How to Market Yourself as a Brand

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					Market Yourself as a Brand to Get the Job You Want

Presented by Kim Richmond Sponsored by Upper Merion Township Library
These materials cannot be reproduced without the permission of Richmond Marketing + Communications

Workshop 1

How to Create a Resume and Cover Letter That Get Noticed

• • • • • •

How to be the Best Brand Resume – 5 Steps Cover Letter – 3 Steps Examples Wrap up Next Steps

Great Brands

• • • • • • • •

Apple Nike Coke McDonald’s Disney World Best Buy Tiger Woods The Phillies

What Makes a Brand Great?

• • • •

Unique Consistent Relevant Emotional connection

Great Brands Start Here

• Name 3 things about your personal brand that make you unique and deliver value to a potential employer.

What Defines You?

• Good with people • Hard working • Creative

This Defines Almost EVERYBODY!

• Good with people • Hard working • Creative

Define Your Brand

• What defines you? • What can you demonstrate? • What makes you special? • What are the 3 most important things?

“Brand Positioning Points”

Industry experience Leadership experience Management experience P & L responsibility Technical expertise Entrepreneurial experience • Community service • Academic achievement • • • • • •

Take The Time

Define Your Brand

5 Steps for a Resume That Gets Noticed

• Step 1 – Determine three “brand positioning points” • Step 2 – Choose format and font • Step 3 – Choose your headings • Step 4 – Write your bullet points • Step 5 – Review, Spell-check, Proof-read, Repeat

Resume Step1
Determine Your Three “Brand Positioning Points”

• Your “brand positioning points” become the framework for your
– Resume – Cover letter – Interviews

Resume Step 2
Choose Your Resume Format and Font

• Choose a format and font
– Make it easy to read (skim) – Examples in book

• Use the same font for resume and cover letter • Use 11 or 12 point type • Resume length
– One page if you have less than 5 years of experience – Two pages if you have more experience

• Formatting tip: use a table

Resume Step 3
Choose Your Headings: Make Important Things Important

• Choose headings that highlight your “brand positioning points” • Make important things important
– Position – Space

• Recommendations about chronological resumes
– Students and new graduates should put most important experience first – Experienced people should use chronological resume format

Resume Step 4
Write Your Bullet Points: Focus on Accomplishments

• Make a working list
– Everything you did at each job – Organize into “stories” that support your “brand positioning points”

• Write bullet points
– Highlight accomplishments and contributions – Not tasks and job descriptions

• Be as specific as possible • Be unique, relevant, consistent

Resume Step 5
Review, Spell-check, Proof-read, Repeat

• Review your finished resume objectively
– Will the reader see your “brand positioning points” at a glance?

• Review, spell-check, and proof-read your resume several times
– Ask people who you respect to also proof-read it – Resumes with typos rarely get past the first review by employers

• Formatting tip
– Remove red and green underlines

• Print on 24 lb. paper

Resume Do’s and Don’ts

Included in your handout

“The Cover Letter is Not Expendable”

New York Times, February 15, 2009

How to Write a Powerful Cover Letter

• A great cover letters is short and easy to skim • A great cover letter has three parts – First paragraph • Introduction – Second paragraph(s) • Why you are a good fit for the position – Closing paragraph • Call to action/follow up • Contact information

3 Steps for a Cover Letter That Gets Noticed

• Step 1 – Start with your “brand positioning points” • Step 2 – Use the elements of a formal cover letter • Step 3 – Write your cover letter

Cover Letter Step 1
Start with Your “Brand Positioning Points”

• Your “brand positioning points” become the core of your cover letter
– They are the “second paragraph” and tell the reader how you will bring value to the company

• Write a summary bullet point for each “brand positioning point”

Cover Letter Step 2
Know the Elements of a Cover Letter

• Use all of the elements of a formal cover letter
– Included in your handout – Cover letters that don’t “get it”, don’t get it

Cover Letter Step 3
Write Your Cover Letter

• Tell your personal brand story
– One-page cover letter – Use your “brand positioning points” – Customize it to the position

• Always address your cover letter to a person
– Do not send cover letters to a company or department without a person’s name (and title, if possible)

• Always proof-read and spell-check your cover letter
– A typo or grammar error will likely cause the reader to take a pass on you

• Always send your cover letter with your resume
– It helps set you apart

Cover Letter Elements Do’s and Don’ts

Included in your handout

Included in your handout

Cover Letter Examples

• Cover letter
– highlights the “brand positioning points”

• Resume
– demonstrates the points with experience

• Two examples
– Student/recent graduate – Experienced executive

• Define your brand and tell your brand story

Resume and Cover Letter Wrap Up

– 3 “brand positioning points” – Make you unique – You can demonstrate with your experience – Basis for your resume, cover letter and interviews • 5 steps for writing a powerful resume • 3 steps for writing a powerful cover letter • Handouts provide the roadmap

Resume and Cover Letter


Resume and Cover Letter

What did you learn tonight?

• Tuesday, May 26
– 10 Ways to Get the Word Out

Next Steps

• Monday, June 1
– 10 Tips for Successful Interviewing

• Monday, June 8
– Negotiating and Accepting the Right Job Offer

• Monday, June 15
– Attire for Hire; Carla Showell-Lee

Thank You!

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