ideas potential achievements · resume, linkedin and personal brand essentials the job hunter’s...

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Do not reproduce without permissionEvoke Strategy Group, LLC 2018

Unlock your potential

Rebecca OkamotoFounderEvoke Strategy Group


I’m on a mission to help people be

better recognized

IdeasPotential

Achievements

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Land their next job

I help worried job hunters quickly and confidently


Personal Branding Basics: 5 ways to introduce yourself perfectly in 20 words or lessLinkedIn for Brand Building: Attract interest and promote your qualifications on LinkedIn Compelling Resumes: Showcase who you are and why you’re the ideal candidate to hire

Resume, LinkedIn and Personal Brand Essentials

T h e J o b H u n t e r ’ s B o o t c a m p

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What you’ll learn today

• Recognize what makes an effective person brand introduction

• Walk through the steps to create a personal brand introduction in 20 words

• Learn 5 ways to introduce yourself perfectly in 20 words or less

• BONUS: Explain who you are and what you do in 15 seconds


First impressions matter

Evoke Strategy Group, LLC 2018 Do not reproduce without permission

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BUT…you only have

8 secondsDo not reproduce without permissionEvoke Strategy Group, LLC 2018


Are you really ready to answer the question:

What do you do?

People judge our credibility in

milliseconds


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A brand is a reason to

choose

Do not reproduce without permission

Personal^

You


She was chosen!

Before

A dedicated and detail oriented individual seeking to grow in the sales and marketing segment of the hospitality industry. More than 5 years experience in customer service and team environments. Excels at managing multiple tasks, and working in high-pressure settings. Holds a diverse background of experience in various industries, and consistently searching for ways to improve, learn and work towards reaching goals

After

I love making people feel at home and turning visitors into loyal guests.

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A great personal brand

Gives you

FOCUS

Givesyou

PURPOSE

Gives your audience a

REASON to choose you

Gives your audience yourMESSAGE

to share


3 Personal Branding Myths

All encompassing Single Brand

No changes allowed

One shot to connect

Put the RIGHTfacet forward

Be consistent, not concrete

Attract them to engage with them

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AttractYour audience’s attention

4 Guidelines toLesson One


Guideline 1:

Be simple

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8 secondsYou have


The brain doesn’t

remember

Detailsin 8 seconds

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The brain instantly remembers the

FIRSTimpression


The brain instantly remembers the

Topline“Best dim sum

in the East Bay”“Best noodles in

the east bay”

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Your personal brand is the

ONE impressionyou want people to remember and share


BEFORE

• I’m six-sigma certified with over fifteen years of experience in DP/S&OP, Channel Operations and Order to Cash in Gillette, P&G and Microsoft. Am passionate about statistics and process driven analytics that improves margins and cash flow. Have delivered strategic go-to-market initiatives in the region resulting in market share gains

AFTER

• I tell stories with data that turn forecasts into actionable and profitable insights

Demand ForecasterWhat’s your impression?

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Goal 1Assess your

message’s simplicity1. Look at your resume, LinkedIn profile and bio.

• Rate it’s simplicity – 5 complex, 1 concise• What could you improve?

2. What ONE impression would you like to leave with a potential client?

3. List 5 skills you are known for• Why are each of these skills important to

a potential client?• How would their life or business improve if

you applied your skill?• For each skill, identify the type of client

who would BEST benefit from this skill


Give your audience a reason to choose you

Guideline 2

Explain how you Add value

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About MEI’m an award winning, best selling author

About ME & About YOU

About ME & About YOUI help new authors get published faster


“Tell stories with data” “Actionable & profitable”insights

Forecaster’s brand headline What’s the benefit for his GM?

Transform forecasts

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Benefit = Value

• Is NOT your skill or expertise• Is something your audience

values in the currency they measure success against


Convert your background into a benefit

Expandglobal

portfolio in less time

Fast, practical solutions and visible results

in 30 days

Transformideas into

ready-to-launch products before the competition

Fund topline growth

without additional

investments

GlobalExperience=

ExperienceKnowledge=

ResponsiveAgile=

Great atSaving $=

Tell your audience what they get from your background

Grow ahead of the industry by growing repeat business and upselling new

services

BuildingRelationships=

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Goal 2Convert your background

into benefits1. Look at your 5 skills from the exercise in

guideline one. 2. Identify a target audience you’d like to attract

who would benefit from the skills3. What are their goals or problems? Why would

you be of interest to them? 4. Convert your skills into a benefit your target

would want5. Recommended: Review with a colleague and

get their input on clarity and fit.


You only need

ONE benefit to attract interest

Guideline 3

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RIGHT facetforward

Personal brandingis putting the


TargetWhat’s important

to them

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“Tell me more”They’ll say,


hammer my point

I used to

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Dumping information is NOT Better

2 Weeks… cricketsI know how much ACME CONSULTING does for people in their careers and through transitions. In the early 90’s I was a HR manager at a P&G plant and selected ACME to work with my organization. I’m a big believer in equipping people with tools to turn their potential into personal professional and business success.

I’m a career and communications coach, and I help people with something to say, but struggle to say it. My workshops help people introduce, network and promote themselves with more confidence and success.

I focus on practical tools to get fast, visible results.

2 Hour Response

I’d like to show you how my workshop can grow your client base or expand opportunities for re-engagement.

I know about Acme

I used Acme This is what I

believe…My personal brand is … My workshop

does…

I have fast, practical tools

The ONE Hook secret:Link your solution/topicto THEIR CRITICAL need


Focus on what’s Everything you can do

What they believeabout your kind of

solution

There are many valid and relevant concerns:

ScopeCost

Competitive advantageQualifications

What’s top of mind

To capture their attention:

You must FIRST link your solution to what’s MOST meaningful to

them

Top of Mind

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I can help your clients with

personal branding

“My clients need job hunting help

and I want to offer unique solutions

that work”

Meh. 20 words don’t matter.

We have something similar

I just lost a client that brought in

30% of my revenueI’d like to show you how

my workshops can help you attract new clients or re-engage current ones

I can teach your clients to introduce

themselves in 20 words or less

Tell me more

Address what’s

Top of Mind


20 wordsThe right

Will make more impact than 20 bullet points or

20 minutes of talking

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Goal 3Link ONE benefit to ONE goal or problem that’s top of mind

1. Look at the client from Goal 2. Where can you find information about them?

2. Research their business objectives, goals, strategies, pain points, gain points and personal rewards

3. Based on your research, identify the 3-5 top of mind problems or goals that you are most qualified to solve

4. For each top of mind problem or goal, match ONE skill or benefit of yours


Be clearNOT clever

Guideline 4

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How to say who you are and what you do in

20 words or less

How to develop a personal brand that ignites you and

excites others

I learned the hard way


I help new entrepreneurs manage, market and grow

their businesses

I help operationalize small businesses

Use the language your audience uses

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I help fast growing brands become household names

I help companies grow from obscurity to relevancy

Don’t be tone deaf


What does your listener say? This is their problem language

Bragabout

Obsessabout

Excited Worryover

Frustrated

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BEFORE

• I partner with your IT decision makers to lead the analytical thinking process to give you choices for what you buy or build with 3rd party suppliers help

AFTER

• I help companies select the best IT products and services for the best value

IT Procurement Consultant

Test your headlineIs this what they’re focused on

and how they would say it?


Goal 4Identify their problem

language1. Look at what you identified as top of mind

from goal 32. Continue to research your target audience

• Interview them or people like them• Review posts, blogs, articles, interviews,

videos, job descriptions for their problem language

3. Imagine what your target audience says when they’re frustrated, excited, bragging. What are they obsessed over or worried about?

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Step by step: How to introduce yourself

perfectly in 20 words

Lesson TWO


Let’s do an exercise to highlight the steps

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YOUDiversity & Inclusion Expert

Fast, practical tools to create corporate cultures where people of all backgrounds

thrive and grow

Track record of reversing attrition, and growing talent among diverse talent pool

Successfully leveraged ERG’s to accelerate organization goals


Picture a specific person to pitch to

Step 1

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personaof your target

audience

They are a


Your focus will be

sharper-------------

Do not reproduce without permission

What’s her role?Where does she work?What does he believe?What’s her blind spot?How does her thinking

need to change?What’s he worried

about?

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YOUDiversity and Inclusion Expert; Specialize in

ERG’s and small groups development

THEMHR VP

Fortune 500 CPG


Step 2: Build their profile

ResearchIndustry trendsCompetitive trendsConsumer trendsInnovation trends

LinkedIn profileRole postingsBusiness structureRecent articles

Industry Gain PointsPain PointsWho

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Step 2: Build their profile

Gain PointsIndustry Pain PointsImplement more robust ERG’s

Introducing mentoring programsOffering cross cultural training

VP HR, Packaged Foods + Snacks | Midwest Co20+ years Food/Bev +

CPGRewarded for: Attract and retain top talent. Organization

development. D&I targets. Morale. Traditional metrics

Goals: Right people to reverse declining biz trends. Acquire

niche brands. Better productivity with diverse

culturesOrg preference:

More casual. Flatter; Faster;

Package Food is declining; Acquisitions increasingConsolidations is growing

Traditional systems. Culture clashes. Losing top talent to start ups. Lots of changes

Competition:Fighting for same labor pool. Millennial incentives.

Integrating acquisitions that have different expectationsUnable to attract Millennials and post millennials to HQWidening gap between younger workers and bosses

Retention issues Low Morale hurting business

Bob M


BusinessObjectives

Rewarded for

GainPoints

Pain Points

Step 3: Identify what’s top of mind

1. Attract and retain top talent

2. Organization development

3. D&I targets 4. Morale5. Traditional

improvement

D&I + ERG Expert | Audience: Bob, VP HR CPG, Packaged Foods; Traditional; Declining Industry; Culture clashes; Acquisitions; High attrition; Morale problems

1. Right people to reverse declining biz trends.

2. Acquire niche brands.

3. Better productivity w/ diverse cultures

1. Implement more robust ERG’s

2. Introducing mentoring programs

3. Offering cross cultural training

1. Integrating acquisitions with different expectations

2. Unable to attract Millennials and post millennials to HQ

3. Widening gap between younger workers and bosses

4. Retention issues and morale hurting results

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Step 4: Prioritize where you can help based on your strengths

Strengths: • Fast practical tools to create cultures where

people of all backgrounds thrive and grow• Track record of reversing attrition, and growing

talent among diverse talent pool• Successfully leveraged ERG’s to accelerate

organization goalsBusiness

ObjectivesRewarded

forGain

PointsPain Points

1. Attract and retain top talent

2. Organization development

3. D&I targets4. Morale5. Traditional

improvement

1. Right people to reverse declining biz trends.

2. Acquire niche brands.

3. Better productivity w/ diverse cultures

1. Implement more robust ERG’s

2. Introducing mentoring programs

3. Offering cross cultural training

1. Integrating acquisitions with different expectations

2. Unable to attract Millennials and post millennials to HQ

3. Widening gap between younger workers and bosses

4. Retention issues and morale hurting results

D&I + ERG Expert | Audience: Bob, VP HR CPG, Packaged Foods; Traditional; Declining Industry; Culture clashes; Acquisitions; High attrition; Morale problems


Step 5Frame their mindsetImagine what they’re saying

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Oh no.. We lost another new hire

Ugh. THOSEacquistion people

are upset. Again.

WHO keeps complaining on

Glass door?!

Is there something ERG’s can do to help?

Sigh. Why can’t the traditional managers

loosen up?!

We NEEEED more people to fuel

innovation

Seriously. Did you see what managers want NOW for benefits?

AHHHH!!!!ANOTHER person quit

We have to do something.

NOW.


Step 6: Identify different ways to link one benefit to one top of mind goal or problem

I help [target audience] do [statement of need] to achieve [statement of benefit]

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Here’s how to link one benefit to one top of mind need

• I help Packaged Food companies worried about integrating acquisition employees, create a culture where everyone can contribute and thrive.

• I help Packaged Food companies worried about millennial employee retention, launch ERG’s that build engagement.

• I help Packaged Food companies focused on new manager retention, develop mentorship programs that build engagement.


Step 7: Pick the best strength for the situation that solves what’s top of mind

I help Packaged Food companies focused

on millennial employee retention and morale,

launch ERG’s that build engagement and

reverse attrition.

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Step 8:Simplify or customize

for the situation


If you start with a persona…it’s easy to simplify or customize

I help [CPG’s] + [worried about retention

and morale] + [create programs that

build engagement and reverse attrition.]

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If you start with a persona…it’s easy to simplify or customize

I help [companies] + [competing for

resources with the tech industry]

+ [create programs that build engagement

and reverse attrition.]


-------------Identify a

persona and do your

researchEvoke Strategy Group, LLC 2018 Do not reproduce without permission

Want to target what’s top of

mind?

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Summary1 Identify a target audience to use as a persona

8 Simplify or customize for the situation

7 Pick the best strength for the situation that solves what’s top of mind

6 Identify different ways to link ONE benefit to ONE top of mind goal or problem

5 Frame their mindset by imagining what’s going through their mind

4 Prioritize what’s top of mind based on your strengths

3 Identify what’s top of their mind

2 Build their profile


Goal 5Create your first headline1. Use the information from Goal 3:

• Identify one type of client you’d like to attract. Where can you find information about them?

• Research their business objectives, goals, strategies, pain points, gain points and personal rewards

2. Build their profile3. Frame their mindset4. Identify different ways you can offer one benefit

to solve what’s top of mind5. Test them to identify the best link between your

skills and solutions and what’s top of mind

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5 ways to introduce yourself perfectly in

20 words(or less)

Lesson Three


Benefit

I help [target audience] do [statement of need] to achieve [statement of benefit]

I help HR departments design and launch ERG’s that can make a meaningful difference within 90 days

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Differentiation

I help [target audience] do [statement of need or opportunity] through [differentiator]

Targeted: I help HR VP’s with tight budgets, make fast, visible progress with morale by creating small groups and

mentorship programs

General:I help companies make fast, visible progress with morale

by creating small groups and mentorship programs


Breakthrough

I help [target audience] achieve [something they want] without [negative consequence]

I show HR departments how to rapidly reverse new employee attrition rates without launching

expensive and time consuming programs

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Transformation

I [transform�translate�convert a problem] through [differentiator]

into [something aspirational]

I help ERG’s with limited resources, bootstrap their launch and make fast, visible progress within 90 days


Fix a problem

I help [target audience] + [fix their problem]

I help companies in rapid hiring mode, quickly improve new employee retention,

engagement and morale

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General

I’m a D&I expert, and I specialize in rapidly improving retention and morale without expensive

and time consuming programs


Summary

Differentiation: I help HR VP’s with tight budgets, make fast, visible progress with morale, by creating small groups and mentorship programs

2

1 Benefit: I help HR departments design and launch ERG’s that can make a meaningful difference within 90 days

5 Problem Solver: I help companies in rapid hiring mode, quickly improve new employee retention, engagement and morale

4 Transformation: I help ERG’s with limited resources, bootstrap their launch and make fast, visible progress within 90 days

3 Breakthrough: I show HR departments how to rapidly reverse new employee attrition rates without launching expensive and time consuming programs

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Can your audience

repeat it after hearing it once?

Test your headline


Goal 6Refine your headline

1. Continue to focus on the one type of client you want to attract

2. Choose the template(s) that best suits your capabilities

3. Test your introduction on a colleague – did they understand after you said it once?

4. Continue to edit and simplify until it can be easily understood

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BONUSGrab their attention: Explain who you are and what you do in

15 seconds


Say your name and role

Give your headline in20 words or less

I’m Rebecca Okamoto and I’m a D&I expert.

Explain 1-3 things to help them picture how their

life will change

I show them how to bootstrap programs for ERG’s, mentorship and small groups, and make a visible difference in 90 days.

What to say How to say it

Got 15 seconds? Explain how their life will be different

I specialize in helping businesses rapidly improve retention and morale without expensive and time consuming programs.

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PracticePracticePractice


SpeakOut loud and edit

Recordyourself

AskFor feedback

Just do itAnd get better at it

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What we covered in bootcamp: Today

Overview: Personal branding basicsLesson One – Make a great first impression: 4 guidelines for a memorable introduction

• Be simple

• Explain how you add value

• Use ONE hook to capture and keep attention

• Be clear, not clever

Lesson Two and Three – Create your 20 word introduction

• 5 ways to introduce yourself perfectly in 20 words or less

• Bonus: Catch their attention in 15 seconds (explain who you are and what you

can do)

Homework– Create your 20 word introduction• Develop your unique headline

• Develop headlines using as many of the 5 templates as you can

• Send to me before the next class


Visit my blog https://evoke.profor career and communication insights

Unlocking the potential of people and ideas

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Text 44222Type MYBRANDBUILDER[one word; no spaces]

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ideas potential achievements · resume, linkedin and personal brand essentials the job hunter’s...

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