Personal Branding

Manuela auf der Heide

IE, MIMs, September 2015

Key slides.
Save trees, please dont print.

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.. :=)

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?

Agenda
Knowing yourself
&
Developing a differentiating story: YOUR STORY

Increasing your visibility

Develop your action plan

Imagine you are the brand?

Visibility tools
On Pack

Contact
Points
SMS

TV

Consumer
Perception
CORE Idea &
Creative Strategy

Brand Ambition
Brand
Essence

Consumer
Insights

Competitive
Reality

You
Visibility tools
?
Contact Points
?

Fair

Employers
Perception

Your (Dream) Job

Work experience/Edu

Skills Matrix

Passions/Hobbies

Work Experience
Work Experiences /Education
(When? Where? What?
Achievements)

Skills/Capabilities

Passions/Hobbies

Skills
Communicating effectively
CONSULTING
Effectiveness & impact
Problem 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 business
driven solutions

Passions/Hobbies
(What motivates you?
What natural talents do you have?
How would friends characterize
you?)

Who would like to share a skill using

CAR?
SKILL

What?
Challeng
e/Task

How?
Action

What?
Result

What went well? What could be even better?

An example: Analytical skills

What Task?
Challenge?
C

How Action?
Action?
A

1) Based on analysis
reorganized the vehicle
order plan
Reduction of slow
moving stock

2) incentivized field sales

teams

What Result?
Result?
R

1) improved dealer
working capital flow
2) helped the company
increase sales

Reduced dead stock by

3) supervised FIFO against
46% by end of first
customer bookings
quarter.

An example: Creativity
Challenge?

Action?

Result?

1) Audio Impact
- playing a
scripted radio show
reduced accidents
Increased shop floor talking about safety
and improved
safety awareness
norms
productivity
among 3500 factory
workers, without
2) Visual Impact 42% improvement in
having to stop the
safety images/
post campaign
line
messages all across
survey results
parking zones,
canteen etc.

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.

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

Work Experience

Work Experiences /Education

(When? Where? What?
Achievements)

Skills/Capabilities

Passions/Hobbies

Skills Matrix

(see Career Portfolio Overview)

Passions/Hobbies
(What motivates you?
What natural talents do you have?
How would friends characterize
you?)

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

EX: Work Experience

Initiated and let the QA Automation Project
which reduced manual overhead by -15%
and is still being effectively used by the
organization.

EX: Work Experience

Development of a Marketing concept for the companys
market 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 it
with the new Customer Relationship Management software.
Business analyst, provided support to the Top Management in
business analysis, market intelligence and internal risk
management served Fashion & Luxury Goods companies.

EX: Work Experience

Led benchmark analysis vs. competition in the category.
Established the Portfolio Analysis for the category, key for
decision making on resource allocation and sufficiency of
targets. Recognized among the top 10% performers within
Finance Area.
Developed and managed new client accounts contributing
25% of annual revenue.
Organisation of employee team building event.

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

EX: Work Experience

Choose one of your experiences & improve it 2 Min.

Share the improved version with the person sitting

next to you & get feedback
2 Min.
Who would like to share their version?

Work Experience

Work Experiences /Education

(When? Where? What?
Achievements)

Skills/Capabilities

Passions/Hobbies

Skills Matrix

Passions/Hobbies

(see Career Portfolio Overview)

(What

motivates you?
What natural talents do
you have? How would
friends characterize
you?)

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 Top
Schools, great intern-ships.
How do you choose?
Could the following statements make a difference?

Hobbies
Hobbies: Travelling, exploring foreign cultures, Indian
classical dance, adventure sports
Keen interest in the wine industry, completed wine
courses in Ireland, Chile, Australia and South Africa.

Hobbies
Volunteer work for Associazione Italiana Sclerosi
Multipla (AISM)
Summer jobs working in geriatric psychiatry (2005 2009)

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

Hobbies
United Nations - reallocation of refugees in East Timor, Goldman Sachs -shaping business plans with
Brazilian Entrepreneurs
Lead singer and composer of an international SkaPunk-Band. Independent band that released its
debut album on 2010, all self financed and managed.
Created and organized concerts to promote the
band.

Hobbies cont

VP-IE Marketing Club 2010

President- IE Cricket Club 2010
Organizer xy cultural festival - 2006
Captain & Prefect, St. xx College, 2000-2001

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.

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.

Knowing Your Dream Role

Visibility tools

Contact Points

Employers
Perception

Your Dream Job

Edu/Work Experience

Skills Matrix

Passions/Hobbies

EX: (dream)-job-finder
Imagine you are a Human Resources
Manager writing the job description for a
new role.
The role your are describing is YOUR
dream job 10 minutes to define it
or
5 min to share it and vice versa
Dream-job-finder

My dream job finder

My 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

Example main tasks

1. Support the development of the overall category strategy,
and drive the growth of his/her assigned brands through
excellent marketing execution.
2. Assist the Brand Manager to manage a brand within the
context of the agreed strategies to maximize long term sales
and 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.

Main tasks (cont)

4. To develop, recommend and execute annual
marketing 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 assigned
brands.

Key contacts:
Sales Teams, Market Researchers, Category
Managers, Production teams, Retailers, R&D
teams,

Ad agencies and finally the most importantly, the

customers.

My dreamjob @....in.department
My 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

Note one key task

& why you are good
at it
3 minutes

My dreamjob @....in.department
My 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

Please share with

your neighbor why
you are good at it.
1 minute sharing
1 minute feedback

Fill in your (dream) job by.?

How did it go ?
Do you know your dream job?
Yes

No

Form a team with

matching dream-jobs

Go back to the CPO

Share CV, CL,

contacts, experiences
Role-play interviews &
maybe cases

(10minutes with, Vault).

Interview, internships.
Form a team with
others who have
similar interests &
continue until you
finalize your dreamjob.

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 ever
evolving. 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 into
greater demand soon. Others do not exist yet, but through our daily
scanning of future fringe signals we see strong potential in their emergence.

Knowing Your Story

Visibility tools

Contact Points

Employers
Perception

Your Dream Job

Edu/Work Experience

Skills Matrix

Passions/Hobbies

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.

Ex: Story lines

Rate the following story lines on a scale from
1 (poor) - 5 (good)
Note likes/dislikes

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.

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..

Story line 3
Professional with 4 years experience in business
journalism for xy, one of the leading Russian business
newspaper. Developed strong communication and
analytical skills, working in a team environment
under tight deadlines. Comfortable with high
pressure roles with multiples responsibilities.

Story line 4

Young engineer & international MBA candidate

fluent in English and Chinese student. Ambitious
professional with very good social and leadership
skills. Always seeking to learn and give my best at any
place of the world if needed.

Story line 5
International MBA candidate seeking a career in marketing
with international mobility in the food & beverage sector.

Strong project management know-how and creative

negotiation skills matured through leadership position in NGO
and private sector. Strategic analytical and problem-solving
skills cultivated through the mastering of frameworks and
managing budgets for large clients such as the X and Y.

Story line 6
Young professional with a clear focus strengthened by
persistence and hard work; strong personal brand with more
than just a knack for creativity and innovation.
Proven people skills, adaptability to frequent changes, passion
for gaining consumer insights and the desire to continuously
develop allow for brand management to be the next step.
Life goals are driven by values, simplicity, a healthy disregard
for status quo and a sense of value creation for all.

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

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.

Ex.: Sharing your story

Conversation

3 Minutes
30sec reflection

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:
What is the impact of the candidate?
What went well?
What could be improved?

1 Minute

Ex: Sharing your story with impact

What worked well & what was difficult?
What is the key for an introduction with
impact?

Todays Agenda
Knowing yourself
&
Developing a differentiating story: YOUR STORY

Increasing your visibility = tools & contact points!

Develop your action plan

How visible are you?

Visibility tools

Employers
Perception

Your Dream Role

Edu/Work Experience

Skills Matrix

Passions/Hobbies

Choose your tools

Visibility Tools

none negotiable

Your story
Elevator pitch

CV, Cover letter

Linked-in, Xing
One pager
Motivational letter
Blog

Articles
.....

negotiable

Check you tools

Which tools are important for your dream-job?

Are your tools communicating your STORY?

Share your tools with your team and find
improvements, e.g. new contacts in linkedin.
Google your name once in a while

Agenda
Knowing yourself
&
Developing a differentiating story: YOUR STORY

Increasing your visibility /contact points

Develop your action plan

Contact points

Contact Points:

Visibility tools

Club President
Club Events

IE Job Fair
IE Events
Events
Professors
External
Consultants
Careers services
Linked-in, Xing

Intern-ship
Alumni
Company
Events
Friends
Family

Employers
Perception

The dream Job

Work Exp. /Education

Skills Matrix
Case Interview

Passions/Hobbies

contact points
Contact Points

IE Clubs Conferences

Club events
Job FAIRS

Travel/Flights
Fairs

Events
Family

ALUMNI

Groups
FRIENDS

Headhunter
Networks
WORKSHOPS
Professors

Seminars

Ex: Your contact points

Contact Points

Existing contact points:

1
2
3
4
5
6
7
8
9
10

New contact points:

11
12
13
14
15
16
17
18
19
20

Agenda
Knowing yourself
&
Developing a differentiating story: YOUR STORY

Increasing your visibility

Develop your action plan Learning from others

Consulting & Finance

Contact Points:

Visibility tools

Club President
Club Events

CV

IE Job Fair
IE Events

CV

Events
Professors
External consultants
Careers services
Linked-in, Xing

Intern-ship
Alumni
Company events
Friends
Family

Employers
Perception

Associate
Work Exp. /Education

Skills Matrix
Case Interview

Passions/Hobbies

CL

Key Skills for Consulting

Effectiveness & impact

Problem solving !!!
Communication skills
Trust & building relationship

Challenge

Check your skills matrix & include the missing skills

Find at least one examples using CAR

Action
Result/
Impact

Problem Solving Cases

Develop 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 considering
dropping 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

Recommendation MIM 2012

Here is the best book I've promised about consulting case
interviews:
http://www.amazon.com/Case-Interview-Secrets-InterviewerConsulting/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.

Case

in Point, Marc P. Consentino, 2013

Marketing, Sales, Trainee P.

Contact Points:

Visibility tools

Club

HH

Fam.

Employers
Perception

Dream Job
Education

Skills Matrix

Passions/Hobbies

Marketing, Sales, Trainee P.

Contact Points:

Visibility tools

Club

HH

Fam.

Employers
Perception

dreamjob
Education

Skills Matrix

Passions/Hobbies

 I am a mechanical engineer and a stage actor who moved to

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 we
analyzed 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:
I am a go-getter. A what if? question thinker.
The type of person that pursues perfection
knowing 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

Marketing, Sales, Trainee P.

Visibility tools

Club

Contact Points:
Friends
Family
Club President
Club Events
IE Job Fair
Career Services
Events
Events
Headhunters
Professors
External consultants
Careers services
Linked-in, Xing
Press-Articles
Intern-ship
Ex colleagues
Company events
via
mail, phone, 1to1

HH

Fam.

Employers
Perception

Dream Job
Education

Skills Matrix

Passions/Hobbies

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 to

write to you. Your vast experience across different categories and markets for Unilever could be a guiding
light 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. This
step was in line with my long term vision of switching to brand management one day. After
investing 3 years at xxx, I went to attend business school. I am headed to Kellogg School of Management
as an exchange student this fall quarter.

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

In my expression of joy, I feel great pride in writing to a fellow Kashmiri as I jot down my
words here.
Sir, Id be highly obliged if I could get the opportunity to speak with you regarding my specific
queries about learning and development avenues and career advancement opportunities at Unilever
Singapore.
Looking forward to your response.
Kindest Regards

Job winning example

Trainee Program, Top Global Sport Brand
One pager and case

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

Marketing, Sales, Trainee P.

Visibility tools

Club

Contact Points:
HH

Fam.

One pager
One pager

CV

Employers
Perception

Dream Job
Education

Skills Matrix

Passions/Hobbies

Over to you ...

Fit

Visibility tools

Motivation
Strength

Contact Points

Employers
Perception

Your Dream Role

Edu/Work Experience

Skills Matrix

Passions/Hobbies

.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