Branding seminar, Wagner College (2/26/13)

Market Yourself for a Successful Career

Presented by:Ethan Chazin, President

The Chazin Group

The Chazin Group

Thanks to:

Only Through BRANDING Can We Achieve Lasting

Differentiation

What is a “Brand?”

Is it a LOGO?

http://www.cs.columbia.edu/~sedwards/apple2fpga/apple_logo_rainbow_6_color.jpg

http://larryfire.files.wordpress.com/2010/04/starbucks-logo2.jpg

…tagline?

“Finger-Licking Good.”

“We Bring Good Things to Life.”

“Quality isJob One.”

http://www.marcgunther.com/wp-content/uploads/ge-logo.gif

http://gosublogger.com/wp-content/uploads/2009/04/kfc-logo.jpg

…a jingle?

It’s a PROMISE!

Memorable Invaluable

Unique

What is YOURBrand?

It’s a “PERCEPTION” thing.

Ask people how they perceive YOU?

Your BRAND is the collection of all your

actions.

The Chazin Group The Chazin Group

• LIVE your brand:– If you say you’ll do it…DO IT– Do as I DO…NOT “do as I say.”– Return ALL emails & phone calls– Subscribe to a “MORAL COMPASS”

The Chazin Group The Chazin GroupLIVE Your Brand

Your Journey to Personal Exploration Begins


18

The Chazin Group

DREAMJOB

Passions Strengths

Your Passions & Skills Collide

• Psychological Assessment Tools:– Keirsey Temperament Sorter

(www.keirsey.com)– Myers Briggs (www.myersbriggs.org)– Hermann Brain Dominance Instrument:

www.hbdi.com– DISC Tool: www.onlinediscprofile.com– Birkman Method (www.birkman.com)

The Chazin Group The Chazin GroupTake a Test

• Your Goals:– Identify Strengths & Areas for Improvement– Identify New Career Opportunities– Identify Ideal Industries and Companies– Identify Your Working Style

The Chazin Group The Chazin GroupPersonal Exploration

• Match Your Values and Belief System to the Ideal Culture of Potential Employers:– Research your ideal company culture.– Learn to distinguish between the Formal and

Informal culture in ANY organization.

The Chazin Group The Chazin GroupPersonal Assessment

Personal Mission Statement

Positioning Statement

Proposition Statement

The Chazin Group The Chazin GroupBrand Building Is a 3 Step Process

YourPERSONAL MISSION

Statement

The Chazin Group The Chazin GroupSTEP 1

• What principles do I choose as a foundation for my life?

• What would I like to accomplish and contribute?

• What would I like to be? • How do I fit into my family and

community? • What are my strengths?• What are my passions?

The Chazin Group The Chazin GroupYour Core Values & Beliefs

• Take an Online Self Assessment Tool:– Myers-Briggs Type Indicator (MBTI)– The Birkman Method– Keirsey Temperament Sorter

• Understand Your Values• Match Your Values To Ideal Employer

Cultures (Differentiate the Formal & Informal)

• Identify Your Preferred Working Environment

The Chazin Group The Chazin GroupWho Are You?


Elements to ConsiderVery

Important Important NeutralNot

Important N/A

Security

Financial Stability

Challenge

Creativity

Competitiveness

Personal Growth

Promotional Opportunities

Variety

Routine

Detail Orientation

Organized Environment

Culture: Values Integrity Energy Structure Celebrations

What’s MOST Important to You?


Elements to ConsiderVery

Important Important NeutralNot

Important N/A

Environment

Helping or Impacting Lives of Others

Pace

Physical Demands

Work-Life Balance

Recognition

Rate of Pay

Educational Requirements

Personal Relationship with Manager

Personal Relationship with Co-workers

Physical location

Commute

What’s MOST Important to You?

Your Marketing 5 Ps

Mission Statement Templates

The Chazin Group www.timethoughts.com/goalsetting/mission-statements.htm

www.timethoughts.com/goalsetting/mission-statements.htm

http://www.timethoughts.com/goalsetting/

"My personal mission is to take time everyday for reflection, to realize what I learned,what I should learn more about to say thankyou, to give myself a pat on the back whilelooking into what I need to improve upon.”

The Chazin Group The Chazin GroupAn Example

Have a40-Year Plan



YourPOSITIONING

Statement


• Based on my background, this is how I am in a UNIQUE POSITION to help your organization

• Highlight your FEATURES & BENEFITS:– Core Competencies (Workforce Solutions, Candidate

Screening, Training & Development)– Expertise (Leadership, Management)– Success Stories– Qualifications & Experience– Accreditations & Certifications – Language Proficiency

The Chazin Group The Chazin GroupYour Positioning Statement

YourPROPOSITION

Statement


• Based on my personal mission and my positioning statement, I PROPOSE that…

• Here’s what I will do for your organization• Apply your background, skills and experience to

their specific needs

The Chazin Group The Chazin GroupYour Proposition Statement

• FranklinCovey Mission Builder; www.franklincovey.com/missionbuilder/index.html

• Laurie Beth Jones, The Path: Creating Your Mission Statement For Work & For Life

• Richard J. Leider, The Power of Purpose: Creating Meaning in Your Life and Work

The Chazin Group The Chazin GroupResources

Marketing the Brand Called YOU…

The Chazin Group The Chazin GroupYour Brand Is Ready

• PRICE: Know Your Worth

• PLACE: Meet With the Right People

• PROMOTION: You Can’t Sell What You Don’t Know. Why Should Someone Do Business With You?

• PACKAGING: Dressing for Success

• PRODUCT: Your Features & Benefits

Your Marketing 5 Ps

• Become a Subject Matter Expert• Get Published• Identify Your USP• Your Product Features & Benefits• Build Rolodex of References / Testimonials• Your Success Stories• Actively Promote Yourself AT ALL TIMES• Defend Your Brand (Name) Against ALL Attacks

The Chazin Group The Chazin GroupSelf-Promotion = BRANDING

Your Personal Marketing Plan



Security Analyst

Information Security Research Market Data

Senior Security Analyst

Information Analyst Research Analyst

Market Data Specialist

Quant Research Analyst

Network Intrusion Analyst Research Manager

Quant Modeler / Trader

Application Security Analyst

FX Systematic Trader

Security Systems Analyst

Your Contact Details Here!Summary of my professional qualifications: 13 years as a security analyst with core competencies in:

• Core competency 1• Core competency 2• Core competency 3• Core competency 4

My target job functions & job titles:

Your Personal Marketing Plan

The Chazin Group The Chazin GroupYour Personal Marketing Plan

Key Company Attributes Ideal Job LocationEntrepreneurial culture, small start up, and condones calculated risk-taking

NYC, Northern/Central NJDallas/Ft. Worth, TXCincinnati, OH

E-Commerce Manufacturing

Security Sports Management

Amazon Amano Corporation

Kroll Worldwide Steiner Sports

E-Bay Johnson Controls

Citigate-Hu dson

MIllsport

B&N.com United Technologies

Safir-Rosetti SME, Inc.

Key Responsibilities That I am Seeking Include:• Project Management • Telemarketing• Customer Service

Target Industries and Companies:

My Ideal Company Characteristics and Locations Are:

Only 10-15% of Jobs Get Advertised Online Resources:

oCareerBuilder, Monster, Yahoo! Hot Jobs represent ONLY 6-7% of all jobs

Classified Advertising:oNJ.com, NYT.com, Craig’s List

The Chazin Group The Chazin GroupUse All Your Resources

Job Aggregator Sites:oSimplyHired.como Indeed.com

Executives/Professionals:oExecuNetoKorn FerryoChristian & Timberso6FigureJobs

The Chazin Group The Chazin GroupUse ALL Your Resources

• Research Sources: Hoover’s Online SEC (www.sec.gov/edgar.shtml) DNB.com Business.com SearchSystems.net (public records

dbase) PR Newswire

The Chazin Group The Chazin GroupDo Your Research

• Research Sources: ThomasNet.com CNNMoney.com (http://money.cnn.com/news/crc) vault.com/companies/searchcompanies.jsp www.learnwebskills.com/company

The Chazin Group The Chazin GroupDo Your Research

• Your Resume “Forever” Success Stories• You Are a Product:

– Features & Benefits:• Core competencies• Experience• Skills & Qualifications• Education• Certifications

• Resume & Cover Letter LAST!

The Chazin Group The Chazin GroupYou Are a Product

EDUCATIONHOBBIE

S & INTERE

STSCONTACTS

LANGUAGE

VALUES & BELIEFS

Your Product Benefits/Features

What Are Transferrable Skills?



Transferable skills are talents you've acquired elsewhere, that you can

take with you to help future employers.

Your Transferrable Skills


Experiences like volunteer work, hobbies, sports, previous jobs, college

coursework or even life happenings can lead you to

find these skills.

Your Transferrable Skills

• Communications• Human Relations• Research & Planning• Organization, Management, Leadership• Work Survival

The Chazin Group The Chazin Group5 Basic Skill Areas

• Paralegals• Home Healthcare & Nursing• Risk Management• Green Initiatives• The Government• Business Continuity• Security• Sports Management

The Chazin Group The Chazin GroupGo Where the Jobs Are

Ready to Completely CHANGE Your Resume?


• What USELESS Folly• The “10-15 Second” Rule• Customize for Each Job• Success Stories• Highlight Your Experience

• The C.A.R Approach• Customize By Job and/or Industry

The Chazin Group The Chazin GroupResumes That Get Read

7 Success Stories


• Can It Be Scanned?• As Long As It Needs To Be• Make It About Employer Needs• Separate Yourself From Other Candidates• Show How Will Employers Make Money by

Hiring You• Use LOTS of Buzzwords• Use Numbers to Build a Compelling Story

The Chazin Group The Chazin GroupResumes that Get Read


Value Proposition

Value Proposition as Billboard

The Chazin Group The Chazin GroupGive An Overview for EACH Job

Highlight Success Stories

Tell Your Success Stories

The Chazin Group The Chazin GroupTell a Story Using #s

UNCONVENTIONAL Cover Letters


• OPEN: How About A Headline?• Target With Research• Address Their Needs• You Are a Set of “Solutions”• Canned Letters Get Canned – Be

Unconventional!• CLOSE: I Will Call You…Then Do It!

The Chazin Group The Chazin GroupCover Letters That Get Calls


• Let’s Play Whack-a-Mole• Ask the Best Companies in industries

you want to work in who THEY use• Limit to No More Than 3-4• Provide Your Marketing Plan• Leverage Against Each Other• Kennedy Information “Red Book”of Recruiters

The Chazin Group The Chazin GroupUse Recruiting Firms

– Talent Shortage Growing Rapidly• College graduates incapable of performing the work

before them• Baby Boomers Soon to Retire in Masses

– Becoming an Employer of Choice– Tons of Job Seekers…Meet Hiring Freezes– Measurable Training & Development– Develop & Implement Acquisition/Retention Strategies

Want a Seat at Management Table

The Chazin Group The Chazin GroupEnter the Mind of HR

• Temporary Work/Consulting• Placement Agencies• Freelance / Contract Work• Websites:

– Sologig– Flipdog– Allfreelance– VirtualVocations– PeoplePerHour

The Chazin Group The Chazin GroupContract Work Is A Viable Option

• Research Participating Firms• Perfect Your Elevator Speech• Resumes, Marketing Plans & Bios• Dress to IMPRESS!• Focus On Your Industry

The Chazin Group The Chazin GroupHow To Work a Job Fair

Your Brand Goes Networking

The 5-2-1 Goal:5 SECONDS

2 MINUTES

1 HOUR

• Develop a Networking PLAN Profile of your immediate boss Relevant Industry Associations Key Industry networking groups Industry Websites Include contact tracking form

The Chazin Group The Chazin GroupCultivate a Lifeline

• Networking Is Reaching Out To: Family; Friends of Family; Friends of

Friends; Friends of Friends of Friends! It’s Not Who YOU Know But Who Knows

YOU Keep a Tracking Form:

Name & Organization Tel. # Email Who They Referred You To Comments


• Networking = GET OUT THERE! BNI FENG, MENG, etc. Toastmasters Industry Associations Chambers of Commerce Business Development Centers Small Business Administration


The Chazin Group The Chazin GroupManage Your Pipeline

FirstName

LastName

JobTitle Organization Industry Address City State Zip Tel

The “Informational” Interview


• The Informational Interview: Understand What People Do What They Enjoy Most/Least How They Got Into the Industry Great Networking Source Fine Tune Your Selling Skills DON’T Ask For a Job!

The Chazin Group The Chazin GroupThe Informational Interview

• The Informational Interview: DO Ask For Referrals! Ask what they read to stay current Who in their company/organization is

a “shining light” (rising star) Send Thank You Immediately

The Chazin Group The Chazin GroupThe Informational Interview

Know Your Worth

Place a “VALUE”on Your Brand


• Research An Appropriate Salary Range: Numerous Resources Exist Online:

SalaryCalculator.com Salary.com JobStar.org EcompOnline.com SalaryExpert.com Payscale.com/salary-calculator

By Industry Experience Level Geography Bureau of Labor Statistics Anecdotal (Through Your Networking)

The Chazin Group The Chazin GroupKnow Your Worth

The Interview


Interviewing• Interviewer Is NOT an Expert, so…• YOU Control the Process• Get Ready…The Curtain’s Up• Focus On…EVERYTHING!• An Aptitude Test Might Be Given• Rehearse Your Core Competencies• Apply The ‘Mirroring’ Technique• 1:to:1 Versus 1:to:Many

The Chazin Group The Chazin GroupInterviewing For Success

Interviewing• Know Your Interviewer So You Can…• Interview the Interviewer• Salesmanship in Print• Ask For The Sale• Understand The Follow-Up Process• Video/audiotape your practice

• Practice, Practice, Practice


Interviewing Questions• Some Examples of AWFUL Questions:

– Tell Me About Yourself– What Are Your Strengths/Greatest Weakness?– Where do you see yourself in the future?– What would your old boss say about you?– Why did you leave your last job?

• For each question add to the end of it: ”As it applies to my ability to do this job!”

• Relate their questions to your interests, strengths, and accomplishments.


Interviewing Questions

• What you SHOULD ask them:– When we have my first review how will you gauge

success?– What are the most crucial 3 or 4 attributes of the

ideal candidate you are seeking for this opportunity?

– What problems keep you up at night?– What have been the qualities/characteristics of

people you have worked most effectively with?– What happened to the person doing the position

most recently?
