Keppie Careers

Social media speaker, social media consultant, job search coach

Review of Me 2.0 by Dan Schawbel

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me-21I work with Dan as an editor for Personal Branding Magazine, so I’m delighted to review his book, Me 2.0. If you’re a regular reader, you have already learned about Dan and a bit about the book on my blog, but now that I have had a chance to read it, I thought I would share some highlights!

First, and most importantly, what is personal branding? Dan describes it as:

“…The process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leverage it across platforms with a consistent message and image to achieve a specific goal. In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers and build self-confidence” (p. 4).

Who can benefit from reading this book? It’s a great choice for job seekers and entrepreneurs who are looking for ways to differentiate in this competitive market. While the target audience is Generation Y, I believe the information is useful for ANYONE hoping to stand out and get noticed.

Dan’s step-by-step guide takes the reader through several stages:

  • Brand discovery
  • Brand creation
  • How to communicate the brand
  • Suggestions regarding how to maintain your brand

My favorite takeaway…

If I’ve said it once, I’ve said it 1000 times – networking is key to job search success. Dan notes that networking and relationship building is one of the many aspects of personal branding.

One of the goals of successful personal branding is to be known in your field or industry for your expertise. Ideally, once you have established this expertise via a campaign of connecting with your peers and colleagues via in-person and online (social) networking, instead of having to apply for jobs, people will find YOU when an opportunity comes up.

It’s not as difficult as it sounds! With the right tools and attitude, I believe that all talented job seekers can discover and share a personal brand in the marketplace. Dan’s book offers a road map of sorts to help readers establish an authentic brand and create a “personal branding toolkit” and suggestions for how to communicate your brand to your target audience.

Dan shares his own ups and downs as part of the book, demonstrating the adage, “If at first you don’t succeed, try, try again” is as true as ever.

If you are authentic, hard working, have something valuable to share, and are willing to see life as a giant networking event” Me 2.0 is just the set of directions that you need to get going. So, what are you waiting for?

I can help you optimize your personal brand for your job search. Contact me if you need some help with your resume, LinkedIn profile and techniques!

New book by Dan Schawbel helps manage your career: Me 2.0

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dans-photo

I work with Dan Schawbel as an editor of his Personal Branding Magazine, so I am delighted to share the news about his book…

Boston, MA (April 7, 2009) – In the past few years, the competition for entry-level jobs has increased substantially, and the 1.4 million college graduates this year are about to face the toughest challenge to date. The National Association of Colleges and Employers (NACE) reports that companies are hiring only 1.3% more graduates in 2009, which is down from 16% in 2008. A college degree, which was once a key differentiator in the corporate recruitment process, has now become a single qualifier for almost any entry-level position.

The way we manage our careers is changing and the Internet has become the new ticket to post-graduate success. In his new book, Me 2.0: Build a Powerful Brand to Achieve Career Success (Kaplan Publishing, April 2009), Dan Schawbel explains how anyone can become successful by using social media tools, such as blogs, Facebook, LinkedIn and Twitter, in order to stand out and make a name for themselves. Me 2.0 is the first book about personal branding written for the millennial generation by a millennial, that bridges the gap between the current business environment and the progressive best practices of the future. “In a tough employment environment, it is absolutely essential to move past old rules and embrace job hunting 2.0 — Dan Schawbel’s new book will show you how,” explains Sydney Finkelstein, Steven Roth Professor of Management, Tuck School of Business at Dartmouth.

“If you want to get a job out of college or succeed in the job you’re currently in, you have to be the commander of your career, which means that you’re accountable for your own destiny,” explains Dan Schawbel, the leading personal branding expert for Gen-Yers. Me 2.0 teaches you how to use social media tools for personal empowerment, confidence building, and professional networking that can actually result in attracting jobs directly to you, without applying! Recruiters will find you.

“Not only do you have to aggressively promote yourself, but you also have to protect your brand, by claiming your domain name and actively grooming your Google results,” says Dan. A recent Careerbuilder.com survey showed that one in every five hiring managers used social networks to conduct background checks on candidates.

Highlights from Me 2.0 include:

• A 4-step proven personal branding process for career success.
• Over 40 expert quotes from leaders, including Don Tapscott, Guy Kawasaki, Penelope Trunk, Chris Brogan, Laura Ries, David Kirkpatrick, and Steve Rubel.
• More than 70 research reports, three personal case studies and examples to offer a broader perspective on the topic.
• Tested advice on how to create an online and offline presence for career protection and self-promotion.

Today’s business world is filled with economic uncertainty, no job security and relentless competition. According to the Bureau of Labor Statistics, the US shed 3.6 million jobs since the recession began, which is the most since 1945. Economists state that another 2.5 million will be lost in 2009 (1.8 were lost by March 2009). Me 2.0 is the handbook for surviving and thriving in the digital age, and the recession.

About the Author

Dan Schawbel is the leading personal branding expert for Gen-Y. BusinessWeek considers Dan to be “a leading voice in the area of personal branding” and Fast Company calls Dan a “personal branding force of nature.” He has introduced a whole new generation to personal branding, as he opens up new opportunities and strives to elevate the practice. His Personal Branding Blog® is consistently ranked in the top 100 marketing blogs in the world by AdAge, and has achieved syndication from Forbes, Reuters, Hoovers and the Chicago Sun-Times. Dan publishes Personal Branding Magazine®, is the head judge for the Personal Brand Awards® and directs Personal Branding TV®. For more information, visit www.personalbrandingbook.com.
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If you need help getting your career in gear, I can assist! Contact me to learn how I can help you land the job you want!

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New Issue of Personal Branding Magazine Available!

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Anyone with an interest in managing his or her own career should keep an eye on the field of personal branding. Dan Schawbel is one of the authorities on the topic, particularly for the Millennial generation. I was happy to join Dan’s leadership team as a co-editor of his Personal Branding Magazine.

The second volume, “Millennials: Changing the Way we Do Business,” launches today. The issue focuses on how Gen-Y is changing and impacting the work place, and features interviews with several Gen-Y entrepreneurs.

It will be of interest to both Gen Y audiences and those who work with them! (In other words, there is something in this magazine for everyone!)

To pick up your free sample:
http://www.PersonalBrandingSample.com

To subscribe to the magazine please go to:
http://www.PersonalBrandingMag.com

Stay tuned for my article in this issue: Starting a New Job? Evaluate and Acclimate Before You Try to Revolutionize!

Have no idea how to “brand” yourself? You aren’t comfortable self-promoting? I can help! From writing a great resume to showing you how to move your career forward – Keppie Careers is here for you.

If you want to receive free up-to-date tips to help with your job hunt, Click here to subscribe to receive future blogs sent directly to you!

Discover Your Value Propositon – The Elevator Pitch, Part II

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In a previous post, I outlined the importance of writing your value proposition or “elevator pitch.”  To recap, this is a short (30-second), prepared speech that addresses the questions, “Who are you?” and “What do you have to offer?”

In Part One, I suggested writing down your top five work and personal accomplishments. 

Now, think about what you want to achieve.  Tie these achievements to the target’s needs…

What problem do they (or their organization) have that you can help solve?  Remember, although the pitch describes what YOU offer, it is really about your target.   In fact, you should alter your pitch depending on your target.  (Once you have something solid worked up, it will be easy to adjust it depending on your audience.)

Offer specifics about your skills and accomplishments that address the target’s problems. Are they lagging in sales?  Maybe you have a fabulous sales track record.  Do they need new written materials?  Bring up your background and accomplishments in revising or creating such materials.  In other words, you are the answer to their problem!  (Who doesn’t want to meet the person who solves their problems?)

Demonstrate your interest and excitement about your work.  No one wants to engage a cold fish.  Don’t go overboard (no jumping on couches a la Tom Cruise), but be sure that you sound passionate about what you have to offer.

Practice your pitch.  Memorize it until you could say it if someone woke you up from a nap.  Once you know what you have to offer, it will be easy for you to tweak your pitch depending on the target and what their needs may be.

You may be surprised at how useful it is to have an elevator pitch ready at a moment’s notice.  It’s useful for networking as an answer to the question, “What do you do?” and you can rely on it as an introduction to a great “gate opener” (someone who has the potential to connect you to someone who may be instrumental in your job hunt).  

By sharing information about who you are and what you do that is targeted to the individual who could use your services, you are several steps ahead of most job seekers and professionals who are not prepared to describe what they offer.

Keppie Careers can help you with every aspect of your job search.  Need a resume?  Help with your linkedin.com profile?  Interview prep?  Take advantage of our experience:  www.keppiecareers.com

Discovering Your Value Proposition – The Elevator Pitch, Part I

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Have you written your elevator pitch? Otherwise known as your value proposition or a personal infomercial, this is a brief (some say 2-minutes, I like 30 seconds) introduction to you with a focus on what you have to offer.  This technique is used all of the time in sales and marketing, and since your job search is all about marketing YOU, having a well practiced, targeted elevator pitch is a good idea. (The name comes from the fact that you could deliver your “speech” while going down an elevator with a great contact.  I guess the length may depend on the height of the building! Since most people have a pretty short attention span, assume most buildings are short.)

Just as your resume should be targeted to the reader’s needs instead of your own needs, your pitch should focus on how you can solve a problem for the listener. What do you offer? What is your hook?

Discovering Your Hook

What is special about you?  What skills and accomplishments set you apart from every other person in the room? In your industry?

You need to know two things:

  1. What the employer wants.
  2. What you offer.

You will find out the employer’s needs via research, informational meetings and networking.  Discovering what you have to offer may take longer!

Big brands like Disney decide what they offer before they create and place their advertisements.  When they want to advertise Disney World, they appeal to families and parents’ need for an affordable, yet magical vacation.  Their brand is all about magic and family fun.  Their television ads appear on shows with a high viewership of people Disney targets.

If Disney didn’t consider what they offer, they wouldn’t be able to target their marketing.  By defining themselves and what problem they solve, they can offer a hook (an affordable family vacation).

What is brand YOU all about?  What makes you special and unique? Think about what you offer an employer.  Consider your top five work and personal accomplishments. Write them down and think them over.

Read more about writing your elevator pitch…