Yesterday, Chiara Ojeda and I submitted our presentation proposal for the Conference on College Composition and Communication which will be held in March 2015 in Tampa. Learn more about the conference here. Learn more about the National Council of Teachers of English here.
Our proposal combined all of the work we’ve been doing for our Professional Communication and Presentation class in the past few years with the hopes of sharing these best practices with other teachers in our field. Check out our proposed session below.
Redefining Paradigms of Professionalism:
Personal Branding, Online Identities, and the New World of Work
Traditional college courses in professional communication focus on teaching students best practices for creating documents such as emails, memos, and reports as well as resumes and cover letters. However, many of these materials relate to an outdated model of work. In our new world of work defined by innovative and conceptual thinking, we must focus on teaching students skills they can utilize to thrive in an evolving, fast-paced, demanding professional environment. Developing a professional identity and using communication and presentation tools to communicate that online identity with others is essential. While branding has historically been linked to a business product or service, thought-leaders Nancy Duarte, Seth Godin, and Pamela Slim among others emphasize the importance of a personal brand that clearly defines how one’s experiences communicate his or her professional mission. Students must develop a coherent body of work showing who they are as professionals, targeting a specific audience, linking all of their past experiences together, and providing supporting examples.
In “From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding,” Ifan D. H. Shepherd explains that despite its popularity in business, entertainment, and politics, personal branding has not yet made its way into college curriculum or class textbooks largely because little academic research has been conducted in this area. Personal branding recently made an appearance in the Journal of Internet Commerce. Chih-Ping Chen’s qualitative study “Exploring Personal Branding on YouTube” links social media and personal branding. Chen’s results indicated the growing importance of individual brands due to the increased permanency and variety of digital and social media environments.
Creating a recognizable and sharable personal brand revolving around a comprehensive body of work requires sacrifice and risk. Professionals must share their triumphs, failures, and areas of weakness/growth with the world–this level of vulnerability is intimidating. As budding professionals, students must also relinquish their old views of work, particularly the view that work is a stable, linear process. Teachers too face risk when implementing these practices. Educators must let go of traditional modes of teaching professional communication in order to find solutions that better prepare students for the new world of work. However, the reward is great: increased job, professional, and networking opportunities for students; strengthened learning outcomes, course structures, and learning-centered assessment for educators.
In this session, specific topics will include the process for creating a body of work (what to share, how to share it); self-analysis and critical thinking (identifying a target audience, creating a brand mantra, developing a through-line story to tie experiences together, defining your competitive advantage, and determining what evidence supports the overall body of work); as well as the presentation of the body of work (through the visual resume and articulating that vision in person or online via social media).
Chen, Chih-Ping. “Exploring Personal Branding on YouTube.” Journal of Internet Commerce. 12.4 (2013): 332-347. Print.
Duarte, Nancy. Resonate: Present Visual Stories that Transform Audiences. Hoboken, N.J.: Wiley, 2010. Print.
Godin, Seth. Linchpin: Are You Indispensable?. New York: Portfolio, 2010. Print.
Shepherd, Ifan D. H. “From Cattle to Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding.” Journal of Marketing Management. 21.5/6 (2005): 589-606.
Slim, Pamela. Body of Work: Finding the Thread that Ties Your Story Together. New York, N.Y.: Portfolio, 2013. Print.
Slim, Pamela. Escape from Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur. New York, N.Y.: Portfolio, 2009. Print.
What do you think? Would you attend a conference presentation based on our proposal? If we are accepted, what should we be sure to? What would you like to learn by attending a session like this?