1. standing together. moving forward.
The Rules Have Changed
Managing Your Reputation and Personal Brand

2. Branding for YOU:
Adapted from Supreme Marketing Solutions

5. Why does this matter to me?
▪ 40% of companies use ▪ Reasons candidates are
social media to
being disqualified:
research job candidates –Provocative/inappropriate photos
▪ 43% found
information that
caused them NOT to
hire a candidate
Source: Harris Interactive/Career Builder Survey
–Evidence of drinking or drug use
–Poor communication skills
–Bad-mouthing a previous
employer
–Discriminatory comments
–Lying about qualifications

6. What are they looking for?
▪ Whether the candidate presents themself professionally
▪ Whether the candidate a good fit for the company culture
▪ More about the candidate’s qualifications
▪ Whether the candidate is well-rounded
Source: Harris Interactive/Career Builder Survey

9. The market for young college grads has changed.
▪ When compared to the Class of 2000, the Class
of 2013 is:
–More likely to be unemployed after graduation
–More likely to be underemployed after graduation
–Likely to make a lower “real wage”
–Less likely to receive pension coverage
–Carrying a higher level of student loan debt
Source: Economic Policy Institute, “The Class of 2013”

10. Managing Your Online Reputation
Pitfalls
• What to watch for
• Ways that your online
reputation can be
damaged
Management Strategies
• How to repair damage
done
• Building your personal
brand

11. Pitfall: The Content
YOU Are Posting
What messages are you sending?
Do you look like a professional online?
Are you demonstrating good judgment?

12. Blogging on the Clock
• Matt Watson was fired
for writing about his
employer during work
hours
• The blog is still active

16. @CarlyCrunkBear
Carly McKinney
Tenth-grade math teacher
• Posted racy photos,
tweets about drugs,
club music and her
“hot students”
• Placed on
administrative leave,
then fired

17. Losing a “fatty paycheck” from Cisco

18. “Drunken Pirate”
• Senior removed from her
student teaching
placement
• Denied an education
degree

19. Do not talk about your boss!

21. Pitfall: The People
You Interact With
What are your friends and followers saying about you?
Do you really want to endorse their content by association?

22. Guilty by Association
• 1 in 2 users have
profane or obscene
language on their
Facebook walls
– 56% of those posts
come from friends
• Profanity makes
coworkers perceive
you as being:
–
–
–
–
Unintelligent
Impatient
Angry
A “loose cannon”

23. Will your friends keep your secrets?

24. Pitfall: Look Beyond
Social Media
Do you know what else is out there?
Have you googled yourself lately?

25. Is it really you?
Meth Lab Seized in Douglas County, Two Charged
June 25, 2009
by Greg Brock
The Douglas County Sheriff's Office says it has seized
a methamphetamine lab in the Vanzant area and
two people have been charged.
Sheriff Chris Degase says 32-year-old Michael Bunts,
Mountin Grove, and 20-year-old Danielle
Parmenter, of Vanzant, were taken into custody at a
residence near the junction of Highways 76 and 95.

26. Your social media activity
has REAL consequences.

27. Think Before Sounding Off

29. PlayHaven developers at PyCon 2013 in
Santa Clara, Calif.

30. The question we’re all asking –
what in the world is a dongle?

31. PlayHaven developers at PyCon 2013 in
Santa Clara, Calif.

32. Adria Richards
SendGrid developer evangelist

33. He was talking about helping the next generation learn to
program and how happy PyCon was with the Young Coders
workshop (which I volunteered at). He was mentioning that
the PyLadies auction had raised $10,000 in a single night and
the funds would be used for their initiatives.
I saw a photo on main stage of a little girl who had been in the
Young Coders workshop.
I realized I had to do something or she would never have the
chance to learn and love programming because the ass clowns
behind me would make it impossible for her to do so.
– excerpt from Adria Richards blog post, “Forking
and Dongle Jokes Don’t Belong at Tech Conferences

36. PlayHaven developers at PyCon 2013 in
Santa Clara, Calif.

37. The conversation that followed…
• Media picked up the story and it started generating worldwide
buzz
• Initially, this was seen as yet another example Twitter raising the
bar in terms of professional accountability
• Then, the tone of the conversation began to change…

38. mr-hank Speaks Out
“…Adria has an audience and is a successful person of the media. Just check
out her web page linked in her twitter account, her hard work and social
activism speaks for itself. With that great power and reach comes responsibility.
As a result of the picture she took I was let go from my job today. Which sucks
because I have 3 kids and I really liked that job.
She gave me no warning, she smiled while she snapped the pic and sealed my
fate. Let this serve as a message to everyone, our actions and words, big or
small, can have a serious impact.”

39. Increased Scrutiny
• Just before PyCon, Adria made a sexual joke about the TSA on
Twitter
• Following her tweet, she compared herself to Joan of Arc
(minus the visions)

42. Adria Richards Fired From SendGrid After Social Media Firestorm

44. Misidentification
• Peter Nolan, the public face
of Crimes Against Fathers
• Men’s rights activist
• “Name and shame” women
who they believe falsely
accuse men of sexual assault
and other crimes

45. Misidentification
• Crimes Against Fathers names Rachel
Cassidy as the woman in the tape
• The University and the Police have
confirmed that she is NOT the
woman in the tape
• Her name, phone number, address
and photos have been published on
the site
• She is being harassed and is receiving
threats of violence
• She is not currently in school

46. Protecting Your Personal Brand
▪ Know What Information
is Out There
– Web Searches
– Google Alerts
▪ Scrub, Scrub, Scrub
– Know your privacy settings
– Remove questionable content
– Monitor your friends
▪ Become the Source of
Content
– Boost your LinkedIn Profile
– Start a blog
– Make your content the most relevant
– Be findable, reflect your personality

47. Social Media Continuum of Tools
Connect
Collaborate
Publish
Measure
Syndicate,
Search,
Aggregate
Rank, Tag, Comment,
Bookmark

48. Create a LinkedIn Profile
•
•
•
•
•
Create a distinctive summary
Online resume
Groups
Network
Get recommendations

49. Is Your LinkedIn Presence Hurting You?
1.
2.
3.
4.
5.
6.
7.
8.
9.
Profile is incomplete and/or has typos
Picture is unprofessional or nonexistent
Headline is boring, unoriginal, or hard to understand
Email address is missing
You do not appear to be well-connected
Summary is not as impressive as it could be
No groups
Achievements for each of your prior jobs are not listed
No recommendations

50. Good LinkedIn Summaries

52. Differentiate Yourself
•
•
•
•
•
Blogging and publishing your work
Create a personal website incorporating your social media profiles
Find unique networking opportunities
Establish relationships outside of the job search
Create your “elevator speech”

53. What is an elevator speech?
How would you explain your business (personal brand) and make a
sale (get an interview or job) if fate placed you in an elevator with
your dream prospect (employer) and you only had the time it takes
to get from the top of the building to the bottom?
• 30-60 seconds
• ~200 words
• Who you are
• What you do
• What you are looking for
• Why you are the perfect candidate

54. I want one!
•
•
•
•
•
•
•
Clarify your job target
Put it on paper
Format it
Tailor the pitch to them , not you
Eliminate industry jargon
Read it out loud
Practice, practice, practice!
Source: Nancy Collamer, Forbes

55. Perception is reality.

56. Questions?
Beth Keserauskis
Beth.Keserauskis@stlcop.edu
linkedin.com/in/bethkeserauskis
@bethkeserauskis
slideshare.net/bethkeserauskis
bethkeserauskis.com