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This week on Khetha #19

Radio Stations: SABC Radio Stations
Topic:
Personal Branding and Career Planning
Script Written  by:
Nkosingiphile Nyalungu
Script Amended by
: Celimpilo Khumalo
Programme Date
: 13 – 16 May 2019
Week:
19
Target Audience:
Graduates and employees

Script Notes:

  • The programme is entitled: Personal Branding and Career Planning
  • This script will be translated to other official languages and broadcast on 12Broadcasting Services (PBS) radio stations.
  • The programme is characterised by the radio presenter and a guest from the Department of Higher Education and Training.
  • The radio presenter is the main anchor of the programme and he/she will control the activities on the programme.

The objectives of this programme are:

  • Creating awareness about the importance of personal branding.
  • Understanding the link between personal branding and career planning.
  • Provide tips on how to structure your career, career goals and developing career aspirations.

 The entire programme runs for 30 minutes; which includes Public Services announcements (PSAs).

Opening Billboard: ‘This programme is brought to you by the Department of Higher Education and Training in partnership with SABC Education.

Programme Introduction

Presenter: Thank you for joining us for another informative episode of Khetha, brought to you by the Department of Higher Education and Training (DHET) in partnership with SABC Education. Why be good when you can be outstanding? Today we want to talk about how you can transform your career by developing a powerful personal brand.

We are joined in the studio by our guest speaker from the department, ******** who will enlighten our listeners. Join in the conversation and comment so that we learn from each other.

Guest: Good evening/day to all our listeners. It is great to be on the show to discuss this inspiring topic.

Presenter: Please define personal branding for us.

Guest: Personal branding is your professional reputation. It is about making your mark in this world. Brands are made up of many components which are the same but their complexities are different. A brand has a name, package, etc…. so, for example a human being as a brand has many components such as:

  • Personality;
  • Values; and
  • Unique dreams/ aspirations.

I could say that a personal brand refers to how you look physically as well as non-physically (i.e. personality). It also refers to being aware of your personal skills or self-management skills, which can assist you to find employment and keep it.

Gone are the days where employers only use your Curriculum Vitae as a source to obtain information about you. Employers are now using social media to source out relevant information about you. So, make sure you work on making your brand attractive to prospective employers.

Presenter: What is the importance of personal branding?

Guest:Personal branding allows you to establish credibility, attract employment opportunities, increase your online influence, expand your professional network, secure work and advance in your career. It also helps improve a person’s career because it provides focus and direction.

We are living in the fourth industrial revolution which means that the technologies of our world have evolved and the digital world takes prominence in our daily lives. You need to be aware of the image you portray to people, especially on social media. Remember that Facebook is not just a platform to socialise and share selfies, it is a platform that employers also use to gauge whether the person they want to employ is mature and professional enough to be part of their organisation and occupy the advertised position.

Presenter: How does one develop or build a personal brand? Please provide examples of tools and tactics that can be utilized in building a personal brand?

Guest: Building a personal brand is a conscious decision that you make as a potential employee. Consider the following questions when building your personal brand:

  • What information do I keep on my social media profile/s that people can access?
  • Does my accessible online information portray me in a professional manner?
  • Do I allocate time for myself to network with other professionals?
  • Do I keep abreast with industry related news?

If you’re looking for employment or a better job, you want your potential boss to associate your personal brand with something that she/he is looking for.

Consistency and authenticity are the two most important aspects of building a personal brand. There a few tools and tactics that you can use in creating a personal brand. The tools and tactics are as follows:

  • Discover and build your self-knowledge: investing in self-discovery is important. To understand who you are and identifying what your strengths and personal goals are will assist you to strengthen your brand. Develop a personal brand statement to live by.
  • Mentor/role model: choose someone you can look up to; someone whose life or brand represents the brand you aspire to build.
  • Create: you can create a personal branding toolkit which may consist of a blog, website, business card, CV, reference document, cover letter, portfolio, or even a LinkedIn profile. You need to reflect the brand that you have discovered in tactic number 1.
  • Communicate: It is important to let people know you exist. You can attend professional networking events, write articles for websites and pitch bloggers to start gaining attention and recognition for the brand you have created in tactic number 1.

Presenter: How does one use and maintain a personal brand?

Guest: You need to update everything you have achieved and created as you grow, mature and accelerate in your career.

You should update your CV, find networking opportunities, build your brand online and live your personal brand daily.

You can also ask people who know you to see if your image is accurate and if it is current- consistency is a big deal. If you are not consistent then your brand becomes confusing to people.

You can monitor your brand online by creating Google Alerts for your name.

Presenter: What does it mean to have a personal brand/ image in the workplace?

Guest: Consider how you want others to perceive you professionally. Having a personal brand in the workplace means:

  • Being authentic at all times;
  • Differentiating yourself from your colleagues;
  • Showing progress, not perfection;
  • Showcasing your strengths; and
  • Believing in your own brand.

Without realising it, your behaviour, attitude, communication skills and dress code can all have an effect on how people, i.e. your colleagues, perceive you. Many modern workplaces don’t have a personal dress code, yet what you wear does matter. It all comes down to whether your outward appearance and behaviour correlates with what you stand for.

Presenter: How can one use personal branding to become successful in their career?

Guest: As a brand, career planning is essential for career success. Without a definitive plan, you are unlikely to identify and follow the steps required in order to excel in your current job or advance in your career. Career planning is an ongoing process that requires you to consciously assess your needs and make informed decisions that enable you to take action towards achieving what you want as a brand and growing as an employee. It is important to know what you are planning for as this may assists you to achieve a better match between your personal brand (which includes personal career goals) and the opportunities that are available in the workplace.

Another important aspect of using personal branding for career success isnetworking. The key to your career advancement could lie in making a great first impression. Knowing relevant people in a desired field of work can create opportunities for growth in the long run. Make sure that you use your personal branding to your advantage at all times.

You should continuously work on making your brand strong. Keep your profiles up to date and engage on social media regularly. Portray a consistent but unique personal brand across all your channels both online and offline.

Presenter: Any closing remarks?

Guest: Make sure that whatever information is available about you promotes your professionalism, personality and abilities. In a way, you should see yourself as a marketer of your very own brand, which is brand YOU. How you manage this can make or break your career success in today’s competitive market.

Presenter: Thank you for such an insightful conversation. So how can one get in touch with you if they need further information?

Guest: For more information our listeners can reach us by doing any of the following:

  1. Call 086 999 0123, which is a call share line, from Monday to Friday between 8:00am and 4:30pm,
  2. Email to This email address is being protected from spambots. You need JavaScript enabled to view it. ,
  3. Visit the CareerHelp website at ,
  4. Visit to our offices at 123 Francis Baard, Pretoria
  5. Facebook at
  6. Twitter at

 To listen to Khetha podcasts, visit SABC Education platform at http://iono.fm/p/230

Closing Billboard: ‘This programme was brought to you by the Department of Higher Education and Training in partnership with SABC Education.

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