1. Differentiation  
   1. Recruiters are looking for someone different 
   2. What can you include on your resume that no one else can? 
2. Visibility
   1. How visible are you to the people you want to impress?
   2. Do you network; do you connect via social media?  Do you go to trade shows and get your name out there?
   3. Opportunity for strategic brand association
   4. What communities do people associate you with?
      1. Authenticity
         1. The best personal brands are genuine, honest, and that people know what you offer the world
         2. Consistency
         3. Online image, face to face
         4. Would your professional contacts all say the same thing about you, the work you do, and your career?

Developing Your Brand

1.  
2. Determine your strengths
   1. Ask friends to describe you
   2. Take a career assessment test
   3. Contact USC Career Planning and Placement Center
3. Develop an Elevator Pitch
   1. Practice, hone it
   2. Observe pitches of people you admire
   3.  
   4. Say your pitch everywhere
   5. Check out Facebook bios, LinkedIn profiles for tips and tricks
   6. For About me on LI, use your pitch!
4. Become an Expert
   1. Read key industry publications
   2. Follow leaders on Twitter
   3. Conduct informational interview
5. Dress the Part
   1. Watch how others in your industry dress
   2. “Dress for the job you want”
   3. Invest in key items
   4. Whatever’s right for your industry
      1.  
   5. Trick – wear something black
6. Help Others
   1. Be a connector (“Tipping Point”)
   2. Be the initiator
   3. Do “small goods”
   4. Reid Hoffman – co-founder of LI
   5. Little things that make someone’s day
      1. Enhance Your Online Presence
         1. Track your “Google-ability”
         2. Clean up any inappropriate content and be savvy about privacy settings
         3. Determine the key social networks in your field
         4. News alert on Google for your name
         5. Different industries have different networks
         6. Snooth, Cuvee?

How LinkedIn Can Help

1. Example – Angelica Urquijo
   1. Photo
   2. Professional
   3. Solo
   4. Tips – Mascot of School, in front of company logo
      1. Status Bar
      2. Show off your knowledge about your industry
      3. Link Twitter to it
         1. Current
         2. Make more robust if career switch
         3. … and make the past less descriptive if switching
            1. Past
            2. Show all affiliations
               1. Twitter
               2. Only if Professional
                  1. Summary
                  2. Show off your skills
                     1. If writer, write!
                     2. If not, use bullet points
                     3. Limit to 100-300 words
                     4. Include what your passionate about
                     5. Keep consistent, and only what you’d want to see on a resume
                        1. Specialties
                        2. Keywords

1. Include various terms that someone looking for you would Google

1.  
   5. Positions
   6. Put something under each
      1. Languages
      2. New
         1. Education
         2. Activities and Societies
            1. Recommendations
            2. Awards/ Honors
            3. Remove the years awarded
               1. Differentiate Yourself: Avoid the 10 Most Overused Profile Terms
                  1. Extensive experience
                  2. Innovative
                  3. Motivated
                  4. Results-oriented
                  5. Dynamic
                  6. Proven track record
                  7. Team player
                  8. Fast-pace
                  9. Problem solver
                  10. Not bad per se, but demonstrate using examples
2. Status bar
   1. Talk about successes, what you’re reading, what you’ve learned in conferences

How to Network

1. Step 1: Connect with Everyone You Know
   1. Friends, Family, People you know
2. Step 2: Maximize Group Affiliations
   1. Find where people are to connect with them
   2. USC Alumni Association Group
   3. Post once or twice a week
   4. Make meaningful/thoughtful comments that help people
   5. Be careful with self-promotion
      1. Remember: Authenticity
      2. If promoting your business or event, use the Promotions tab, not the wall thread
      3. Find Industry Groups
         1. Build connections
         2. What Groups Should you Join?
            1. Professional associations
            2. Groups:
               1. That support your personal brand
               2. That are large and active
               3. Joined by people you admire
               4. Subscribe to joined groups
                  1. Step 3: Build and Maintain new Connections
                     1. Write winning connection requests
                     2.  
                     3.  
                     4. Review their LI profile thoroughly, reference in email

Contents provided by John Robinson