wsu symposium branding 4-3-08

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Developing Your Own BrandMarketing yourself successfully in a competitive job market

Sarah Schwering and Sara Desautel

April 3, 2008

WSU Symposium



Agenda

- What is a brand?

- Why do companies brand?

- Elements of successful branding

- You as a brand

- Exercise- Employment tips



What is a Brand?

- A brand is an image your audiences hold of whatyou are and why they should be associated withyou- A promise of value you make to your audiences that differentiates you from

your competitors.- Brands communicate values, ideas and images that go beyond the specific

product.

- Good brand management can insulate you fromfactors such as price, availability and competitivepressure

- The image you craft in the minds of your audiences may be the reason they choose you—or stay with you—when there exists lots of

choice



What is a brand?



Why Do Companies Brand?

- To cultivate:

- Authenticity, differentiation, consistency

- To elevate their meaning/relevance with

customers

-In order to command a premiumprice/insulate from competition

- Customers base decisions on brands



Elements of Successful Branding

- Brand platform:- Theme- Attributes-

Key messages (“proof”)- Foundation for all communication

- Visuals:- Logo, Identity package, materials, environment

- Employees as brand ambassadors

- Consistency, focus, authenticity- Clear focus- Truthfulness

- Show value for customer



You as a brand

- Branding is a powerful concept that can be

applied to individual people as well

- During a job search, you want to:- Elevate yourself; stand out from the crowd

- Build a relationship; a connection

- Communicate your value proposition



The elements of your brand

• Your values

• Your strengths

• Your elevator pitch

– Who are you, how are you different?

• Tailoring for the audience

– Why should they care?

• Visibility and marketing materials

– Create impressions! It’s a numbers game – Business card

– Resume

– Cover letter(s)

– Portfolio

– Following up



The elevator pitch

• Example:

– My passion is journalism. With my degree in

communications and through the dozens of

articles I’ve written, I’m really able to tellstories. I’m someone who hits the ground

running and knows how to manage deadlines,

without cutting corners. Ethics and integrity

are a very important part of how I operate.



Exercise

Create your ownelevator pitch



What Employers Really Look For

• Work ethic – Time/money management

• Physical skills – Healthy, capable, presentable

• Verbal communication – One-on-one and to groups

• Written communication – Writing, editing, proofing

• People skills – Building relationships, teaching

• Influencing people – Managing, leading, pitching ideas

• Information gathering

– Research skills, knowing whereto go

• Using quantitative tools

–Familiar with spreadsheetprograms, charts, graphs,numbers

• Asking/answering the right

questions

– Evaluate actions and policies,

“think on feet”• Solving problems

– Identify problems, developsolution, execute solution

10 Things Employers Want

you to Learn in College,Coplin, 2003



Other Skills Employers Look For

• Critical thinking – Seeing the big picture,

being analytical

• Communication

– Getting your point acrosswhen writing and speaking

• Visionary Qualities – Brainstorming, looking to

the future, setting goals

• Self-motivation

– Taking initiative

• Proficiency with information – Being inquisitive,

resourceful, knowing howto conduct research

• Globally-minded

– Understanding andshowing and interest inother cultures; gettingalong with diverse groups

• Teamwork – Working well with others to

achieve common goals

Monster, 2007



Tips From an Employer

• Portfolio—helpful in almost all fields

• We look for:

– Cover letter and resume

– Related experience – Any specialized skills (language, technology, etc.)

– Writing ability

– Attitude

• During the interview – Know the company and industry!

– Tell your story; use specific examples

– Highlight how your skills help us

– Ask intelligent questions



The Case for Internships

• Internship and volunteerism showcommitment, drive and track record

• Try to complete at least one internshipduring college. Use resources suchas: – Career Centers

– Networking – Job search websites

(http://currentstudents.wsu.edu/careers- jobs.html)

– Professors



Recent Research

Careerbuilder “College Hiring 2007” – Most important to hiring managers:

• 25%: Fitting in with company culture – Be familiar with not only the nuts and bolts of the

company, but also the culture.• 21%: Relevant experience

– Student government, volunteer work, and teamsports count! Hiring managers regard thesehighly.

– 21% of hiring managers say that asking good questions

and showing enthusiasm during an interview weighsheavily on their hiring decision.

– 33% of hiring managers say they require a 3.0 GPA andabove.

• 10% require 3.5 GPA and above



Recent Research

MonsterTRAK 2007 Entry-Level Job Survey

– 76% of employers will hire new grads during thespring or summer

• 38% will hire more new grads than last year

– Experience is essential: 30% of employers saidexperience is the number-one factor theyconsider when hiring

– Most common mistake grads make during the

first interview: “Unprofessional behavior” (30%)• 2nd most common mistake: Not doing enough

research on industry/company (27%)



Resume Don’ts

• Make sure your materials are perfect! (e.g.

Johnson vs. Johnston, Stephanie vs.

Stefanie)

• Don’t send plain paper, photocopies or a

low quality package

• Don’t give too much personal information.

• Focus on track record, experience andachievements

• Don’t send a generic resume or cover letter



Resume Do’s

• Provide a detailed, personalized cover letter

• Show knowledge of the company to which you’re

applying

• Keep it clean and simple. Be specific and givedetail on tasks performed. Avoid graphics and

unreadable fonts

• Follow instructions. Attach samples if asked

• If submitting portfolio, enclose in manila folder or 3-ring binder. Packaging matters!

• Follow up



Conclusion

• Following the principles of branding willdifferentiate you

• Always connect your value proposition tothe company. It’s your job to paint thepicture, not their’s

• Be professional

• Be yourself • Use questions to leave them with the

answer to “why should I hire you?”



Questions??



Thank You!

Sarah Schwering

[email protected]

(509) 444-2350

Sara Desautel

[email protected]

(509) 444-2350

mailto:[email protected]




wsu symposium branding 4-3-08

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