Оглавление
Brenda Bence. How You Are Like Shampoo for College Graduates
Preface
Introduction. Your Job Search — How Are YOU™ Like Shampoo?
Did You Know You Already Have a Personal Brand?
Personal Branding and Your Job Search
My Personal Branding System
Input Equals Output
1. The Power of Brands
The Untouchables
Powerful Brand Images
Branding People?
Taking Your Brand on a Job Search
Your Professors’ Brands
Taking Control of YOU™
Step 1: Define It
2. Defining Your Personal Brand
The Power of a Framework
Your College Graduate Personal Brand Positioning Statement
chapter
3. Audience
Who is Your Audience?
Getting Ready to Get Ready
Become a Creative Detective
The Linkedin Advantage
Culture is Key
The Right Questions
Find Out About the Interviewer
Your College Graduate Personal Brand Positioning Statement
Case Study — Nicole Caviellieri
chapter
4. Need
Fix the Problem
Function and Emotion
Functional Needs for Job Seekers
Emotional Needs for Job Seekers
What Do Your Potential Employers Need?
Play the “Analyst”
Are YOU™ the “Ideal” Candidate?
What Needs Can You Fill?
Your College Graduate. Personal Brand Positioning Statement
5. Comparison
When You Are Not Like Shampoo
Playing the Comparison Game
Wear an Interviewer’s Shoes
Your Job Search Comparison
When YOU™ Are More Than You
Expand Your Thinking
Never Get Typecast
There’s More to YOU™ Than Meets the Eye
Who Do YOU™ Most Want to Be?
Your College Graduate. Personal Brand Positioning Statement
chapter
6. Unique Strengths
Unearthing Your Strengths
Your Audience Needs YOU™
Your Functional Unique Strengths
Your Emotional Unique Strengths
Streamlining Your Strengths
Your College Graduate. Personal Brand Positioning Statement
chapter
7. Reasons Why
The Reasons Behind Your Strengths
Could Your Existing Reasons Why Be Even Better?
Narrowing It Down
Your College Graduate. Personal Brand Positioning Statement
chapter
8. Brand Character
But What Exactly Is Brand Character?
From Pepsi and Vodka to YOU™
Are You a Character?
Describing Your Character
Another Option: Short Narrative
Let’s Get Creative!
Creative Comparisons
Narrowing It Down
Reality Check
Bigger Isn’t Always Better
Your College Graduate. Personal Brand Positioning Statement
9. Pulling It All Together
chapter
chapter
Is Your Statement Complete?
How Does It Look?
Get Feedback
chapter. 10. Taking YOU™ On Interviews
The Likeability Factor
Bring On the Heavy Interview Artillery
11. Launching Your College Graduate Personal Brand
Your Personal Brand Out in the World
The Five Activities That Communicate Your College Graduate Personal Brand
All That—In the Short Span of an Interview?
Your College Graduate. Personal Brand Marketing Plan
The College Graduate Personal Brand. Marketing Plan Format
12. Actions
Seeing Yourself Through the Eyes of an Employer
Your Actions Before the Interview
Your Actions During the Interview
Your Actions After the Interview
Your College Graduate. Personal Brand Marketing Plan
chapter
13. Reactions
Whose Emotions Are These Anyway?
Taking Control
Avoid Regrets
Your Reactions Before the Interview
Your Reactions During the Interview
Your Reactions After the Interview
Putting Your Reactions into Action
chapter
14. Look
The Packaged YOU™
Your Look Before the Interview
The YOU™ Collage
Your Look During the Interview
Your Look After the Interview
Business Casual?
Your “Look” Marketing Plan
chapter
15. Sound
Are You in Control?
Your Sound Before the Interview
Right Before the Interview
Your Sound During the Interview
Your Sound After the Interview
Your “Sound” Marketing Plan
chapter
16. Thoughts
The Truth About Thoughts
Thoughts Are Like Chain Smoking
Become Aware of Your Thoughts
Turn Negative Thoughts into Positive Thoughts
Try This Exercise
Embrace Positive Thinking as a New Habit
Grabbing Your Monkey Mind By the Tail
Your Thoughts Before the Interview
Your Thoughts During the Interview
Your Thoughts After the Interview
However You Slice It: Negative Thoughts are Negative Things
Your “Thoughts” Marketing Plan
chapter
17. Your Complete College Graduate Personal Brand Marketing Plan
YOUR College Graduate Personal Brand Summary
chapter
Putting Your Marketing Plan Into Action
Step 3: Avoid Damaging It
18. College Graduate Personal Brand Busters®
My College Graduate. Personal Brand Busters® Collection
19. Quiz: The Top 20 College Graduate Personal Brand Busters®
College Graduate Personal Brand Busters® —Actions
College Graduate Personal Brand Busters® —Reactions
College Graduate Personal Brand Busters® —Look
College Graduate Personal Brand Busters® —Sound
College Graduate Personal Brand Busters® —Thoughts
The Quiz
Quiz
chapter
Scoring Your College Graduate. Personal Brand Busters® Quiz
20. Assuring Long-Term Success
Make Success a Done Deal
Evolve Your Personal Brand
My Personal Note to YOU™
Appendix A. Great Interview Questions for YOU™
Twenty Questions Coming Your Way
A Dozen Queries to Pose
Appendix B. Personality Profiles and Tests
Suggested Books
About the Author
Acknowledgments
Contact Information
