The Job Workshop
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Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
23 students enrolled

The Job Workshop

This course will help you create a personal brand in the job market and will triple your chances to get a job.
4.0 (1 rating)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
23 students enrolled
Created by Snehal Bhatt
Published 9/2018
English
English [Auto]
Current price: $14.99 Original price: $24.99 Discount: 40% off
2 days left at this price!
30-Day Money-Back Guarantee
This course includes
  • 2 hours on-demand video
  • 8 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Participants will be able to create their own strong personal brand in the job market which will triple their chances of getting a job, and a job of their choice.
Requirements
  • Participants should be able to read, write and comprehend text in English language.
Description

It is good to aspire to get a job as soon as you complete your education. However, the grim reality is that there are thousands of applicants and only a few jobs. It is critical to stand apart from the other job applicants in this ever-crowded job market. Unless you possess the uniqueness to push away the queue in front of you, your aspiration to achieve your dream career will always remain a dream.  So how do you differentiate yourself in the market? How do you create a brand of yourself? This 3-hour course helps under-graduates and fresh graduates to create a brand of themselves in the job market. The powerful course is a blend of videos, simplified content, activities and resources. The key outcome of the program is to increase your chances of getting a good job. A byte size learning helps you to take this course at your own pace and convenience. 

Who this course is for:
  • Participants seeking jobs should either have cleared general/technical graduation or should be in their last year of education.
Course content
Expand all 67 lectures 02:10:57
+ Course introduction
4 lectures 05:43

Welcome to the first step in developing your personal job brand!

This course is packed with videos, powerful content and activities which will help you apply these concepts to build your brand and get to your goal of either getting a job of preference or getting promoted.

There are four modules in the course. The first module is about understanding the need for creating a personal job brand – which will help you create differentiation in the job market. The second module will help us define the brand and the branding process. Followed by the module which enable us to create a brand of ourselves in the job market. And the last module is about developing the art of story-telling. 

There are three key skills which this course will help us develop. First is about branding ourselves in the job market. Second is about developing the art of creating and the technique narrating stories. In effect, these two skills will culminate into adding grace and flair in your presentations in a job or a promotion discussion scenario.

This course has the potential to transform you into a powerful and sought-after professional in the job market.

Preview 00:32
+ Need for creating a personal job brand
4 lectures 05:47

The first module of this program will help us understand the need of creating a personal job brand. This module has three sub-topics. We begin the module with getting to know about the key data of the Indian job market. Followed by the introduction of the concept of job branding. The module ends with an activity which helps us to practice the concepts learnt in this module.

Let us begin the module with familiarizing ourselves with the different components of the job market. Key data points have been summarized in the notes to follow.

Preview 00:56

Graduate enrollments: In the year 2016 approximately 2.5 crore students enrolled for the listed programs. If we consider a conservative number of only 50% of students passing out, though in reality the number is much higher, then there are about 1.25 crore fresh graduates joining the list of job applicants annually.

Graduate colleges:The total number of graduates passing out each year could be much higher if we take into account not just the popular graduate programs, but all the graduate programs. In 2016, the total number of colleges churning out graduates was 35,539.

Job creating: While there are plenty of new and existing applicants for jobs….the number of jobs getting created a far and few. As you can see these are numbers reported by the Labour ministry and they are nowhere close to the demand in the market. On an average there are about 6 lakh jobs created in the organized sectors annually. Close to one third of Engineering graduates and overall close to a crore graduates are left jobless every year.

Growing demand for jobs: The number of young people in India is growing and according to the last census report there are more than 14 crore people in the age group of 18-23 years. So the demand for jobs in India is growing at a phenomenal rate. The supply is several times over the demand for jobs in India.

Indian job market scenario
02:36

This video will help us understand the concept and components of a job brand. It is an introduction to job branding.

Preview 01:44

Key learnings from this video:

1. As we saw, creating a brand in the market is called as job branding. Given the competition, it is an essential step towards getting a job of preference.

2. Identifying ones skills and communicating them effectively are the key steps of creating a formidable brand in the job market. Through this course we will learn about the different aspects and steps of building our job brand.

Preview 00:31

This is a quick quiz  of only 5 questions to check our retention of some key points about the need and introduction of job branding.

Is job brand linked to job market scenario?
5 questions
+ Brand and the branding process
13 lectures 24:43

This is the second module of the course. In this module we will learn about the basics of brand building for a product as well as for a personal job-brand. It begins with learning about the concept of a brand, definition of a brand and the different steps in the branding process. The module then covers the understanding of the differences and the correlation between features and benefits of a product as well as of a job brand. Finally, we will discuss about the values that a brand is recognized for, both for product brands as well as for job brands.

Introduction - Module 2: Brand and the Branding process
00:48

This video will help us understand the transformation of products to brands.

Products to Brands
00:24
Products to Brands video
04:01

So the takeaways from the video are that brands help organizations to create differentiation in an otherwise flooded market. People remember names of brands and not products, as companies begin advertising them.

Earlier there were many products popularly called by the name of their product category. Putting names to products increases sales over other producers in the market.

Similarly, is the need for branding in job market. In this ever-increasing flow of people who are seeking jobs and promotions, there is a strong need to stand-out from the crowd. This process of creating differentiation in the job market is called as personal job branding and it is critical to have a strong self or my-brand for getting a job of your choice or to get a promotion.

Key learnings from the Products to Brands video
01:00

This video defines the Brand and the Branding process.

Brand and the branding process
00:09
Branding process video
02:23

We learnt about the definition of a brand. A brand is an identity created in the minds of the customers by organizations.

The branding process has several stages and it begins with identification of features, correlating the features with respective benefits. These benefits, if delivered in a sustained manner, are then recognized as values for the brand.

Similarly, in the brand-building process in the job market, the job applicant has to know the skills, which are acquired through education followed by correlating these skills to specific jobs which the organizations are seeking to be performed. This performance, if done well, is recognized by the organization. And the professional, gradually makes a mark in the industry to be recognized as a sought-after brand in the market.

Key learnings from the Branding process video
01:02

This video will help us understand the correlation and differences between features and benefits of a product brand and a job brand.

Features and Benefits of a brand
00:49
Features and Benefits video
04:18

Correlate features with benefits: So as we just saw, the physical characteristics such as size, shape, colour and price are the functional values of the product. Similarly, the articulation of the features related to its utility help the product connect with its customers. Sometimes these features are technical and the buyers maynot be able to see the advantages while making a purchase. Expressing the benefits clearly will help the customers to make a decision in favour of the respective product.

Features and benefits of a job brand: The same approach applies for the job market as well. The job market has thousands of applicants. The job seekers ability to highlight their features and benefits will help the Employer to connect the candidate with the value that it can add to his or her organization. This will significantly increase the chances of getting hired or promoted. 

Key learnings from the Features and Benefits video
01:05

How are brands valued in the markets? This video will answer this question and more.

Brand values
00:51
Brand values video
06:12

Brands are valued for a variety of reasons. There are different attributes which culminate as values over sustained delivery of the respective use. Trust, reliability and value-for-money are some of the values associated with successful brands.

Branding is about creating a “position” in the customer’s minds. The ultimate goal of a brand is to achieve “top-of-mind” position and enable the buying decision in its favour. There are two popular approaches for establishing long term values for a brand - First, is focusing on either one or more functional value, such as, maybe price. It could be offering the lowest price in its product category. Second approach is to highlight emotional values of a product. Similarly job brands are also recognized by either their functional values or emotional values or both. Functional values are the skills which the applicants have acquired and emotional values are the gains which Employers get out of the job roles performed by the applicants. Consistent delivery by these job roles culminate into increasing one or more of the three key value levers – revenue, quality or timeliness. Increase in these values makes the job role important for the organization and is identified as a high performer

Key learnings from Brand values video
01:41
+ Building your job brand
23 lectures 30:40

After learning about the brand, the branding process and the way a brand is valued, let us now learn the steps to create our own brand in the job market. This can be done in 4 steps. First step is to understand how the branding process works in the job market. Step 2 is to know the features of our offering in the job market. Skills of the features of a job brand. Step 3 is to learn about correlating these features to the benefits. As discussed skills are the features of a job brand and the job-roles that those skills perform, become the benefits of a job brand. And the last step, Step no. 4, is to know how we can leverage the social media to shape our personality and how is the world of sourcing-talent being dominated by ones’, online presence. 

Introduction - Module 3: Building job brand
01:00

This video will help us understand the branding process in the job market.

Features of a job brand: Skills
00:36
Skill video
05:48

The video highlights the key steps that can be taken to develop ones’ brand in the job market. 

The first step in creating the personal job brand is to identify and highlight the skills developed through education. The important question is - what is it in you, that you think is excellent? What are you good at and will be values in the job market? Have you identified? 

The second step is to co-relate the skills with the respective job-roles. For e.g. an Engineering graduate with coding skills can do a job of a DevOps Architect. Similarly, a Commerce graduate with SEO certification can perform the job of a Digital Marketer.

Third step is to identify the performance factors for respective roles. Consistent performance in a specific role, when delivered over several years will label the person as a high-performer and will gain recognition in the respective industry as an outstanding professional.

The normal skills that we possess can become extraordinary when we apply it to the right job roles with the right amount of dedication.

There are different models of skilling - let us explore the way we could skills ourselves through the Government as well as the through private Industry routes.

Key learnings from the Skill video
01:25

Let us now explore the Skills-approach of the Government for enabling employment. The Pradhan Mantri Kaushal Vikas Yojana has skill-areas identified as Sector Skill Councils. Each SSC has job-roles within its domain. For e.g. Agriculture has 11 job-roles - such as Animal Health Worker, Aquaculture Worker, Green House Grower, etc.. 

The process mandates taking the tests for certification for these roles. Candidates who clear the certification become eligible for jobs.

Please refer to the attached spread-sheet. This sheet has all the SSCs and job roles under the Pradhan Mantri Kaushal Vikas Yojana. Please visit the below sites for accessing the latest list of SSCs and job roles along with all the other important details of applying for jobs.

PMKVY website: http://www.pmkvyofficial.org/Index.aspx

Skill India video: https://youtu.be/q7CDtfoJdoo

Skill building approach 1 - PMKVY SSC
00:39

There are 34 Sector skill councils or skill-areas defined under the scheme. In all there are 221 roles to choose from, for seeking employment.

Skill building approach 2 - PMKVY Job roles
00:15

Having seen the government approach on employment, now let us explore the way industry develops capabilities. Typically, the skills are classified into 4 different groups:

1. Foundational and Professional skills,

2. Functional skills,

3. Industry skills and

4. Technology skills.

Organizations recruit for these skills for ensuring superior delivery of its services to its clients. These skills become a part of their talent architecture and are also the basis for training employees for enhanced on-the-job performance. Some of the skills listed here are in high demand compared to the rest.

Skill building approach 3 - Industry skill development
00:56

There are plenty of options for participants who are either studying or have completed their studies in the areas of Commerce, Science, Arts, Pharma, Design, etc. areas. As you can see there are several emerging areas to choose from. A few areas that are already in demand in the market are - Analytics, Digital Marketing, Cyber-security and Software development. Some of the corresponding job roles for these areas are Data Scientist, Growth Hacker, Ethical Hacker, User Interface Designer and Software Developer.   

Similarly, there are a variety of options to choose, for Participants who are either studying or have completed their studies in Engineering. The areas in demand are Cryptocurrency, Cloud, DevOps, Artificial Intelligence and Cyber security. And some of the corresponding job roles are Blockchain Developer, Amazon Web Services or AWS Solution Architect, DevOps Architect or DevOps Engineer, Machine Learning Engineer, Ethical Hacker, etc.. Needless to mention that there could be other job roles in the market over and above the ones mentioned here. This however, is a good list of skills and respective job roles to choose from, since these are going to dominate the job market for the next few years.

Only graduation is not going to fetch a meaningful growth oriented job. It is important that one identifies and develops one or more skills currently in demand in the market. Some of them are listed here. However, there could be other skills in demand as well. The important point is do you have there skills? Since these skills are wanted by Employers in the market. There are skills which non-technical graduates can acquire and master as well as there are skills for the technical graduates as well. Identification of the skills to suit your caliber is the first key step in developing your brand in the job market.     

Skill building approach 4 - Skills in demand in the market
01:56

Now let us move to the next step – which is defining the benefits for the employers. This step is about knowing the job roles and the respective performance areas. These performance areas augment the organizational and functional goals. Benefits for Employers are the job roles which the applicants can perform and perform well. Consistent good performance on these job roles over a period of time is termed as high-performance. These performances then culminate into values that get associated with the personal brand. Let us examine a few job roles as examples to understand and apply this approach.


Benefits of a job brand: Job roles and performance
01:02

Let us begin by learning about the role of the Growth Hacker, also called as the Digital Marketer. This role as you can see needs to increase the number of users or subscribers on the portal of the organization. Secondly, it needs to increase sales through using other online channels such as WhatsApp, Tweeter, Instagram, Facebook, etc.. Then, the Growth Hacker, through online research, needs to keep track of competition. There could be new features added to the product, a cheaper version could be launched, a more convenient delivery option could be identified or maybe just a different packing. The person has to keep track of the changes and share the intel with the Leadership to ensure that the quality of the product is at par with the other products in the market, if not better.

Getting the name of the organization to be listed in the top 5 names in Google search is called as Search Engine optimization. This is also one of the key delivery areas of the role. Then there are several other aspects of the role including reporting the performance of the organizations portal in terms of the subscriptions, trends, etc.

Preview 01:27

The performance areas should be able to impact the three key value-drivers that we discussed in the earlier module. Those performance criteria become the basis of differentiation of individuals to stand out, should one want to establish as a high performer. First one is related to the revenues of the organization. It could also be related to reduction of cost. The second value lever is related to factors impacting the quality of the product or service of the organization. And the third lever is to do with the timeliness factor…..it could be faster delivery of the product, faster response of after sales-service, faster rate of production, etc.. These value levers are factors which either directly or indirectly drive growth as well as other business objectives of the organization. These levers could be linked to enterprise level performance as well.

So for the role of a Growth Hacker, the measure of success for the performance areas impacting revenue are to increase the number of subscribers, for e.g., increasing members on its own portal or increasing members on the company’s page on other social media platforms. Higher the paid subscribers, higher is the revenue. Now let us define the second value-lever, which is related to quality. As we discussed earlier, the person needs to keep the product updated with the inputs either from the online feedback of the performance of the product or from information acquired from the competitors through smart online research. Similarly, on timeliness, the measure of success could be acquiring new subscribers at a faster rate. These measures of success, when delivered consistently become key values associated with high performance. And the person in the role creates a brand of himself or herself which Employers either want to retain by offering a promotion or is offered jobs by competitors.

Preview 01:43

Let us learn about the role of the DevOps Engineer. A DevOps Engineer is expected to understand and work on the entire development life-cycle of the information technology system of an organization.

The role needs to integrate the different Business and Operating units of the computer system, for e.g. tool building, Cloud, administering the different tools, testing the tools and the components of the system, etc.. The role may also need to automate and streamline Information technology operations and processes. Depending upon the need of the organization, the role may also need to spend more time on development of specific tools, troubleshoot and resolve issues that arise out of the testing process and the person may also be required to be proficient in Amazon Web Services.

Job role 2 - DevOps Engineer / Architect
01:02

The revenue goal for this role is to ensure that they come up the learning curve in a short period of time and manage the entire development process end-to-end on their own with minimum assistance from the Supervisors. Supervisors are expensive resources. So time taken off for Coaching the new-hires will keep the Supervisor away from his own work and that will lead to wasting crucial leadership time. Next is the quality relate value lever……Now during the lifecycle of the development of a software project their maybe changes suggested by the clients’ midway. These changes need to be adapted quickly and enhance the overall output of the project. The Engineers should be able to manage this change process efficiently. On the timeliness metric, the end to end process of development to deployment should be completed ontime. Delay in deployment of these projects could come with a penalty in the contracts.

Performance factors - DevOps Engineer / Architect
01:22

Internet security breach is a serious threat to all the gadgets connected to the worldwide web. Hence the need for the role of the Ethical Hacker is critical. The role needs to protect the organization from online attempts to steal information assets. It needs to identify possible vulnerabilities in the computer system for Black hat-Hackers to enter and either steal or destroy critical data. The role also has to create a preventive strategy for future attacks from viruses, Hackers, etc.. In effect, ensuring that the organization functions smoothly without any stoppages due to online attacks.

Job role 3 - Ethical Hacker
00:53

Ethical Hackers play an important role in enabling the overall Information Security policy of the organization. They are involved primarily in vulnerability checks of the existing information systems. Now key information assets such as pricing policy, financial performance statement, etc.. have to be safe-guarded from being stolen by other Hackers. Loss of such assets could lead to a significant loss in revenues. Similarly information assets related to organizational knowledge about the product, production process and the core of the services should be secured from online attacks. Sometimes external Hackers take control of the information system and ensure that the organizational personnel are not able to work. Avoiding such situations which leads to unforeseen and unplanned stoppages of production is the timeliness metric for this role.

Performance factors - Ethical Hacker
01:07

Analytics is playing a critical role in providing insights to information which is enabling Businesses like never before. Data Scientists are key-enablers of the analytics' needs of an organization. They analyze data for insights which could lead to smart business decisions. For e.g. in which geographical areas of the market does the organization get highest number of sales-related inquiries, geographical distribution of our current customers, on which day do our customers top-up our subscription fee, which promotion scheme gets most sales, what are the key reasons for most customers to cancel our subscription, etc.. The Data Scientist needs to identify the right sources and amount of data for driving certain business goals. The role also needs to ensure that the data collected is accurate. Current Business environment needs organizations to use analytics to enable overall business intelligence.

Job role 4 - Data Scientist
01:09

After collecting data about the buyers over a period of time, Data scientists can help the organizations identify the different areas or segments which generated most sales in the past. This will help the organizations to focus on those areas and increase sales. This could well be the revenue generating performance area for this role. Some organizations collect feedback after the usage of their products or services from their past and present customers. This data can well indicate the parts of the product or service that they liked or disliked the most. This will help Businesses to concentrate on “whats-working” and in turn lead to enhancing the quality of their products and services. Data sets related to the production cycle could be used to understand the opportunities of producing in a shorter period of time and delivering the products and services faster to the customers. This could be the timeline related performance factor for this role.

Performance factors - Data Scientist
01:20

Machine Learning is usually associated with artificial intelligence (AI) that provides computers with the ability to do certain tasks, such as - recognition, diagnosis, planning, robot control, prediction, etc.., without being explicitly programmed. In the recent times, machine learning has given us self-driving cars, practical speech recognition, effective web search, and a vastly improved understanding of the human genome. It focuses on the development of algorithms that can teach themselves to grow and change when exposed to new data, for better results. So the role enables computers to do complicated tasks using different technologies and skills at the same time. It also needs the Engineer to research and develop algorithms by applying a variety of machine learning techniques.

Job role 5: Machine Learning Engineer
01:07

The role of the Machine Learning Engineer is to design, experiment, implement and evaluate innovative models for predictive learning and algorithms, per business needs. These models and algorithms need to meet specific business needs which should culminate into higher revenues. For e.g. creating algorithm for a self-driven car. This algorithm ultimately should be able to help the car to be driven on its own. The quality goal for Machine Engineers, needs them to work closely with the Engineering Team to design, test and enable these algorithms. Implementing efficient software development practices in a way that the project meets the deployment target dates could be the timeline related performance goal for this role.


Performance factors: Machine learning Engineer
01:08

UI in UI Designer stands for User interface and UX in UX Designer stands for User experience. Websites are being developed not just for Businesses but for individuals as well. Almost every single identity needs a website. Every single business identity needs a logo, every single product needs an eBrochure. eLearning companies need Storyline, Captivate and Lectora designers in a big way. There are millions of Apps being developed as we speak. Every single App needs a UI Designer. inc42.com (to be pronounced as INC) in their report dated 1st June 2017 had estimated only India's Online education market to touch $1.96 Billion by 2021 from $247 Million in 2016. The global Gaming industry steadily growing at more than 10% per annum was expected to earn more than $100 billion in 2017 alone. So this role in a fast growing industry, needs to create pleasant and powerful aesthetical experiences for the users of the websites, eLearning courses and online games.

Job role 6: UI/UX Designer
01:28

Due to the phenomenal rise in eCommerce the span of online attention has reduced dramatically. People move websites within a few moments, if they do not get what they want in a short period of time. This has increased the importance and demand of Designers of virtual assets for superior online experience. Saving time for online visitors is important and hence designing a website in a way that visitors can get to the information within just a few clicks could be a revenue goal for this role. For more interested visitors, an interactive and an immersive experience enhances the possibility of seeking good feedback from them to improve the product, service as well as the website experience. This could be the quality performance factor for this role. And the speed of online assets such as website, eLearning courses, etc.. could be the timeliness related performance factor for UI and UX Designers.

Performance factors - UI/UX Designer
01:18

More and more organizations are using artificial intelligence for recruitment. Recruitment companies are now relying on cutting-edge technology to get the best talent around the world. These Recruitment service-providers are identifying resumes for all types of skills by searching job portals, Blogging sites, Linkedin, Instagram, Tweeter, etc.. So it is important to create profiles on these sites. Secondly, mere presence on these sites is not enough. There are ways and means of creating ones’ online presence felt. Feel free to search on the internet to create a buzz about your online presence. Number of followers on ones’ profile is a mark of popularity and influence one has in the respective field. Higher the followers, higher is the recognition in the Industry and stronger in the job brand.

Key steps to enhance your job brand online –

1.Create profiles on various sites, feel free to take professional help to draft the pages – it does not cost a lot. Subscribe to groups related to your field of expertize and interest.

2.Regular posts are important for high visibility. So post atleast once a week on Linkedin, Instagram, Facebook, etc..

3.Original content will get respect over a period of time. Forwards will not help you in the long run. Research your skill-area and pick the latest and greatest.

4.Keep the posts extremely short. Preferably, these should be links with one line description. So if people are interested in the topic, you are highlighting, then they will click on the link for details.

5.If your nugget of knowledge is worthy, then direct the posts through specific people and hashtags. For example, if you have identified a way to increase sales through data-mining then direct is to the Analytics Leads of different companies.

6.Imp point is new-age learners learn through watching and not reading. Videos are in….worded documents are out.

Digital Personality, building online presence
00:59

Instructions:

1. Worksheet for the Participants to define the features - skills, benefits - job roles and brand values - key value levers (R, Q and T) for themselves.

a] Education, b] Skills, c] Job-roles, d] Values, e] Linkedin profile, Blog ideas, etc.

2. The first role has been illustrated as an example.

3. Please refer to the resources for the worksheet to fill-in.

Activity: Building your job brand
01:00
+ Story telling
23 lectures 01:04:04

In a job interview, typically the Employer wants to know, of the value that the Applicant would get to the organization, should the person be hired. There could be many approaches of handling interviews successfully. The important point to think about, is that Employers want an effective interview interaction. Story-telling is a critical skill to use for gaining the attention of listeners.

In this module we will learn to construct our story in 4 stages -

Stage 1 is about understanding the science of story-telling

Stage 2 is to correlate brand values with a story

Stage 3 is about learning the technique of story-telling by knowing the elements of a story and

Stage 4 will help us learn about the qualities of a good story-teller.


Preview 01:06

This video will help us understand the reasons for our love for stories.

Science of story telling
01:17

Video: Science of story telling

Science of story telling video
22:53

The video explains the science of story-telling. People like stories since they make us feel good. This goodness has certain triggers.

The brain triggers happy emotions with the release of three specific hormones. Dopamine, Oxytocin and Endorphin. The narrators of the story need to have situations which increase the levels of these hormones in the audience.

Dopamine hormone makes us more focused, motivated and increases our memory. The story needs to inspire the audience by creating suspense. The climax of the story should be nail-biting.

Oxytocin hormone makes us feel generous, trusting and increases the need to bond with others. This can be achieved by creating empathy in the audience. The story should have elements of the emotion of “goodness”.

Endorphin hormone makes us feel nice due to laughter. This hormone can be generated through comedy in the story. Funny stories tickle the funny bone to make people laugh to splits.

Key learnings from the Science of story telling video
01:24

Now let us learn to identify parts of the functional aspects, emotional aspects and the value levers of a brand to create a story. Let us look at the different aspects of a brand and how have they used those different elements smartly to create their stories.

As we begin, one aspect to bear in mind is that the span of attention is getting shorter by the day. Earlier people just had a few channels to watch on Satellite TV. But now people keep flicking channels on their remote after waiting just for a few seconds. In fact, they might even just stop watching TV channels and prefer to switch to online streaming services.

Most interviewers also typically decide whether they will hire or not just in the first few minutes of the interaction. In view of this, let us learn the way ads make a great impact on us within just a few minutes, in fact in some cases, in just a few seconds. Ad films are great examples of story-telling in a short period of time. Let us examine and practice identifying the functional values, emotional values and value levers of a brand through the following ads.

Using brand values to create a story
01:16

Instructions:

1. There are fields in the Worksheet for the brand name, product, features, benefits, functional values,

emotional values and value levers.

2. These need to be filled for each Ad to be played ahead.

3. There are five Ads in this activity. 

4. Please refer to the Resources section of the respective Ad for the Worksheet to be filled-in.

5. Sample Worksheet to be filled has been attached in the Resources section of this slide as well.

Activity: Identifying functional and emotional aspects from Brand Ads (5 Ads)
00:32
Ad 1 (is an example) Video
01:00

As you saw Trivago is a company which offers low room rates to people searching for hotel accommodation online. The key functional aspect highlighted in the ad is that they search more than 200 hundred websites to get the lowest rates. The approach for the brand story is functional and the key value lever highlighted is related to price.

Ad 1 Solution
00:28
Ad 2 (is an example) video
04:45

This is an ad for Hyundai’s Accent brand of cars. The highlighted feature is that the car lasts for plenty of years. The co-related benefit is that people relate to cars closely when cars last that long. The approach for the story is emotional and they have leveraged the relationship of a father and a son. It leads to the car being positioned as a reliable car and the highlighted value levers are price as well as quality.

Ad 2 Solution
00:32

Ad 3: This ads needs to be worked out by Participants. Please use the Worksheet attached in the Resources section to fill.

Ad 3 Video
01:15

Ad 4: This ads needs to be worked out by Participants. Please use the Worksheet attached in the Resources section to fill.

Ad 4 Video
05:20

Ad 5: This ads needs to be worked out by Participants. Please use the Worksheet attached in the Resources section to fill.

Ad 5 Video
04:00

Organizations use functional and emotional routes to create effective stories for their brands. Some brands focus on their low prices and affordability. Some focus on their unique sizes and colours. These are examples of highlighting functional values for creating effective stories for brands. Similarly, some brands prefer taking the emotional route. The example of the service vans reaching well in time for the singing reality show is a strong case in point. The other example is of the airline choosing to highlight the mothers love for her son. 

Personal job brands also need to pick values from their background….school and college education or any other event of their past to create their stories. For e.g. one could identify his love for arithmetic for his prowess on Machine Learning. Another example could be ones love for arts in school to take up and flourish in the web designing area. Every person has an interesting story in their background which could well be the reason for their interest and aptitude for the respective, specific skill.

The solution of all the Ads in the Ads activity has been attached in the Resources section. Please refer.

Ad Activity solution and Key learnings
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Let us now learn to construct the story step by step. One element at a time. Firstly, most stories begin with a context. This is about a reference of the past. For e.g. the most famous beginning line of stories is "Once upon a time....". It could be an instance or an event of the past. This reference or context becomes the start point of the story. Generally, the follow-up to this is a statement about what the story is all about. This could be a statement which outlines the story in just one sentence. It should be a "bait" for people to listen to the story till the end. After which, we could define the main characters of the story. These are those elements which are going to have an impact on the final outcome. After introducing the characters, we could describe the individual as well as interwoven parts of the characters. This forms the body of the story. The body of the story is the buildup for the climax. Stories which end with either a takeaway or a desired action, will have a stronger impact and recall.

Elements of a story
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Meghan Markle's UN address video is coming up....

Elements of a story - Example video
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Meghan Markle's Video - example to understand elements to build a good story.

Meghan Markle's Video
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Please refer to the Resources section for the notes on the elements of Meghan Markle's story.


Meghan Markle's story elements
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The three things needed to be a good story teller are -

1. Believe in your story

2. Pick the story and write it down and

3. Practice, practice and practice narration

Every person is a story-teller and knowingly or unknowingly we keep narrating stories in our everyday lives. So we are all using the story-telling skill in one form or the other. The point now is to hone that skill to be EFFECTIVE story-tellers, especially in a job interview or a promotion interview scenario.

Story narration
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Activity: Story of your brand

Instructions:

1. Refer to the brand values that were created in the activity of the last module.

2. Fill-in the rest of the fields in the Worksheet to structure the story.

3. A reference of a past event which may have triggered the interest and aptitude

for the identified skill could be a good starting point.

4. The following story has been constructed as an example.

5. Please refer to the Resources section for the Activities Worksheet to fill in.

Activity: Story of your brand
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Step 1: Try to remember/recollect any instance in the past which helped you identify or connect to this skill or the chosen education or both. This could be any event in your childhood or college or maybe even a little later.

Step 2: Now that we have the background. Let us use the background as a base for the beginning of the story.

Step 3: After identifying the beginning...describe the whole story in one or two lines. As discussed earlier, this one or two lines gives a gist of the story and is the motivation for the Interviewer to listen to the story till the end.

Step 4: Next step is to build the environment. Ad films that we saw earlier had the advantage of creating the environment through images and videos. We need to create the environment through engaging words, phrases and statements.

Example: Building a job branding story - Part A
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Step 5: is to introduce the characters.

Step 6: to build the body of the story.

Step 7: The main story leads us to the climax and the key takeaway or the action to be followed up after the story.

Now use this example as a basis for you to fill-up the Worksheet to create your own individual story.

Example: Building a job branding story - Part B
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Learning continues....
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