PITCHING YOUR PERSONAL BRAND

Transcription

1 PITCHING YOUR PERSONAL BRAND Career Consultant EMPLOYERS RANK 1 ST IMPRESSIONS AS THE 2 ND MOST IMPORTANT FACTOR WHEN CONSIDERING A CANDIDATE Most employment decisions are made in the first 6 ½ MINUTES JOSEPHPLIU.COM Copyright by Joseph Liu. All Rights Source: Monster.co.uk, June Source: Monster.co.uk, June TODAY S OBJECTIVE 3 S s for a strong personal brand 3 C s for an effective personal brand pitch Help you pitch your professional story to SECURE THE JOB YOU WANT Photo credit: SELECTIVE SPECIFIC SUITABLE CLEAR CONSISTENT CONCISE Agenda cover 3 common situations 1. overview 2. Response framework 3. Examples 1. Recruitment Pitch strategy 3. Framework 4. Examples Photo credit: S. Charles Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 1

2 1. matter 2. Good interviewers 3. Response strategy 4. Framework 5. Example By the end, you ll know how to EFFECTIVELY VERBALIZE YOUR PROFESSIONAL NARRATIVE TO... Convey your unique professional value when networking Stand out as a strong candidate to recruiters Impress hiring managers during interviews JOSEPH LIU PERSONAL BRANDING & CAREER CONSULTANT 10 YEARS IN BRAND MARKETING SPEAKER & WORKSHOP HOST SPEAKER CAREER COLUMNIST & COMMENTATOR PODCAST HOST Top 10 podcast for entrepreneurs EDUCATION Best podcast for transitioning to new career Top podcast to find a new job Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 2

3 1. overview 2. Response framework 3. Examples WHAT COULD NETWORKING INVOLVE? 1. NETWORKING OVERVIEW Photo credit: S. Charles TEAM MEETINGS INDUSTRY CONFERENCES EVENTS WITHIN ORGANIZATION EDUCATIONAL EVENTS INFORMATIONAL INTERVIEWS ALUMNI EVENTS Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 3

4 Opportunity to DEVELOP & STRENGTHEN PROFESSIONAL RELATIONSHIPS What do these situations HAVE IN COMMON? 2. WHAT S YOUR BACKGROUND RESPONSE FRAMEWORK professional Purpose of this question Understand who you are Break the ice Objective Provide snapshot of your background to lay foundation for rest of conversation in <30 secs 30 second response framework Current personal situation Geography Current role/program How the question might sound So, what do you do? story? What did you do prior to your current role? Years Professional highlights Summary of roles Scope of companies Lead skills exercised 3. WHAT S YOUR BACKGROUND RESPONSE EXAMPLES Example 1- Branding Consultant Example 2- Sales Manager Your turn Current personal situation Current personal situation Current personal situation Currently live & work in UK as branding consultant after moving here from San Francisco 7 years ago. I m currently a sales manager at Company A. I ve lived here in NYC since 2010, but I m originally from Berlin. Geography Current role/program Professional highlights Professional highlights Professional highlights Prior to this, I spent 10 years in brand marketing at small startups & Fortune 500 companies in the US & UK, focused on brand relaunch campaigns, agency management, and new product launches. Prior to this, I spent a couple years working as an account manager in the durable goods industry and a few years in the sports apparel sector focused on strategic sales initiatives, customer support, and annual planning. Years Summary of roles Scope of companies Lead skills exercised Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 4

5 In pairs: 1) Share background 2) Provide feedback 1. Recruitment Pitch strategy 3. Framework 4. Examples Geography Current personal situation Current role/program The HubàCareersàPLJàWorkshopsàPersonal Brand Years Professional highlights Summary of identity/roles Scope of companies worked for Lead skills exercised 2 TYPES OF RECRUITERS 1. RECRUITERS & HEADHUNTERS 101 What is a RECRUITER? (AKA Headhunter ) CONTINGENCY Mass approach Paid if placed Multiple recruiters RETAINED Boutique approach Upfront fee Individual(s) hired STRONG RECRUITER RELATIONSHIPS open another channel to UNCOVER JOB LEADS 2. PITCH STRATEGY 25-SEP-18 Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 5

6 HELLO, I AM A CAREER NINJA. I share powerful tips that serve you well for many years to come in your career. FILL ROLES They do NOT help candidates find jobs We don t have a bunch of candidates listed on the wall, trying to help them find jobs. We have a bunch of ROLES listed on the wall, trying to fill them so we can make our clients happy and get paid. -Partner of leading recruitment firm, London Likelihood of you coming to mind for relevant role HIGHEST IF YOU RE TARGETED If you try to be everything to everyone, you ll stand out to no one TARGET ROLE LOW HIGH ANOTHER RELATED ROLE LOW MEDIUM 3. WHAT ARE YOU LOOKING FOR RESPONSE FRAMEWORK YOU RE UNCLEAR YOU RE CLEAR Source: Tom Fishbourne, July 15, 2012 Purpose of this question To understand your goals Response framework Seeking a... Objective Industry Key skills & responsibilities Environment/culture Geography Concisely communicate interests in <30 secs to maximise chance of being considered for relevant role if & when opportunity arises How the question might sound What sort of role are you seeking now? So what s next for you? What would you like to do post-mba? But I m also open to other... Type of role That fits my key skills 4. WHAT ARE YOU LOOKING FOR RESPONSE EXAMPLES Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 6

7 Example 1 Example 2 Seeking a... Strategic mid-level brand management position in the FMCG food industry with marketing responsibilities that include brand strategy, campaign planning, and new product launches at an entrepreneurial company, ideally based in London. Seeking a... Senior level, in-house HR role in the hospitality sector overseeing performance management, employee engagement, and employee relations, at an established, luxury hotel chain, ideally based in the Greater Washington, DC Area. But I m also open to other... Strategic marketing positions that make use of my skills & experiences managing & relaunching international FMCG brands. But I m also open to other... HR leadership roles outside the hospitality sector that make use of my skills managing recruitment & training programs at large, blue-chip companies. Action: Draft target role statement In pairs: 1) Share target role 2) Provide feedback 1. matter 2. Good interviewers 3. Response strategy 4. Framework 5. Example Industry Key skills & responsibilities Seeking a... Environment/culture Geography But I m also open to other... Type of characteristic (company, role, etc) That fits my key skills with broader criteria Example Hiring Funnel THE INTERVIEW CV COVER LETTER BEHAVIOURAL INTERVIEW CASE INTERVIEW MOST INFLUENTIAL 1. WHY INTERVIEWS MATTER OFFER! REFERENCES ASSESSMENT CENTRE CULTURAL FIT INTERVIEW Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 7

8 A FEW PLACES I VE INTERVIEWED final round or offer received All candidates The Tell me about yourself question is ONE OF THE MOST IMPORTANT an INTERVIEW ASSUMPTIONS ABOUT YOUR INTERVIEWER 2. GOOD INTERVIEWERS ARE TOUGH Has reviewed your CV & already has a basic knowledge of your profile Wants additional, meaningful info about candidate Wants to differentiate amongst candidates who have and have NOT prepared Good interviewers aren t taking time out of their days to have a CASUAL CHIT-CHAT WITH YOU. They re there to rule you in or out, to 25-SEP-18DETERMINE IF YOU CLEAR THE BAR OR NOT. BEST INTERVIEWERS KNOW TOUGH INTERVIEWS ARE MOST EFFECTIVE 3 to 4 MIN RESPONSES ARE GENERALLY THE MOST EFFECTIVE <1 MIN RESPONSE Everyone clears bar 3 MIN RESPONSE Only the BEST clear bar 3. THREE MINUTE RESPONSE STRATEGY IS EFFECTIVE Provides additional information not already on CV & cover letter Provides useful summary of how you view your key motivations, accomplishments and transitions Allows you to immediately differentiate yourself as outstanding candidate Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 8

9 Why 3-4 minute responses are the most effective. FOUR INDUSTRY PERSPECTIVES... I m looking for a 4-5 min response. Anything less would mean me having to ask way too many follow-up questions to fill in the blanks. SENIOR BRAND DIRECTOR ConAgra I look for a 3-4 min answer to cover a summary of key accomplishments & relevant skills. I m not looking for a line-by-line walkthrough though. MANAGING DIRECTOR Schwab Former Deloitte Senior Consultant Source: direct interviews by Joseph Liu conducted Jan 2016 Source: direct interviews by Joseph Liu conducted Jan 2016 I want a 3-5 min response. It needs to be structured, relevant to the role, and highlight things both within and not within the CV. MANAGEMENT CONSULTANT Strategy& (formerly Booz) I'm expecting a brief overview of their background & why they see this role as the right career move. Should be 2-3 mins & serve as the foundation for the rest of the interview. DIRECTOR GE Capital Europe (Wells Fargo) 3-MIN RESPONSE PRINCIPLES Source: direct interviews by Joseph Liu conducted Jan 2016 Source: direct interviews by Joseph Liu conducted Jan 2016 THIS ISN T MEANT TO BE EASY BUT IF YOU CAN PULL IT OFF PRINCIPLES FOR 3-MIN RESPONSE TO WORK You must... OTHERWISE, EVERYONE WOULD DO IT WELL YOU LL TRULY IMPRESS Provide response structure up front Confirm approach is okay before starting Monitor engagement of listener throughout Stephen Feck, London 2012 Olympics Ren Qian, Kazan swimming world championships Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 9

10 A STRUCTURED 3 MIN RESPONSE MAY NOT WORK if your interviewer is... Tell me about yourself Purpose of this question Assess communication skills Get your view on your career trajectory Lay foundation for follow-up questions Objective Deliver brief, high level overview of your professional experiences & accomplishments in ~3-4 mins UNPREPARED or INEXPERIENCED Using question as a CASUAL ice-breaker Unaware this question s SO useful 4. TELL ME ABOUT YOURSELF RESPONSE FRAMEWORK How the question might sound Can you walk me through your CV? Give me a quick rundown on history? a bit about your 1-2 mins is NOT enough to cover this question, which is one of the most important interview questions you ll get. YOU CANNOT OVER-REHEARSE Response framework: 4 major components Intro Synopsis of Personal highlights professional history Chapter 1 Chapter 2 Chapter 3 Rehearse this again and again until you have it memorized. MARK HORSTMAN & MIKE AUZENNE Combined 40+ years of blue-chip corporate managerial & executive experience. Co-Founders & Hosts of Manager Tools Podcast (voted best business podcast 2006, 2007, 2008, 2009). Source: Futurama" Future Stock (TV episode 2002) What s next Key skills summary for next role Introduction (1 of 4) Intro Synopsis of Personal highlights professional history Professional overview (2 of 4) s (3 of 4) Wanted to... So I... Intro Personal highlights Where you ve lived Any recent changes Spent most my life in the US, and I m currently based in Chicago, where I m a Category Manager looking after our sports drinks in grocery channels. Synopsis of professional history Chapter headings of professional evolution Spent 5 years in Sales, starting as Account Manager for durable goods company focused on lead generation then as a Senior Account Manager in the sports apparel sector, focused on strategic sales initiatives, customer support, and planning. Chapter 1 In my first role at Company X I wanted to develop skills in selling in products to customers as part of a high performing sales team So I took a role at Company X, a large multi-national, textiles company, where I served as a Sales Account Manager Successfully secured 2 new accounts, worked with marketing team to list new product in lead retailer, hitting sales targets Wanted to diversify my skill set, so I took on new role as category manager working on ABC Account. Wanted to apply my finance skills outside of the banking industry, so I made a transition to work as a Finance Manager at Company B. Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 10

11 Closing (4 of 4) Full example Closing Intro Key skills summary Recap of skills/experiences that serve as for next role Target role statement Personal highlights Synopsis of professional history foundation for next role Chapter 1 Chapter 2 Chapter 3 So as you can see, I ve developed a strong foundation in Sales lead generation, customer management, and strategic planning. Now, I d like to move onto the next challenge, ideally in a sales leadership role at a Global, blue-chip FMCG company based in Paris, working on leading consumer brands in the beauty industry, which is what brings me here today. Key skills summary Closing for next role 5. TELL ME ABOUT YOURSELF RESPONSE EXAMPLE What s next Key skills summary for next role 3 WAYS I PRACTICE YOUR HOMEWORK CAPTURE: Your career chapters (and goals) Chapter 1 Chapter 2 Chapter 3 AT HOME WALKING DOWN STREET ON WAY TO INTERVIEW Summary 3 keys to success when pitching personal brand Clear Concise Recommendations 1) Follow structure for responses 2) Plan out your script 3) Rehearse, rehearse, rehearse Consistent Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 11

12 Most of all, PRACTICE! Learn more about job recruitment Visit JOSEPHPLIU.COM/JOIN for more career & personal branding tools CAREER Copyright by Joseph Liu, ILUMITY Coaching. All Rights Reserved. Hear inspiring stories of career change CareerRelaunch.net Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 12