Loyola Alumni Learning Conversation:
Enhancing Your Professional Brand
Presented to alumni of Loyola University and
clients of Career Transitions Center by
Anita Jenke, Executive Director
Career Transitions Center of Chicago
Wednesday, May 22nd, 2014
Introduction
Career Transitions Center of Chicago
– Job/career coaching, programs for mid-career professionals
• 300 programs each year
• Over 6,000 professionals served since 1997
– 50+ job and career coaches is our greatest asset
– Information at www.ctcchicago.org
Anita Jenke, Executive Director
• CTC Alumnus, 4+ years CTC Job Coach
• Board Member, Chicago Jobs Council serving greater Chicago area
What’s makes for a good brand?
What makes for a Strong Brand*:
1. Relevance
2. Consistency
3. Credibility
4. Distinctive/Value Added
5. Sustainability/Indelibility
*according to the American Marketing Association
Icons on brand:
• Too many people overvalue what they are not and undervalue what they
are. – Malcom Forbes
• If you’ve never heard of it, if you wouldn’t choose it, if you don’t
recommend it, then there is no brand. - Seth Godin
• Your brand is what people say when you’re not in the room.
– Jeff Bezos, Founder, Amazon
• We are the CEOs of our own enterprise…to be in business today, your
most important job is head marketer for brand You. – Tom Peters
Effects of a Strong Brand:
• The world rarely sees someone who has had such a profound impact…the
effects of which will be felt for many years to come. – Bill Gates
• Thanks for showing us that what you build can change the world. – Mark
Zuckerberg
• One of the greatest of American innovators – bold enough to believe he
could change the world and talented enough to do it. – Barack Obama
Personalities and Brands
Name
Brand qualities
Name
Brand qualities
To stand out for job and career opportunity,
be clear about who you are and what you offer.
Your brand distinction =
What You Do (passion) + Success + Impact
Value…
Impact…
Future Possibility…
What Distinguishes You?
Think of three things
Tell a partner about your three things
Speak to impact
Creating Your Value Statement
A value statement conveys both your distinction and career objective.
How would you state your greatest value and contribution?
One possible construct is “I help [WHO] to [DO WHAT] by [HOW YOU DO IT]”
Example #1: “I help organizations optimize financial and operations
processes for cost savings and greater efficiency.” – Senior
Financial/Operations Manager
Example #2: “I attract and advance the best, most profitable and most
enduring client relationships.” – Relationship Sales Professional
Example #3: “I help organizations and individuals realize their
potential.” – Executive and Organizational Coach
Your Value Statement
How I Serve
Background and How I Add
Value (to/for whom)
Relevant Experience
2-3 Things that Make Me a
Good Fit
Work Pursuing
My Career Focus
Identifying Additional
Connections
“The Ask”
I can help organizations build the right systems and obtain
needed resources to support their mission and activities.
My experience is corporate finance for Fortune 1000 companies.
I’ve volunteered with nonprofits in finance and currently serve as
the treasurer for the Mission Giving committee of my church. I
am active in IL CPA Society.
I am looking for a senior finance position at an established
nonprofit that serves the homeless.
I am actively working to learn more about and network into
organizations like Chicago Food Depository, Open Hand Chicago
and others. Can you suggest someone who’d offer good advice
who might also be well connected?
Your Value Statement serves as the basis for
Your Professional Brand
Spoken: “Tell me about yourself”
Written: Resume, LinkedIn, Cover Letter
References and Recommendations
LinkedIn – 5 Tips
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Good Image
Strong Headline
Enhanced Summary
Update with Relevant Experience (Skills & Expertise)
Recommendations (strong references)
Are You Leveraging LinkedIn?
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Add email/mobile phone to LinkedIn Profile
Add mobile phone and LinkedIn URL to email
Regularly update and add to your profile
Connect updates to Twitter
Initiate/expand connections
Maintain connections (LinkedIn Updates)
How will you develop your brand to stand
out for opportunity?
Resources
Baker, Marian
Godin, Seth
McNally, David
Reed/Stoltz
Sloan, Karlin
Watkins, Michael
Wake Up Inspired
Linchpin and Tribes
Be Your Own Brand
How to Put Your Mindset to Work
UnFear: Facing Change in an Era of Uncertainty
Your Next Move
Career Transitions Center of Chicago offers job search /career coaching, programs and
Additional resources for professionals seeking meaningful work and career success.
Our coaches and many programs offered help clients effectively brand and promote
themselves through networking. For more information, visit www.ctcchicago.org or
contact info@ctcchicago.org.