less job security, more agility & resilience
• Future = employability & relationship based


Career paths depend on

&

Managing your own career
Today one has to design its own career path.
It may be made up of a number of different experiences
that eventually bring you to a unique position or it could
resemble a more traditional route.
Either way, it will be your responsibility to make it
happen. This means you need to carefully consider your
options each time you take a step, whilst keeping your
what constitutes “success” for me, eye on new developments.
what factors do I look at & consider when
determining what I want to be doing &
what I need to earn my living


: another asset in your
career portfolio
empowers your position
on the labor market


At least 8 job searching & applicant experiences!!!


Replace life time employment


Referrals are very successful to get vacancies filled
in a networked society being top of mind
increases job referral opportunities


You are in charge of your own destiny!
Personal responsibility is an attitude, a philosophy, a way of being

Marilyn Ferguson, The Aquarian Conspiracy


Occasionally something different happens, a
collective awakening to new possibilities that
changes everything over time
The Renaissance was such a shift, as was the
Industrial Revolution
So, too, is what is starting to happen in
organizations around the world today!
Peter Senge, The Necessary Revolution


Why Personal Branding requires your attention

Enough food for thought?

Part 1 some questions:
- Which career paradigm's apply to your career
- Which presented developments do you recognize
- What does working until age of 67 mean to you
- What will your profession look like in 10 years
- How do you consider your employability in view of this
- How do you see your chances now on the labor market
- How pro-active are you on the labor market
- What is the quality & quantity of your career network


At the end of the 20th century, the idea of

Branding became an essential tool for

In the job market it became an option to
differentiate & get a more competitive position


what they say about you when you leave the room!

how people remember, recall & recommend you


.

=

=

Next you’ll learn what this is
about


- Give your description of a personal brand
- Do you know some building blocks of a personal brand
- Do you agree that a person can be a brand, why
- What is the added value of a having / being a brand
- What is the essence of personal branding
- What is the purpose of personal branding


Your internal brand


What do I have to offer
What makes me special
What makes me interesting to hire


Introspection
Brand self-assessment
Internal brand identification

It helps you look at what you have done, analyze your results,
measure your successes & adjust your conduct in the future


Do

Think

Will

Be

What did/do you do?
- Wonder what happened?
- Watch things happen?
- Make things happen?
- All of the above?

Be honest with yourself & know that the truth can hurt

More reflection questions
• What are 3 or 4 defining moments for you as your career progressed?
• In what ways has your life been admirable?
• How have adversity & challenges made you stronger & more valuable?
• What really energizes you?
• Have you been a hero or mentor to others at work?
• What are you most passionate about? What do you care deeply about?


Identify 10 - 15 people whose opinions you respect & ask them:
“What is the single greatest value that I provide?”


• ……


a. YOUR unique value offer

2. Communicating


- What is the essence of powerful personal branding
- Which steps are part of the branding process
- How would your internal brand journey look alike
- Which personal branding differentiators do you know
- Which professional differentiators do you know
- Give some first ideas about your differentiators
- What is your Internal Brand
- Which unique value would you like to offer
- Do you think others will agree that you do offer this


Your external brand
.

.

. .

.


A target audience, a target market or niche, is a segmented group of people
that would be willing to hire you, to do business with you


Pick a dozen or so listings in target industries
Find which required skills pop up the most

For each skill, come up with a relatively recent story
that shows how you have displayed that skill successfully


Personal Brand ng Market
Start networking, joining conversations

Main reasons to address to a

By focusing, targeting your efforts, you are able to go deeper
in your efforts and your marketing budget will go a long way

When you clearly state who your target market is, other people are able to identify
opportunities to work with you or refer prospects to you


– favourite employers, clients (enjoy working with;
repeat business; refer to you)

– okay employers, clients (have not referred but
might if asked; one time clients)

– prospects & new employers, clients
– don’t appreciate you or your services, are a
waste of your time


looking outside
How are you doing in the marketplace?


“What is the single greatest value do you provide?”


—Errol Flynn


- Who could be part of your target audience
- What do you need to know about your target audience
- What do you know about your target audience
- How do you find out what your audience is looking for
- What is likely to be your external brand at this moment
- How could you quickly get feedback on your reputation
- Why should you have an audience focus
- Which type of relations do you know
- What to do when external & internal brand differ


Enough food for thought?


Time for a break


=


being honest
means trust


People hire people
they trust


Everything impacts everything, broad holistic expertise is welcome

If you position yourself broadly, would you have more options?

How good are you at any one thing if you are good at many?

Being a generalist when it comes to personal branding is not
recommended. Your focus should be on adding value!


Could & should you focus on a personal
brand to reflect who you want to be(come)


(ambition & future)

(experience & past) !
Longfellow


Don’t sell the drink, sell the refreshment

Web 2.0
2nd generation internet
is a 2-way street!

Listen to the Voice of Customers (VOC)
Their perceptions of you or your services
& their relevant attributes


- What is positioning your brand about
- What is the idea about brand differentiation
- Why is authentic positioning important
- What is the risk of not being authentic
- Is it possible non authentic people
- Which positioning dilemma’s do you know
- What is the essence of personal branding communication
- What does Web 2.0 mean for communication


integrate your value proposition in everything you do

People believe what they see
Bring your brand to life, make it more powerful
& distinct with your personal appearance, your
wardrobe & presentation style, tone of voice etc.

Use vivid imagery, a logo, letterhead, website look
& feel etc.


Ensure all your branding communication is authentic &
truly represents you

Use consequently adjectives or “descriptors” that support
your positioning, 3 or 4 adjectives that best describe you


Some
• Your type and standard of dress
• Your educational background
• Your employment background
• Your specialist technical skills
• Your personality and work behaviors
• Your “elevator pitch”
• Your resume
• Your manner of speech and business/social interaction
• Your telephone and voicemail greetings
• Your email style and signature
• Your online brand – Facebook, LinkedIn, Twitter etc
• Your community involvement
• Your blogs & tweets
• Your hobbies and leisure interests


“verbal business card“ a statement of positioning & targeting

a thirty-second personal commercial, pitching yourself for a job or stretch assignment

a quick, summary of who you are & your unique promise of value for your market

Your personal branding statement is all about making the right first impression


What to say & How to do it


Differentiating yourself


(outside inside)

1. Put yourself in the shoes of your target industry such as hiring
managers, recruiters etc. Understand them!
2. Pinpoint what they are looking for in a candidate

3. Now take a step back & look at yourself
o What is that little bit of extra umph that makes you unique
o Choose qualities about yourself that you want to be known for
o Prioritize your brand elements
o What is it that makes you relevant to your target market
Industry experience, specific expertise, price, job title …..

4. What proof can you provide that you are indeed
what you say you are?


Is it easy to recall, is it punchy & memorable

(not vague or too broad)
- Does it meet requirements


Ask feedback of people who don't really know what your doing

Watch their facial expressions & listen for their response
When you've piqued their interest & wanted to know more &
started a conversation, you'll know you're on the right track!


Your personal brand statement
should be short enough to fit
on your business card

I help you to succeed in
HR, talent & career
management


"I use my 25 years' experience in career management, passion for human potential & avid
pursuit of innovation to inspire and motivate executives and professionals in Europe to get
the most out of their talent and achieve their highest possible level of career success."

Unique promise of value: Combination of experience, passion for human potential and
innovation

Target audience: Executives and professionals in Europe

What he does: Helps them achieve the highest level of career success

How he does it: by inspiring and motivating


“ ….. I’m a change management expert in the media sector in the Netherlands. I take on
challenges no one in their right mind would touch and transform losers into profitable
organizations. I focus on core qualities of people and market potential.
People always say, ‘If it’s broke, give it to Irene”…… "

Unique promise of value: I take on challenges no one in their right mind would touch

Target audience: Media sector in the Netherlands

What she does: Transform losers into profitable organizations

How he does it: focus on core qualities of people and market potential


I am Alex, I use the power of social media to help great companies in the Netherlands to recruit
globally & engage target talented people.
I also use it to help talented people get noticed and move ahead in their career”
I'm Anna, a seasoned administrative assistant whose specialty is client-phone relationship
building, creating a solid bond with our clients that strengthens the sales link with my company
I am Harry and I use my 25 years of experience in - and passion for - marketing to help senior
marketing executives in large organizations succeed by making marketing valued inside

I am Phil, a driven, inquisitive & direct marketer skilled in quantitative analysis with the ability to
identify the intersection of market needs, product and service attributes, and perceived value
I am Carl and I love helping people to develop a unique Personal Brand. A brand that represents
who they are on the inside and expresses itself authentically on the outside
I am Philip, I am a specialist in controlling risks, reducing costs and improving quality

I am Lia and for 15 years I energize, focus and align manufacturing organizations, resulting in
sustainable acceleration of processes, reduction in waste and growth of profits


Why

Me inc.


About yourself, your competitors, your target audience

Expressing the same brand message across all communications channels

A memorable brand is always visible & it is always what is being said it is

Ensure Sensibility & Simplicity, ensure being easy to understand for your market


Informers share news, educate people, have an opinion
They are much more interesting to follow!

spending all day talking about yourself


Enable “Buzz” about you
Make it easy to pass along your content or your
professional information
Add Twitter & Facebook buttons to your website or blog
“People tend to pass on what moves them emotionally”


- Storytelling
- Publishing, (guest) blogging, vodcasting
- Write reviews of relevant books
- Launch your website & online career portfolio
- Joining conversations, comment regularly
- Presenting / training
- Press releases


Hero, a quest, a journey, an obstacle, a resolution that empowers your brand

Stories have been for centuries,
a powerful memorable way to
convey messages

Good stories are easy to retell to
other people!

Tell me stories
that make my conversations
more interesting


Everybody has a story, a purpose, unique traits & abilities


Connect your story to your target audience “biggest” challenges
Demonstrate you are experienced with what your Target Audience
You know exactly how to solve their problem

As you are telling this story, you want your audience nodding their head


Monitor Feedback & Activity
o Listen & see what resonates with your audience
o Ask feedback from trusted fans & brand ambassadors
o Monitor use Google Alerts & regular online searches
o Don’t be afraid to change your approach!


- What are the 4 parts of the communication process
- Walk the personal branding talk, what would you do
- Why is Brand Packaging & Identity important
- Why is Brand Packaging & Attributes important
- What is Personal Brand Statement
- What is an Elevator speech
- Which questions to test a Personal Brand Statement
- What is your present Personal Brand Statement
- Why promote your Personal Brand
- What are the 5 C’s of Brand Promotion
- Why are stories useful for Personal Brand promotion

Create a social eco system, a social media channel base to inform & engage your market


allowing everybody to


René Descartes
i
Blog
Twitter
Link edin
Youtube
Facebook
Flickr
so
am

Building value by lasting relationships


Social media allow to online
that highlights your personality traits, successes
& professional history
Social media make your brand “alive & kicking”


The relationships you have with other people also define your personal brand

Key to a successful brand: mutually beneficial relationships


At Facebook, we build tools
to help people connect with the people
they want & share what they want
We are extending people’s capacity to build
& maintain valuable relationships
Mark Zuckerberg, CEO Facebook


linking pins:
issues & information that
have (y)our interest

(better)
Better “follow” people in your net, start interacting
Listen: Keep up with people’s news & comment
Send: Occasionally send a hello or forward an article of interest

Small gestures demonstrate that your brand includes generosity &
a true interest in the careers & lives of the people you know


Be Subtle
- Start by following them first via Twitter and/or connect via Linkedin. Join their groups / communities

ReTweet /Reply
- Show your interest in Blog / Twitter content by retweeting or commenting
- Add value to conversations with a well thought-out or humorous comment

Share Your Best Content
- Use your original content as an outreach tool. Try to reference content of an influencer in one of your blog posts

Share Other Useful Content
- Forward influencers any tips, information, or links to articles you think they would want to know about.

Strengthen the Bond
- Once you’ve convinced an influencer to follow your account, you can send them a brief direct message (DM)


People who you know best, feel connected to you &
willing to express their positive thoughts on you


They are the “popular people”
• one or more social media channels
• strong relevant following and/or readership
• get resonance, create audience engagement
• wield broad influence within your target community or industry


Influencers are not hard to find

You will be directed to:
o Occupations in your industry
o Common glossary terms
o Businesses and associations in your industry
o Twitter users that write about your industry i.e. media journals and publications
o Your competitors
o Your target audience


they will bring you down & taint your brand


Wat doen al die mensen
op het internet?

Social media connecting people, building relationships
Sharing information, showing professional expertise & value
Giving, helping, asking & allowing personal touch

Contribute to your communities by answering questions & starting discussions
Write valuable content on (your) blog to help others & position as an expert


The power of search engines & social media
makes it so much easier to track your brand
Your market may be checking it all

Alexander Crépin Crépin Consult personal branding

LinkedIn, Facebook, Blogs, Twitter etc.

will on
various social networking sites

Your Personal Branding challenge:


LinkedIn, Facebook, Blogs, Twitter etc.

Genuine professional relationships
take to sustain


Facebook: Share new content relevant to your business at least once per day, if you
have more followers (over 100) up that to 2 to 3 posts

Twitter: Tweet about 10 times per day, include a mix of @mentions, retweets and links
to articles you find relevant and interesting to your industry

LinkedIn: Update your profile once a month (your summary, work experience or
applications), share news content at least 3 times per week on your profile

Pinterest: If you are using this for branding you should be pinning at least 5 pins per
day and use @mentions and Re-pins to help build engagement

Blogs: If you own your own blog, ideally 2 to 3 posts / week is good, one post per week
is also acceptable assuming you maintain other social networks


A richly-populated LinkedIn profile full of recommendations helps employers feel
more at ease & reduces the perceived risk of hiring

to manage multiple social profiles such as Twitter,
Facebook, LinkedIn and Google+ effectively


- Why are social media interesting for personal branding
- What should you consider when choosing social media
- What is social about when discussing social media
- Who you know is important, how do social media help
- What to have in mind when connecting in social media
- What do social media transparency mean for branding
- How do search engines influence personal branding
- Which social media do you know and use for branding
- How could you use Linkedin for personal branding


success

In which career phase are you
• Still growing
• Still steady going
• Declining & time to catch up

A = Start
B = Growth
C = Maturity
D = Down hill
E = Change or ….
time

-


You have to take care of it, maintain it
Think Madonna – she is as much a marketing `upgrading` every 3-5 years as she is an entertainer


“Completing” your portfolio, your value proposition

Look for options to improve your value proposition


as you & your business change & grow


Building self-confidence to shine internally & externally

Improving your appearance, behaviour & communication


- What is important when developing your brand
- Do you had or facing a KODAK moment in your career
- In which phase is your career now
- Do you consider a personal branding refreshment
- What would you do to refresh your personal brand
- What have you done to refresh your personal brand


Part 1 Context of careers in a transforming era WHY
Part 2 Brand & Branding exploration of WHAT
Part 3 Starting with Personal Branding, Internal Brand
Part 4 Starting with Personal Branding, External Brand
Part 5 Positioning your Personal Brand HOW
Part 6 Personal Branding 2.0 & social media
Part 7 Maintaining & developing your Personal Brand


Clinging to the past will lose relevance sooner than you hope for


Miguel de Unamino (1864-1936) Spanish essayist


- Career self management & responsibility mindset
- Realistic vision & ambition on future career (development)
- Lifelong learning mindset for life time employability
- Experience healthy work - life balance
- Agility & resilience to adapt to the external market dynamics
- Pro-active work acquisition attitude
- Build life time work / career alliances
- Position & brand your self in line with the above on the labour market


All associations about you in people’s minds
about who you are, your unique value
combination of personal attributes, values, drivers, strengths & passions

what differentiates you from your peers,
your competitors for work!


to be noticed &
stand out
Effective personal branding elevates you from being just a commodity amongst many identical
commodities, to become something with a unique character and promise to deal with


o Identify your unique qualities & characteristics, your
values, strengths, uniqueness and genius
- Have an internal journey of discovery: Who you are;
Who you want to be; How you see yourself; What you want people to see

- Get your Internal Brand clear
- Understand the value you have to offer


o Identify unique qualities & characteristics within you

o Identify & understand your target audience
needs & how they perceive you
- Do your homework, open your ears & eyes
- Find & get to know your market
- Find out what your External Brand looks like
How they receive your brand message; What they believe , what resonates, or
“sticks” from your messages


o Identify & understand your target audience

o Position yourself in a differentiating manner
in your target market
- Match your internal & external brand
- Be authentic, build on trust
- Make a brand statement & an elevator pitch


o Identify & understand your target audience needs
o Position yourself differentiating in your target market

o Communicate across multiple channels (online & offline)
- Clarity, Consistency, Congruency, Constancy & Common Sense
- Build & tell compelling personal stories
- Resonate with your target audience, to stand out &
to separate yourself from your competitors


o Communicate a crystal clear, consistent message across multiple channels (online & offline) Build & tell compelling stories to resonate
with your target audience, to stand out & to separate yourself from your competitors

Use social media, ensure visibility in your target market
- Be in informer, give to receive, share to grow
- Engage your audience & brand ambassadors
- Find influencers join their groups & participate in their
conversations. Follow them & see what they’re discussing


o Communicate a crystal clear, consistent message across multiple channels (online & offline) Build & tell compelling stories to
resonate with your target audience, to stand out & to separate yourself from your competitors
o Build (online) relationships

Deploy your brand in every aspect of your live
aligning your behaviour & the things that surround you with your personal
brand positioning in order for you to be seen as an authentic, credible person


o Use social media to reach out to potential employers
o Be present & active at social networking sites like facebook,
twitter, LinkedIn, etc.
o Use your short punchy & memorable brand statement, your
calling card, your stake in the space
o Make sure to be consistent across platforms
o Remember Social Media means hard working

Epilogue……
Our lives are an amazing journey of self-discovery
toward wholeness, a balanced happy & successful life
We try to do the work we love & develop ourselves
continuously to keep on working until retirement
Personal Branding is likely a piece in the puzzle of that
ever challenging effort ……………


Questions ?


OK or not?


help you to succeed

+ 31 653 641 905

(in Dutch only)

twitter.com/AlexanderCrepin
nl.linkedin.com/in/alexandercrepin

Inspiration, innovation & results

Thank you
Thank You


Personal branding workshop: All you need to know about Personal Branding by Alexander Crepin

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