Google yourself. To the outside world browsing the internet, this is your personal ‘brand’. Is it an accurate portrayal of your professional accomplishments?

OK, you’re not Coke or Pepsi and someone is not standing in front of a vending machine on a hot day like today trying to select you from rows of other drinks. But there are parallels with how an employer selects one candidate over the others in this economy.

In a recent interview with the Gallup Management Journal Blaise James, Gallup global brand strategist and a former partner and strategic planning director at Ogilvy and Mather states: “You already are a brand, whether you know it or not. Your bio, experience, skills, behaviors, appearance, even your name – they all express your brand. What you need is a clear brand strategy  – just like good corporations strive for – to make sure you are portraying yourself in a way that achieves your objectives.”

Where do you start? Look in the mirror. What do you convey about yourself by your appearance? Next, look at your resume. Does this ‘marketing brochure’ highlight your strengths? What makes you unique? Back to the vending machine – why do I choose Coke over Pepsi?

A good brand manager understands his customer and what they are looking for in a product. It is about price, features and those psychological aspects of choice that make a customer feel good about a purchase.

A good recruiter understands his business, the type of individual who is successful in that field and the satisfaction of attracting the best person for the job with a competitive compensation offer.

Your task is to present a package of expertise, values and professionalism that will set you apart from the competition. Your internet presence is one snapshot of who you are. Is this your persona or do you want to make a change? What is your objective? How will you get there? Answer these questions and you are on the way to successfully managing your brand.

The ‘devil is in the details’ is one of those sayings that you often hear and then disregard. But it is in the simple moments of everyday life that we make our impression on those around us. And it is these details that can either enhance or derail a career.

This summer I have been teaching an online course for students who are employed as unpaid interns. Each has shared what they have learned from their employers over the course of the past eight weeks. And it is not the technical aspects of the job, but the interpersonal skills that rise to the top of the list.

In a complex word, the axiom ‘keep is simple’ or ‘kis’ should guide you as you develop your professional reputation. For example, show respect for your colleagues. How you treat people will define your perception in the workplace. If you are an intern this summer, don’t forget the ‘thank you’ note to those who helped you find the internship and to your internship supervisor. A handwritten note is always preferable.

In your communications, be brief. I know that the faculty encourages depth in research papers, but outside of academia, brevity is rewarded. If you are talking too much people will miss your point. Before you open your mouth, consider if your comment with contribute to the conversation.

Vertical career movement is not always the best way to acquire skills. Learning an operation from multiple perspectives in a variety of functions might be a better way to prepare for future leadership.

Finally, you can always learn from experience. If your internship this summer did not work out, consider what you did learn. If it was not your ideal job, you probably have a better idea of what your ideal looks like.

It’s mid July and the advice given by commencement speakers has faded into dull background noise. I think it is a good time to highlight one last gem from the 2009 season.

Paul Hawken, the entrepreneur, environmentalist, journalist and author adressed the graduating class at the University of Portland in May. His lifelong focus has been sustainability and he has successfully changed the relationship of business to the environment in all of his endeavors.

In his speech he spoke of our relationship to the earth, particularly in these challenging economic times when it would be easy to declare environmental issues an expense item vs. a way to create jobs and generate revenue.

“There is invisible writing on the back of the diploma you will receive, and in case you didn’t bring lemon juice to decode it, I can tell you what it says: You are Brilliant, and the Earth is Hiring. The earth couldn’t afford to send recruiters or limos to your school. It sent you rain, sunsets, ripe cherries, night blooming jasmine, and that unbelievably cute person you are dating. Take the hint. And here’s the deal: Forget that this task of planet saving is not possible in the time required. Don’t be put off by people who know what is not possible. Do what needs to be done, and check to see if it was impossible only after you are done.”

I encourage you to read the entire text of the speech. It frames the issue of preserving the earth in poetic term with realistic urgency. But his words do not just apply to our environmental challenges. They can be applied to any obstacle you encounter on the way to your dream. “The most unrealistic person in the world is the cynic, not the dreamer. Hope only makes sense when it doesn’t make sense to be hopeful. This is your century. Take it and run as if your life depends on it.”

We asked a group of interns to share their advice based on their experience this summer. Looking back on the first weeks of their internship, what would they have done differently? And, if they were to hire their replacement, what would they be looking for in a potential candidate?

Most would have asked more questions from the start. We all want to look competent when we start a new job, to prove we deserve to be there. But the only way we learn is to ask for directions. There are no stupid questions, unless you ask the same question multiple times and don’t listen to the answer.

Although some internships involve menial assignments, the view from the bottom provides a great observation point to see how an organization operates. Being the first in the office and the last to leave was rewarded with more meaningful assignments. Approaching colleagues and supervisors with a positive attitude set others apart. Do more than you are asked.

Be flexible. Don’t consult the job description each time you are assigned a task. We live in a time of change. Be prepared to adjust to accommodate change in the organization.

Think about it. If you are a manager, how much of your career do you want to trust to the intern with attitude who arrives late every day and is out the door at 5? You probably have enough drama in your life and are counting the days until summer ends and you can bid your intern goodbye.

An internship is an extension of your education. It’s a laboratory to test your interests and possibly fail. None of us enjoys negative feedback, but if it helps improve performance why not open yourself to constructive criticism?

On the list of what these interns would look for in a replacement:
1.    Someone who has done their research and understands the business
2.    An applicant who can demonstrate an ability to work well with others
3.    A person who does not lead with their superior attitude, but who is willing to pitch in to get the job done
4.    An individual who is outgoing, energetic, assertive, resourceful and professional

Next time you are looking for an internship, consider this advice from colleagues. They may be on the other side of the desk at your next interview.

If you have an internship or a part time job this summer you are apparently among the ‘lucky few’ according to the New York Times. In the Sunday Styles section reporter Alex Williams supports his thesis with a number of stories of college students who have returned home, unemployed.

For those of you who are employed this summer, it may be hard to relate to this story.

Finding a summer job or internship takes time. In many competitive industries or government the majority of the internships may be unpaid. By early spring it should not have been a surprise that a new level of effort would be required to find work this summer. And it is quite possible that many would be working two jobs – an unpaid internship and a paid part time job to help with the cost of college.

The reality of the new economy is that experience trumps GPA with most employers. The majority of graduates with full time offers this year had one or two internships on their resume. Even in the sectors that were hit the hardest by the economic downturn, employers offered full time positions to their summer interns.

Here is my question for those of you who are still at home without a job. What have you done today to change your situation? If you believe it is too late, then use the remaining time this summer to network. Schedule some time with professionals in your field and get advice on what you should do next. These conversations may lead to an opportunity.

Why does your internship have to be in the summer? Most employers hire year round. If you are taking 18 credits in the fall, you still have at least 10 hours to work at an internship.

You have a choice. You can read articles in the newspapers that tell you that there are no options and it is ok to sit home all summer or you can start moving toward your career goal. It’s your choice. In this competitive job market, you do not want to carry the label of underachiever.