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Developing Your Brand: Building Successful Careers in Dietetics

Developing Your Brand: Building Successful Careers in Dietetics Susan Laramee, MS, RD, LDN, FADA, CIR, CDR Susan.Laramee@Sodexo.com Sponsored by Sodexo USA Objectives Utilize social networking and social media to identify career opportunities in dietetics.

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Developing Your Brand: Building Successful Careers in Dietetics

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  1. Developing Your Brand: Building Successful Careers in Dietetics Susan Laramee, MS, RD, LDN, FADA, CIR, CDR Susan.Laramee@Sodexo.com Sponsored by Sodexo USA

  2. Objectives • Utilize social networking and social media to identify career opportunities in dietetics. • Create integrated professional online branding using various social networking sites. • Enable Registered Dietitians to creatively and professionally market themselves and their skills.

  3. How We Market Ourselves To Others • Personal branding: the process by which individuals differentiate themselves and stand out from the crowd by identifying and articulating their unique value proposition and then leverage it across platforms with a consistent message and image to achieve a specific goal. • First used in 1997 (Fast Company Magazine) by Tom Peters: “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”

  4. Invent the Future The best way to predict the future is to invent it. This suggests that the best way to know what is coming is to put yourself in charge of creating the situation you want. Source: The Employee Handbook for Oragnizational Change – P. Pritchett and R. Pound

  5. Do You Know Your Brand? • What happens when you Google your name? • Does it best represent your brand? • Brand equity is the sum total and composition of your search results.

  6. Brand Identity and Perception Development • What are people going to rely on you for? (Value proposition) • What is your unique selling point? • Develop your voice.

  7. Developing Your Reputation Strategy • What value do you consistently offer in your area of expertise? High quality care in efficient manner? • Defining your value proposition is important in understanding how to position your brand. • Determine what makes coming to you a better experience or what makes you an industry leader. • Are you an innovative alternative in your organization?

  8. Does Online Branding Matter? • Careerbuilder.com: one-in-five employers use social networking sites to research job candidates • 77% of executive recruiters use search engines to research applicants • 59% of hiring managers are influenced by your online reputation • 53% of American adults use search engines to find information about each other

  9. Where Do You Begin? • Google • Develop your “kudo’s” file • Portfolio --- yes, your PDP • Your strengths and weaknesses • What do you want to achieve?

  10. Building Your Career • Making transitions: Dietetic foundation + added skills (training) = career alternatives and growth • Wellness • School nutrition • Informatics • Business • Spokesperson

  11. What Platforms Do You Use? • LinkedIn profile? • Facebook profile? • Your own website? • Twitter account? • Blog? • Newsletter?

  12. Your Personal Brand: Product YOU • Skill sets that are clear and improve with time • Thinking, problem solving, ability to see details and/or the bigger picture, clear communications, ability to adapt new ideas and technology advances • Practical work experience and transferable skills • Education – formal or informal • Ability to the job well • Desire to advance

  13. Your Personal Brand: Product YOU • You must be productive and help change an employing company: • Increase business income • Serve internal or external clients • Act in a positive manner • Develop products or services • Proactive personal behaviors, character and consistency in all environments. • You have to have thoughts on things that matter and the ability to share those thoughts with others.

  14. Why Build a Personal Brand? • Puts you in charge of your digital footprint. • Establishing credibility and visibility – essential to building meaningful relationships. • Competitive edge. • Allows you to differentiate and position yourself from the competition and reinforce your job. • To meet people.

  15. Tools to Build Your Brand • Create a blog. • Create a website and submit to major search engines (Google, Yahoo, Bing, AltaVista, Lycos). • Create a newsletter (Constant Contact). • Set up branded profiles LI, FB and Twitter. • Create a branded VisualCV to build relevant search results – will lead them to compelling information you want them to know.

  16. Ultimate Branding: In-Person Networking • Get outside your comfort zone to develop professional contacts. • Reach out to former bosses, co-workers, and individuals you have met in your industry –dietetic associations, conferences. • Set up and host your own event – promote through social media.

  17. Track Your Presence Online • Google. Google.com/alerts – latest relevant Google results through e-mail. • Blog Search Engines.Technorati.com or http://Blogsearch.google. • Twitter. Search.twitter.com: build brand recognition and your audience.

  18. Technorati • Real-time search engine to find user generated media including weblogs by tag or keyword.

  19. Online Brand & Reputation Management • Naymz.com, Sign up or invite people to write reviews about you and your work. • Rapleaf.com Look up your reputation, rate others and they will be invited to rate you in return. • RepVine.com. Reference and reputation management combined. • ReputationDefender.com, Service that attempts to help you getting things online said about your removed.

  20. Naymz • Best for online brand management. • Import Linkedn profile data to your Naymez profile.

  21. Create a Blog • Blogs done well and often should allow you to rank #1 in searches for your name. • Provide value, acceptance (especially by mainstream media). • Provide the ability to form a community to connect to others. • Worldpress.com, free, easy to use, ranks high in Google and you get your own URL. • HTML skills – W3 Schools for tutorial • Blogger (www.blogger.com) free hosting service and run by Google.

  22. Create a Blog • Your “About” page should be about YOU and your professional expertise. • Use easy to read fonts and colors. • Make sure it is connected to your website. • Make sure it is easy for people to subscribe to your site’s content. • Test your blog when you make changes and ensure your load times are reasonable. • Register your site with all top search engines. • Claim your site on Technorati.com. • Use WebsiteGrader.com to make sure site is well build in Google’s eyes.

  23. Blog That Increases Your Value • Title is attractive and relates to content. • Content is worthy of notice and makes people want to hire you. • Provides ideas, thoughts, original research and topics and tools. • Shows you are a true expert or thought leader. • Differentiates your level of specialization. • Displays integrity, values, humor and wisdom. • Attracts media and trade-related attention. • Is quote-worthy and you are sought out.

  24. Create Your Own Website • Website says who you are – testimonials, awards, accolades and professional bio. • Bravenet.com – different tools to get you started. • Tools: Godaddy.com or Bluehost.com (fee) to host and build. Microsoft Expression Web is also easy to use. • URL is extremely important – easy to remember. Best is “Yourname.com”. • Use URL on all your social networks or marketing materials.

  25. Strategy Segmentation • Advertising Channels: Indeed, SimplyHIred, CareerBuilder, Monster, Google, Yahoo, Live Search • Social Networks and Contacts: FaceBook, LinkedIn,Jigsaw,PLaxo,ZoomInfo, MySpace • Thought Sharing: Twitter, YouTube, Job in Pods, StumbleUpon, ITunes,Bebo • Targeted Push/Pull: My Yahoo, Ning, GBlogger, iGoogle, TypePad

  26. Shifting Gears in Job Hunting • Pre-Web: Newspapers • Web 1.0: CareerBuilder, Monster, HotJobs, JobsintheMoney, Absolutely Health Care • Web 2.0: Twitter,LinkedIn,Yahoo, Google,MySpace, Craigslist, FaceBook, FriendFeed, ZoomInfo, Indeed

  27. Indeed • Job search website • Provides daily e-mail of available jobs

  28. VisualCV.com • Online version of your resume • Like a portfolio • Much more – images, videos and links to your accomplishments • Free • Showcase skills and present personal brand

  29. Gmail.com account – reader, calendar, docs Plaxo YouTube for video uploads Upcoming.org account to promote events Del.icio.us for social book marking FriendFeed.com Flickr.com for photo sharing Podcasts Build Accounts on Other Sites to Extend Your Brand

  30. Tools to Promote Your Brand • Create a Google Profile. • Create a Wikipedia profile – create targeted links to your website. • Set up a profile on directories: Ziggs, ZoomInfo, Jigsaw, ClaimID. • Get published on a topic – submit articles for publication or post to industry blog. • Teach classes or hold free talks.

  31. Create A Google Profile • http://google.com/s/profiles/me • Create a personal page • Help people find the right information when they search your name

  32. ZoomInfo • Vertical search engine focused on people, companies and relationships among them • Allows users to collaborate in the construction of content by contributing to their own summaries.

  33. Customized Personal Brand Roadmap

  34. What Does Success Look Like? • Number of fans, followers, or subscribers. • Increase conversions. • Traffic from channel to site – many web statistical tools are incorporating social media into offerings. • Stronger brand image and/or customer relationships. • Google page rank. • Measuring ROI.

  35. Create a strategy Plan goals and work backwards Build your network before you need it Quality over quantity – it is not a numbers game Keep content fresh Be respectful Be patient Keep it neat Keep it real Focus – be where it matters One size does not fit all Important Tips

  36. During a Job Search • Keep your online brand consistent. • Use the same picture and name in each of your online profiles. • Keep your online profile up-to-date. • Twitter • Keep updates professional. • Use tweets to share knowledge about your industry, comments about other postings. • Link Twitter to other online accounts.

  37. More Information • U R A Brand! How Smart People Brand Themselves for Success – Catherine Kaputa • Stand Out! Branding Strategies for Business Professionals - Simon Vetter • Blogging For Dummies – Susannah Gardner • RecruitaStar.Com – Toby Nathan

  38. Final Thought “The trouble with the future is that it usually arrives before we’re ready for it.” --Arnold H. Glasow

  39. Questions? Contact me at Susan.Laramee@sodexo.com

  40. Thank you!

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