Building Personal

1
Building Personal Professional Brand Equity

• Elikem Nutifafa Kuenyehia
• Legal Management Consultant
• Adjunct Lecturer, GIMPA

2
My Agenda

• Introduction
• Basic principle of Brand equity
• Applying principles of Brand equity to
  individuals
• Building a Personal brand equity statement
• Developing a Personal Differentiation plan

3
Objectives of this session

• To assist you in differentiating yourself in the
  academic environment and in the work place

4
Brand principles 101

• A brand is erviewing types and situations.
• What interviewers are looking for
• Interview preparation road map
• 4 year plan to D-day
• Sample interview questions.
• Recommended approach to answering Qs.
• Writing CVs.
• Writing cover letters.
• Role play. Wrap up
• Questions answers

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How you differentiate yourself generally

• Evidence of achievement.
• Ability to get along with people.
• Creativity.
• Initiative.
• Quantitative skills.
• Communication skills written and oral.
• Humility.
• Integrity.
• Interpersonal skills.
• Technical Aptitude.
• FIT.
• Understand your competition

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The 4 year plan

• Preparation for interviews start long in advance
  of the phone call.
• Focus on getting the best grades that you can.
• Get a clear idea of your strengths and weaknesses
• Should help you research which jobs/industries
  you may or may not be suitable for.
• Participate in extra curricular activities/Hold
  leadership positions.
• Network and tap into your social contacts.
• Start wide Get as much understanding as you can
  of different professions, jobs and industries.

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The 2 year plan contd

• Set up informational interviews across different
  companies/industries and with different
  functional managers.
• If possible, get some work experience (even
  unpaid) during your long vacation.
• Use opportunity to learn about relevant industry
  and job opportunities.
• Speak to as many people as possible in the
  relevant company to be able to determine
• Whether you are suited to particular job,
  company, industry etc.
• Key success criteria in the relevant job,
  company, industry.

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The 1 year plan

• Begin to narrow down the jobs/industries/companies
  you are interested in.
• Set up informational interviews in the company or
  companies you are interested in.
• Double edged sword.
• Attend recruiting events.
• Read newspapers especially Graphic and look in
  job sections.

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The 1 week plan

• Research the industry and the company
• Speak to contacts, present and past employees
• Read annual reports, industry reports
• Hold mock interviews with friends and family

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The 1 day plan

• Get as much rest as possible before an interview.
• Print extra copies of your CV.
• Review your key research findings about the
  company.
• Pick suitable clothes and have them ironed.
• Make sure you know where the interview is to be
  held.
• Think of a few questions you would like to ask.

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D Day Plan

• Leave yourself plenty of time to get to the
  interview venue.
• Be relaxed and appear confident.
• Be polite to everyone you meet.
• Answer the questions asked directly.
• Do not lie.
• Do not evade questions.
• Limit your answers to a few minutes.
• Give direct answers.

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D Day contd

• Maintain eye contact with the interviewer.
• Do not be intimidated.
• Ask questions at the end
• About company,
• About the job, and
• About the interviewer
• Note that its a two way street.
• Thank the interviewer for his time.
• Do not ask whether you have been successful.
• Do not ask questions about remuneration at the
  interview.

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After D-day

• Write or email interviewer to say thank you
• Hand written note on quality note paper best.
• Hope for the best.
• Follow up if you have not heard after a while.
• But do it in a way that does not annoy
  interviewers.
• Find out from the right source.
• Might have to be HR rather than the manager who
  interviewed you.

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Sample Questions - General

• Tell me about yourself.
• Why you?
• Where do you see yourself in five years?
• What are your strengths and weaknesses?
• What is your most significant accomplishments?
• Why the particular company?
• What do you know about the company?

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Sample Qs - Scenario

• Give me an example of a situation in which you
  have exhibited leadership.
• Give me an example of situation in which you had
  to deal with a difficult team member.
• Tell me about a time when you failed at achieving
  your goal.

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Answering General Questions

• Answer the question asked rather than what you
  would have liked asked.
• If you dont know, admit so, dont insult the
  interviewers intelligence.
• Tell me about yourself questions
• Dont tell about your whole history
• Pick the most relevant parts of your story to
  demonstrate why you may be the best person for
  the job.
• Every question relating to you should tell a
  story about why YOU are the one for the job.

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Answering Scenario Questions

• Use R-SAR
• Result
• Scenario
• Action
• Result
• Quantify results.
• Put a positive spin.
• Dont be shy to say you rock!

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Writing CVs

• There is a standard format for CVs.
• Although you should ensure you capture the
  standard information, do not feel limited by it.
• Try and be creative.
• Objective is for your CV to stand out.
• Should be well edited.
• Include dates for which you did things.
• Explain any gaps

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Personal Information contd

• Personal Information should cover
• Name
• Date of Birth
• Address
• Phone number
• Email address
• Optionally you may include marital status
• Optionally, you may decide to include a profile
  or a career objective.
• If you are going do to so, make sure it is well
  thought out and it stands out.

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Accomplishments

• If your story supports it, I would recommend a
  brief summary of Select Accomplishments
• Should list a few of your key accomplishments.
  Eg
• Recipient, George Benneh prize for overall best
  student in Mathematics (1998)
• Elected President of Legon Hall JCR (2005)
• Passed all stages of ACCA in one attempt (2006)
• Must be very brief because the info will be
  repeated under the various main sections.

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Academic Information/Education

• Should include
• Subject, University and Class of Degree
• If still in university, can include overall grad
  to date and an expected class of degree.
• Ideally try and quantify standing.
• Top X of class.
• Title etc of long essay if relevant
• A-level/SSCE subjects and grades
• O-level/BECE subjects and grades
• In both cases, should include name of secondary
  school.
• Details of any other training or courses

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Avoid meaningless additions

• I work hard in a team.
• I have well developed verbal and communication
  skills.
• I am a quick learner.
• I adapt quickly to change.
• I have good organisational skills
• Demonstrate above in interview.
• Anyone can make these claims.

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Work Experience

• Briefly summarise under each employer you worked
  for
• Your key accomplishments and responsibilities.
  Examples
• Conducted qualitative and quantitative analysis
  of banks in Ghana. Analysis formed basis of
  recommendation to Business Development Manager on
  strategies for launching new products
• Managed a team of six selling batteries to
  market women in Accra. Achieved sales targets of
  20,000 boxes a month. Awarded Sales Man of the
  Year.
• Show achievement.
• Quantify results.

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Positions of Responsibility

• Detail all positions of responsibility held.
• Include dates.
• State whether elected or not.
• Contrast
• Treasurer, Kotoko Supporters Union
• WITH
• Elected Treasurer, Kotoko Supporters Union.
  Responsible for managing a budget of C30M for 400
  members of campus chapter of Kotoko Union.

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Other Data

• List other skills. Eg
• Fluent in French.
• Good working knowledge of Excel and Quickbooks.
• List personal interests.
• Include travel history if relevant.

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References

• Dont include a long list of references.
• You may include two.
• Or you can simply state References available on
  request.

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Cover Letters

• Must stand out and well edited.
• Not more than 3 short paragraphs
• First paragraph explains why you are writing. I
  write in response to your advertisement in the
  daily graphic of 3 March 2006. Please find
  enclosed with this letter a copy of my curriculum
  vitae.
• Second paragraph should explain why you. As you
  will note from my curriculum vitae, I have had
  held several leadership positions including my
  current role as President of Awudome Old Students
  Association. My current dissertation on reducing
  clutter in visual communications will stand me in
  good stead for the role
• Final paragraph should close. I would be happy
  to demonstrate to you in an interview why I
  consider myself an excellent fit for the
  marketing officer position at Joy FM. If you have
  any questions or require clarification, please do
  not hesitate to contact me on 024567893
• Avoid Dear Sir/Madam Find out who to write to
  and address properly.
• DO NOT CUT PASTE blindly!

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Conclusions

• You got to sell yourself.
• Preparation begins from now. Not when you get the
  call.
• Prepare, Prepare, Prepare.
• Research job, company, industry
• Network
• Ask questions
• You got to believe in yourself. If you dont, who
  will?

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The End

• Questions?

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Follow Up Questions

• May email follow up questions to
• Elikem.Kuenyehia_at_kuenyehia.com