What exactly is a brand? And more importantly—what’s your personal brand?

In this introduction, we'll kicks things off by helping you think beyond resumes and cover letters. Instead of just applying for jobs, you’re going to start thinking like a brand. 

The best brands stand out because they’re clear, memorable, and intentional—and that’s exactly what you’re going to learn to do for yourself.

We’ll also introduce the five key questions that will guide you through the rest of the course.

By the end of this module, you’ll know the essentials for making a more magnetic personal brand and you'll have a roadmap for how to build your personal brand in a way that gets noticed.

Before you start blasting out resumes, let’s take a step back. Where do you actually want to work? And just as important—who do you want to work with?

In this module, we’ll start making some key decisions:

• Agency side vs. client side – What’s the difference, and which one fits your style?

• Big agency, mid-sized, or boutique? – Pros, cons, and what that means for your career.

• What industries or categories excite you? – Because advertising isn’t just about selling things—it’s about telling stories you actually care about.

• When do agencies typically hire? – Understanding hiring cycles so you can apply when they’re actually looking.

• Real-world advice from the pros – Hear from hiring managers and recent grads who made it happen.

Finally, in chapter 1, we’ll start identifying what makes you stand out—not just in your work, but in the way you approach your career. Because in an industry built on personality, creativity, and problem-solving, your values and your perspective are your biggest assets.

You know you want to work in advertising—but what role is actually the right fit for you? And once you figure that out, how do you position yourself as the perfect candidate?

In this module, we’ll break down real-world job descriptions for roles like account management, strategy, media planning, and creative direction. We’ll decode key phrases that hiring managers care about—so you can tailor your resume, portfolio, and talking points to not just meet expectations, but exceed them.

Next, we’ll build your Personal Brand Pyramid (sounds fancy, but don’t worry, it’s painless). You’ll take the personality traits you identified in Chapter 1 and go deeper—developing proof points, messaging pillars, and your very own brand positioning statement that makes it clear why you belong in this industry.

And finally, we’ll hear straight from the people who’ve been where you are—junior hires who recently landed their first job and senior professionals who do the hiring. What makes a candidate stand out? What gets you remembered? You’ll get insider information so you can start connecting the dots and positioning yourself as the perfect candidate for the role you really want.ription

Now that you’ve nailed down your personal brand positioning, it’s time to bring it to life. What do you want people to know about you? More importantly—how do you make them actually care?

This part is one part strategy, two parts creative. And even if you’re not looking for a “creative” role in advertising, here’s the truth: everyone in this industry has to be creative. Advertising is all about problem-solving, and the way you present yourself is no different.

In this module, we’ll:

• Turn your messaging pillars into something that pops. 

• Look at real-world examples of applicants who stood out (and why).

• Explore different ways to showcase your personal brand. (Hint: It’s not just a resume.)

• Create mind maps to define the words, phrases, and themes you want to be known for.

• Find your unique point of view—because in an industry full of voices, you need to make sure people pay attention to yours.

At this point, you’ve got a solid grasp on what you want to say and how you want to say it. Now, it’s time to refine your story and craft an exceptional elevator pitch—one that’s clear, compelling, and actually makes people want to listen.

One of the most common questions you’ll hear in an informational interview (or an actual job interview) is:

“So… tell me about yourself.”

This is not the moment to freeze up, like a deer in the headlights. You also don’t want to launch into a five-minute monologue that loses your audience halfway through.

Instead, you want to be composed, confident, and—above all—interesting. 

The goal? To make the person you’re talking to lean in and stay engaged. Ultimately, you want that interview not to be an interrogation, but a conversation - an experience that makes them feel like you’re already on their team.

That means knowing how to tell a great story. In this module, we’ll break down:

• How to hook your audience from the start

• How to build tension and keep people engaged

• How to give your story an unexpected twist

By the end of this chapter, you’ll be ready to walk into any coffee chat, networking event, or interview with a number of different stories that will help you stand out.

In this chapter, you’re going to start thinking like a media planner—because just like a brand, your personal brand needs a smart channel strategy. Where should you be showing up? What platforms actually matter? And how do you make sure you’re leaving the right impression? 

We’ll explore your personal brand comms strategy, looking at untapped networks and a variety of channels you can use to expand your reach, tell your story, and build real connections. 

But it’s not just about where you show up—it’s about having a game plan for before, during, and after every interaction.

In this chapter, you’ll learn how to:

• Make the most of industry events, guest speakers, and informational interviews.

• Ask memorable, compelling questions that leave a lasting impression.

• Optimize your LinkedIn profile (because chances are, people will check you out before they ever see your resume).

• Plan your personal brand content with a strategic content calendar.

• Think beyond digital—we’ll look at clever direct mail pieces that have helped candidates get noticed.

Obviously, landing your dream job is the ultimate goal—but it’s not the only metric that matters. If you want to optimize your efforts (and keep your sanity), you need a way to track progress, refine your approach, and focus on what’s actually working.

Just like any great brand, 20% of your efforts will drive 80% of your results. 

In this chapter, we’ll help you fine-tune your goals and metrics so you’re spending your time where it matters most.

We’ll cover:

• How to track and optimize your job search strategy

• How to create a systematic approach for generating warm leads

• The underrated skill of time management—because if you don’t take control of your calendar, you can’t take control of your career.

You’ve learned a lot in school. You’ve learned even more in this course.

But there are still a few critical skills that no one puts in a syllabus—skills that can make you stand out, earn trust, and get ahead in any advertising role.

These are the “soft skills” of professionalism—the small but powerful habits that make you look polished, prepared, and ready for responsibility, whether you’re in account management, strategy, creative, or media.

In this module, we’ll go over four key areas that can make or break your professional reputation:

• Email: How to write subject lines that get opened, emails that get responses, and messages that make you look like you’ve been doing this for years.

• Meetings: How to schedule, manage, and even lead meetings without wasting anyone’s time.

• Managing Up: How to decode your manager’s priorities and work style—so you can become their go-to problem solver (and maybe even fast-track yourself to a promotion).

• Giving Feedback: How to give and receive constructive feedback that actually gets results—without making things awkward.

The sooner you start practicing these skills, the more you’ll stand out—not just to recruiters and hiring managers, but to professors, mentors, and future colleagues. 

And the best part? These skills aren’t just good for a career in advertising. 

They’re skills you'll use for the rest of your life!