BRAND THYSELF! ★How to Use Social Media to Build a Strong Personal Brand & Rise Above the Competition BY LINDSAY HICKSLicensed to bas@ - 634526420256037048
>> The WetFeet MethodologyYou hold in your hands a copy of the highest-quality research available for job ’ve designed the WetFeet Insider Guides to help cut down on the time you spend doing job research by doing some of the work for you. Hopefully we can make your job search as painless as WetFeet Insider Guide is the product of hundreds of hours of in-depth research, critical analysis, and precise writing. We survey massive amounts of publicly available information and conduct dozens of in-depth interviews of rank-and-file employees who work for the companies and industries we cover. (We keep our company contacts anonymous to encourage candor.) WetFeet writers—experts at reading between the lines—speak with company recruiting staff members to make sure you get accurate information about the recruiting process, compensation, and hiring targets. We also consult countless experts, from career coaches and networking gurus to authorities on professional etiquette and personal branding, in order to provide you insight on the latest trends affecting job seekers. Each Insider Guide undergoes extensive editorial review and fact-checking to ensure that the information and writing live up to our exacting standards. And because WetFeet retains all editorial control of our Insider Guides, you can be confident you’re reading the unvarnished truth, not corporate PR. We’re eager to hear about your experiences on the recruiting front, and we welcome your feedback (both positive and negative) about our products and services. Don’t hesitate to contact us at orders@.>>The WetFeet GuaranteeYou’ve got enough on your mind with your job search in full swing. So, if you don’t like this Insider Guide, send it back within 15 days of purchase and we’ll refund your money. Contact us at 215-546-4900 or orders@ to bas@ - 634526420256037048
INSIDERGUIDEBrand Thyself!How to Use Social Media to Build a Strong Personal Brand & Rise Above the Competition2011 editionLicensed to bas@ - 634526420256037048
Brand Thyself! Walnut St. Suite 1800 Philadelphia, PA 19102Phone: (215) 546-4900 Fax: (215) 546-9921 Website: THYSELF!2011 EditionISBN:978-1-58207-921-9PHOTOCOPYING IS PROHIBITEDCopyright 2011 WetFeet. All rights reserved. This publication is protected by the copyright laws of the United States of America. No copying in any form is permitted. It may not be reproduced, distributed, stored in a retrieval system, or transmitted in any form or by any means, in part or in whole, without the express written permission of WetFeet, Inc. The publisher, author, and any other party involved in creation, production, delivery, or sale of this WetFeet Insider Guide make no warranty, express or implied, about the accuracy or reliability of the information found herein. To the degree you use this guide or other materials referenced herein, you do so at your own risk. The materials contained herein are general in nature and may not apply to particular factual or legal circumstances. Under no circumstances shall the publisher, author, or any other party involved in creation, production or delivery of this guide be liable to you or any other person for damages of any kind arising from access to, or use of, its illustrations by mckibilloLicensed to bas@ - 634526420256037048
Licensed to bas@ - 634526420256037048
Brand Thyself!12CHAPTER1 INTRODUCTION9 YOU WILL BE GOOGLED2 What Is a Personal Brand…and What 10 Yes, What You Do Can It Do for Your on Social Networks Career?Matters3 Get Rid of Your 10 To Share or Not Digital Dirtto Share4 Taking Control 11 Lock It Up5 Drafting Your 11 Show It OffBrand Manifesto 13 Connecting the Dots on LinkedInBrand yself !How to Use Social Media to Build a Strong Personal Brand & Rise Above the CompetitionLicensed to bas@ - 634526420256037048
536415 GET LINKED23 EXPAND YOUR 33 ADVERTISING 37 FOR YOUR BRAND: BLOGS, YOUR ASSETSREFERENCE 16 Tricking Out Your MICROBLOGS, LinkedIn ProfileAND WEBSITES34 Bringing It All 38 Online ResourcesTogether18 Practice Good 24 Blog Your Way to 39 Blogs & TwitterLinkedIn Etiquettea Better Brand34 Branding Case Study: 39 Books18 Get With a Group26 Tweeting Your International BrandAspirations 39 Articles20 Apps to Enhance Your Brand28 You Dot Coms35 The Elevator Pitch 35 That Reminds Me... contentsLicensed to bas@ - 634526420256037048
Licensed to bas@ - 634526420256037048
Introduction What Is a Personal Brand…and What Can It Do for Your Career? ..................2Get Rid of Your Digital Dirt ........3Taking Control ............................4Drafting Your Brand Manifesto ..........................51Licensed to bas@ - 634526420256037048
Brand Thyself!essential tool when it comes to opening yourself up WHAT IS A PERSONAL to new opportunities and a more satisfying career. In BRAND…AND WHAT this Insider Guide, we’ll help you define, build, and strengthen your brand. You’ll have to consider the CAN IT DO FOR YOUR qualities and interests that make you who you are—and CAREER?how others perceive you. Once those things are well › YOU’VE BEEN DEVELOPING a personal brand defined, we’ll guide you through the process of promot-since the day you first stepped into a classroom. ose ing your brand. And because these days, the majority bright white socks and new shoes. e backpack with of your networking, job hunting, and socializing takes the cartoon-character theme you hand-picked. And place via the Internet, we’ll pay special attention to remember when the teacher asked you to stand up in shaping your online profile using tools such as LinkedIn front of your peers to describe yourself in three words? and then, you carefully picked the adjectives that described you best with hopes of leaving a good impres-sion on your teacher and peers. I SPY Your response now to the same question has likely evolved into something more sophisticated than it was Many of the entire hiring process back then (“silly” shouldn’t make it into your cover let-hiring managers we and then Google spoke with say they candidates just ters), but the end goal remains the same: to broadcast Google applicants at before making an your strongest attributes and interests so that the people crucial stages of the offer, she opts to around you have a clear idea of what you bring to the recruiting process, do her “Google-such as when they screening” before table. Branding yourself requires that you identify the are deciding whom interviewing even unique value you can offer an organization and com-to interview. The begins. This insider municate a memorable and consistent message to all information found says screening can-current and prospective parties vested in your career. using a quick Google didates by looking search—the photos, up their social media ere are countless career benefits to becoming the blog, the Twitter profiles early in the associated with certain interests and characteristics, feed—helps them process decreases the such as solid leadership skills, environmental activism, a screen for cultural fit. time it takes to weed One insider told us out bad candidates. great sense of humor, or public speaking skills. A strong that although some The lesson? Before personal brand makes you stand out from other job of her colleagues in you even consider applicants or colleagues with the same educational and human resources applying for jobs, professional background. A successful personal brand go through the clean up your leads to more unsolicited job offers, as recruit-ers looking for someone just like you hear about you through word of mouth or read your blog. It can also WATCH THE PROSraise the confidence coworkers, clients, bosses, and To understand the concept of personal branding, con-potential clients have in you. By knowing your passions sider one of the strongest product brands out there: and strengths, you’re more likely to find greater job sat-Apple. In one of the most successful campaigns in isfaction than someone who hasn’t spent enough time branding history, Apple personified itself as a hip, really thinking about who she is and what she can offer. attractive, worry-free young man. In the same ad cam- e point here: A strong personal brand is an paign, the competitor is an old, out-of-touch stick-in-2WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTERCHAPTER 5CHAPTER 2 6CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
the-mud. By reinforcing consumers’ associations with WHAT IT MEANS FOR YOUR CAREERApple as a sleek, modern, bold, and smart company Similar to the crowded marketplace for consumer while playing up its competitors’ weaknesses, Apple was goods, thousands of qualified candidates that look able to secure a whole new segment of the computer nearly identical to you on paper will submit their hardware for the same job you’re seeking. Many will have Most corporations employ brand management and attended good universities, earned degrees, and have marketing teams that spend countless hours dream-top-notch references—just like you. It’s imperative to ing up ways to make their products more attractive to set yourself apart. “Competition is fierce and every-their target group. No doubt, Apple has a crack team of one has to think about him or herself in terms of per-marketing types in a locked room brainstorming and sonal branding,” says Lindsey Pollak, career expert and scribbling keywords on a dry-erase board. ese are bestselling author of Getting from College to Career: 90 a handful of words (the emotions and qualities) they ings to Do Before You Join the Real World. Professionals want their brand associated with. e only difference with successful brands infuse their unique personality with personal branding is that you are the every phone screening, interview, and face-to-face “Personal branding is not about being all things interaction. to all people—it’s about being known for something,” says William Arruda, founder and president of Reach Communications Consulting. Arruda has developed GET RID OF YOUR quite a personal brand for himself, featured in news seg-DIGITAL DIRTments on CNN and Fox News as a personal-branding guru. He discovered a passion for the topic after read-› THE FACEBOOK COMMUNITY has more than ing the Tom Peters article “ e Brand Called You” (Fast 500 million members, LinkedIn surpassed the 85 Company, August, 1997), and transformed himself million mark, and more than 140 million people had from a marketing and brand-management professional joined Twitter. It’s no secret that the social-media boom to a personal branding expert. Arruda did so by infusing has completely changed the way we connect with oth-his insight, enthusiasm, and energy into every and piece of content about him. He developed ere was a time when it was easier to separate the strengths that made him unique—energy, personal our professional and personal lives, but that time has branding expertise, passion, a knack for public speak-passed. is can be a good thing. Just as the Internet ing—into a strong personal brand that landed him gigs has made it possible for you to damage your reputation at top universities and Fortune 500 companies. at the click of a mouse, it’s made it possible to build a positive reputation by becoming engaged in topics that interest you and posting comments, photos, and links INSIDER SCOOPthat represent who you are and how you think. “Competition is fierce and everyone has to think But not everybody thinks before they post. Seventy about him or herself in terms of personal branding,” says Lindsey Pollak, career expert. percent of .-based human-resources staffers said they have rejected an applicant on the basis of the can-didate’s Internet behavior, according to a 2010 survey by Microsoft. e same report showed that although 60 percent of Web surfers admit to being concerned WETFEET INSIDER GUIDE3Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
Brand Thyself!about how their online presence could impact their rule is that you don’t want everything to be exclusively professional or personal lives, only 15 percent say they professional,” says Arruda. “ is concept of work/life consider that when posting content. balance is really an impossible thing to create. We have one thing called life and work is a part of life.” Begin by picking one core interest or skill and >TIPcomplement it with a set of other skills or interests that Before you’re done with your make you, well, you. Infuse that brand into everything online cleanup, consider you do online and in communication. ink about it whether you have any profiles this way: A sales manager is known among cowork-on MySpace, Friendster, or other networks you might have ers for his great sense of humor, superior management left , and positive attitude. Should the same people know that he fi nds balance in his life by rising at 5 . to paddle through waves before the weekly board Kitsy Blanc, recruiter for accounting fi rm PwC, meeting starts? ey should. And so should his clients, says even though Googling candidates isn’t a part of business partners, and recruiters scouring LinkedIn their candidate assessment process, she encourages job for potential candidates. e moment a person begins seekers to be prudent about how they behave online. telling people who he is, using the many online “It’s important for candidates to remember that once vehicles available today, is the moment he opens they start [a job], they are representing that particular himself up to new opportunities. company or fi rm while they’re online.” If a photo or So imagine what could happen if said sales manager comment isn’t appropriate for your Aunt Sally to see on decides he wants people to know he’s more than just a your Facebook page, it’s likely going to send the wrong successful sales manager. A recruiter at an international message about you to potential recruiters—and is prob-surfi ng company searches keywords on LinkedIn and ably worth removing. stumbles upon the sales manager’s LinkedIn profi le: e quick solution is to Google yourself and get proven success supervising large teams spread through-rid of what many of our insiders refer to as digital out the country, check; increased sales 40 percent in one dirt—any information, comments, or pics that paint quarter, check; member of several sales associations and you as anything less than the consummate professional. alumni organizations, , there are some smart strategies you can pursue e sales manager is still only about as interesting as to achieve social media cleanliness. More on this in the fi ve other people the recruiter found on LinkedIn Chapter 2. yesterday—that is until the recruiter comes across the sales manager’s positive review of e Surfer’s Guide to Costa Rica & SW Nicaragua via the Reading List by Amazon app. At that moment, the recruiter senses a TAKING CONTROLconnection greater than with any of the dozens of other › REMOVING YOUR DIGITAL dirt is only one step possible candidates. And he hasn’t even gotten to his in the process of taking control of your personal brand. Twitter feed your brand is all about presenting your best self at all times, especially online, while diff erentiat-ing yourself from others. One way we do that is to let people know what interests us outside of work. “My 4WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTER 6CHAPTER 5CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
you can certainly evolve your brand to fit certain skills and interests, you won’t find success without being hon- I’M GOOD ENOUGH, I’M SMART ENOUGH, est with yourself and DOGGONE IT, PEOPLE LIKE ME!To make the process easier, we’ve assembled the following game plan for developing a personal brand Many people feel self-motivated. This with is you attempting to the idea of building control the way you a personal brand want to be perceived LOOK INSIDEas part of the job by others. Find Words and Phrases that Define You search, not realizing Career expert Make two separate lists by answering the following they’ve been doing Pollak urges young so for much of their professionals and questions: lives. If you’ve been students to get over 1. Who am I? to an interview, the idea that a brand 2. What motivates me? you’ve made at least is something they a small attempt to should be embar-assert your brand. rassed to work on or Take some time to come up with the most honest You wore your power promote: “It’s about answers to these questions as you can. For instance, suit and trumpeted differentiating your-answer the first question with nouns, such as creative specific qualities self. It’s not cheesy. and experiences It’s not skeevy. None thinker, entrepreneur, and baseball fan. Narrowing each that show what can of this is about description down to only a few words will help you gain be expected being fake—just focus. And don’t worry: Excluding something from the of you: You’re high-being the best ver-energy, engaged in sion of yourself.” list doesn’t mean you’re not interested in it. is is about the community, and getting to the core of who you are. Once you have four or five items on each list, start examining your skill set. Focus On the Skills that Motivate YouDRAFTING YOUR Just because you’ve been told that you’re a great writer BRAND MANIFESTO doesn’t mean becoming a journalist will make you › IT’S NOT EASY to tell you this, but the sooner you happy. Many people pursue a certain career path because realize it, the better: Your friends and followers don’t they are confident with a particular skill. But that one care that you washed your hair, ate a wrap for lunch, skill—such as accounting or editing—might not add or picked up some groceries after work—and nobody value to your life. Arruda suggests making a list of all wants to hear you complain about your boss, about the skills you possess. en, next to each skill, identify your neighbor, or about the weather. In other words, whether it’s a motivating skill (one that energizes you) or you can tweet your heart out all day long, but those 140 a burnout skill (one that makes you bores you). Finally, characters won’t do a thing for your career if they don’t rearrange your list with the motivators on top and the serve a larger purpose. It’s time to stop wasting precious burnouts at the and start leveraging the resources out there today to get what you want from your career. REACH OUT FOR FEEDBACKDefining your brand isn’t an easy process: It requires Sure, hearing what other people really think about you some serious introspection and an understanding of sounds like a scary experience. But being self-aware how others perceive you. Be true to yourself. Although is crucial to building your brand. “For the most part, WETFEET INSIDER GUIDE5Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
Brand Thyself!people know they are good at something, but until conversations with friends at the bar. e specific action they get that direct acknowledgment from the outside, point might be: “Share at least one idea per week at the they don’t really know how good they are at it,” says weekly brainstorm meetings” or “Shoot the team an Arruda. Knowing your weaknesses can be equally email with some good ideas about how we can improve important, particularly when they could interfere with our products/services.”your success. Don’t ignore the weaknesses suggested in others’ To understand the power of feedback, consider the feedback: Simply identify the most commonly noted following scenario. You see yourself as a highly creative weaknesses that could hinder your success, and reverse person, a powerhouse at generating new ideas. You have people’s perceptions by working on improving these a graphic-arts background and you’re a whiz at Adobe characteristics. If you’re always late and people notice Illustrator. But coworkers at the advertising firm where that, start arriving early and making your arrival known you accepted an administrative job don’t see you this in subtle ways, such as sending an email or greeting way. In this scenario, your weakness involves your abil-people in the hallway. ity to communicate your strengths. Yet without gather-ing feedback, you’d have no way of knowing how others DIGGING DEEPER: EXPLORING perceive you. YOUR INTERESTS AND SKILLS e best way to get associates to provide honest feed-Figuring out what kind of career or position to pursue back is to ask them to do so anonymously, using tools can be so confusing and exhausting that what you such as 360° Reach or Rypple. ese tools allow the peo-might really want is for someone to just tell you what ple you trust to give anonymous opinions of what they to do. If you’re feeling the frustration that comes with identify as your strengths and weaknesses. Once you not having a specific career goal, you’re not alone: get a good sampling of opinions—from family, friends, Sooner or later, most students and professionals get to professors, current and former coworkers—you need to a point where they feel unable to see the next step on turn these insights into action. Arruda, the creator of their career paths. 360° Reach, provides some exercises for doing so. e creators of personality and career-aptitude assessments such as the Myers-Briggs Type Indicator Develop Brand Aspirationsand LiveCareer knew this when they decided to develop Which of the personas within your feedback results do revenue-generating ways to guide people through a per-you want to be known for? Do you want to be known sonalized assessment. for being funny, organized, creative, or one of the other Although assessment tests don’t just deliver a simple dozen or so adjectives people used to describe you? answer, the results can give you a better idea of what Remember that authenticity is still key. kind of working styles (independent, team player), topics (food services, nature, business), characteristics Commit to a List of Actions(organized, creative, technically-minded), and indus-For each aspiration, Arruda recommends writing down tries you should consider incorporating in your next a list of corresponding actions. Maybe some people job and your career. ese tests may shed light into identified you as a person with creative ideas, but oth-opportunities you might not have considered before. ers saw the words creative and ideas and didn’t check the For example, you might know that hiking and being box. Are those people your coworkers? Well, it might outdoors makes you happy, but have you considered a be time to stop reserving your great business ideas for career as a park ranger?6WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTERCHAPTER 5CHAPTER 2 6CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
THE HOME STRETCH Now that you’ve gathered information based on self-examination and feedback from others, it’s time to pull the pieces together to form what we refer to as a brand manifesto. e word manifesto might call to mind the demands of the proletariat revolution or the ravings of social deviants such as the Unabomber, but your mani-festo need not be long-winded or fanatical. Rather, it should be a concise statement of your brand, convey-ing who you are, your skills and/or interests, and your brand aspirations. Your manifesto should trumpet the unique value that you offer an organization. For example, “I’m an advertising account manager with a passion for sustainability and extensive experience with ‘green’ products.” Or, “I’m an Italian-speaking travel and food editor with a culinary degree and two years of experience teaching English in Italy.”Once you’ve created your brand manifesto and put it down on paper, the hardest work is behind you. Building your personal brand is only a matter of restat-ing your manifesto through different media. In other words, now’s the time for execution. From this point forward, your Facebook and LinkedIn profiles, as well as your Twitter posts, should all be consistent with the message you’ve conveyed in your manifesto. At first this will require a conscious effort, but eventually it should become second nature. If you’re concerned about being cornered or stifled by your personal brand, take comfort in knowing that brands can and do evolve. Should your passion for mechanical engineering and cars fizzle over time and eventually be replaced with a love for making organic barbeque sauce and selling it on the Web, don’t worry—you can simply repeat this process and evolve every-thing from your mission statement to your Tweets. WETFEET INSIDER GUIDE7Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
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You Will Be GoogledYes, What You Do on Social Networks Matters ............10To Share or Not to Share ............10Lock It Up ..................................11Show It Off ................................11Connecting the Dots on LinkedIn ...............................132Licensed to bas@ - 634526420256037048
Brand Thyself!that once they see something unsavory, it’s hard to take YES, WHAT YOU that out of the overall impression they have of the candi-DO ON SOCIAL date. So if you’re applying for a position with an employer where Facebook screening is an accepted process, one NETWORKS comment, “Like,” or photo could prevent you from MATTERS getting the job.› REPORTS OF A simple Facebook status update spelling employment disaster have popped up on news sites, HR blogs, and Twitter feeds all over the world. TO SHARE OR e stories usually go something like this: An employee NOT TO SHAREuses her Facebook account to express her job dissatis-faction publicly. In the status update, she insults her › THERE ARE TWO main approaches to prevent-boss and denigrates her daily tasks. e catch? She ing your activity on social networks from damaging apparently didn’t remember friending her boss on your reputation: Either protect your Facebook page Facebook. Oops. like a teenage girl protects her diary, or put a carefully We can all chuckle at the young woman’s naïveté, managed, workplace-friendly version of yourself out but her behavior isn’t as rare as you might think. Plenty there for all to see. Whether you want to leverage certain of “professionals” are slowly chipping away at their parts your social networks as career tools or use them good reputations—without even realizing it. In this solely for communicating with friends and family will new world of Internet interconnectedness, it takes determine how you proceed. seconds for an incriminating photo to reach every relative, coworker, friend, and former fl ame. And just as quickly, your reputation in the eyes of important tprofessional connections can be forever altered. For further proof that what you say on social net-works matters, take a look at the results of a 2009 CareerBuilder survey of hiring managers: 45 percent of respondents said they use Facebook and Twitter to screen applicants—compared to 22 percent the previ-ous year. irty-fi ve percent said they’ve found content on social networking sites that caused them not to hire a candidate. e top causes recruiters named for being turned off by a potential candidate are: posting of provocative or inappropriate photographs or informa-tion; posting content about drinking or using drugs; bad-mouthing a previous employer, coworkers, or clients; and showing poor communication from a variety of industries off er varying opin-ions regarding the extent to which social media should be used in the recruitment process, but most recruiters agree 10WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTER 6CHAPTER 5CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
make on friends’ walls or in groups can wind up mak-LOCK IT UPing their way to people you never intended to see them. › IN THE ONGOING debate about Facebook’s place Also, keep in mind that if you comment on the wall or in the professional world, some believe rigid privacy photo of a friend with a public profile, your activity will settings are enough to maintain a firewall between be for all to see. work and play. By changing your sharing settings to make your profile visible only to friends, you’re able to SHOW IT OFFcontinue posting links and photos and interacting with others on your wall without potential bosses, cowork-› MANAGING YOUR PRIVACY settings can certainly ers, or recruiters seeing it. You also have the option to help protect your online image, but many believe peo-customize these specifications to allow these types to ple with the most powerful personal brands take advan-see your most basic—and hopefully harmless—profile tage of Facebook as a medium for brand-building. In components, such as your bio, contact information, or this school of thought, the personality you project on website. Facebook should reinforce your best qualities as a pro-To keep the potentially brand-damaging digital dirt fessional. Your Facebook self should still be authentic out of the public eye, go to “Privacy Settings” under and rooted in what makes you a unique individual, but the “Account” drop-down and select “Friends Only.” some editing and polishing are required. To customize this to fit your needs, choose “Customize Start by going as far back as possible to remove all Settings” at the bottom of the table. digital dirt. Take a look at your profile, including favor-If you want to continue posting controversial links, ite quotes, comments made by your friends, and links weekend recaps, or other risky content, you need to you’ve shared on friends’ walls, and decide whether each recognize the hazards of relying solely on privacy set-piece of information is appropriate for your brand. tings. You’ll also have to decide whether to accept friend After you’ve removed provocative or controversial requests from colleagues. It’s perfectly acceptable to material you or others have posted on your profile, refuse a request from a boss or coworker if you plan to bolster the interests and characteristics that make you keep your Facebook network limited to personal rela-different. Employers want to see you have passions or tionships—just stay consistent so you don’t look like hobbies outside of work. ey want to see your person-you’re playing shine through. ey want to know that you’d be a Another thing to watch out for is the Six Degrees great cubicle-mate. For these reasons, it’s okay to dis-of Kevin Bacon–style connections that can be made on play that you have a good sense of humor and passions Facebook. Consider a situation like this: Your boss is outside of work, such as performance art, cooking, or eating lunch with a manager from a different depart-playing rugby. ment, praising your ability to handle a heavy workload Still, as you create a brand-strengthening profile, without complaint. e other manager laughs, noting keep in mind that digital dirt is anything that negatively that he friended you on Facebook after a happy hour impacts others’ positive perceptions of you, such as and some of your recent status updates indicate you’re politically incorrect comments, profanity, and anything not quite as happy as your boss thinks. You may have indicating that you have a bad attitude. But it doesn’t been working hard to build a reputation as a positive, stop there: Some of the passions and ideas held close energetic team player—but that reputation is weakened to your heart could be seen as distasteful or wrong to a the minute your supervisor gets wind of your public potential boss. For that reason, consider limiting pub-bellyaching. e moral of the story: Comments you lic information about sensitive topics. Many of us also WETFEET INSIDER GUIDE11Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1CHAPTER 3CHAPTER 4YOU WILL ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
Brand Thyself!don’t have the time to monitor every wall post, com-unfortunately your college roommate has decided to ment, or old picture posted throughout the course of preserve it on his Facebook profi le for the world to day, so if you’re going to make it public, be aware Time to start reviewing your own photos, includ-that there’s always a risk associated with the ones from albums made long ago. is doesn’t If you’ve decided to use your Facebook profi le to mean you should remove every photo of you with a develop your personal brand, the following section will beer, but defi nitely all the ones in which you’re hold-help make your activity on social media work for you ing a beer and are visibly drunk. Responsible profes-rather than against don’t go out with their coworkers after the fi rst day of work and get tipsy, yet many people fail to show TAMING THE BEAST: MANAGING the same restraint online. YOUR FACEBOOK SETTINGS It’s also perfectly acceptable to ask a friend to More than 500 million people had joined Facebook remove a photo of you if it’s something you consider by the summer of 2010, so this is an area you’re going unfl attering. Most likely they’ll comply. But if this to want to focus some time and energy on. Start by person isn’t your friend and won’t remove the photo, going to the “Account” drop-down menu found in the there’s little you can do unless you hold the copyright top right corner of your profi le and clicking “Privacy to the photo. At the very least, though, you can untag Settings.” Here, you can manage who sees the content yourself from the photo; Facebook prevents anyone of your profi le and how much various people can see. from retagging you in a photo that you’ve previously Click on the “View Settings” link under “Connecting untagged yourself Facebook” to control some of the most basic but far-reaching aspects of your Facebook communication: >TIPwho can message you, see your friend list, connect with If your Facebook profile you through employers and universities, search for you, needs some work before you’re and see Facebook activity. Now go back to “Privacy” to ready for a recruiter to see it, go ahead and set everything cumstomize your “Friends Only” until it’s Some items that are often best limited to the eyes more presentable. of friends are “Photos and videos I’m tagged in,” “Posts by me,” and “Wall posts by friends.” It’s also a good idea to stay on top of the frequent changes made to Facebook, so that you know when it’s time to Review Your Wall Posts, update your settings. Recent modifi cations to Facebook Status Updates, and Commentsprivacy settings have made it possible for users to cat-Don’t complain about work. Don’t complain about egorize Facebook friends into lists, so you can limit your boss. Don’t complain about putting in over-what activity certain lists—friends, coworkers, and time. Don’t curse. And wipe out any of this kind of family—can see. behavior on Facebook going back several months. Negative or juvenile comments are total turnoff s Remove Incriminating Photos for hiring managers. An expletive-laced rant about at night of your college graduation was a total blast, wanting the week to end will have employers doubt-wasn’t it? You went completely crazy and wound up ing that you’d be a professional, likable, produc-under a table with a Sharpie-drawn mustache. You tive employee—nobody wants to work with Debby might consider it a long-forgotten incident—but Downer for 40 hours a week. 12WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTER 6CHAPTER 5CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
is advice rings true for the currently employed, SOME PRIVACY-SETTING BASICSsays Kitsy Blanc, recruiter at accounting firm PwC. “I LinkedIn is a professional network on which you can think that it’s really important for candidates to remem-connect and reconnect with professional contacts. It’s ber they are representing their particular company or not a website that should require much privacy-set-firm while they’re online. We’ve all had less than stellar ting management. Still, you might not want some of days where we’ve worked, but they should just make the actions you take on the site to be visible to all. For sure they’re aware of what they’re putting out there.” example, LinkedIn makes it possible for its members to see how many times their profile has been viewed in TAKE A QUICK LOOK AT the past several days. e “Who’s Viewed My Profile?” YOUR INTERESTS feature also shows the company, industry, location, and As you’ve probably learned by now, the jokes you find sometimes even the headline and full name of the view-funny aren’t always considered funny by everyone. sure there aren’t any pages suggested by you or a To make it easier for members to see who has viewed friend that could give people who don’t know you well a their profile, LinkedIn’s default setting is to show your false impression of your moral character. name, position, and location to all people whose pro-files you’ve viewed. If you’d like to search profiles with-out the people you’re searching knowing, click on your name at the upper right and drop down to “Settings.” CONNECTING THE Click on “Profile Views” under “Privacy Settings.” en DOTS ON LINKEDINchange the default to one of the other two options: total › LYING ON YOUR resume doesn’t do anybody any anonymity or being displayed only as your title, com-good, and your LinkedIn profile is basically a souped-pany, and location. Although it’s not necessarily a bad up digital resume. Look at the sections for “Current” thing that recruiters and other connections see you’re and “Past” positions and make sure that everything in interested in learning more about their backgrounds those sections is accurate, including your responsibili-and interests, LinkedIn options allow you to search ties, accomplishments, title, and dates. without feeling mentioned in Chapter 1, you build a strong During the process of building your brand, you can personal brand by understanding your strengths and adjust your profile settings so you have the freedom making those strengths shine in all of your communica-to test new applications, change your photo, and edit tion. Cross-reference your LinkedIn profile with your various fields without informing your entire network. Facebook profile and your resume to ensure consis-Under “Profile Settings” and then “Member Feed tency. Do the dates line up? Are the titles all the same? If Visibility” to make sure that every change you make you’d feel sheepish or just plain embarrassed if a former isn’t announced in others’ feeds. Once your profile is boss saw your LinkedIn profile, revise it. Embellishing solid and up-to-date, change the setting so that your the role you played at the organization could make a network is notified when you add new applications, get former manager have second thoughts about providing promoted, or change . WETFEET INSIDER GUIDE13Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1CHAPTER 3CHAPTER 4YOU WILL ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
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Get LinkedTricking Out Your LinkedIn Profile .........................16Practice Good LinkedIn Etiquette .....................18Get With a Group ......................18Apps to Enhance Your Brand .................................203Licensed to bas@ - 634526420256037048
Brand Thyself!associated with your brand. Completing a LinkedIn TRICKING OUT YOUR profile—not counting time spent adding other applica-LINKEDIN PROFILEtions and tools offered by LinkedIn and its partners—› THE BEAUTY OF LinkedIn isn’t simply in its abil-should only take an hour or two. ity to connect people—it’s also in the countless tools it provides for people to find the common ground nec-essary to build meaningful professional relationships. By using a LinkedIn profile “LinkedIn is to career networking what is to describe yourself, you’re to dating,” says Melissa Kong, editor-in-chief at . Dating sites allow members to talk saying, “ is is what I’m about their interests and paint a portrait of who they looking for in an employer, are so that others can determine whether they might be a good match before building a relationship. By using and this is what you can a LinkedIn profile to describe yourself, you’re saying, expect from me.” “ is is what I’m looking for in an employer, and this is what you can expect from me.” Similar to a user who registers, fills in a few details, doesn’t post a photo, and only checks his YOUR SUMMARY: NOT JUST profile once every couple of months, a LinkedIn mem-ANOTHER RESUMEber will reap little benefit from the network if he simply Anyone who visits your profile can see you worked posts a short description of his experience, expecting two summer internships at a Big Four company while opportunities to roll in. “ ere’s a difference between attending Columbia University, and then spent three using it and workin’ it, and just putting up a profile years at boutique accounting firm. Rehashing all of this isn’t workin’ it,” says Maureen Crawford Hentz, Osram in your summary wastes space—and an opportunity to Sylvania’s . manager of talent acquisition, develop-add personality to your , and compliance. By engaging in relevant groups, ough LinkedIn bios aren’t replacing resumes, sharing knowledge, and showing rather than telling personal brand consultant William Arruda says they others who you are through various profile enhance-are becoming more important than a resume. Unlike a ments, finding and connecting with people who can resume, which is a list of your experience and skills, the help advance your career is much easier. summary offers the opportunity to express your pas-sions, what motivates you, and your goals and dreams. FILL ’ER UP is should come easily if you’ve taken the steps to To maximize your potential, complete your profile as develop your personal brand and the keywords that best as you can. at means filling in all details and best represent you as a person and professional. (See requesting recommendations. Even recommending cur-Chapter 1.)rent and former colleagues can increase your reach. Just as the summary provides the opportunity to Every component of your profile provides another enhance your personal brand, it can also hurt it if not opportunity to promote your brand. Lindsey Pollak, done well. Reach out to someone you can trust to edit author of Getting from College to Career: 90 ings to Do your summary so the thoughts you’re communicat-Before You Join the Real World, says a less-than-complete ing aren’t overshadowed by punctuation or grammar profile makes you look lazy—not a quality you want mistakes. And again, authenticity is the key to a strong 16WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTER 6CHAPTER 5CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
personal brand, so don’t use this field to create a false its site, such as in a roster of the professional organiza-persona you think recruiters will like. Make it or committee of which you’re a member. Not only could that trigger higher search results, it could lend FIND YOUR DOPPELGANGERyou credibility when people Google you. e first step to getting a handle on the strength of your Another easy way to increase your presence online personal brand online is to Google yourself. Sometimes, is to start writing reviews of books relevant to your the results are less than encouraging, especially if your field or interests on and posting smart, parents picked one of the most popular first names of relevant comments on other big sites. e comments your generation to go along with your very common and reviews should be well thought-out, because they last name. But even those of us who’ve never known will show up in search results, representing your brand. someone else with the same name might Google our-Also, promote your brand by including a quick per-selves to find some high-school track star with your sonal plug in every post, such as “I’ve been working in name, or a business development manager working at the nonprofit sector for five years, specializing in com-an IT company in Texas. Doppelgangers are harmless, munity outreach. If you’d like to learn more, read my except when they dilute your brand by making it dif-blog at .”ficult to find you in an online search. Search your own name on LinkedIn and Google to identify your doppel-gangers, and then follow these two steps to differentiate CONTROL YOUR DOMAIN yourself from them:Regardless of com right now. 1. Change Your Name whether you decide Search for the same Okay, so unless you’re an actor or a writer, there’s to produce a full-name you used on probably no need to go through the trouble of actu-blown personal LinkedIn on a .com ally changing your name. It’ll just seem weird. Instead,website (see Chapter domain, such as 4 for more on that), or add an initial, middle name, or maiden name to your at the very least you . LinkedIn profile name to set yourself apart. Remember, should purchase a Nothing? Try a though, you’ll have to stay consistent and use that name personalized Web variation of the on your business cards, Amazon book reviews, and in domain immediately. same name. Still That way you can re-nothing? Come up other communication. Maureen Crawford Hentz, for-direct your domain—with something merly Maureen Crawford, differentiated herself from a which is concise catchy that defines greeting-card designer of the same name by combining and looks slick on your brand, and her husband’s last name with her cards and in search for that. Con-email signatures— sider using domains to your LinkedIn such as .org or .info 2. Start Writingpage, and if the time as an alternative e simplest way to explain search-engine optimization ever comes, you’ll (or buy all three is this: e more times your name appears on legit sites, have secured that to prevent your the higher your name will show up in search results. domain to use for LinkedIn doppelgang-your own website. er from getting into You don’t necessarily need to get published on a major So, go to space). website just to see your name rise in the results. Rather, there are some easier steps anyone with any skill set can take. Ask your company to mention you somewhere on WETFEET INSIDER GUIDE17Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
Brand Thyself!KEYWORD LOADINGPRACTICE GOOD If the experience and summary fi elds of your profi le LINKEDIN ETIQUETTE succinctly communicate your skills and interests, your profi le already includes some important keywords. Still, › WHEN IT COMES to using LinkedIn, or any other adding keywords in the correct places on your profi le is online network for that matter, don’t forget your man-an essential step to leveraging the power of LinkedIn, ners. Every member details the type of items he or helping to ensure the right recruiters fi nd your profi le. she would like to be contacted about in the “Contact Crawford Hentz suggests carefully selecting a maxi-Settings” section. is section is typically found near mum of 30 keywords that represent your brand. Save the bottom of the page, and sometimes includes a these keywords into the “Specialties” fi , personalized description of the member’s prefer- ink about the words or phrases recruiters might ences, along with a bulleted to fi nd candidates. (Hint: “people person” isn’t one If a recruiter says she will not link with people she of them.) Select very specifi c words or phrases that doesn’t know, message her instead of asking to con-represent who you are, your skills, and desired posi-nect. If a recruiter says to visit the company’s career site tions. Choose some keywords that represent your fi eld to apply for a job, go to the career site and apply for a or industry, perhaps even your desired industry or fi eld job—don’t harass them on LinkedIn. Crawford Hentz, if you’re looking for a change, and then reuse the same recommends applying through the proper channel and keywords throughout your profi le, including your then following up with a brief message on LinkedIn that headline. Your list of keywords shouldn’t exceed 10, and serves as a short intro and heads-up that you’ve more focused you can be, the better. Try coming up with three to fi ve, and incorporate them in a smart way GET WITH A GROUPso your sentences still fl ow well and make selecting your keywords, Crawford Hentz sug-› LINKEDIN GROUPS PROVIDE a valuable oppor-gests adding a list of ideal employers, because recruiters tunity to get involved in specifi c topics related to often search their own company’s name when research-your brand. ey also are a great way to fi nd and col-ing what’s being said about them or when looking for laborate with like-minded people. ere are groups candidates interested in working for the company. for just about everything, including alumni, profes-sional associations, nonprofi ts, and fraternities. You can engage with the group by posting news or start-ing discussions. Groups are a great resource for inside info on company culture or fresh job leads. And if you don’t join any groups, you appear disengaged. “If you are Googling candidates before you call them, whatever online content you fi nd about that person will help them or hurt them,” says one human-resources insiders. “If you have glowing rec-ommendations and are out there on LinkedIn groups off ering up high-level advice, and then I have another candidate that looks better on paper but I don’t fi nd anything on that person, I would absolutely call you simply because I know more.”18WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTER 6CHAPTER 5CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
Do some research before clicking “Join Group.” 1. Name your group something clear, concise, You want to be able to get something valuable out of and easily searchable on LinkedIn and Google. each group, as well as contribute to each. Find pro-Lewis Howes, the founder of the Sports Executives files of professionals in your field whom you look up Association and the website Sports Networker, started to or people in the departments of companies you’d the Sports Industry Network on LinkedIn. “Make like to join and find out where they’re conversing. sure you type in compelling keywords that people Once you’ve joined a group, read up on the topics search for in Google on a regular basis,” he says. “My members have been posting about. en, to immerse group grows 100-plus members every week just because yourself in the community, comment on links posted of Google searching.”and direct members to interesting articles or your own . Connect your group to your website or blog. Another way to strengthen your brand using ere’s some prime real estate on the right side of LinkedIn groups is to start a group of your own. the group page that lists the owner and website. Use Pick your niche, the specific topic most interesting to this space to link to your own site. Just remember: you as a professional, and click the “Create a Group” Nobody likes shameless self promotion, so make sure tab. You’ll need a logo and group name, so research your site is relevant—don’t link to your Cocktails in similar groups and develop a clear purpose for yours. the City blog if your group is the Miami Medical Brainstorm with some close contacts you can be sure Device Sales group. will join your group right off the bat—you don’t want to look like no one showed up for your party. 3. Leverage your network to gain members. Send out invitations to existing LinkedIn connections to join your group. Add your group’s link to your email sig-nature, your Facebook profile, blog, and business . Post related content on a regular basis. e more often you add discussions, news, and jobs, the more opportunities you provide for interaction. Posting once a day and syncing your post with Facebook and Twitter is a good way to stay in your network’s radar. Just don’t go overboard: Posting more than once a day may annoy your group TIPS FOR CREATING A LINKEDIN GROUP5. Make it your priority to help others. As Robert LinkedIn groups provide a platform for people with Townsend, the former CEO of Avis Rent A Car, said, similar interests to congregate, network, and share “True leadership must be for the benefit of the follow-information. If you’re the creator of a group, you’re ers, not the enrichment of the leaders.” Although you immediately identified as a subject expert and can gain may have your own agenda when starting a group, the tons of valuable LinkedIn successful groups help advance their members. WETFEET INSIDER GUIDE19Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
Brand Thyself!APPS TO ENHANCE YOUR BRAND› ASIDE FROM YOUR personal summary, LinkedIn applications provide perhaps the best opportunity for you to present a strong personal brand to the eyes of your network. Consider the “Get More Applications...” link, found under the “More” drop-down menu on your main navigation, to be your personal branding toolbox. While some apps serve a mostly utilitarian purpose—like Company Buzz, which allows you to track mentions of your company, or TripIt, which informs your network of your travel schedule—a cou-ple of the 15-plus apps were made to help you develop and strengthen your showing other members what you are reading, have read, or would like to read, you’re telling them a little bit about who you are. It also demonstrates your passion for learning and developing as a professional. Reading List by Amazon is a great place to start because it covers all the important bases: connecting with oth-ers on relevant topics, showing others your interests, and learning from people you admire. Author Lindsey Pollak suggests using the network to do your research: “Really become kind of a studier of what other people are doing.” If your personal hero in sustainability rec-ommends a certain book as being an essential read, check it out. You can “watch” fellow users’ lists, as well, to get leads on buzz books and trends in your industry. 20WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTERCHAPTER 5 6CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
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Expand Your Brand: Blogs, Microblogs & WebsitesBlog Your Way to a Better Brand ........................24Tweeting Your Brand ..................26You Dot Com .............................284Licensed to bas@ - 634526420256037048
Brand Thyself!Blogger BLOG YOUR WAY TO BETTER BRANDBlogger is a brainchild of the folks over at Google, and › THESE DAYS THERE’S a blog about almost every-uses .blogspot in the URL. If iGoogle is your homep-thing—from national politics to local microbrews to age, Blogger is a convenient blog option; you can add a pictures of pets in embarrassing costumes. e popu-gadget to integrate your blog into your dashboard. It’s larity of blogs isn’t surprising, given they’re easy to cre-also very easy to add on Google’s AdSense to put adver-ate, usually free, and a great way to tell the world what tisements on your ’re thinking. But what people are starting to realize Blogger is a great basic blogging tool, but it falls is that a blog is becoming an essential tool for personal short in the design category. You have to pick one of 26 templates for your blog background—not so Starting a professional blog shows employers you’re good if you want a personalized blog to match your engaged in your field, eager to learn, and committed to brand without getting professional design help. keeping up with industry trends. It’s also a vehicle for showcasing your personality and what sets you apart WordPressfrom others. “Today’s job market is so competitive that have to do as much as possible to stand out,” says ere are two different WordPress blog options: Alison Doyle, author of Internet Your Way to a New Job: and . e .org site is a How to Really Find a Job Online. “Your blog can convey bit more complicated because you need your own web more to a hiring manager than a resume.”host. However, it allows for more flexibility in design Before you start typing, read the following hints for and format, which is why Martha Stewart, NASA, and putting together a memorable blog and getting employ- e New York Times all use as their blog-ers to notice you in the blogosphere. ging the other hand, has made it CHOOSE A UNIQUE TOPICpretty easy for the technically challenged to start a blog. is is the biggest challenge you’ll face. Because you’re You can select from more than 75 predesigned themes inviting employers to your blog, the topic should cover to beautify your blog. Because of its sophisticated pro-your specific industry or skills in a way that stands out motion tools, tracking tools, and technical support for from the crowd. “Start with your passion and expertise, when you hit a snag, WordPress is often ranked as the but if that’s too general, create a niche by catering to a best blogging service—which is probably why there are specific audience,” says Dan Schawbel, author of Me more than 32 million WordPress : Build a Powerful Brand to Achieve Career Success. “For example, instead of blogging as a doctor, blog as Tumblrthe top doctor in your town for young adults.” into writing long-winded posts? Microblogging BEST BLOGGING SERVICESsite Tumblr is a great outlet for short and sweet Want to dabble in building your brand in the blogo-entries. Microblogging differs from traditional blogging sphere, but not sure where to begin? Here’s a review of because the content is much more concise—maybe just four free, popular blogging services. Read up—and then a sentence or a photo. ink Twitter’s big writing!Tumblr boasts effortless sharing: Post text, photos, quotes, links, music, and videos from your computer, 24WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTERCHAPTER 5CHAPTER 2 6CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
phone, or email. Tumblr also wins points for design: It Select a catchy or at least smart title for your blog. has a large number of templates to choose from or you And, don’t forget the importance of a personal sum-can design your own. e downside of Tumblr is, it mary: Consider using a revised version of your LinkedIn lacks other blogging services’ editing tools, such as but-summary for your “About Me” page. If your brand is tons to increase and decrease paragraph indents, and it truly consistent, the summary should only need an extra only has a small text box in which to write and format sentence or two explaining why you’re writing about a your topic or what readers can expect from the blog. Avoid the default settings, and instead select a back-ground design and layout that represents your brand. It could incorporate a color scheme you like or a photo If it’s still available, purchase that represents you or your style—just keep it profes-the Web domain of your sional. You might want to consider getting in touch with a friend or family member who works with web name—or a close variation design. Designing a nice blog layout doesn’t take much of it—and redirect it to your time for a good designer, and you’ll feel more confident marketing your blog if it looks THE CONTENT PROFESSIONALRemember: A professional blog should feature only LiveJournalcontent you’d feel comfortable sharing with an . You should include your own thoughts and LiveJournal puts an emphasis on community inter-opinions—just make sure they’re appropriate and rel-action: Every LiveJournal blog includes a “Friends” evant to the topic. Comment on an industry article you page that displays recent posts by friends who are found, review a book related to your expertise, or offer also journaling online. LiveJournal encourages user tips based on a previous job or research. If you already interaction through the comments sections as well as have a personal blog to keep your family and friends “Communities,” which are group journals where mul-back home up to date, keep it separate. And remember tiple users can blog. that everything you do online, whether it’s a personal Because of its emphasis on community, LiveJournal blog or professional one, may be viewed by a potential is the standout if you want to focus on using your blog employer. to build your network. However, the free version is less personal and not as visually interesting: You have to pay WRITE REGULARLY a small fee to upload photos and customize the look of If you’re going to create a blog, you need to be active your blog. enough to show employers you’re committed to keep-ing up-to-date on industry buzz. Set a goal for how fre-EXPRESS YOURSELFquently you will post; at least one post per day is a good For your brand to resonate, it’s crucial to be consistent. goal, and two per week should be considered an absolute When picking a blog URL or username, stick with minimum. Your posts don’t have to be extremely in-what’s on your resume. If it’s still available, purchase the depth; in fact, they can be as simple as a link to a recent Web domain of your name—or a close variation of it—article and a few sentences about why it’s worth reading. and redirect it to your INSIDER GUIDE25Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
Brand Thyself!MARKET YOUR BLOGTWEETING Once you have a cache of entries, include your blog on YOUR BRANDyour resume and LinkedIn profile, and mention it in interviews or follow-up conversations with employers. › BEFORE YOU TOSS Twitter aside as yet another On a resume, your blog should be listed with your per-social media fad, consider this: e way you use Twitter sonal information or under “Relevant Experience.” To is totally up to you. When used effectively, Twitter can leverage the digital nature of your blog, include a hot-be a very handy tool for gathering information and link to your LinkedIn profile, professional website, or building your personal brand. In just 140 characters or an online version of your , you can demonstrate your wit or show you’re aware of the latest ’T ISOLATE YOURSELFTo get what you want out of the microblogging site, “More than seeing that you have a blog, I want to see find the people or organizations most interesting to that you’re legitimately engaged in your industry,” says you. is could include employers you’d like to work Crawford Hentz. It’s hard to stay engaged if you’re just for, bloggers you trust for advice, and professionals you writing a blog for your own gratification; instead, show look up to in your field. It’s wise to be selective about that you and your blog are part of a greater dialogue. whom you follow. Just because Janice from account-Search for other blogs (try ), post com-ing follows your feed doesn’t mean you have to subject ments, and link to them from your blog. Read books yourself to hourly tweets about her cats and husband. and post comments on Amazon. You can always stop following someone too. So if your Twitter account becomes cluttered—if you sign in and don’t immediately find interesting, relevant posts—then start cleaning it up by dropping the guilty parties. BLOG FAILFINDING YOUR NICHEOne of our insiders at which she mentioned Each tweet represents a small facet of your personal a Philadelphia non-smoking pot with profit Googled a can-friends. While the brand. Decide what it is you want to get out of your didate while in the nonprofit doesn’t Twitter account and the knowledge you can provide to process of narrowing conduct official others. Tweeting about your lunch isn’t going to prove down a pool of hun-background checks to dreds of applicants. determine whether your value; tweeting an article about the effects of cap-When he searched applicants have used and-trade on the renewable energy industry will. one particularly inter-drugs, the post was Follow the same rules as you would when setting up esting candidate, he so incredibly unpro-a blog when it comes to being consistent and produc-found a personal blog fessional that the and started click-applicant was imme-ing quality content. Use spell-check and take the time ing through pages diately taken out of to edit your work. Typos and grammar errors won’t help of entries, eventu-the running. your brand. Unlike regular blogging, microblogging ally finding a post in requires you to post more frequently, but with fewer words. Your tweets could link to interesting articles, col-umns, websites, and anything else that highlights who you are as a professional. If you’re content with your current employer but want to get promoted, tweeting about company news is one way to show your cowork-26WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTERCHAPTECHAPTER 2 6R 5CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
ers just how dedicated you are. If you’re looking for GETTING STARTEDsomething new, start following people or publications In the process of setting up an account, you’ll have to you admire in the fields that interest you. pick a username. Just like a blog, this username could be your name or another smart, catchy phrase relevant to your personal brand. e key word here is relevant. You spent the time creating a professional email address SOCIAL MEDIA SUCCESS STORYto replace metalhead666, so don’t revert back to your old ways at the first sight of the “Username” field. When Amanda design business in Once you’ve decided on a username, you’ll have to Montgomery, a Dallas but tweeted 2009 graduate about her interest upload a photo or logo. is can definitely be more fun of University of in social media and than your LinkedIn profile picture, particularly if your Alabama, started her plans to start a tone will be more casual or the topic more specific. e using Twitter, she master’s program in took a more laid-back Emerging Media & Twitter profile image is yet another opportunity to let approach to the Communications at your best self shine through, so choose , meaning she University of Texas. e final step before you begin tweeting is to pick barely used it at all. Eventually, the a theme for your page. Twitter offers several templates But realizing she’d be recent grad reached entering one of the out to Orsburn easily customizable by color, and there are many other bleakest job markets through LinkedIn, sites on the Web that offer free templates. If you have this country has seen, beginning a rela-something in mind in terms of color or feel and cannot Montgomery started tionship that led using the microb-to Montgomery’s find it in one of these places, try to enlist a designer for logging site as an job at Social Media a small fee. information source Delivered. “LinkedIn for finding job oppor-is the best thing that tunities and career could have happenedFOLLOW AND BE FOLLOWED advice. Eventually, for people of my ink of Twitter as a game. e objective is to increase she became more generation coming your network of followers by feeding them consistently active, using it on a into the work force,” interesting, relevant information, all the while increas-daily basis to find Montgomery says, networking events adding that she ing your own knowledge base. Successful Twitter mem-and participate in uses social media bers are rewarded with new contacts, job offers, respect local recruit interns. among colleagues, and a solid network of professionals While expand-“I absolutely look ing her network, at LinkedIn first to tap into when the time comes. You’ll see your follow-Montgomery for cross-checking, ers multiply if you carefully choose the people or orga-started following then I look at their nizations you follow, engage with fellow members, and “LinkedInQueen,” Facebook and then post interesting content. Eve Mayer Orsburn, Twitter. That’s the CEO of con-the thing about sulting firm Social Facebook, it’s such a WHAT AND WHEN TO POSTMedia Delivered. personal medium, if Content is key when it comes to creating value for your Montgomery I’m going to cross-was working at a reference.”followers. Many tweets link to off-Twitter content, such boutique interior as articles or reports, or link within Twitter to others’ observations, which is called “retweeting.” e secret to success is keeping your feed fresh by striking a bal-ance between the different kinds of posts. If you post WETFEET INSIDER GUIDE27Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
Brand Thyself!too many promotional tweets in a row, you’ll look self-YOU DOT COMish. If you are continually posting links to articles you find interesting, you’ll come off as well read but lacking › WITHOUT A DOUBT, creative professionals should original a personal website because any possible way e 140-character maximum forces concise thoughts to demonstrate their talent, unique perspective, and and encourages more posts, more often. When ready to passion for their field is essential. But websites aren’t post, use to shrink the link, or a site like just for web designers, photographers, and writers; a , which allows you to shrink the link and personal site can boost the reputation and strengthen post in multiple places (Facebook, Twitter) at once. Try the brand of anyone from a National Park Service to post at least six times per day. You’ll probably discover employee to a Big Four , if you haven’t already, that Twitter’s word limit Before LinkedIn came on the scene, websites were is more freeing than constricting: It allows you to post the only way to showcase one’s skills and work online. thoughts throughout the day without spending much And though LinkedIn is a great tool, a personal website time constructing them. Still, keep the teenage texts—can be used to showcase your brand in a much more the LOLs, the OMGs—to a way, requiring more consideration of colors, fonts, images, and overall look and feel that best repre-sent who you are. In addition to being a place to display >TIPyour portfolio, it can also serve as a platform for your Keep the teenage texts—the LOLs, the commentary on specific —to a minimum when STARTEDLEVERAGING ITUnless you’re in Web design or development, the e value of your Twitter activity is not only deter-easiest way to create a site is to tap into your net-mined by the number of followers you have, but also work to find someone looking to expand his or how you leverage those contacts—the relationships you her Web design portfolio. If you can’t think of any build. Share good info and you’ll be proving a service to friends or relatives off-hand, do some digging and your network. In turn, following interesting members ask around. Many extremely talented developers will help you stay informed about the topics meaning-haven’t even graduated from school yet, and are will-ful to you. ing to do small projects for very little money, if not Once you’ve started posting steadily, seek new con-for free. nections to follow so as to load up on more ammo with If going it alone, you can use Adobe Dreamweaver which to tweet. You can simply browse the “Followers” or work with free Website development software. and “Following” lists of trusted connections to find good ere are many options on the Web when it comes contacts, or look for the authors of interesting free software, so be sure to do your homework and compare the alternatives using dependable INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTER 6CHAPTER 5CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
The next step is to start a document that details the purpose, color scheme, general feel- TWEET YOURSELF TO A NEW JOBing you’d like the site to convey, and any other descriptions of the finished product. This is an While you’re students and young essential step when someone other than you will strengthening your by writing be making the site, because that person needs to smart tweets and GreenJobsknow what your expectations are. Without this expanding your Learn about the information, you could end up something very network, why not growing field of also use Twitter to sustainable jobs from different than what you envisioned. Creating get valuable career this environmentally a product description is beneficial regardless, advice? Check out conscious it’s a way to organize your thoughts and these sources of plan effectively for your site. some of our favorite LindseyPollakcareer tweets:Down-to-earth advice geared toward recent CONTENT IS KINGCAREEREALISMgraduates and under-Now that you have an idea of what you’d like the site Creators of the Twitter to accomplish, it’s time to decide what it will display. Advice Project, which WetFeet_CareerEffective personal websites should contain a collection lets visitors pose A useful compilation of your thoughts, evidence of your professional skills questions and get of career-related and experience, and some of the more important piecestweet-sized expert news and advice from your resume: contact information, background, and URLs of your social media pages. Every visitor to the CareerTVSarahChamberswebsite should be able to find out who you are, what Instead of just Add some attitude writing about what and wit to your job you’re all about, and what it is that makes you employers search with straight- e first step is to outline what type of content you and careers are like, forward and often want to include and which sections—or pages—will CareerTV links you humorous advice to its video library from this HR profes-be needed to organize it. For example, you’ll need an to see employees in sional.“About Me” page to house your bio, a “Contact” page your contact info, and so on. Once you’ve settled TheJobsGuyon the components of your site, make a preliminary DebraWheatmanA former online This resume guru recruitment strategy site map using Adobe or Microsoft software, or even a offers short, sweet consultant tweets pencil and paper. (See example on the next page.) is advice for pumping often on interesting map will act as a blueprint, showing where each piece up your resume and career articles and job jobs in hubs of content will live on the site. For example, if you’re such as ., Chicago, in advertising, perhaps you’ll have a page critiquing ExperienceLiveNorth Carolina, your favorite marketing campaigns. Ask yourself: Is this Career advice spe-Dallas, and Florida. deserving of homepage placement? Going through this cifically for college process will help you narrow the focus of your site and ensure that it’s serving your personal INSIDER GUIDE29Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
Brand Thyself!Sample SitemapTEST, TEST, TEST “It’s about quality versus quantity,” says Arruda, the You’re not finished yet. Make sure every component on personal branding guru. “Lots of so-called experts say, your site is functioning as it should before going live, ‘Just be up on the Web, create a video, it doesn’t mat-because error messages and broken links won’t do your ter if the audio’s bad or your skin is shiny.’ Well, that’s persomal brand any good. No matter the industry or going to work against you.” field, your future employers, current boss, coworkers, It’s better to have only 10 Google results that paint and any other professional contacts want to know you you in a positive light than several results pages present-can be depended on for great results, and won’t settle ing a smattering of good and not-so-good portrayals. for anything less than the best in whatever you do. You In other words, when it comes to any online brand-don’t want someone to say, “Well, at least she’s trying” strengthening tool detailed in this chapter, remember or think the site looks amateurish. this: If you’re going to do it, do it INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTER 6CHAPTER 5CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
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Advertising Your AssetsBringing It All Together ............34Branding Case Study: International Aspirations ..........34 e Elevator Pitch ......................35 at Reminds Me ......................35 5Licensed to bas@ - 634526420256037048
Brand Thyself!LinkedIn address and other URLs to your email signa-BRINGING IT ALL ture and business card. You might also want to create TOGETHERa personal business card so you can promote yourself, › NOW THAT YOU’VE defined your personal brand rather than your employer, and feature your personal and leveraged the many online tools available, it’s time mail, your skills, and your online branding tools. to do a final check for consistency. Open your Twitter When it comes to creating materials such as busi-page, blog, website, and Facebook and LinkedIn pro-ness cards, don’t settle for Microsoft Word templates; files, along with anywhere else you call home on the do some research first. Consider the vibe you want to Web. Although the language might differ slightly give off and what you’d like to communicate with the depending on the platform, there should be a common card—beyond the text you’ll include—and look for thread in your personal summaries, experience, and some examples online. A quick Google search for busi-interests. Yes, the dates and titles should be consistent, ness card templates will bring you to several sites that but that’s not all: Does every piece of information com-offer free templates, or templates that might inspire municate the few words you want others to associate you to create your own card using Photoshop. As with you with? It should. a website or portfolio, the more creative your desired If you pull all of these pieces together, you’ll start career, the more focus you should put on the design of to realize the power of a strong personal brand, ooz-your with the qualities that define you as a professional. Your email signature is a bit more straightforward. Consistency across platforms will not only act as a wel-Steer away from graphics that will show up as attach-come mat for new opportunities and build an inspir-ments in recipients’ inboxes, and keep it simple. And, ing reputation among colleagues, it can also be used to keep it concise: If your email signature gets bogged evolve your particular brand into something new. down with too much information, it could be off-putting and make you look self-important. Include the CROSS-REFERENCINGfollowing: name, title, phone number, LinkedIn profile Another all-important step to creating a cohesive online URL, and a line with your blog and Twitter is to connect the dots for your audience—show them the many tools you’ve decided to use, making sure nothing gets lost. Make sure the various URLs that BRANDING lead to your pages and profiles are visible on all of your CASE STUDY: materials and use each tool in your repertoire to pro-mote the others. Post Facebook status updates that drive INTERNATIONAL traffic to your blog and tweet about a book review you ASPIRATIONS posted on LinkedIn. Save time by using an aggregator, such as HootSuite, to post to various platforms simul-› PERSONAL BRANDING GURU WILLIAM tells the story of a woman who realized the brand she created for herself wasn’t aligned with her ASSEMBLE YOUR career goals. While working as an attorney for a big MARKETING MATERIALSretail company, she harbored the desire to be involved ere are plenty of strategies to improve your placement in the company’s international business. Concerned in search results, but some of the most effective ways that she was seen strictly as an attorney—rather than to market your brand are also the simplest. Add your someone capable of running international operations—34WETFEET INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTER 6CHAPTER 5CHAPTER 2CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
she decided to use 360° Reach to get feedback from To master an elevator pitch, write it down and her coworkers. Not one respondent associated her with practice it over and over in front of a mirror or friend. anything international, which meant it was time for her Your pitch should include information about who you to bring her strengths and interests to the surface. are, such as where you studied, where you work, your e attorney bought a set of international clocks area of expertise; major accomplishments, passions, and from Ikea, switched her subscription to an Italian news-unique skills; and where you envision your career path paper from home to the office, and started to volunteer leading you next and in the future. for projects outside the legal department that were more An elevator pitch isn’t a long list of personal victories focused on overseas business. e decision to take these and shouldn’t come off as a performance. While prac-seemingly simple steps to strengthen her brand paid off ticing your pitch, you should be able to reassemble the when the attorney was evaluated for a senior interna-parts of the pitch to fit the situation or conversation—tional operations position. so stop to listen to the other person. e more rehearsed ere are a couple key elements to this particular job it seems, the less the person on the receiving end will seeker’s success: First, when she decided it was time to see it as genuine. And remember: Nonverbal commu-change her personal brand, she dove into the new brand nication has a huge impact on the way your message fully. Second, she made sure her new brand was authen-is received, so pay special attention to body language. tic by aligning her interests and personal brand; the new Make eye contact. Stand up straight. Don’t cross your brand she communicated in order to be taken seriously arms. Exude confidence, not arrogance. When leaving for her dream job was conversation, says Lizandra Vega, author of e Image of Success, avoid using the “cocky strut.” THE ELEVATOR PITCH › NOW THAT YOU’VE developed a strong, cohesive THAT REMINDS ME... personal brand, you need to be able to spread your › EXUDING CONFIDENCE IN your face-to-face brand message. It’s time to master your elevator pitch. and online interaction is essential to building a strong Imagine you are on an elevator with the president of brand. During interactions, don’t be afraid to mention your dream company. You have her undivided attention a relevant blog post or tweet, or a project you worked for about the next 15 seconds, before she steps off at her on. It gives others something to remember you by and floor. Your pitch has to be short and convincing. e an excuse for you to follow up and continue the dia-key elements here are to convey past accomplishments logue. clearly, succinctly, and in a way that emphasizes the Making relevant connections is also an easy way unique reasons why you would be the perfect candidate to make the conversation more personal, which will for the a stronger impression on others. Still, the balance e elevator pitch also serves as essential brand-between the perception of humble self-promotion and strengthening tool in more casual encounters, such as a arrogance is a delicate one, so be self-aware and go with networking event or random introduction to someone the flow of personal exchange. in your field at a party. In this case, you should also take only 15 seconds, but use them not to talk about why you fit with a particular company, but about your pro-fessional goals, interests, experience, and the value you bring to any INSIDER GUIDE35Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
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For Your ReferenceOnline Resources .......................38Blogs & Twitter .........................38Books .........................................39Articles .......................................39 6Licensed to bas@ - 634526420256037048
Brand Thyself!BloggerLinkUpONLINE ’s Personal Brand Week E-BookAn online network of bloggers and experts that can be used to gain recognition and build the network neces-An e-book created for PWC’s Personal Brand Week sary to making your blog a success. that covers the importance and basics of developing a strong personal brand and is available to the general is site, founded by two recent grads, offers tools and Personal Branding TVadvice to help you strengthen your personal brand social site maintained by personal branding expert William Arruda, with videos of other experts and HR profes-BLOGS & TWITTERsional discussing topics related to Personal Branding Blog360° branding guru William Arruda’s blog, with a Recommended software for getting anonymous feed-mix of inspiration and practical information. back from your peers, coworkers, ex-coworkers, and family. Dan Schawbel’s Personal Branding Blog is known as a guru on the topic, and he’s a number of expert contributors for this very An alternative to 360° Reach that’s especially useful in a active or office setting, because it allows respondents to answer and discuss questions you pose. Student Branding Briggs Personality TestCareer counselors and recent grads dish out personal guidance for high school, undergrad, and grad A test used by many organizations, including employ-school students that helps prepare them for life after ers and universities, to help respondents get a handle who they are and what kinds of careers best fit their personalities. and consultant on career trends, especially for Live Careerrecent graduates and site offering a career interest test that matches you the careers and job qualities that would bring you Interviews and expert opinions from personal branding the most satisfaction based on your skills and interests. guru William INSIDER GUIDELicensed to bas@ - 634526420256037048CHAPTERCHAPTER 5CHAPTER 2 6CHAPTER 4CHAPTER 3CHAPTER 1FOR YOURADVERTISING YOU WILL REFERENCEYOUR ASSETSEXPAND YOUR BRANDGET LINKEDBE GOOGLEDINTRODUCTION
Color is Your Parachute?An especially active feed with links to events, articles By Richard Bolles and media classic bestseller that helps readers figure out how to change careers or reach their full potential. Speed Press, 2010)A mix of career insight and humor, courtesy of the WetFeet editorial in Your Own Life: Reveal Your Hidden Star Quality and Make Your Life a Blockbuster Hit BOOKSBy Lena Nozizwe e Brand You 50: Or: Fifty Ways to e author’s dream was to become an actress, but her Transform Yourself from an ‘Employee’ process could be used by anyone wanting to build a into a Brand at Shouts Distinction, strong personal brand and reach career , and Passion! (Fireside, 2001)By Tom PetersAlmost like a motivational speech in book form, Peters ARTICLESdelivers practical advice in lists and short, dynamic bursts. (Knopf, 1999)“A Brand Called You” is Fast Company article came out in 1997, when the Career Distinctionconcept of a personal brand was new. It’s still really By William Arruda and Kristen Dixson interesting for anyone trying to understand what it In addition to showing the steps toward building cred-means. ibility and visibility, this guide also offers case studies of branding efforts by other professionals. (Wiley, 2007)“Five Must-Have Apps for Your Personal Brand,” from Personal Branding :// Dan Schawbel is book on personal branding delves into recent “Establish Brand Image in Online Media” branding trends for Millennials: social networking, from The Wall Street , podcasts, wikis, and :// (Kaplan, 2009)Savvy Gal’s Guide to Online Networking (Or What Would Jane Austen Do?)By Lindsey Pollack and Diane Danielson A guide to “the nuts, bolts and savvy secrets that busi-nesswomen need in order to use technology to build professional relationships.” Especially useful to students making the transition from college to career. (, 2007)WETFEET INSIDER GUIDE39Licensed to bas@ - 634526420256037048CHAPTER 2CHAPTER 5CHAPTER 6CHAPTER 1YOU WILL CHAPTER 3CHAPTER 4ADVERTISING FOR YOUR INTRODUCTION BE GOOGLEDGET LINKEDEXPAND YOUR BRANDYOUR ASSETSREFERENCE
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The WetFeet Story>> WetFeet was founded in 1994 by Stanford MBAs Gary Alpert and Steve Pollock. While exploring their next career moves, they needed products like the WetFeet Insider Guides to guide them through their research and interviews. But these resources didn’t exist yet—so they started writing! Since then, millions of job seekers have used the WetFeet Insider Guides and to research their next career 2007 WetFeet became part of Universum Communications, the global leader in employer branding. Thanks to the integration of WetFeet into the Universum group, WetFeet products are now used by job seekers all over the world. In addition to our Insider Guides and , we produce WetFeet magazine, which features career advice tailored to undergraduate students. The WetFeet Name>>The inspiration for our name comes from a popular business school case study about . Bean, the successful mail-order company. Leon Leonwood Bean got his start because he literally got his feet wet: Every time he went hunting in the Maine woods, his shoes leaked. One day he set out to make a better hunting shoe, doing such a good job that his friends lined up to buy pairs of the boots. And so . Bean was lesson we took from the Bean case? Well, it shows that getting your feet wet is the first step toward achieving success. And that’s what WetFeet is here for: To help you get your feet wet and take the right steps toward ever-greater career goals, whatever they may be. Licensed to bas@ - 634526420256037048
>>The job market is as crowded as the supermarket shelves. With an overwhelming number of options for employers to choose from, it’s easy to be overlooked. But a strong personal brand can help you rise above the cookie-cutter competition. By consistently emphasizing the value you offer an employer and what defines you as a person and professional—your unique strengths, skills, and interests—you can build a brand that resonates with recruiters. In this Insider Guide, we’ll help you discover, define, and promote your personal brand. And since so much networking, job hunting, and socializing takes place online, we’ll pay special attention to using social media, such as LinkedIn, Twitter, and blogs, to shape your TO THIS WETFEET INSIDER GUIDE TO EXPLORE★ HOW TO DEFINE YOUR BRAND AND DRAFT ★ THE BASICS OF BUILDING A PERSONAL WEBSITEA BRAND MANIFESTO★ WHAT MAKES A STRONG 15-SECOND ★ HOW TO GET RID OF YOUR DIGITAL DIRTELEVATOR PITCH★ WHAT YOU SHOULD—AND SHOULDN’T—BE ★ BOOKS, BLOGS, AND ONLINE RESOURCES TWEETINGTHAT WILL KEEP YOU UP-TO-DATE ON PERSONAL BRANDING★ HOW TO LURE RECRUITERS ON LINKEDINWetFeet has earned a strong reputation among college graduates and career professionals for its series of highly credible, no-holds-barred Insider Guides. WetFeet’s investi-ISBN 978-1-58207-921-9gative writers get behind the annual reports and corporate PR to tell the real story of what it’s like to work at specific companies and in different industries. $ to bas@ - 634526420256037048
