MMK280 Assignment 1: Employability –
Developing Your Experience Portfolio & Building your Personal Brand
MMK280 Brand Management
Trimester 3, 2021
Developing Your Experience Portfolio &
Building Your Personal Brand Workbook
Name:
ID:
Course:
Major(s):
Campus:
Seminar:
Prior to submission, remove all questions and instructions leaving only the major headings. Failure to do so will inflate your Turnitin similarity index.
Table of Contents
1. Personal Values, Qualities and Skills 2
Activity 1: Identify your personal values, qualities and skills 2
Activity 2: Identify and give evidence for your top five values, qualities and skills 6
Activity 3: Craft your personal brand statement 6
2. Personal Branding and the Customer-Based Brand Equity (CBBE) Pyramid (Resonance Model) 6
Activity 4: Populate your own Brand Equity Pyramid 7
3. Aligning your Experience Portfolio with Industry Standards 9
Activity 5: Analyse skills requirements from two job advertisements 9
4. Personal Brand and Experience Strategy Development 13
Activity 6: Develop your experience portfolio 13
Activity 7: Reflect on the development of your personal brand and experience portfolio 13
Appendix 1: Job Advertisements Screenshot 14
1. Personal Values, Qualities and Skills
“Personal brand is all about taking ownership of your own career. It starts with creating a statement that captures what you wish to be known for by those you work with” (EY, 2017). Your personal statement is built on your core personal values, qualities and skills which collectively represent the “unique essence” of who you are and what you able to contribute.
Activity 1: Identify your personal values, qualities and skills
Read through the words in the table below and select ALL the words that resonate with you – that is, that reflect your personal qualities, values and skills. Make your selection by clicking on the corresponding box. Feel free to add other words. It is important to identify all your values, qualities and skills as this will assist in completing the later activities.
Note: there are a lot of words in the table below – three pages worth! Read through them all (they’re listed alphabetically down the page) before you start identifying all that apply to you. For some words you might ask, ‘am I [word]’? For other words, you might ask, do I show [word]’? There are other words on the list, and you might ask, ‘do I value [word]’? So, there are a number of types of words and initially some may not make sense, but if you put them into questions as suggested, you’ll begin to make sense of this list and how some may apply to you more than others.
Table 1: Personal Values, Qualities and Skills
☐
Action-oriented
☐
Compassion
☐
Engagement
☐
Guidance
☐
Maturity
☐
Prosperity
☐
Sensitivity
☐
Variety
☐
Accomplished
☐
Competence
☐
Enjoyment
☐
Happiness
☐
Maximising
☐
Punctuality
☐
Sharing
☐
Versatile
☐
Accountability
☐
Competitive
☐
Enthusiasm
☐
Hardworking
Meaning
☐
Pursue
☐
Significance
☐
Victory
☐
Accuracy
☐
Completion
Entrepreneurial
☐
Health
☐
Merit
☐
Quality
☐
Simplicity
☐
Vision
☐
Achievement
☐
Composure
☐
Equality
☐
Helpful
☐
Meticulous
☐
Quality of work
☐
Sincerity
☐
Warm
☐
Adaptability
☐
Comprehensive
☐
Equitable
☐
History
☐
Mindfulness
☐
Quirky
☐
Skill
☐
Wealth
☐
Advancement
☐
Confident
☐
Ethical
☐
Honesty
☐
Modesty
☐
Rational
☐
Smart
☐
Welcoming
☐
Adventure
☐
Conformity
☐
Expectations
☐
Hopeful
☐
Motivation
☐
Realistic
☐
Speed
☐
Winning
☐
Affection
☐
Considerate
☐
Excellence
☐
Humility
☐
Mystery
☐
Reason
☐
Spirituality
☐
Wisdom
☐
Affluence
☐
Consistency
☐
Excitement
☐
Humour
☐
Nerve
☐
Recognition
☐
Spontaneity
☐
Work ethic
☐
Agility
☐
Continuous improvement
☐
Experience
☐
Imaginative
☐
Networker
☐
Refined
☐
Stability
☐
Work life Balance
☐
Altruism
☐
Control
☐
Expertise
☐
Impact
☐
Open-minded
☐
Reflection
☐
Standardisation
☐
Success
☐
Ambition
☐
Conviction
☐
Explore
☐
Impartial
☐
Optimistic
☐
Relationships
☐
Status
☐
Support
☐
Approachable
☐
Cooperation
☐
Expressive
☐
Improvement
☐
Organised
☐
Relaxed
☐
Strength
☐
Sympathy
☐
Assertive
☐
Courage
☐
Extrovert
☐
Independence
☐
Originality
☐
Reliable
☐
Structure
☐
Synergy
☐
Attention to Detail
☐
Creativity
☐
Fairness
☐
Indispensable
☐
Passion
☐
Resilient
☐
Tolerance
☐
Traditional
☐
Authority
☐
Credible
☐
Faith
☐
Individuality
☐
Patience
☐
Resolute
☐
Training
☐
Tranquillity
☐
Autonomy
☐
Critical Thinker
☐
Family
☐
Influence
☐
Peace
☐
Resolve
☐
Sustainability
☐
Trustworthy
☐
Balanced
☐
Curiosity
☐
Famous
☐
Innovative
☐
People person
☐
Resourcefulness
☐
Transparency
☐
Understanding
☐
Beauty
☐
Decisive
☐
Fast-paced
☐
Inquisitive
☐
Perception
☐
Respect
☐
Unique
☐
Unity
☐
Being the Best
☐
Dependability
☐
Flair
☐
Insightful
☐
Perfection
☐
Respect for others
☐
Talent
☐
Universal
☐
Belonging
☐
Dedication
☐
Flexibility
☐
Inspiration
☐
Performance
☐
Respect for the individual
☐
Team player
☐
Value
☐
Calmness
☐
Democratic
☐
Fluency
☐
Integrity
☐
Perseverance
☐
Responsibility
☐
Tech-savvy
☐
Value creation
☐
Capable
☐
Dependability
☐
Focus
☐
Intelligence
☐
Persistence
☐
Results
☐
Thorough
☐
Sense of humour
☐
Careful
☐
Determination
☐
Foresight
☐
Introvert
☐
Personal development
☐
Results-oriented
☐
Thoughtful
☐
Progress
☐
Caring
☐
Differentiation
☐
Formal
☐
Intuitive
☐
Personal growth
☐
Reverence
☐
Timeliness
☐
Mastery
☐
Certainty
☐
Diligence
☐
Fortitude
☐
Joy
☐
Persuasive
☐
Rigour
☐
Timely
☐
Growth
☐
Challenge
☐
Directness
☐
Forward-Thinking
☐
Justice
☐
Philanthropy
☐
Risk
☐
Empowerment
☐
Community
☐
Change
☐
Discipline
☐
Freedom
☐
Kindness
☐
Positive
☐
Risk-taker
☐
Sacrifice
☐
Safety
☐
Character
☐
Discovery
☐
Fresh ideas
☐
Knowledge
☐
Potential
☐
Satisfaction
☐
Security
☐
Self-aware
☐
Charity
☐
Diversity
☐
Friendly
☐
Leadership
☐
Powerful
☐
Self-motivated
☐
Self-responsibility
☐
Self-directed
☐
Cheerful
☐
Dominance
☐
Fun
☐
Learning
☐
Practical
☐
Selfless
☐
Self-reliance
☐
Problem solver
☐
Clarity
☐
Drive
☐
Generosity
☐
Level-headed
☐
Pragmatic
☐
Professional
☐
Loyal
☐
Group-oriented
☐
Clear-minded
☐
Dynamic
☐
Genius
☐
Liberty
☐
Precise
☐
Empathy
☐
Communicator
☐
Love
☐
Clever
☐
Eagerness
☐
Giving
☐
Lively
☐
Prepared
☐
Grace
☐
Efficiency
Common-sense
☐
Collaborative
☐
Education
☐
Global citizen
☐
Logic
☐
Pride
☐
Proactive
☐
Longevity
Goodwill
☐
Commitment
☐
Effective
☐
Others:
☐
☐
☐
☐
If you are unable to tick the boxes, highlight the key words.
Activity 2: Identify and give evidence for your top five values, qualities and skills
From the words you selected in Table 1, identify the top five (5) and then rank them. Indicate, in the table below, evidence of these qualities, skills and values from your education, work/internship experience, voluntary/community work, or extra-curricular activities.
Table 2: Rank your Top 5 Personal Values, Qualities and Skills
Rank
Quality/Skill/Value
Evidence of this skill
1
2
3
4
5
Activity 3: Craft your personal brand statement
Using the above information, write a Personal Brand Statement in 25-30 words. This can be challenging – it is a short, single sentence or two, so make sure you have the right information to catch the attention of a potential employer. The goal is to include your most distinctive qualities, so the reader is intrigued and seeks more knowledge about you. Your statement can evolve over time prior to submission. Write your personal brand statement below.
2. Personal Branding and the Customer-Based Brand Equity (CBBE) Pyramid (Resonance Model)
The concept underlying the Brand Equity Framework is one of building strong brands. To build a strong personal brand, you must shape how others (e.g., potential employers) think and feel about you. You need to build and convey the right type of experiences around your brand which ultimately leads to positive thoughts, feelings, beliefs, perceptions, and opinions about you.
Activity 4: Populate your own Brand Equity Pyramid
Your task is to apply the Customer-based Brand Equity (CBBE) model building blocks to assist in building your personal brand. You may refer to Figure 3.2 in your textbook and relevant section in the textbook chapter 3 to fill these building blocks.
Fill in the CBBE model (Figure 1) using key words which represent you as a brand. You can change the design if you wish (e.g., use boxes instead of the pyramid).
a) The building block of Brand Salience should be populated with your personal brand statement, or the top 5 skills, values or qualities identified in Table 2.
b) Make sure that words included in other building blocks of the pyramid relate to the concept of each building block. Go back to the words ticked in Table 1 and select the appropriate words for each building block. You may refer to Figure 3.2 in your textbook and relevant section in the textbook chapter 3 to fill these building blocks. Include at least 4-5 words in each building block.
Figure 1: Personal Brand CBBE Framework [Click on the [text] to add words]
[text]
[text]
[text]
[text]
[text]
[text]
RESONANCE
FEELINGS
JUDGEMENTS
PERFORMANCE
IMAGERY
SALIENCE
[text]
[text]
[text]
[text]
[text]
[text]
RESONANCE
FEELINGS
JUDGEMENTS
PERFORMANCE
IMAGERY
SALIENCE
c) Provide a narrative (discussion) of the following building blocks of the CBBE framework to explain how you have developed or will develop your personal brand based on the words you included in Table 1 For example, in Brand Response, discuss the desired feelings and judgements that you want to generate from your prospective employers. In Brand Resonance, discuss the activities that you will engage in to develop your relationship with your existing or prospective employers.
(Note: Not all building blocks are required to be discussed. See below)
Brand Identity
Brand Salience
Not required because evidence of these skills was provided in Table 2.
Brand Meaning
Performance
Imagery
Brand Response
Judgement
Feelings
Brand Resonance
3. Aligning your Experience Portfolio with Industry Standards
Activity 5: Analyse skills requirements from two job advertisements
The purpose of this activity is to assess the different competencies required in job descriptions whilst reflecting on your current experience portfolio. You can source your own advertisements using search links provided on Cloud Deakin in the Resource tab.
You are to analyse two (2) job advertisements from different industries and different roles. These advertisements can be full-time, graduate positions, work integrated learning (WIL) internships and/or volunteering. Include a screen shot of each advertisement in the appendices.
You are to complete this analysis in Table 3. There is an example in Table 3 – delete the example once you’ve read through it, and then complete the table based on the job ads you found or create a new table and delete the example before submission.
If you are currently working full time or have extensive industry experience, choose two (2) positions you aspire to gain in the future (next 5 years).
If you are an international student, please ignore the Nationality requirements on the advertisements as we are more interested in building your experience portfolio.
Table 3: Desired Attributes in Graduate Employability
Core Skill Competency
(broad category)
Specific requirements
Include the specific skill
Skills required
NB. Some jobs will have similar skills sets. You must include all skills sets required by the respective organisation
Self-assessment of skills fulfilment
Communication
Written communication
Company name; job title and the specific details of the skill – must be word for word from the job advertisement
Telstra – Marketing Co-ordinator
Great writing; The ability to prepare a range of professional written documents
Excellent writing, editing and proofing skills
NAB – Marketing assistant: The successful applicant must have exceptional writing skills
This will form part of what’s assessed in criterion 1: reflection and self-awareness.
Identify at least 3-4 core skills and all associated specific skills by referring to the Deloitte Report and the McArthur et al. (2017) article provided in assessment resources.
Assess whether you currently have this skill?
You may refer to an earlier section of this assessment where you have provided evidence of this skill
Include additional evidence for this skill not discussed earlier.
Identify this skill as a gap.
Verbal skills
Telstra – Marketing Co-ordinator: Strong verbal communicator; Ability to speak succinctly and professionally; Effective communicator amongst all levels of the organisation
NAB – Marketing assistant: The applicant must be an effective communicator at all levels of the organisation
Source: Adapted from McArthur, E,. Kubacki, K, Pang, B, and Alcaraz, C 2017, ‘The Employers’ View of “Work-Ready” Graduates: A Study of Advertisements for Marketing Jobs in Australia’. Journal of Marketing Education. 39, 2, pp. 1-12.
The Deloitte Access Economics Report (2017) discusses the core competencies required for jobs in the 21st Century, with an emphasis on soft skills.
In addition, the McArthur, Kubacki, Pang and Alcaraz (2017) article entitled, ‘The Employers’ View of “Work-Ready” Graduates: A Study of Advertisements for Marketing Jobs in Australia’ is very useful (especially Table 1 content).
Copies of these articles are available on Cloud Deakin in the resource area for Assignment 1.
Figure 2: 21st Century Skills
4. Personal Brand and Experience Strategy Development
Activity 6: Develop your experience portfolio
This task provides you with the opportunity to identify the gaps between where you are now, and where you want to be in the future in order to secure your ‘dream’ job.
More importantly, what strategies have you implemented or are you planning to implement to help you bridge that gap and increase the effectiveness of your experience portfolio?
Table 4: Developing Your Experience Portfolio
Include ALL the gaps you have identified from your job analysis in Table 3
What specific steps or strategies will you undertake to improve your experience portfolio? You must provide multiple strategies
Add more rows as required. You can change the format of the table to one that suits you better.
Activity 7: Reflect on the development of your personal brand and experience portfolio
What have you learnt in undertaking this assessment task? That is, what have you learnt about:
Yourself?
The skills companies are looking for in employees?
Your level of skill development?
Your capacity to accurately demonstrate and evidence your qualities/skills/values?
Personal branding?
Appendix 1: Job Advertisements Screenshot
Copy and paste screenshots for both advertisements you analysed here
Page 3 of 21 Updated November , 2021
The post MMK280 Assignment 1: Employability – Developing Your Experience Portfolio & Building your appeared first on PapersSpot.
