Executive Branding

Today's executives are well-aware of  the importance of branding. However many can't quite identify how best to define their brands. And once identified, most executives have never had to establish their visibility to gain brand recognition from those who determine futures.

Worthington Career Services' Janice & Jeremy Worthington have developed highly effective programs and processes to identify executive assets and develop critical marketing tools and strategies to establish visibility in all communication mediums.

----- Is Branding New?
Not at All! From "Have it Your Way at Burger King" to "Nationwide is on Your Side," the corporate community knows only too well the parallel between brand identity and profits. Their product brands are carefully sculpted to appeal to targeted buyers. Millions are spent to assure a place in the memory banks of consumers.

----- Why Do I Need a Brand?
Because employers have many executives from whom to choose, defining your identity and establishing visibility is critical to winning a well-compensated job offer. Today's job market is saturated with tremendous talent. Branding distinguishes a candidate and creates a total impression of value worthy of employer investment.

----- How Do You  Create My Brand?
Your presentations and strategies will be determined by your past career track and future goals. Your well-coordinated search campaign will reinforce the brand message that will best achieve the results you desire. Online identity management using social media and other tools are established and your personal presentation tools are created.

Employers will only respond to candidates who are aware of their offerings and can communicate a case to joining a corporate team. If decision makers can't see what you really bring you will not be seen as worthy of their investment.

Every instance, beginning from your executive presentation to completing your online identity and personal image, Worthington Career Services becomes your personal ad agency to assure your features, benefits and potential are realized. Determined by complexity of branding campaign -  fees range from $500 - $3500

  As a senior executive with my previous company for 10 years I had assumed that I through my personal networking contacts and my ability to ‘write’ a resume that I could find another position in a short time. I discovered that through the years the ‘art’ of job searching, resume writing and formatting and interviewing had changed dramatically. After disappointing months of no real leads or serious opportunities I made the decision to seek out the help of a professional that specializes in the job search market. I was so fortunate to find Janice and her team. While I thought I had a pretty good resume, the resume she developed was an order of magnitude greater in defining my accomplishments and strengths. I have had so many positive comments and praises over the readability and professional presentation of my background that honestly have lost track of the number. I would wholeheartedly recommend her services and counsel to anyone who is truly serious about finding a new or better position.”

... George, Chief Information Officer
Anchor Hocking
Job Search/Interview Monthly Seminar
Sunday, May 20, 2012

Ohio Society of CPAs Webinar
Friday, June 01, 2012

Job Search/Interview Monthly Seminar
Sunday, June 24, 2012

Ohio Society of CPAs Webinar
Friday, July 13, 2012
Your Blue Book Value – Get Real
Last week Suzy got a job offer. For about 5 years she’d held a job she disliked. The stories she told me validated her misery. The management was unfair, she hated having to sell anything, the product was boring and she was lonely in her home office. Ok I bought it.

With her new résumé she got interviews and then ultimately a good job offer. She spoke very highly of the company, the opportunity and the job functions … she was to become an International Customer Service Representative rather than a Sales Representative, her current state of persecution. She was excited. But when the offer came there was one big problem. It was less than she expected…not less than she was worth and no less than she was making … but less that she expected. Suzy was disappointed. Oh she accepted the offer all right. Why did she expect more? Ummmm because. .. It was amazing how quickly she forgot how miserable she was with her current employer. It was all about unreasonable expectations for no substantive reason.

Marc however did turn down his job offer. His current job was in jeopardy because his company had been acquired by a bigger player so he began his search. He liked the new company that wanted to hire him; he was excited about the job (a step up) but because …his offer didn’t cover his wife’s temporary income loss of $40,000 during relocation, he sent a “thanks but no thanks letter.” He may never receive a better opportunity. She could have gotten another job once they relocated.

It’s captivating how candidates will forget both how much they hated their last jobs or their current employment insecurities and what great opportunities they now have due to one factor…… Money… When greed and ego set in logic is abandoned.

Remember, you have a Blue Book value and will be compensated accordingly. Of course compensation can be negotiated but based on justification and not on egotistical expectations or the need for YOUR household income. Beware of human nature!
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