Reach Branding Certification Moves to Career Thought Leaders

Just announced, the Reach Personal Branding certifications will now be under the auspices of Career Thought Leaders.

CTL already offers its own certification, the Academy Certified Resume Writer (ACRW) and took on the administration of the Master Resume Writer (MRW) and Credentialed Career Manager (CCM) after the dissolution of the Career Management Alliance.

The Reach Personal Branding process was developed by William Arruda. As part of the transition, Arruda -- as well as Reach collaborators Deb Dib and Susan Chritton -- will present a series of webinars to introduce CTL members to the personal branding process.

The first webinar will be held on Wednesday, Feb. 8 with Arruda presenting.

Learn more and register at http://bit.ly/BrandTrends17CTL

In addition, Reach certified professionals will be invited to attend the CTL conference in Baltimore in April. Because of this, CTL has extended the early registration discount until Feb. 15.

Learn more at http://bit.ly/ctlconf2017

Marie Zimenoff, CEO and owner of CTL says, "The CTL Board and I are excited about this transition and the richness personal branding can bring to your practice – from graduating students differentiating themselves in the marketplace to executives building a distinctive leadership brand."

So What? Make Me Care! Do It Fast!

I love this phrase: "So what? Make me care? Do it fast!"

Deb Dib uses it as the "mantra" for all the work she does for her career clients. It's a phrase she came up with a few years ago at a Career Thought Leaders conference in Baltimore. 

Earlier this week, I attended The Academies' Certified G3! Coaching preview call, where Deb and Susan Whitcomb shared some of the strategies used in the program (you can read some of my take-aways below).

G3, in case you're not aware of it, is "Get Clear, Get Found, Get Hired" and it's a 10-week program designed to teach resume writers and career coaches how to create branded career communications ("career-comm").

From The Academies' program description:

To land today, your clients need to build an organic web of influence across multiple channels — starting yesterday! To do this, most clients will need more than a resume writer or coach – they’ll need a leading edge go-to resource with the training and talent to position them for this uncommon new world of careering … with resumes, LinkedIn profiles, and more for the mobile marketplace.

You can watch the 54-minute preview video here:

G3! Coaching Preview

It's definitely worth your time, even if you're not ready to pursue the certification yet.

Here were some of my key take-aways:

• Social media (especially Twitter) and the increase in mobile devices have inspired a need for shorter, more focused career communication documents. That doesn't mean that there isn't a need for two-page resumes (and addendums), but you should also be creating short-form pieces. Mobile devices outnumber PCs by 3-to-1 worldwide, so we as resume writers need to consider how what we write is being consumed … and a lot of it is being read on smartphones and iPads.

• Deb pointed out that we are helping people navigate one of the most important transitions in their lives — so we need to be on top of our game in terms of knowing what's needed now and what's coming next. As Deb says, "We have a moral imperative to help our clients navigate change."

• Deb introduced the concept of "Why-Buy-ROI" as a way to express client's "branded value in the marketplace." The "Why-Buy-ROI" formula takes the idea of expressing accomplishments a step further. It says, very quickly, "I know what you need, I can do it, I can prove I can do it, and I can do it again." The formula is: WHO/HOW/WHAT —> Measurable result. (Deb and Susan provide specific examples of this in the video, including one for a support position — which, as you know, it can be hard for people in support roles to quantify their value.)

• Think in terms of mini-modules that can build upon each other when developing your client's career communications. Susan and Deb described the process as creating a "Parts Store" where you can "shop" to find pieces to meet the client's needs in the job search.

They also showcased the G3 Smart-Step System, and described the pieces that take you (and your clients) from "4 smart steps" to "4 awesome outcomes."

Finally, Deb and Susan talked about how the G3 system can be incorporated into a resume writing business to add additional revenue. Deb said in her first year, she made $750. Total. But she also pointed out that was 20 years ago. She provided a sample price chart that showcases packages that can be built using the G3 system, and the "Power Pitch Resume with Proof-Points™" is twice that alone. If you've been looking for a way to increase your prices — and revenues — this system provides the key.

If you ARE thinking about becoming a G3! coach, the next program starts April 15, 2013. As I mentioned, it's a 10-week training class. Deb Dib will be your instructor, and sessions are held from 4 to 5:30 p.m. Eastern time via teleseminar/webinar every Monday. When you complete the program, you'll have two certifications: The Academies' Certified Get Clear, Get Found, Get Hired! Coach plus the 360Reach Certification offered through Reach Personal Branding.

The Academies is offering a special offer if you sign up by Friday, March 8. 

The first five people who register by midnight on Friday (and note: Several spots have already been taken!) can register at a $300 discount ($2197 instead of the usual $2497 price, and that can be paid in four installments of $572), plus you'll receive a free coaching session with Susan (a $500 value), and a free iPad Mini ($400 value).

If you're interested in this special offer, register using this link:

March 8 Special Offer for G3

New Get Clear, Get Found, Get Hired Coaches Announced

Congratulations to the newest "G3" coaches -- Certified Get Clear, Get Found, Get Hired Coaches from The Academies.

• Carol Altomare
• Marti Benjamin
• Jean Cummings
• Kate Duttro
• Julianne Frank
• Stacy Harshman
• Debra O'Reilly
• Mary Schumacher
• Cheryl Lynch Simpson
• Karen Siwak
• Caitlin Williams

The next G3 class begins Tuesday, Oct. 16. You can save $250 on the upcoming program if you register by tomorrow -- Friday, Oct. 5 -- using coupon code FALLG3.

The program is held via teleseminar (90 minutes per week) and is taught by Deb Dib.
Classes are held every Tuesday from 3 p.m. to 4:30 p.m. (Eastern time) from Oct. 16 to Dec. 18.

The program teaches coaches, branding strategists, and resume writers how to:

• expand your services to meet growing and changing client needs...and earn additional income
• tighten your clients' messaging ... without compromising quality
• deliver social media/mobile-friendly career-communications
• jump-start and shorten the all-important branding process
• get the attention of harried hiring managers (without resorting to gimmicks)

The cost is $2497 or four payments of $647.
(With discount, the cost is $2247.)

Register for the G3 training here.

Today's Reach Personal Branding Interview Series: William Arruda and Deb Dib!

Reach Personal Branding Interview Series Today's Guests: Deb Dib and William Arruda

REGISTER NOW for the call-in details
http://360rea.ch/HLufUn

======================================
Guest Deb Dib & William Arruda – April 19, 2012
======================================

The world is experiencing an increasingly
volatile marketplace forcing significant change
for both employees and employers. What could
possibly offer both executives and those they lead
the sense of stability, empowerment,
value-creation, and recognition in this
environment?

Personal Branding.

Most executives and employers, who are serious
about building their careers, have accepted this
truth but they may find themselves struggling with
how to live the power of their personal brand.
They need a relevant, actionable, fun and fast
career success guide that teaches them how to live
their brand.

Look no further…your troubles have been solved!

Ditch. Dare. Do! is the quick-start guide and
deep-dive instruction manual every executive and
employer needs to leverage the power of personal
branding. Deliberately bold and brief, Ditch.
Dare. Do! is a series of powerful stand-alone
two-page vignettes that create a comprehensive
roadmap for career success and fulfillment in the
new and exciting world of work.

Usually William Arruda, founder of Reach Personal
Branding, is the one asking all the tough
questions. But this interview will be a bit
different. The Reach Personal Branding Interview
taking place Thursday, April 19, 2012 at noon EST,
William will be the one answering the questions!
He and Deb Dib, co-authors of Ditch. Dare. Do!
will share with us some personal branding secrets
from their soon-to-be-released book: Ditch. Dare.
Do! Personal Branding GPS for 3-D Executive
Success.

In this interview, which will be recorded, you
will learn:

-How adopting a "Ditch. Dare. Do!" mindset drives
3-D executive success.
-Why continuous mind-shifting is so necessary for
career success today—and how 3-D branding can
help.
-Why "Ditches, Dares, and Dos!" are career
propulsion for all executives—from innovation
leaders to risk-averse traditionalists.
-Strategies even the busiest executives can use
to create and execute a 3-D brand plan as their
personal GPS for executive success.
-Why 3-D branding is good business for companies
and teams.
-How coaches can use these concepts to help their
clients increase success.

Deb Dib

Deb Dib, often called the career industry's
Resident Trend-spotter and Chief Innovation
Officer, is an unabashedly 'disruptive' and
passionate personal branding and career
communications expert.

A Reach Certified Personal Branding Strategists
since 2004, Deb pairs proven Reach methodology
with her innovative 'bold, brief, and branded'
career-comm to help colleagues and clients answer
today's mantra: 'So what? Make me care! Do it
fast!'

Deb is the co-author (with William Arruda) of
Ditch. Dare. Do! 3D Branding for Executives, the
first recipient of the Dick Bolles/Career
Management Alliance Parachute Award, and winner of
Career Directors International's Career Innovation
award (for co-authoring The Twitter Job Search
Guide). She is the co-creator (with Susan
Whitcomb) of The Academies' Get Clear. Get Found.
Get Hired! Coach program (The G3) and Why-Buy-ROI™
branding. She is the founder of C-Suite Career
Catalysts, a consortium of top career pros
focusing on C-level careers and issues.

Deb holds nine certifications and is featured in
30+ career books. Her advice has appeared in
articles in The Washington Post, The New York
Times, The Wall Street Journal, The Daily News,
Newsday, Forbes.com, Money.com, and
BusinessWeek.com among others.

William ArrudaDubbed the Personal Branding Guru by Entrepreneur
magazine, William Arruda is the founder and
President of Reach, the world’s leading personal
branding consultancy with representatives in 30
countries. He is credited with turning the concept
of personal branding into a global industry. One
of the most sought-after speakers on career
management and executive success, he has delivered
hundreds of keynotes to audiences of five to five
thousand throughout the Americas, Europe, Asia and
Africa.

His corporate clients include Adobe, BP, British
Telecom, IBM, L’Oreal, JPMorgan, Microsoft, Morgan
Stanley and Starwood Hotels. His private clients
include some of the world’s most influential
leaders. As a thought-leader, William is a
spokesperson on personal branding and social
media. He has appeared on BBC TV, the Discovery
Channel and Fox News Live and he has been featured
in countless publications, including Forbes,
Strategies (France), Time Magazine, Veja (Brazil),
the Wall Street Journal and the New York Times.
William is the author of the bestselling book,
Career Distinction, and the upcoming book, Ditch.
Dare. Do! He has lived in Boston, London and Paris
and now calls New York City home.

================================================
Topic: 3D Personal Branding: Your GPS for
Executive Success
Guest: Deb Dib & William Arruda
Date: Thursday, April 19, 2012
Time: 12:00 Noon – 1:00 pm Eastern (NYC Time)
Register for dial-in number:
http://360rea.ch/HLufUn

Trends in Resumes and Career Marketing Communications

Where is the resume field headed? Get some insights on "Trends in Resumes & Career Marketing Communications" from Career Thought Leaders Deb Dib and Louise Kursmark.

I've been a resume writer since 1996. Certainly, a lot of things have changed in the careers industry during that time -- and things will continue to change in the future. But the need to assist job seekers with clarifying their job search goals and strategies and developing messaging content to fulfill that role will continue to be needed, both now and well into the future.

But even with changes in technology, the job search is still fundamentally about people. Connecting with the people with the authority to hire you. (There's a resurgent interest in networking -- both with and without social media -- which is interesting, because it's always been about connecting with other people.)

Best of Today: 9/10/10

Jim Connolly – Jim’s Marketing Blog via Julie Walraven – “Two Ways to Grow Your Blog: Independent or Associated”

- I’ve never see this articulated anywhere else, although I’ve seen associated blogs before.

Great Roundup of Twitter-related job search resources, assembled by Deb Dib and maintained by Job-Hunt.org.

Kevin Donlin Article on “Three Guerrilla Job Search Tactics”

-Love tactic #2 – I’m going to use this with my clients

Thanks to Billie Sucher for a reminder about an “oldie but a goodie” – The Riley Guide job search resource: 

Quote of the Day:

@Dave_Carpenter: Don’t die with your book still in you.

Twitter Job Search Guide

I was lucky enough to be selected as a contributor to a new book that just came out last week, "The Twitter Job Search Guide," written by my esteemed colleagues, Susan Britton Whitcomb, Chandlee Bryan, and Deb Dib.

A few weeks ago, contributors were invited to be on a conference call with the authors, and although I haven't seen the book itself yet, I can't wait to read it! These women are amazing, and if you don't follow them yet on Twitter, you should!! You should also check out the website for the book. (I won't hold it against them that they spelled my name wrong in the contributor's section. *smile*)

@SusanWhitcomb
@Chandlee
@CEOCoach

Resume writers whose clients want to know about using Twitter for their job search should definitely check out -- and recommend -- this book!

What the "Sharks" Can Teach You About Business

My husband Jon and I have been enjoying watching the new television show, "Shark Tank." (It's on Sunday nights on ABC). The show offers some lessons for entrepreneurs who are looking for investors for their businesses. Now I realize that there are only a handful of resume writers who would need a large capital infusion to start-up (or expand) their business, as this industry is fairly light on cash requirements, but the show makes some interesting points nonetheless from the case studies of folks pitching their business ideas to the five investors, Barbara Corcoran, Daymond John, Kevin Harrington, Robert Herjavec, and Kevin O'Leary. (Many of these principles are also applicable to our job seeking clients.)

• Stand for something. Even the investors who don't have a fleshed-out working prototype can win over "The Sharks" with enthusiasm, a personality, and a "brand" concept. In fact, several of "The Sharks" have invested in unproven concepts because they liked the person pitching the products, and they believed in THEM. Resume writers need to have a "niche" or a "hook" so people can remember them. (Deb Dib, the CEO Coach; Cindy Kraft, the CFO Coach). We've also all known job seekers that talked their way into a job, even though they didn't have the qualifications the employer said they were seeking. Attitude goes a long way!
  

• Don't overvalue what you have to offer. Having unrealistic expectations for what their business is worth is a dream-killer for many of the folks pitching their products. Many pitchmen come in front of "The Sharks" with small revenue and profit realizations -- yet they want to value their companies in the tens of millions of dollars because of the "potential." Your worth is based on what you have to offer today -- not five years from now. I've worked with a number of young college graduates. Some of them are worth every dollar they are asking for in a first salary; most are not. You have to prove yourself before you'll get the big investment.
  

• Be willing to say, "I'm out." The catchphrase for the show is when each of "The Sharks" decides to invest ... or not. If they decide not to invest in the pitch, they say, "I'm out." Know when to walk away from things. For example, I've recently been talking with resume writers who are trying to work out strategic alliances with recruiting firms (the subject of a new Special Report I'm working on). Some of them are so thrilled to be approached -- and star-struck by the offerings of dozens of new clients per week that the recruiters think they'll be sending their way -- that they don't realize that the deal doesn't favor them. Remember, "It's not personal, it's business." Be willing to walk away.

It's a good show. You should watch it!