Creating Your Brand Image

By Dr. Howard Gauthier

The American Marketing Association defines a brand as the perception that people have of a particular product. And believe it or not, you are a product. You are the product you’re selling when you interview for a job. And you are the product you create as you make your way through your profession. So what perceptions do people have of you? What do they think of you as a person, and what do they think of you as a professional? Do you have outstanding skills and would you be an asset to an organization? The perceptions you create are developed through your image, skills, actions, and professionalism.

In the book The Brand Called You, Peter Montoya states that the most important element of a successful personal brand is a person’s specialization. In other words, what are you known for? Montoya suggests that a person should develop a specialization statement. This statement would state three things: (a) who you are, (b) what you do, and (c) for whom you do it.

So, what is your brand? What image do people have of you? What do you want your brand to be? In order to develop a strong brand, you need to identify what you want to be known for. In other words, what is your specialization? Some coaches want to be known as a great recruiter, and others want to be known as an expert in teaching their sport. Certain sports administrators are experts in marketing or fund raising, while others are experts in compliance. You will want to begin to identify your area of specialization by developing your Personal Branding Statement. This statement should identify (a) your personal values and beliefs, (b) your profession and area of specialization, and (c) the industry in which you want to be known for your expertise (i.e. intercollegiate sports, recreational sports, etc.).

In developing your Personal Branding Statement (and thus your area of expertise), you will want to identify and select a very narrow segment of the profession in which you will specialize. If your area is too broad, you will become a generalist and not a specialist. It is this act of specializing that helps to brand you as an expert within the profession. And as an expert you will be creating a strong brand image.

 

Howard Gauthier is an Associate Professor of Athletic Administration at Idaho State University. He is a former collegiate athletic director and collegiate basketball coach. He is also an author of 9 books. Check out his book, Getting Hired In College Sports – 2nd Edition at www.sportscareersinstitute.com or his new book Execute for Success at www.execute4success.com.


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Use the Worksheets in the Book to Prepare Yourself for Every Aspect of the Job Search Process

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Use the worksheets in the book to create your personal branding statement, to develop your resume, to write a cover letter that really sells you, to create your sales pitch, and more.  It’s a competitive industry and you need to be prepared!

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“I have recommended this book to many aspiring sports administrators. A must read for anyone whom has a goal of working in athletic administration”
-Bill Fusco
Director of Athletics
Sonoma State University


A Five-Part Strategy For Effective Communication During Your Interview

By Dr. Howard Gauthier

Getting a job in the world of sports takes preparation, networking, persistence, a little luck, and a lot of organization. To help you with your organization, I have created a five-part worksheet that is designed to help you in your organization for your job interview. Entitled the Interview Preparation Form, it is an organized “cheat sheet” that helps you with the organization of your communications so you can ace your interview.

The Interview Preparation Form is designed to provide you with a method of organizing your interviewing thoughts, answers, questions, and stories. It has you create an overview of the answers to the questions you’re most likely to be asked, it outlines your personal sales pitch, it provides bullet points to the stories you want to share when answering questions, it provides a list of questions you want to ask the search committee, and it provides an organized method for you to properly and effectively close the interview. The Interview Preparation Form consists of the following five sections:

Section One – The answers to questions you anticipate you’ll be asked during the interview.In this section you will list the questions that you believe might be asked in an interview and then provide your corresponding answers. You will want to practice answering these questions prior to having your interview.

Section Two – Your personal sales pitch. Your Personal Sales Pitch is the foundation for selling yourself during the interview. Your pitch should include three sections – a summary of your resume; your skills, abilities and traits; and your current situation. Depending on the question you are asked, you can use the pitch in its entirety or just one of the three sections.

Section Three – Five stories you can tell the search committee.   People like to hear stories. This section helps you prepare for sharing examples of your experiences through the use of stories.

Section Four – Questions you should ask. You need to be prepared to ask questions that will help you to understand the organization and their needs. This information will be used during the follow-up stage.

Section Five – Closing the interview. The closing is an organized method for concluding the interview. It allows you to leave the search committee with your strengths, and lets them know that you are interested in the position. It also provides you with information that you can use later in the process.

Once you have written your Interview Preparation Form, you will want to rehearse these answers and stories to memory so they flow easily during an interview. Some people will actually lay the preparation form in front of them and take notes on the cheat sheet during a group interview. In fact, when interviewing over the telephone, your cheat sheet should be organized in a manner that allows you to glance down and remind yourself of the answer to a particular question. It is best not to actually read from your interview preparation form, rather just refer to it as necessary so your answers come across fluid and confident in nature.

I hope this information is helpful to you. You can read more about the Interview Preparation Form and the entire job search process in my book Getting Hired in College Sports. Remember that it is critical that you are properly prepared for your job search, because ultimately, the job will go to the candidate who is prepared and who effectively executes the basics of the job interview process. In all you do, you will want to EXECUTE FOR SUCCESS!

Howard Gauthier is an Associate Professor of Athletic Administration at Idaho State University.  He is a former collegiate athletic director and collegiate basketball coach.  He is also an author of 9 books.  Check out his book, Getting Hired In College Sports – 2nd Edition at www.SportsCareersInstitute.com, or his new book, Execute for Success at www.execute4success.com.

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It’s Vitally Important That You Are Organized In Your Job Search

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Be prepared when the right job opens up.  Give yourself the book that provides you with the top job search skills and techniques.  It’s a competitive industry, so be prepared!

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“I have recommended this book to many aspiring sports administrators. A must read for anyone whom has a goal of working in athletic administration”
-Bill Fusco
Director of Athletics
Sonoma State University


Getting Hired In College Sports

Be Prepared For All 10 Steps of The Job Search Process

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   Give yourself or your students the support needed to be competitive in the sports       industry.

Regularly $23.95
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*Save even more on bulk orders for your entire class or group. Contact us at howard@SportsCareersInstitute.com for more information.

 

In Getting Hired In College Sports you will discover:

  • The types of jobs that exist in college sports
  • How to Identify the strengths you bring to an employer
  • The techniques for creating an outstanding resume
  • Writing a cover letter the really sells you
  • Who to use as a reference (and who not to use)
  • Creating a powerful sales pitch
  • The five types of interview questions and how to answer them
  • Interview strategies that work
  • How to properly follow-up after the interview in order to influence the decision of the hiring manager
  • Plus much more!

Testimonials:

“Howard has great experience as an Athletic Director and his book is an outstanding resource for people seeking jobs in college sports ”
-Dr. Milton Richards
Senior Director of Athletics and Recreation
Simon Fraser University

“This book is fantastic – it is very practical for people who want to get into (or advance) in the sports industry.”
-Greg McDermott
Head Men’s Basketball Coach
Creighton University

“I have recommended this book to many aspiring sports administrators. A must read for anyone whom has a goal of working in athletic administration”
-Bill Fusco
Director of Athletics
Sonoma State University

“Your book and your jobs blog are great! I used the book to prepare for a job that was listed on your blog and got it!! Now we are doing well and employed, thanks for all you do Dr. G.”
-Sara Jones
Aquatics Manager
University of Washington

 

About The Author:

Dr. Howard Gauthier is an Associate Professor in the Sport Science and Physical Education Department at Idaho State University. His academic training is in sport management, marketing, and finance. Dr. Gauthier coordinates the ISU Sports Science graduate program on the Meridian campus and teaches graduate courses in Management of Athletics, Philosophy of Athletics, Sports Marketing, Leadership and Administration, Sports Finance, and Athletics and the Law. His research interests include career development in sport, execution and success, and issues in men’s basketball.

Dr. Gauthier has over 25 years of experience in college athletics as both an athletic director and a men’s basketball coach. He was the head men’s basketball coach at both Eastern Oregon University and at Wartburg College, and an assistant coach at Southern Illinois University. His athletic administrative experience includes positions as an athletic director at the NCAA Division I level at Idaho State University, at the NCAA Division II level, and at, the NAIA level.

He also serves as the President of Sports Careers Institute, and has published in varioius professional journals. Most recently he has published the career development book
Getting Hired in College Sports.

 

The Real Purpose Of The Job Interview

By Dr. Howard Gauthier

Rich was preparing for an upcoming job interview when he stumbled upon an article that caught his eye. The article discussed the real purpose of the job interview. The article shared that very rarely does a person get offered a job during the interview itself and therefore the purpose of the interview is two-fold: (a) To sell yourself, and (b) To gather information.

Selling Yourself

We all know that the main purpose of an interview is to sell yourself to the members of the search committee. You do this by being prepared, scripting out and practicing the answers to potential interview questions, having a quality sales pitch, dressing appropriately, knowing your strengths and skills, being up-beat and positive in your communication, being yourself, and successfully closing the interview. You will want to sell the members of the organization that you are the expert who can solve their problems, and you will want to build positive relationships with each committee member.

Gathering Information

Since the job offer rarely comes during the interview itself, a second purpose of the interview is to gather information about the organization. You will use this information during the follow-up stage of the job search process in an attempt to influence the hiring decision in your favor. In other words, during the interview you will both sell yourself to members of the search committee, and you will gather information that can be used later in the process.

As you interview and gather information, you will want to ask probing questions. You should take the approach as seeing yourself as a consultant where you are analyzing the organization and their situation. You will want to gather facts, understand what the committee members are looking for in a candidate, understand what concerns they have regarding your candidacy, and understand the strengths and weaknesses of the organization.

With the information you’ve uncovered from the interview, you will now want to send follow-up note cards or letters to everyone you met during your interview. This correspondence is used to thank the people for their time and is also used to sell yourself to them. Let them know that you want the job, what skills and abilities you bring to the position, and be very strategic as you really convince them that you’re the right person for the position. Each letter or note should be individually tailored to each person you met. This is where your information gathering really pays dividends.

In the end, Rich took good notes during the interview session and he knew what concerns each person had about him as a candidate, what each person believed were the problems within the department, and what each search committee member viewed as the qualities needed to be the right fit for the position. Rich used this information to convince them that he was the best person for the position, and he got the job.

The information in this article came from the book Getting Hired in College Sports. It is the most complete and comprehensive job search book in all of sports. To get a copy of this book, go to our website at www.SportsCareersInstitute.com. Best of luck in your job search!

 

Howard Gauthier is an Associate Professor of Athletic Administration at Idaho State University. He is a former collegiate athletic director and collegiate basketball coach. He is also an author of 9 books. Check out his book, Getting Hired In College Sports – 2nd Edition at www.SportsCareersInstitute.com, or his new book, Execute for Success at www.howardgauthier.com.