brandin

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Personal BrandingManuela auf der Heide

IE, MIMs, September 2015

Key slides.

Save trees, please dont print.

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Im inviting you to get together to

.share your CV & CL and improve it.

. discuss your dream job or start exploring it.

. identify the key skills, use Challenge Action

Result to describe situations

. role play in groups of three

(Manager/Candidate/Observer)

tell me about a situation in which you employed . skill approaching a manager @ the IE job fair aiming for the

questions: I need to be leaving to the airport, would love

your CV.. :=)

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Todays session:

What we do

Review what you have done so far: Knowing yourself

Developing a differentiating story: YOUR STORY Increasing your visibility

Start to develop your vision, strategy & action plan

How we do it Learning from job winning examples/approaches

Exercises, role-play

Communicate, communicate, communicate

Why communicate sooo much?

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Agenda

Knowing yourself

&

Developing a differentiating story: YOUR STORY

Increasing your visibility

Develop your action plan

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SMSTV

On Pack

Consumer

Perception

Brand

Essence Consumer

Insights

CompetitiveReality

CORE Idea &

Creative Strategy

Brand Ambition

Contact

Points

Visibility tools

Imagine you are the brand?

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?Fair

?

Employers

Perception

Work experience/EduSkills Matrix

Passions/Hobbies

Your (Dream) Job

Contact Points

Visibility tools

You

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Work Experiences /Education

(When? Where? What?

Achievements)

Skills

Communicating effectively

CONSULTING

Effectiveness & impactProblem solving

Trust & Building relationship

MARKETING

Drive for results

Consumer focus

Analytical ability

Creativity

Teamwork

FINANCE

Quant. Math/Analytical

Team player

Strong business orientation

Computer/Programming skills

Creativity in designing businessdriven solutions

Work ExperienceSkills/Capabilities

Passions/Hobbies

Passions/Hobbies

(What motivates you?

What natural talents do you have?

How would friends characterize

you?)

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SKILL

What?

Challeng

e/Task

How?

Action

What?

Result

Who would like to share a skill using

CAR?

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An example: Analytical skills

What Task?

Challenge?

C

How Action?

Action?

A

What Result?

Result?

R

Reduction of slow

moving stock

1) Based on analysis

reorganized the vehicle

order plan

2) incentivized field salesteams

3) supervised FIFO against

customer bookings

1) improved dealer

working capital flow

2) helped the company

increase sales

Reduced dead stock by

46% by end of first

quarter.

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An example: Creativity

Increased shop floor

safety awareness

among 3500 factory

workers, withouthaving to stop the

line

1) Audio Impact

- playing ascripted radio show

talking about safety

norms

2) Visual Impact -safety images/

messages all across

parking zones,

canteen etc.

reduced accidents

and improved

productivity

42% improvement inpost campaign

survey results

Challenge? Action? Result?

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An invitation to role play!

Imagine your are interviewing and the Manager asks

you in what situation have you employedskill?

One Candidate

One HR Manager

One Observer

Candidate starts with feedback.

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Checklist Skills

Define key skills of your dream-job

Have at least one example for each skill

Use a mix of work and outside work

experience

Update your skills matrix regularly

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(When? Where? What?

Achievements)

Skills Matrix

(see Career Portfolio Overview)


Passions/Hobbies

Passions/Hobbies


What natural talents do you have?

How would friends characterize

you?)

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EX: Work or Outside Experience

Based on the criteria you have learned,

please rate the following examples on a

scale of 1 (poor) to 5 (good)

Note like & dislikes

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Initiated and let the QA Automation Projectwhich reduced manual overhead by -15%and is still being effectively used by the

organization.

EX: Work Experience

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EX: Work Experience

Development of a Marketing concept for the companysmarket entrance into the xbuilding industry in Thailand.

Improved the efficiency of sales leads generations by 100% by

developing a new potential client data base and integrating itwith the new Customer Relationship Management software.

Business analyst, provided support to the Top Management in

business analysis, market intelligence and internal riskmanagement served Fashion & Luxury Goods companies.

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EX: Work Experience

Led benchmark analysis vs. competition in the category.Established the Portfolio Analysis for the category, key fordecision making on resource allocation and sufficiency oftargets. Recognized among the top 10% performers within

Finance Area.

Developed and managed new client accounts contributing25% of annual revenue.

Organisation of employee team building event.

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EX: Work Experience

Who would like to improve his/her work experience?

Please share it with us

Feedback

Improve it

Please share the new version

Feedback

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EX: Work Experience

Choose one of your experiences & improve it 2 Min.

Share the improved version with the person sittingnext to you & get feedback 2 Min.

Who would like to share their version?

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(When? Where? What?

Achievements)

Skills Matrix

(see Career Portfolio Overview)


Passions/Hobbies

Passions/Hobbies


What natural talents do

you have? How would

friends characterize

you?)

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Hobbies

- What do they add?

Imagine youre an HR person. You have to choose 10

out of 1.00(00) candidates for the interviews.

All candidates have spotless CV, CLs come from TopSchools, great intern-ships.

How do you choose?

Could the following statements make a difference?

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Hobbies

Hobbies: Travelling, exploring foreign cultures, Indianclassical dance, adventure sports

Keen interest in the wine industry, completed winecourses in Ireland, Chile, Australia and South Africa.

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Hobbies

Volunteer work for Associazione Italiana SclerosiMultipla (AISM)

Summer jobs working in geriatric psychiatry (2005 -2009)

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Hobbies

Hobbies: yoga, travelling, cooking and food tasting

Special interests: travelling, sports, cultural experiences

Composing electronical music soundtracks

Playing the piano

Practising martial arts- Wu Wei Gung Fu

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Hobbies

United Nations - reallocation of refugees in East -Timor, Goldman Sachs -shaping business plans withBrazilian Entrepreneurs

Lead singer and composer of an international Ska-Punk-Band. Independent band that released its

debut album on 2010, all self financed and managed.Created and organized concerts to promote theband.

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Hobbies cont

VP-IE Marketing Club 2010

President- IE Cricket Club 2010

Organizer xy cultural festival - 2006

Captain & Prefect, St. xx College, 2000-2001

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Hobbies cont

2008 Congress on Electrical Networks. Argentina.

Technical article published as co-author title xx. Long Distance Runner, Marathon Berlin 2006, 2010,

Paris 2008, Madrid 2010, New York 2011.

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Hobbies

Read through your passion/hobbies section in

your CV

Rate each on a scale from 1 (poor) to 5 (good)

If your score is < 5 make a note to improve it

Hobbies which fit one company

might be a no go for an other.

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??

?

Employers

Perception

Edu/Work ExperienceSkills Matrix

Passions/Hobbies

Your Dream Job

Contact PointsVisibility tools

Knowing Your Dream Role

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EX: (dream)-job-finder

Imagine you are a Human ResourcesManager writing the job description for a

new role.

The role your are describing is YOURdream job 10 minutes to define it

or 5 min to share it and vice versa

Dream-job-finder
http://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/IE%20dreamjobfinder%20MadH%20%20Personal%20Branding%2011%2010.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/IE%20dreamjobfinder%20MadH%20%20Personal%20Branding%2011%2010.pdf

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My dream job finderMy dream job is (Key tasks, relations, responsibilities, competencies, objectives,culture & values, please be as specific as possible)

- salary per year (actual/min. and dream job):

- location(s):

- companies:

- starting date

I would hire myself for the role because

What would I have to learn to do the job

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1. Support the development of the overall category strategy,

and drive the growth of his/her assigned brands throughexcellent marketing execution.

2. Assist the Brand Manager to manage a brand within the

context of the agreed strategies to maximize long term salesand profitability.

3. Support the Brand Manager to develop, recommend and

lead the execution of local marketing plans for assigned

brands and manage the effective deployment of the marketing

budget.

Example main tasks

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4. To develop, recommend and execute annualmarketing plan activities, including local media

strategy and plans. To initiate and manage market

research projects. Develop these insights into

achievable plans.

5. In close co-operation with the Sales function and

Trade Marketing, identify trade needs /

opportunities, developing pricing and distribution

strategies and trade promotions for assignedbrands.

Main tasks (cont)

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Sales Teams, Market Researchers, CategoryManagers, Production teams, Retailers, R&D

teams,

Ad agencies and finally the most importantly, the

customers.

Key contacts:

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My dreamjob @....in.departmentMy dream job is (Key tasks, relations, responsibilities, competencies, objectives,culture & values, please be as specific as possible)


- location(s):

- companies:

- starting date



Note one key task& why you are good

at it

3 minutes

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My dreamjob @....in.departmentMy dream job is (Key tasks, relations, responsibilities, competencies, objectives,culture & values, please be as specific as possible)


- location(s):

- companies:

- starting date



Please share with

your neighbor why

you are good at it.

1 minute sharing

1 minute feedback

Fill in your (dream) job by ?

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Fill in your (dream) job by.?

How did it go ?

Do you know your dream job?

Yes

Form a team withmatching dream-jobs

Share CV, CL,

contacts, experiences

Role-play interviews &

maybe cases

No

Go back to the CPO(10minutes with, Vault).

Interview, internships.

Form a team with

others who havesimilar interests &

continue until you

finalize your dream-

job.

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http://de.slideshare.net/sparksandhoney/jobs-of-the-future-deck-v3-090413mf

In the past, careers were stable, linear and singular. People chose one path

and pursued it over the course of their lives from college to retirement. In

our modern age of technology driven exponential change - this model no

longer works.

Careers are now complex, fragmented, specialized, collaborative and everevolving. More often than not, our work life will be made up of a portfolio of

micro-careers.

This presentation will show you a snapshot of 20 careers that will likely come

of age in the next 10 years. Some of these jobs exist now, but will come intogreater demand soon. Others do not exist yet, but through our daily

scanning of future fringe signals we see strong potential in their emergence.

K i Y St
http://de.slideshare.net/sparksandhoney/jobs-of-the-future-deck-v3-090413mfhttp://de.slideshare.net/sparksandhoney/jobs-of-the-future-deck-v3-090413mf

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??

?

Employers

Perception


Passions/Hobbies

Your Dream Job


Knowing Your Story

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Why is your story so important?

It is the central theme for everything you do

and hence helps employers to understand

who you are & what makes you special

It can be used on top of your CV or as an

introduction or ....

To quote a 2010 candidate:

Unless you always have been one of the TOP 3 of your class, Top

intern-ships, you better know your story.

l

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Ex: Story lines

Rate the following story lines on a scale from

1 (poor) - 5 (good)

Note likes/dislikes

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Story line 1

IE Master candidate who has worked for one

of the big four consulting firms, with

expertise in Fashion & Luxury Goods sector,

speaks four languages (Italian, English, French,Spanish) and holds a solid international

background.

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Story line 2

High performing individual recognised for her

strong analytical, motivational and mentoring

skills with an exposure to multicultural teams

and processing excellent communication and

presentation skills. LinkedIn: http..

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Story line 3

Professional with 4 years experience in businessjournalism for xy, one of the leading Russian business

newspaper. Developed strong communication andanalytical skills, working in a team environmentunder tight deadlines. Comfortable with highpressure roles with multiples responsibilities.

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Story line 4

Young engineer & international MBA candidate

fluent in English and Chinese student. Ambitiousprofessional with very good social and leadershipskills. Always seeking to learn and give my best at anyplace of the world if needed.

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Story line 5

International MBA candidate seeking a career in marketingwith international mobility in the food & beverage sector.

Strong project management know-how and creativenegotiation skills matured through leadership position in NGOand private sector. Strategic analytical and problem-solvingskills cultivated through the mastering of frameworks andmanaging budgets for large clients such as the X and Y.

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Story line 6

Young professional with a clear focus strengthened bypersistence and hard work; strong personal brand with morethan just a knack for creativity and innovation.

Proven people skills, adaptability to frequent changes, passionfor gaining consumer insights and the desire to continuouslydevelop allow for brand management to be the next step.

Life goals are driven by values, simplicity, a healthy disregardfor status quo and a sense of value creation for all.

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Your Story: Checklist

Be authentic, no copy & paste version

Answer the following questions Who are you?

What did you? How did you do it?

Where do you want to go?

Make it interesting

HAVE ONE

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Ex.: Sharing your story with impact

Please form teams of three (HR manager, Candidate, Observer)

Imagine you are at an IE career fair or meet after a conference.

CANDIDATE: Share your story, build a relationship & get an invite to send CV

MANAGER: Be open & curious

OBSERVER: Detect the story, observe body language, impact, what worked

and was effective, what seemed difficult.

E Sh i t

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Ex.: Sharing your story

Feedback CANDIDATE 2 Minute

What worked well?

What would I do differently?

How did you feel ?

Feedback MANAGER 1 Minute

Summarize the essence of the candidate.

Feedback OBSERVER: 1 Minute

What is the impact of the candidate?

What went well?

What could be improved?

Conversation 3 Minutes30sec reflection

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Ex: Sharing your story with impact

What worked well & what was difficult?

What is the key for an introduction with

impact?

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Todays Agenda

Knowing yourself

&


Increasing your visibility = tools & contact points!


How visible are you?

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??

?

Employers

Perception


Passions/Hobbies

Your Dream Role

Visibility tools

How visible are you?

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Visibility Tools

Your story

Elevator pitch

CV, Cover letter

Linked-in, Xing

One pager

Motivational letter

Blog

Articles

.....

Choose your tools

none negotiable negotiable

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Check you tools

Which tools are important for your dream-job?

Are your tools communicating your STORY?

Share your tools with your team and findimprovements, e.g. new contacts in linkedin.

Google your name once in a while

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Agenda

Knowing yourself

&


Increasing your visibility /contact points


Contact points

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Employers

Perception

Work Exp. /EducationSkills Matrix

Case Interview

Passions/Hobbies

The dream Job

Contact Points:

Visibility tools

Contact points

Club President

Club Events

IE Job Fair

IE EventsEvents

Professors

External

Consultants

Careers services

Linked-in, Xing

Intern-shipAlumni

Company

Events

Friends

Family

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contact pointsContact Points

IE Clubs Conferences ALUMNI

Club events Travel/Flights

Job FAIRS Fairs Headhunter

Events Networks

Family Groups WORKSHOPS

FRIENDS Professors Seminars

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Agenda

Knowing yourself

&


Increasing your visibility

Develop your action plan Learning from others

Consulting & Finance

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Employers

Perception

Work Exp. /Education Skills MatrixCase Interview

Passions/Hobbies

Associate

Contact Points:

Club PresidentClub Events

IE Job Fair

IE EventsEvents

Professors

External consultants

Careers services

Linked-in, Xing

Intern-ship

Alumni

Company events

Friends

Family

Visibility tools

Consulting & Finance

CV

CV

CL
http://localhost/var/www/apps/conversion/tmp/scratch_7/Links/CV%20Florian%20Consulting.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/Links/CV%20Alexandra%20W2009.dochttp://localhost/var/www/apps/conversion/tmp/scratch_7/Links/CL%20Alexa%20Booz%20V10%5b1%5d.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/Links/CL%20Alexa%20Booz%20V10%5b1%5d.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/Links/CV%20Alexandra%20W2009.dochttp://localhost/var/www/apps/conversion/tmp/scratch_7/Links/CV%20Florian%20Consulting.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/Links/CV%20Florian%20Consulting.pdf

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P bl S l i C

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Problem Solving CasesDevelop a structure to solve one of the cases:

American Express is facing a stiff competition from a

host of new credit cards that have no annual fee and

low interest rates. In response Amex is consideringdropping its $50 annual fee. What are the economics

of dropping the $50?*

How much does a 747 weigh?*

Case in Point, Marc P. Consentino, 2013

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Here is the best book I've promised about consulting case

interviews:

http://www.amazon.com/Case-Interview-Secrets-Interviewer-Consulting/dp/0984183523/ref=sr_1_1?ie=UTF8&qid=1353875956&sr=8-1

The author also has a great web site with some free videos

on topic http://www.caseinterview.com/ . These materials

have been invaluable for me.

Recommendation MIM 2012

Case in Point, Marc P. Consentino, 2013

Marketing, Sales, Trainee P.
http://www.amazon.com/Case-Interview-Secrets-Interviewer-Consulting/dp/0984183523/ref=sr_1_1?ie=UTF8&qid=1353875956&sr=8-1http://www.amazon.com/Case-Interview-Secrets-Interviewer-Consulting/dp/0984183523/ref=sr_1_1?ie=UTF8&qid=1353875956&sr=8-1http://www.caseinterview.com/http://www.caseinterview.com/http://www.amazon.com/Case-Interview-Secrets-Interviewer-Consulting/dp/0984183523/ref=sr_1_1?ie=UTF8&qid=1353875956&sr=8-1

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HHFam.

Club

Employers

Perception

EducationSkills Matrix

Passions/Hobbies

Dream Job

Contact Points: Visibility tools

http://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/Links/Steve%20Hester%204p_one%20pager.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdf

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HHFam.

Club

Employers

Perception


Passions/Hobbies

dreamjob

Contact Points: Visibility tools

I am a mechanical engineer and a stage actor who moved to
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sales in order to develop an understanding of how the market

works.

While working with Indias largest passenger car

manufacturer, I started out planning sales for North India and

then developed dealership profitability in an All India role.

During my stint in marketing & sales, I noticed how distant

some brand managers were from ground realities.

Surprisingly, it was also the issue that surfaced while weanalyzed a popular P&G brand in Spain.

This is where I feel my communication skills, networking skills

and my interest in gaining customer insights will make me an

asset to any marketing team.

Story/ Elevator Pitch Read Carefully:

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Read Carefully:

I am a go-getter. A what if? question thinker.

The type of person that pursues perfectionknowing that plenty of mistakes will be made

along the way. Passionate person that will never

EVER quit. Creative. Data driven innovation

thinker that loves to get out of his comfort zone.

Obsessed with customer needs, human behavior

and high quality customer service.

Story/ Elevator Pitch


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HHFam.

Club

Employers

Perception


Passions/Hobbies

Dream Job

Contact Points:

Friends

Family

Club President

Club Events

IE Job Fair

Career ServicesEvents

Events

Headhunters

Professors

External consultants

Careers services

Linked-in, Xing

Press-Articles

Intern-ship

Ex colleagues

Company events

via

mail, phone, 1to1

Visibility tools
http://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_7/LinksPersonalBanding/Steve%20Hester_CV_IE%20Business%20School_MBA.pdf

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Dear Mr. xxx,

Greetings from Madrid.

I am an International MBA candidate at IE Business School (Instituto de Empresa) in Madrid, Spain. It was my

cousin xxxxxx, who works with Unilever in Bangalore, who encouraged me towrite to you. Your vast experience across different categories and markets for Unilever could be a guidinglight for me.

Sir, like you I completed my schooling (Delhi Public School) and engineering (Delhi Institute of

Technology, DU) in Delhi. Having graduated in 2007, I went on to join xxxx India Limited (in sales. Thisstep was in line with my long term vision of switching to brand management one day. Afterinvesting 3 years at xxx, I went to attend business school. I am headed to Kellogg School of Managementas an exchange student this fall quarter.

I plan to join the consumer products industry after the MBA, as the industry provides the perfect experientiallearning of marketing.

In my expression of joy, I feel great pride in writing to a fellow Kashmiri as I jot down mywords here.

Sir, Id be highly obliged if I could get the opportunity to speak with you regarding my specificqueries about learning and development avenues and career advancement opportunities at UnileverSingapore.

Looking forward to your response.

Kindest Regards

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Job winning example

Trainee Program, Top Global Sport Brand

One pager and case

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http://www.businessinsider.com/coolest-resumes-2011-7

http://www.businessinsider.com/coolest-resumes-2011-7http://www.businessinsider.com/coolest-resumes-2011-7http://www.businessinsider.com/coolest-resumes-2011-7

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HHFam.

Club

Employers

Perception


Passions/Hobbies

Dream Job

Contact Points:

Visibility tools

One pager

CV

One pager
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7/25/2019 brandin

79/81

Over to you

7/25/2019 brandin

80/81

??

?

Employers

Perception


Passions/Hobbies

Your Dream Role


Over to you ...

Strength

Motiva

tion

Fit

7/25/2019 brandin

81/81

.because no one is going to care more

about your career

than you.

Love to hear which contract you signed.http://de.linkedin.com/in/manuelaaufderheide
http://de.linkedin.com/in/manuelaaufderheidehttp://de.linkedin.com/in/manuelaaufderheide

brandin

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