[Chapter 12] Online Branding with Anupa Badve

Welcome to the last post for Walkin’ with Joaquin for 2017! I decided to end the year with a topic that I’ve been passionate about for almost more than 3 years now. My guest shares the same passion and gladly accepted my invite for a conversation.

I met this week’s guest through the Shapr app, the free app for professional networking. Shapr introduces the most relevant nearby professionals who share your interests!

I am beyond excited to introduce to you my guest for today’s post, Anupa Badve! I touched base on her experiences as a Digital Marketing Student, favorite cookie, online branding, and the effect of technology on the job market.

Badve learned about the networking app in school. “I thought it was a cool concept,” Badve added. “When I downloaded it on my phone, it was slow and buggy!” She also mentioned some apprehensions about using the application since she is new to networking. Despite this, she likes the app’s many features, primarily the idea of learning from other connections.

Badve finished a degree in Marketing at the Telfer School of Management at the University of Ottawa. Despite this accomplishment, she still felt “leaving university without the necessary skills to enter the workforce”. She decided to move home in Mississauga. She took traditional paths in the job search – applying to postings in job boards and on LinkedIn. She landed a job in customer service but still felt a need for a narrower career path. “I heard about RED Academy and thought that Digital Marketing is an interesting career to pursue. I decided to take the plunge,” Badve recalled.

Since enrolling at RED Academy, she has nothing to say but high praises. “It has a different approach to learning compared to traditional university classes,” Badve commented. “It’s not like university lectures where they teach from the textbook. It also has this hands-on approach which I definitely love.”

JP: I particularly enjoyed this part of the conversation. I also finished a degree in Psychology but still inundated with questions than answers. I felt that my diploma was like a weapon that still remains to be sharpened. I challenge people, especially recent graduates, to also take the plunge instead of being passive with opportunities. Take a certificate course, start a project, initiate conversations, grow your network – these are some great ways to take your formal education many steps further.

Favorite cookie. “I love chocolate chip cookies. Have you tried President’s Choice Decadent?”
Dream travel destination. I originally asked her where she wants to complete her first marathon if she had all the money in the world. I added further, “it’s my fun way of asking you of where your dream destination is.” “I’d love to see New Zealand and South Korea,” Badve replied. “I love Korean food like bibimbap and bulgogi!”
Languages spoken. “I speak Marathi,” Anupa replied. Marathi is one of the 22 languages spoken in India. “I identify myself more as a Canadian since I was born and raised here.”
Her favorite brand. “Sephora!” Badve replied without hesitation. “Sephora or Kate Spade?” I asked her back. “I would say Kate Spade a year ago but they went with Coach!” Anupa cheerfully replied.
Favorite app. Snapchat. “I use it to keep in touch”. She deleted the Instagram app from her phone, but recently put it back for school.
Replying to my e-mail. I asked Badve for feedback about my “cold email”. “I thought it was genuine,” Badve remarked. “I noticed that the content was specifically tailored to my experiences. The objective was clear compared to other messages I received for the sake of having someone to talk to”.

JP: [on e-mails] I had a learning curve when drafting my cold e-mails. The initial contact shouldn’t contain your whole life story. Take off from these points:

  • How did you and your contact meet?
  • What is your product/service/offer/reason for contact?
  • How does the contact benefit from it?
  • Call to action — clear next steps. Give the contact an easy decision (ex. yes or no)

These could be around 5 sentences, at least. Keep it simple.

Despite being in the Digital Marketing for only a few months, she already has some interesting lessons that she is willing to share, particularly in online branding. “Know all aspects of your brand. How does your brand speak? How does it react to different situations?” Badve shared. “What is the brand’s target audience? Once these questions are answered, create content to tailor your audience”.

Typical LinkedIn headlines simply state one’s job title and the company he/she works for. Badve’s own LinkedIn headline had a creative twist to it:

Creative, Out-Going Communicator | Travelling the World Through Food | Chocolate Chip Cookie Enthusiast

I asked her the story behind it. “I just changed it when you messaged me. Perfect timing!” Badve said cheerfully. “My LinkedIn headline is a product from her meeting with a career coach”. Badve learned that people want to hire someone who they can make friends with. When she was brainstorming her one-liner, she thought about the most popular starting question in a job interview: “Tell me about yourself”.

Another popular topic circulating in the news is the emergence of technology and how it affects jobs. Badve and I agreed that it’s certainly an upgrade to our quality of living. However, Badve reasoned out the long-term consequences, especially to those who don’t have access to quality education. “These jobs are needed,” Badve commented. “I think there should be more focus on using technology for the good”.

To conclude the interview, I asked her about her top advice to those who are thinking of pursuing a career in Digital Marketing. “I don’t feel qualified to give advice!” Badve responded. After a few moments, she finally mustered the courage. She kept it simple, yet quite familiar. “Just do it. Now is the time.”

Sounds familiar? Brands may be clichés but, whether we like it or not, they impact our lives in many ways.

On y va!

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