There's Only One You: Building the Career You Want Through Personal Branding

Presented by John Robak, vice president of human resources for Golin/Harris International by Rachel Clairmont

Everyday, advertising executives come up with brilliant campaigns to introduce their products to the general public and create a positive feeling associated with their name For instance, when we think of Maytag, we think of dependability. When we think of Rubbermaid, we think of durability. If you apply this idea to yourself, you can communicate to employers who you are, what you stand for and wiry they need you-all through your own personal brand. As (he senior vice president of human resources for Golin/ Harris International, John Robak has a lot of experience with personal branding and was eager to share his information with PRSSA members.

"If you're hot today, you're a brand," Robak said. "You need to take ownership for your career and set yourself apart with a brand."

Creating your personal brand takes research, planning and self-awareness. Robak suggests formalizing the process by writing it down. You must first analyze the different elements that make up brand identity-the soul of the brand. It is important to be honest in your self-assessment because "a brand with all hype and no substance is doomed," Robak said. To create your brand identity, write down the answers to the following questions:

Robak listed some skills that he believes people should have in the PR field.

Take every opportunity to add these skills to your personal brand. Volunteer work is a great way to improve your brand and add to your inventory of skills.

Now that you have created your brand, you have to market yourself. Do things that will get you noticed. Robak noted that a great way to market your brand is to establish yourself as a leader. You can do this through joining organizations or committees, writing whether it is for your field or something unrelated-- and through public speaking opportunities. However, one thing you should always ask yourself before taking on a new endeavor is, "Does this project go along with my brand values?" If it doesn't, you are hurting your brand reputation.

Another important task for developing your brand is building your network. Robak defines netsworking as "creating and maintaining mutually rewarding relationships." In the PR world, personal referrals and word-of-mouth marketing are very important. Place yourself among people who can help you succeed, and don't be afraid to ask for help.

One way to build your network and learn more about the profession is through a mentor. A mentor is anyone who is willing to share his or her experiences and help you learn the unwritten rules of work. Your mentor should change and grow as you do in your career. To find a mentor first develop a list of people you admire and research their backgrounds to see who would be most helpful to you. Then when you meet with your mentor be sure you have prepared questions and don't take up too much of their time.

Robak suggested some resources for helping create "the brand you." Two books he suggested are "How to Be a Star at Work: 9 Breakthrough Strategies You Need to Succeed" by Robert E. Kelley and "The Brand You 50" by Tom Peters. He also suggested the magazine Fast Conzpanv and the accompany ing website xvww.fastcompany.com. Using Robak's advice to create a brand can help steer you toward the right career path and make you stand out to employers everywhere.