Entrepreneurs Creatives•marketing

The job search and your personal brand

October 20, 2021 by Diane Metcalf, M.S.I.T. No Comments

Perception is everything

When there’s a job to be filled, hiring managers must typically weed through piles of applications. They skim resumes and CVs to determine who’s worthy of a closer look. Your resume has mere seconds to make the kind of impression that inspires that particular manager to want to toss it into the “keep” pile. So, what makes the difference? You’ve heard it time and time again but I’ll say it once more: your personal brand makes the difference.

Now before you click off of this article, there are a few points that I want to make on exactly HOW to use your personal brand to make that impression.

First off, let me say that I’ve been in the position of sifting through resumes and interviewing potential candidates. They all had similar degrees and work experience, which simply leveled the playing field. Apart from noticing a bunch of clones applying for one job, I needed to focus on what stood out about each one of them. What made one applicant appear different and more interesting than the others?

The “It” Factor

What made a real difference in how I perceived an applicant was if (and how) their personality showed through and how they used that to set themselves apart from the other equally qualified applicants. The way you’re perceived in any media becomes your personal brand.

I absolutely understand that all of us want to be seen and heard, and we all want to be respected and treated like the human beings we are. I hear ya. We’re not simply “candidates” but people. Individuals. And having said that, I’ll also say that screening heaps of resumes that pretty much all say the same thing is mind-numbing. It feels like a bright, warm ray of sunshine breaking through the clouds, while the hallelujah choir simultaneously bursts into song when that one special resumé explodes into sight.

So what makes that difference? A couple of things, actually. Telling a story is one of them. HOW the story is told is the other. Together, these two things, whether you’re aware of it or not, whether you like it or not, become your personal brand.

You have a personal brand regardless of whether or not you’ve put any thought into it. Doesn’t it make sense to intentionally cultivate a personal brand and then use it strategically?

Qualified or Not

Historically, hiring committees prefer the kind of applicant who is a straightforward match. That applicant has gone to the right kind of schools and they have the right kind of degrees and they have applicable work experience aligning with the desired job.

But not all qualified applicants have traveled that route. There is another kind of potential candidate who’s traveled a more circuitous route, like me. Sure, we have the degrees and the experience necessary, but along the way, we may also have held jobs that don’t quite relate or add relevant experience (or qualify us) for the job at hand. In that case, we need to tell the story of our personal growth. Why? Because you see the obvious connections between those former positions and the one you’re seeking, but Human Resources may not. So explain it to them. Guide them through your educational process and those previous job positions to demonstrate how each of them relates to the job you’re currently seeking. What did you learn with each of those jobs? And what does each lesson have to do with the job you’re applying for? Do you see how this makes your resume not only more interesting and engaging, but it also points out to the reader that you’re bringing more value to the table than they originally thought? Those seemingly “unrelated” positions that you’ve held actually bring something important to the company and to the position itself that the other applicants simply lack. Suddenly, an ill-perceived, minimally-qualified job-hopper is now seen as a qualified, multi-skilled, pertinently experienced candidate. They also happen to be perceived as “different” and interesting, because they talk about how they got to where they are now.

The Edge

I say it a lot and I’ll say it again: perception is everything. Regina Hartley, human resources executive at UPS, says “A series of odd jobs may indicate inconsistency, lack of focus, unpredictability. Or it may signal a committed struggle against obstacles”. Overcoming obstacles is also known as “Post-Traumatic Growth.”

When we realize that we are not who we are in spite of adversity, but because of it, that story becomes a heckuva lot more interesting and important to tell, wouldn’t you agree?

Our professional stories are a means to an end. Hiring managers and search committees will piece together a personal brand about you anyway, so give yourself the gift of time to hone and share yours.

You Might Consider-

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A Resumé, Portfolio or CV page is perfect for job-seekers and professionals alike. An online resumé or portfolio allows you to visually express your personality in ways that are not always possible on paper. Use photos, videos and/or animations… upload publications… include personal works of art, drawings or music. Show who you are and what you can do. Your personal brand makes the difference. Be seen. Be heard. Be known.

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See what else is included in our packages!

Questions?

[email protected]

Reading time: 4 min

HTML

Why you need a website

July 12, 2021 by Diane Metcalf, M.S.I.T. No Comments

Social media platforms like Facebook, Snap-chat and Instagram are great! They’re fun to use and they keep us sharing and connected. They all provide a way for us professionals to present and share our work. So, is it really necessary to have more presence than that? Yes. All serious professionals need their own web presence.

Social Media by itself

Right now, you might be relying on just social media to showcase your talent, work, experience and ability. By using social media, you can definitely grow an audience and relationships within it. Your followers can learn more about you and what you do, and connect with you. These platforms are a great way to do this. There is a downside to using only social media to promote yourself, and that would be the “algorithms” that they use. Algorithms are basically a set of mathematical calculations that determine how your content gets displayed. They are changed and updated frequently, and that affects the way users see your content. Sometimes “paid” content has priority over un-paid posts. Entrepreneurs’ solopreneurs and creatives sometimes pay for sponsored posts or social media advertising, just to stay visible and relevant. This is one reason why professionals need their own web presence.

Why Social Media isn’t enough

If social media is the primary way you nurture an audience, there are a few things you need to know. Social media platforms, like Facebook, use a time based news feed, so photos that you post will be seen lower in your feed, as you post newer content. To be able to see older posts and content, your followers have to scroll for them or visually search for specific content or photos, and possibly search your albums. As you can imagine, this is frustrating, and they may never find that week-old post they were looking for. Not good. You don’t need to stop using social media altogether, because it’s still important for connecting. It’s just not the best way for promoting your work, skills, abilities or brand.

Owning your own space

When you buy your own piece of internet “real estate”, you now have your own dedicated space to present your work, share your story, and provide a place for interacting and connecting. You’re the one who gets to decide how to use that space. You’re no longer relying on a platform that you can’t control, and your current and new audience members will be able to find your new space if you continue to engage on social media and let them know your new address. Another reason why professionals need to focus on getting their own web presence! Owning your own domain name (“something.com”) is an important part of establishing your web presence. It helps build online credibility and a personal and professional reputation. If people can find you on the Web, they’ll be able to do business with you. Your domain name and a web platform are the first steps towards a stable, credible web presence. A well designed and professional looking platform translates into credibility for you. It provides a sense that you’re serious about what you do and that you’re serious enough to invest time and money into the thing that you’re passionate about. It doesn’t have to be expensive at all. There are many options. I’ll continue to write about them, and for now, here’s a handy downloadable, free guide.

To have your own dedicated web presence, you need three things:

1. your own your domain name (“xyz.com”) 2. a reliable hosting provider 3. content to share. When you have your own web presence, on your own platform, you can decide how to present your work and give yourself priceless opportunities, like being able to reach the larger global community, provide value, help others, and establish a following….all without buying social media ads or paying to “promote” posts. A harsh reality of owning your own web space is that people won’t find it overnight. It can take a long time to establish an optimal search engine ranking. One particular reason for this is that Google ranks websites and domains higher the longer they’ve been around. Your web space and brand will grow over time, and your traffic will increase organically. So, learning some basic SEO, or hiring some help, and creating a stable web presence on your own platform sooner rather than later, are always good ideas.

GREAT REASONS TO OWN YOUR WEB PRESENCE:

Your work

A website is a place of business. It’s where you communicate with people, grow a fan base, and sell or promote products and services. Your own web space, in the form of a dynamic, visually engaging, content-rich website, has the power to create a web presence that: • represents YOU: your personality, work, voice, brand, and values. • gives you the power to connect and influence. • puts you out there as an expert and an authority in your area of expertise. • sets you apart from the hundreds of others who solely use social media. Making yourself available to the world like this can lead to unbelievable personal and professional growth. A noteworthy point to make here is that your web space will be accessible by all kinds of devices; phones, tablets and laptops, just to name a few. You site will truly be available to anyone, anywhere, who has a device that can assess the Web.

Content Marketing

Creatives create because we enjoy it. “Creating” is part of who we are. Wouldn’t it be nice if someone appreciated our creations enough to pay us money for them? It happens all the time, with content marketing. Content marketing is a type of marketing that focuses on creating, publishing and distributing subject matter to a specific audience. When people go online to research products or services that you provide, you need to have your own web presence on your own web space, if you want them to find you and learn about what you do and provide. Having your own web platform also means that you can find out what your audience is looking for, and then publish content that’s relevant for them. When you publish content that your audience wants, and make it available on your site, they will come. You can use social media to spread the word. Content marketing draws visitors to your web space and gives them an opportunity to find out who you are and what you do. It’s a type of “inbound” marketing, and it’s the opposite of “pushing” ads out to people. Inbound marketing is very cost effective: online marketing researcher, Hubspot, found that inbound marketing-leads cost 61% less than outbound leads do.

Using Analytics

Using analytics tools (like Google Analytics) allows you to learn about your visitors and how they interact with your site. Google Analytics is free, and easy to set-up. Some things you’ll learn about your visitors are: • whether they accessed your site by mobile, laptop, or tablet • the pages they visit on your site • where they are geographically located when they come to your site • how long they look at your content • whether they’re a first time or repeat visitor • If they’ve read more than one page on the site • whether they’ve made a purchase (if you provide that ability) All of this information is useful when you’re planning a marketing strategy.

Sales

A web platform can be the place where you sell your work or products, and the great thing is that sales can happen 24/7. You can test and experiment with products and pricing, and by introducing new products or services to see how they’re received.

Your voice

When you own your web space, you’re no longer limited by geographic location. Your place of business is anywhere in the world people can find your web presence. Owning your web presence allows you to share your values, thoughts and ideas with the world. Blogging gives you a forum to create thoughtful and valuable content and a way to share your story and journey. These give you a voice, and the capacity to influence.

Your reach

There are nearly 4 billion Google searches every day. At any time, a potential new customer or fan could discover you! Owning your web platform means that your content is always available, all over the world, and allows people from anywhere and everywhere to find you and discover what you’re about.

Your credibility

Having your own web platform helps to build your credibility and reputation as a professional. People expect to be able to find a dedicated web-space for any well-known Creator: artist, author, designer, photographer, producer, musician etc. If someone looks for you on the web and can’t find you, it could send the wrong message. When your followers can find you online, it tells them you are serious about what you do. Your credibility and reputation grow as your web space gets more visitors. Visitors may get to your site directly from other sites that share your audience and choose to link back to your web space. This is called “back-linking”, and it’s a valuable practice. It’s like getting massive approval or a meaningful positive reference from these other places that have a common connection to your audience. You can grow your credibility by engaging on social media and with relevant “event” websites, bloggers, galleries and any others who share your audience. Share links to your content. Chime in. Provide value. They may love it that you provide value to their audience and want to link back to your website. Questions? Contact me: [email protected] or My Contact Page Other articles you might like: -6 Tips to Make Your Blog Post SEO Friendly -Using images: Tips to improve your SEO rankings -Why you should have a customer thank-you page

About the author

diane-author-300x181 Why you need a website

I developed Image and Aspect because I believe that professionals need to have an impactful web presence. One that showcases their unique talents, skills, and abilities as well as their values and style. A presence that focuses on social engagement and connection. I’m passionate about what I do; I like helping fellow humans, I like having all kinds of social connection with others, and I want to give back, to make the world a better place. I do much of the designing and coding myself, and I also have a wonderful network of professionals that may contribute as well; photographers, copywriters, branding experts. I love designing and coding beautiful, elegant and responsive web creations. I ALSO teach and help others who want to learn how to do it themselves. ‘Tips and Snips’ is my blog, and it’s full of information and inspiration to help transform any online persona from “meh” to AMAZING! Sign-up HERE to get blog posts right to your in-box every Friday! I write about Design, Marketing, Search Engine Optimization, Branding, Vlogging, Color Theory, HTML5, CSS3, Bootstrap, WordPress, Social Media…anything you’d want to know to get yourself noticed online. Visit Image and Aspect to learn more about your web presence options Diane M. Metcalf, M.S.

Reading time: 9 min

Design•Entrepreneurs Creatives•marketing

How to use pngs, svgs, gifs, jpgs, pdfs and mp4s

June 29, 2021 by Diane Metcalf, M.S.I.T. No Comments

Let’s learn about six common image file formats and the different content-types that they each support, such as images, video, and text. I briefly describe each of these files, list the pros and cons of each, and where the particular file format is best utilized.

Pretty soon you’ll understand the differences between these six common image file formats and you’ll know which one to use for all of your digital needs.

6 common image formats: how to use them

JPEG, JPG (Joint Photographic Experts Graphics)

JPG’s are the most common of the six common iamge file formats out there. Digital cameras use the JPG file format, and internet images are displayed using this format as well. This file format is based on “Lossy Compression”, meaning that it keeps only the visible information and discards any information that our eyes can’t actually see. JPG’s popularity comes from its ability to load fast on any platform while maintaining good quality, and because it can be viewed on any type of device. The downside is that any time a JPG image is saved, (basically re-compressing it each time), it loses quality and becomes grainy or pixelated.

PRO’s: lightweight and view-able on almost any device without special programs or viewers.
CONS: loses quality when saved repeatedly.
Best for: web design, social platforms, and portfolios.

PNG (Portable Network Graphics)

A PNG is a high-quality image file format, based on “lossless compression”. PNG has the ability to retain the original sharpness and color of the saved image, and it supports transparent backgrounds, which is great for displaying logos or when using an image on a patterned or colored background. They’re a larger file format and use more storage space then JPG’s, so they take more time to load.

PROS: high-quality, support transparent backgrounds.
CONS: heavyweight, longer loading time, takes up more storage.
Best For: logos, websites photos, profile pics, posts, covers.

GIF (Graphics Interchange Format)

GIF, for many of us, means animation. GIF’s are made of pixels, just like JPEG’s and PNG format types, but GIF’s are based on the “LZW (Lempel-Ziv-Welch) compression”, which is also a type of lossless compression. GIF is best for images that contain fewer colors, like diagrams, and shapes. GIF’s also support transparent backgrounds.

PROS: basic animation, transparency.
CONS: poor gradient color display. Not good for multi-color images.
Best For: short animations on social media.

PDF (Portable Document Format)

PDF’s are used for online documents. The PDF format was created by Adobe so that files could be opened and displayed without losing their original formatting or design. Photos, images, videos, audio files, interactive elements like forms or buttons, as well as text, can all be included inside a PDF file. PDF’s can be created in Adobe products like Acrobat, Photoshop, Illustrator, and Indesign, as well as with Google Docs, Microsoft Word and many others. To view PDF’s, you need to have a reader program (special software) installed.

PROS: keeps formatting and design of the original document.
CONS: need PDF Reader to view.
Best For: online forms, documents and printing them.

SVG (Scalable Vector Graphics)

SVG is a format for saving and displaying “vectors”, which are digital illustrations made with geometric shapes and created with “vector illustration software”. SVG’s look very clean and professional and can be displayed on all web browsers. They’re a good format for printing because they maintain their high quality when resized. It’s a good idea to save logos and other visual business resources as an SVG file as well as other formats like PNG and JPEG.

PROS: doesn’t lose quality when resized.
CONS: SVG’s aren’t supported by social media.
Best For: web design, illustrated business resources like logos, icons, diagrams.

MP4 (Moving Picture Experts Group)

Of the six common image file formats, MP4 files are video files that may also contain audio data and/or text subtitles. MP4’s are lightweight and can be uploaded quickly to websites or social media networks. They can be played on media players or streamed over the Internet, without the need to use a special application or program.

PROS: lightweight, plays on all common media players, streams online.
CONS: none.
Best For: websites and social media.