Sara Kohout, MS
Assistant Director/Career Consultant
University Career Center
Virginia Commonwealth University
Agenda
Creating your brand
 Applying your brand
 Closing the deal

What is a brand? Do I have one?

Brand: a name, logo, slogan and/or
design scheme associated with a
product or service
 It includes: a logo, font, color scheme,
symbols© and sound, which may represent
implicit values, ideas and even a personality
Do I really need a brand?
What are the:
Values
Ideas
Personality
For each of these
brands?
What kind of
experience do you
expect to have?
How do I develop mine?
Step 1: It’s not you – it’s “You”

Separate yourself from…yourself
There’s YOU
And there’s “superYOU”
Step 2: Be a unicorn
Describe yourself in one word
 Unique = memorable
 What experience, skill, ability,
knowledge base, trait, value system,
career/life goal, personality do you have
that makes you stand out in a crowd?

http://www.forbes.com/sites/susannahbreslin/2012/06/08/how-to-sell-yourself
/
Step 3: The proactive bird gets the worm
How do you know
Walmart, Apple, Disney
and McDonalds? You see
them…everywhere
 If your brand isn’t in front
of people, it’s not selling
you
 Active and passive
branding: phone, email,
Twitter, Facebook, Tumblr,
Flickr, Pinterest…

So, what is your brand?

What do people currently expect from you?
 What values do you display
 What is your current personality/image
 What has been the experiences of those around you in
working with you?

What do you want people to expect from you?
 What values do you want to display?
 What kind of personality/image do you want to show?
 What kind of experience do you want people to have
when they interact with you
Then what?
BRAND QUIZ QUESTION #1

a)
b)
c)
d)
What is a resume?
A work history
A comprehensive
list of skills,
experience and
other qualifications
A marketing
document
An unnecessary
document
Answer → C

A personal marketing tool
to sell your relevant
experience, education,
skills, accomplishments
and qualifications to
potential employers

It’s your first impression

Be strategic
Instructions:
1. Turn to your neighbor
2. Sell them this pen in 30
seconds
3. Switch “salesmen”
The resume: your marketing document
Your resume is…




First impression
Key selling points
Achievement list
Personal attributes
What do you want your
resume to say about you
and your brand?
BRAND QUIZ QUESTION #3

a)
b)
c)
d)
How long does an employer
spend reading your resume?
As long as it takes to read
everything
15 seconds
They won’t, if they don’t like
what they read in the cover
letter first
2-3 minutes
Answer → B – 15 seconds

Most employers read
the cover letter after
the resume

You must “front-load”
your resume to ensure
the employer sees
your best experience!

The appearance and
organization of the
resume is just as
important as content
BRAND QUIZ QUESTION #4
You must send a cover
letter for every job you
apply for.
a) True
b) False
c) True, but only if the job
description requires it


The cover letter shows
off your writing and
communication ability

It completes your brand’s
“first impression”

Resume 
breadth of experience

Cover Letter 
depth of experience
Answer  A - True
The Cover Letter: your highlight reel
Your cover letter should…






Be addressed to a specific individual
Discuss your specific career goals and
qualifications
Illustrate 1-2 unique skills or experiences, using
examples
Complement, not repeat your resume
Be no more than 3 or 4 paragraphs – one page only
Written simply and clearly
BRAND QUIZ QUESTION #5

Networking is simply “talking to people”
a) True
b) False
Answer  A - True
Networking: Your brand’s commercial

Any opportunity can be a networking opportunity
Your commercial includes:





A greeting (5 Seconds)
Your educational background (5 Seconds)
A description of your interests (5-10 Seconds)
Your strengths and accomplishments (5-10 Seconds)
Your goal statement (5-10 Seconds)
BRAND QUIZ QUESTION #4

When does the interview
start?
a) At the first
correspondence
b) When you walk through
the door of the office
c) When the first question is
asked
d) With the phone interview

Every day of
clinicals is an
interview

Every interaction
with any staff
member is an
interview
Answer  A – At the first correspondence
Interviews: Presentation of your brand
Interviews are an opportunity to:
 Bring your brand to life
 Sell face-to-face
 Show what you know
What are interviewers looking for?
Qualities:
 Compassion
 Empathy
 Self-awareness
 Maturity
 Motivation
 Intellectual curiosity
Knowledge:
 Familiarity with industry
 Familiarity with the
organization/company
Skills:
 Interpersonal skills
 Ability to work well with others
 Communication skills
 Multicultural awareness
 Industry specific technical
skills
 Composure under stress
BRAND QUIZ QUESTION #5: Scenario

Tonya has an interview scheduled with Hospital
A. She knows that at Hospital A, most people
wear business casual attire or scrubs.
What should Tonya wear to her interview?
a) A nice, collared, button-down shirt with some
black pants
b) In business professional – a black suit
c) A sweater and khakis
Answer  B – ALWAYS business professional
Interview Attire
MEN







Conservative, dark suit
Shirt ironed
Belt matches shoes
Comfortable shoes
Hair cut/ shaven/ wellgroomed
Remove jewelry
Avoid aftershave or
cologne
WOMEN







Conservative, dark suit
Appropriate length skirt
with hose
Bring extra hose
Comfortable shoes with
low heel
Avoid camisoles or low
riding pants
Wear conservative
makeup and jewelry
Avoid perfume or
scented lotion
Remember: Appearance is part of your brand!
BRAND QUIZ QUESTION #6
When addressing a
professional, Dr. Susan
Smith, you should call her:
a) Dr. Smith
b) Susan
c) Hey you
d) Doc
e) Ms. Smith

Answer  A – Dr. Smith

Use names –
always titles
(Dr., Ms., Mr.)
unless invited
to use first
names
Closing the deal
Verbal communication - only 7% of
communication
 How you say it/tone of voice – 38%
 Non-verbal communication – 55%!
 Handshake, greeting, introduction
 Body Language/Posture
 Facial Expressions
 Smile
 Eye Contact

Summary
Create your brand
 Use your venues
 Develop your “commercial”
 Practice, practice, practice interviewing
 Close the deal
 Sell your brand – GET HIRED!

Questions?
Sara Kohout, MS
Assistant Director/Career Consultant
Virginia Commonwealth University
[email protected]
http://wp.vcu.edu/smkohout/ - Handouts and Career Resources