Inside Out Personal Branding (IOPB): Using Gallup Clifton StrengthsFinder 2.0 and 360Reach

Abstract

A personal brand is an individual’s reputation and unique image, which can be a crucial differentiator in today’s hypercompetitive job market. This article’s two main objectives are: to present an evidence-based approach to developing the self-awareness component of a personal brand, and to analyze the impact of the assignment on student learning outcomes. The Gallup Clifton StrengthsFinder 2.0, which provides an inside (or internal) assessment, is used in conjunction with 360Reach, which provides an outside (or external) assessment, to guide marketing students through an inside-out approach to developing their personal brand (IOPB). Students report that the assignment helps them understand their talents, improve self-awareness, and prepare them for their job search and career planning.

Acknowledgments

The authors gratefully acknowledge the assistance and encouragement in this research of the following individuals: Jordan Kleckley, Dana Jamous, Kalyn Speck, Taylor Tondre, Kaitlin Burroughs, Kendall Lindsey, Caelan Cheshire, and Alyssa Osterhout. The authors are especially appreciative of colleagues Steve McDaniel (Texas A&M University), who enthusiastically supports the IOPB assignment as a component of his MS-level Marketing Leadership course, and Dr. Karen Smith (Texas State University), who provided thoughtful comments and insights on an earlier draft of this article.