Black Meetings and Tourism

Jan/Feb 2013

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•pg_43-49__BMT_pg3-58 2/27/13 3:33 PM Page 43 OPEN FORM BY LENOIR STALLINGS, CMP BRAND "YOU" here was a time when most people could expect to acquire positions, contracts or sales leads within a relatively short timeframe, or short search period. In a changing world economy it takes more than that, with the United States employment having experienced at or near 9% and even higher than 10% in some states. Take a look around you and see how the world has changed in the last decade, the last three or four years, even the last few months. Enormous sized businesses, as well as small companies, have failed, closed, merged or gone through acquisitions. There has been downsizing, right-sizing, layoffs, and restructuring affecting staffing and the way companies conduct business. No wonder with all these changes, the workforce has been compelled to make extraordinary adaptations. These adaptations are necessary for survival, and yet remain risky at best. It gives more personal meaning to the tern "survival of the fittest" for many people, especially those being hard-hit by the down economy. As such, many in the workforce have found it necessary to reinvent themselves. This includes adjusting to a more diverse workforce across multi-generational trends, enhancing current skill sets and learning new ones. Some have found it necessary to change their field of expertise altogether. This may mean going back to school, or embarking upon professional development to learn new skills, or study new areas of concentration. For some it might have led to becoming software experts, computer technicians, medical specialties, educators, or specialization in various trades. T According to some news stories, these are fields where demand tends to remain very high and shortages of workers for these positions continue to exist. Let us not forget the opportunities to become entrepreneurs. Most people have multiple talents, some of which could translate into business opportunities, and generating multiple revenue streams. Consider a motivational speaker, one who may also be good at writing or singing. An administrator may have exceptional musical skill or be multilingual, and might translate that into income opportunities. Should you, as so many Americans have in recent years, find yourself faced with this dilemma, you may deem it helpful to start w i t h accessing "you" and your various talents and skills. You may wish to brand yourself. Become recognized as an expert. Become your own brand – "Brand YOU". Recognize your strengths and utilize them to your advantage. Recognize your weaknesses and seek tools to strengthen them. Fear of speaking has been determined to be one of the greatest fears for most people, and you are not alone if you consider it one of your biggest weaknesses. There are resources to aid with this through various organizations, i.e. Toast-masters, American Management Association, and professional coaches. You may take training through these resources, then step out and try it. You will get better as you continue to do it. I received help from a professional career coach. It is extremely beneficial to have mentors and coaches, people who can guide you, prepare you, and put you out there to stand up for yourself to enhance your professional growth. I have progressed along the way from banking, executive assistant, and hospitality management, to entrepreneur, with an occasional speaking opportunity, focusing on hospitality. Hospitality offers many avenues of concentration, thus many different types of jobs and business opportunities. It may range from food and beverage, to hotel operations, travel, airlines, etc. My concentration includes travel planning, focusing on hotels, site selection, conference and meeting planning, as well as conference center consulting. I had to evolve from being known and recognized by my former full time employment to being known for ME and my company and my own branding. Transitioning into your own brand requires time and effort. However, it may be a critical survivor strategy given the state of the economy. Brand YOU requires marketing yourself. In doing so, one may take advantage of unusual opportunities to volunteer with nonprofits, take on projects, and networking which will help promote oneself. Networking helps you to meet people and become known. It provides you with resources and referrals. The most likely and meaningful offers are usually those of referrals. Hiring or con- "YOU" tracting authorities are more comfortable with referrals from people they know. People like to conduct business with people they know and like. Once you score the opportunity it is important that you perform with precision. Build a reputation that speaks volumes for you, brand "YOU". It shapes the image of you, your brand. Always project a positive professional image. As this takes place, your brand is forming and taking shape. People will begin to employ or contract your services for YOU. They begin to see what you stand for, the quality of your product and service, the value you bring, and the image associated with you – Brand YOU. This means you are branding yourself. You may consider conducting workshops on a popular topic for an industry association, a special event, or a non-profit organization. You may plan an event for a church or school. I met a meeting planner who started the business as a result of volunteering at a school PTA project. The venture led to planning an annual conference at different destinations each year. It could work for you too. With an ever-changing society, re-branding and becoming your own brand may become your next successful career. Keeping a positive attitude and positive self-perception will contribute tremendously to becoming your brand. B M & T ••• January/February 2013 ••• www.blackmeetingsandtourism.com 43

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