SKEMA Alumni Webinar #1 Take your career to the next stage. Start branding yourself like a pro !

1. Take your career to the next stage.
Start branding yourself like a pro !
LIVE WEBINAR
17 & 24 OCTOBER 2013 at 1pm EDT
In partnership with

2. CAREER MANAGEMENT
Welcome ! by Fabienne Buon
• For SKEMA Alumni, your career matters. With
this brand new program of interactive
workshops, SKEMA Alumni gives you access to
exclusive tools, advice and experts dedicated
to assisting you with managing your career in
the United States, whether you’re already
working there or willing to do so.
• Several sessions are scheduled over the school year, hosted and
animated by our US partner Strat’America, co-founded and
managed by Sylvie Giret & Laetitia Longuefosse.
• Keep checking Skema Alumni’s website for upcoming dates !

3. CAREER MANAGEMENT
The speakers today
SYLVIE GIRET
An expert in the
development of foreign companies
and brands in the US market.
Executive partner of the US
consulting firm Strat’America and
co-founder of Stratégies
Américaines
(www.strategiesamericaines.com)
Connect with Sylvie at
sylvie@strategiesamericaines.com
ANETTE ROSENZWEIG
A partner & Executive Coach
at Nordic Coach Group in NYC, she
helps individuals and corporate
teams navigate challenging
transitions and create a higher
performance level.
Connect with Anette at
adrcoaching@gmail.com
http://www.linkedin.com/in/adrcoa
chingcareerandlifecoach
3

4. CAREER MANAGEMENT
Table of content
1. What is Personal Branding. Who is it for. Why is it so
important?
2. Defining your own Personal Brand.
3. Communicating your brand to the world.
4. Controlling your brand in your ecosystem.
5. Practical tips on how to build and manage your brand.
6. Q&A session with Anette Rosenzweig (only during live
webinar).

5. CAREER MANAGEMENT
PART 1
WHAT IS PERSONAL BRANDING?
WHO IS IT FOR?
WHY IS IT SO IMPORTANT ?

6. CAREER MANAGEMENT
Personal branding is the process by which
individuals differentiate themselves by
identifying and articulating their Unique
Value Proposition, whether professional
or personal, and then leveraging across
platforms with a consistent message and
image to achieve a specific goal.

7. CAREER MANAGEMENT
Personal Branding is for everyone !
• For some people it seems obvious (Steve Jobs,
Donald Trump, Oprah Winfrey…)
• But for most of us, it’s not… every day we are
branding ourselves without being AWARE of it
TOM PETERS
All of us need to understand the importance of branding. We are CEOs
of our own companies: Me Inc. To be in business today, our most
important job is to be head marketer for the brand called You.

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It is important because it is YOU
• Your Personal Brand is your reputation and your
legacy
• It is your very own way to stand out from the
crowd
• It is a way for you to take control of your life and
your career
• It is a very exciting but sometimes intimidating
process > know your true self > build selfconfidence !

9. CAREER MANAGEMENT
PART 2
DEFINING YOUR OWN PERSONAL
BRAND

10. CAREER MANAGEMENT
Defining your own Personal Brand 1/2
• Define who you are
• Identify what matters to you:
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Your needs
Your values
Your passions
Your vision for yourself
• Define what you’re really good at
– Your strengths
– Remember your weaknesses
– Define your freak factor: what makes you UNIQUE

11. CAREER MANAGEMENT
Defining your own Personal Brand 2/2
• Figure out what else you bring to the table
– Let you ‘personality shine’ ie your personality attributes
– Highlight your educational accomplishments
– Place a value on your work experience
• Conduct a self analysis and gain a 360 view of yourself
– Involve your friends & family
• Bridge who you are and what you want
MALCOLM FORBES
Too many people overvalue what they are not and undervalue what
they are.

12. CAREER MANAGEMENT
PART 3
COMMUNICATING YOUR BRAND
TO THE WORLD

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Don’t try to appeal to everyone !
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Define your target audience
Do research
Align yourself with your target market
Develop a personal brand statement
Identify the sweet spot in which you want to
compete and differentiate your brand
JEFF BEZOS
Your brand is what people say about you when you’re not in the room.

14. CAREER MANAGEMENT
PART 4
CONTROLLING YOUR BRAND IN
YOUR ECOSYSTEM

15. CAREER MANAGEMENT
The “know > like > trust” factor
• Build a ‘branded’ resume
• Consider the benefits of blogging
• Showcase your Personal Brand on LinkedIn
– The best tool to build effective business relationships
• Carefully manage Facebook, Twitter and
equivalent
– Optimize what everyone can see and strictly manage
your privacy settings
• Respect the 3C’s : Clarity – Consistency Constancy

16. CAREER MANAGEMENT
And remember…
what you are is always on display
• Appearance and style
• Body language
• Voice
• Pictures
• Behavior
• Posts
TIM FERRISS
Personal branding is about managing your name — even if you don’t
own a business — in a world of misinformation, disinformation, and
semi-permanent Google records. Going on a date? Chances are that
your “blind” date has Googled your name. Going to a job interview?
Ditto.

17. CAREER MANAGEMENT
PART 5
PRACTICAL TIPS ON HOW TO
BUILD AND MANAGE YOUR
BRAND

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Start with your self-assessment
Created by Anette D Rosenzweig - 2013

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Build your Brand around 10 questions
Clarity and awareness
1. What is your vision and purpose?
2. What are your top 5 values?
3. What are your top brand attributes and
strengths?
4. How do others see you– at work, at home,
anywhere ?

20. CAREER MANAGEMENT
Consistency and adversity
5. Who are (could be) your competitors?
6. What sets you apart from the competition?
7. What are your top 3 challenges?
Consistency in your actions
8. What are your top goals for the next year and
next 5 years?
9. Who is your target audience?
10.How do you communicate with your audience?

21. CAREER MANAGEMENT
Design your Personal Brand Statement
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Your specialty — who you are
Your service — what you do
Your audience — who you do it for
Your best characteristics — what you’re
known for
OSCAR WILDE
Be Yourself, Everyone Else is Already Taken

22. CAREER MANAGEMENT
A few examples
• I energize, focus and align manufacturing organizations, resulting in
sustainable acceleration of processes, reduction in waste, and
growth of profits.
• I'm a seasoned administrative assistant whose specialty is clientphone relationship building, creating a solid bond with our clients
that strengthens the sales link with my company.
• I am a safety coordinator with strengths in training and program
implementation that helped reduce workers' compensation claims
by 37 percent over a four-year period for my current employer.
• I develop employee referral programs that result in quality hires and
have saved my employer $90,000 in extra hiring costs.

23. CAREER MANAGEMENT
Use in resume – Example #1
Senior Marketing Manager with 10 years of experience assessing customer needs and market
demands and implementing strategies to drive sales. Combines superior consumer insights with
commercial best practices to create innovative business proposals. Key ability to convert
information into actionable intelligence and innovation. Establishes corporate vision and
direction, manages projects and products from conception to launch, and produces immediate
and sustainable results. Bilingual (English/Spanish). Core competencies include:
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Leadership: Capable of energizing others to pursue strategic objectives; committed to
ensuring best-in-class execution and following through to post-implementation review
of results.
Innovation: Understands consumer, market, and customer needs, with a big picture
view of what can be done to create a win-win situation. Recognized for fostering
creativity, while delivering results in high-pressure, fast-paced environments.
Collaboration: Brings together decision-makers and possesses the skills to engage
people in new and breakthrough plans.

24. CAREER MANAGEMENT
Use in resume – Example #2
Clinical Research Specialist with 10 years of experience in study / trial
coordination and hands-on research. Adept at organizing clinical research
activities in compliance with protocol and regulatory guidelines. Extensive
knowledge of both in-house and clinical site operations. Articulate
communicator and effective liaison; able to cultivate strong working
relationships with staff and key stakeholders, as well as coordinate internal /
external communications. Highly detail-oriented, with solid clinical project
finance experience. Recognized for proven leadership skills, positive attitude,
and high-quality work. Fully authorized to work in the U.S.

25. CAREER MANAGEMENT
Use in resume – Example #3
SENIOR IT PROJECT MA NA GER
Full Lifecycle Management | Cross-Functional Team Leadership | Strategic &
Tactical Planning
► Accomplished and results-driven IT Professional with 20+ years of project
and program management experience. Recognized for professionalism, integrity,
and track record of successfully improving IT programs and strategies.
► Motivated leader who effectively balances business objectives, technical
best practices, and budget/timeline constraints to develop successful projects.
► Supervises, trains, and motivates global, multidisciplinary teams in a matrix
environment, resulting in efficient, high-quality performance.
► Leverages strong financial background and excellent budget management,
business case development, and financial analysis experience to achieve
superior results on complex and highly-technical projects.

26. CAREER MANAGEMENT
Q&A
WITH ANETTE ROSENZWEIG
EXECUTIVE COACH
Only during live webinar

27. CAREER MANAGEMENT
Comments from participants
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Really good tool!
I don't mind about the language, as long as the person chairing the webinar speaks good english
(like today). I think it is great to get such help from Skema. I wish it could be longer than 1hour.
Thank you!
"Thank you so much !
For the next time, schedule a Q&A session at the end of the webinar would be very helpful !
Very good initiative
Sessions very useful for me ! (I want to make my career in the US especially in sports industry)
Thank you for all.
See you next session !
"Thanks you for that I think a lot of SKEMA's students would appreciate this type of event !
perfect timing, good topic with expert in their domain. to be continued !
Thank you for the session. There were a lot of valuable tips. For future sessions, I'd be interested in
topics like networking in the US, how to handle career changes or career moves in the US for
example.
"The way the webinar is organized is really good, especially the live questionnaire that enable the
speakers to know more about the needs of the audience, which is even not really possible during
real/physical conferences.
Keep going! Maybe my advice would be to send a survey to alumni to know what are the hot topics
they are d that you could talk about during future webinars. "

28. CAREER MANAGEMENT
WHAT COMES NEXT
• For participants to the live webinar : the 1st 5 participants
who could email back their Personal Brand Matrix to us were
offered a 30-minute complimentary coaching session with
Anette Rosenzweig
• Don’t miss our next topic and benefit from your participation
to the live session : “Willing to move and work in the US?
How to approach the American Dream”
– date to be announced on Skema Alumni website
– Laetitia Longuefosse, co-founder of Strat’America, will
moderate this session, with experts in the fields of
recruitment and legal/immigration
• Any question ? Pls email us at webinar.alumni@skema.edu

29. WE LOOK FORWARD TO HAVING
YOU AT OUR NEXT SESSION!
In partnership with