Personal Branding

Dwayne Husbands

IABA Annual Meeting 5 August 2011

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Agenda

What is personal branding?

Tips for developing a successful personal brand

How to get started

Conclusion

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Personal branding

What is personal branding?► Process of defining a personal brand to raise your profile in the

workplace and respective profession.► Continuous process which requires fine tuning to further your growth and

development► Requires initiative and dedication

Why is personal branding important?► Shape your career ► Be competitive► Protect yourself in a down market► Position yourself in an up market► Command attention

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Levels of personal branding

► Integrate your brand throughout the firm and the industry:► Your “value” is compounded at each upward level► Integration makes it harder to separate the individual from the

firm/company from the methodology

► Industry► Company► Area (geography)► Division/department/practice► Specialty area/product line► Methodology, technology► Client► Individual

Levelsat which

you brand

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Tips for developing a successful personal brand

► Develop a solid reputation at work► Improve communication skills► Build relationships and networking► Become involved in the industry

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Develop a strong reputation at work

► Critical success factors to developing a good reputation at work includes:► Work ethic

► Be diligent► Meet deadlines

► Work quality► Minimize errors► Complete and thoroughly check your work

► Add Value► Make meaningful contributions► Explore opportunities/initiatives to add value

► Team player► Embrace company culture

► Focusing on these critical success factors will help to distinguish yourself from your peers and help distinguish your brand

► Others will take notice of your efforts

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Communication

► A successful actuary is not only able to perform quantitative work and analysis but also effectively communicate explain his/her work to others in a clear manner.

► As part of branding, you must be aware and focus on your:► Oral communication skills.► Written communication skills► Listening skills► Body language

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Build relationships and networking

► Networking is a great way to enhance your professional reputation and solidify your personal brand.

► Successful people surround themselves with a well developed support network.

► Successful networkers believe in cooperating with others and in helping them be successful and achieve their goals.

► What is a Network?► Made up of a group of individuals who exchange information, contacts, support,

advice and practical assistance for professional or social purposes.► Networks are can be formed with the people who work together on a daily basis,

those who share common interests and experiences, etc.► Built based on criteria such as influence, skills, experience and position.► Once networks have been developed they need to be nurtured by maintaining

regular contact with people, assisting when possible and by building linkages between those who form part of the network.

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Who to include in your network?

► It takes time and effort to identify appropriate contacts and develop relationships.

The following is an approach to which can be used to develop a network:► Identify your needs

► Whose support, advice or cooperation do you want / need?

► Identify role models/seek a mentor► Identify people at your Company and the industry who have been successful in

achieving results and influencing others.

► Determine what you have to offer in return to people in your network

► Develop a network map► Develop a map of your potential network including the names, areas of

responsibility/expertise, ways you can assist and vice/versa.

► Develop an action plan

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Personal branding tips for the industry

► Join an industry committee► IABA, SOA, ASNY, etc.► Explore opportunities to take a

leadership role► Explore public speaking opportunities at

industry events► Write an article for an industry related

publication (actuarial, insurance, pension, etc.)

► Expand your network

► Develop a reputation (Ie. subject matter expert, leader, innovator, etc.)

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How to get started

► Personal branding starts with self awareness, particularly identifying your:

► Strengths► Areas for improvement► Value to your company► Impressions made on others

► Develop a plan ► Consult your mentor► Seek official and unofficial feedback

► Monitor your progress ► Develop a scorecard

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How to get started – Self awareness

Areas for improvement

Potential areas for improvement include:► Recognize and address your weaknesses

► Counter the reputation that actuaries possess poor soft skills

► Improve your actuarial skills

► Keep up with current events

► Pay attention to latest developments in the industry, actuarial profession and at your company

► Identify a few initiatives which can truly add value to both your company and career

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How to get started - Monitor your progress

Sample scorecard► Develop a scorecard to actively monitor your progress in regards to

improving your personal brands and achieving your goals

Category Goal Status

Core Responsibilities

► Responsibility X - Take on more responsibility this upcoming year  

► Responsibility Y - Assume a leadership a role and train others

► Responsibility Z - Expand knowledge/expertise and explore opportunities to become more integrated into Responsibility Z

Non-Core Responsibilities

► Explore opportunities to improve Process X  

► Assist with Company Initiative Y (Ie. Project plan, research, execution, etc.)

Career Development► Deliver one presentation or write an article specifically for an actuarial or industry

related publication on topic ABC. 

Networking

► Follow up with my mentor monthly either by email, phone, or in-person meeting  

► Join an actuarial organization and volunteer to expand my network

► Set up coffee/lunch with someone from a different department each month

Culture► Participate in office and team building events  

► Participate in recruiting activities

Exams ► Sit and pass exams X and Y this year  

Client facing► Become more involved in client facing opportunities (Ie. proposals, thought leadership

presentations, etc.) 

Billable Hours ► Bill X,XXX hours this upcoming year  

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Conclusion

► Personal branding is very important to career growth► Continual process which requires initiative and dedication

► Remember…► Be visible► Be innovative► Add value

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Questions?