Graduate Students Focus on Brand Development

St. John’s University graduate students were encouraged to reflect on their strengths and identify areas for growth in the workplace during an event hosted by The Lesley H. and William L. Collins College of Professional Studies (CCPS) on February 13 in partnership with University Career Services. 

“When you enter the workforce, it is essential that you embrace authenticity, understand the power of perception, and confidently bring your true self to your professional life,” explained Elisa Zervos ’22MBA, Adjunct Professor and Director of Career and Professional Development for Graduate and Online Programs in CCPS.

Justin Goldberg, Assistant Dean of the Graduate Advising Cohort, expanded on an idea first introduced by Ms. Zervos at a networking event held in the fall. Drawing from his experience of switching career paths after his undergraduate studies, Mr. Goldberg underscored reinvention challenges. The workshop focused on the importance of personal branding, offering graduate students practical strategies to assess how they present themselves and develop a strong, authentic professional identity.

Ms. Zervos, Mr. Goldberg, and Radhika R. Jha, Associate Dean of Graduate Studies and Academic Engagement, collaborated to ensure this event was interactive. Ms. Zervos led graduate students through self-reflection, peer discussions, and exercises exploring the role of personal branding in professional success. She energized the session with a dynamic presentation on brand essentials and the significance of feedback/perception. She incorporated a TED Talk on personal empowerment to further inspire students, leaving participants with actionable tools to elevate their personal brands.

Following the workshop, participants were encouraged to contact family, friends, employers, and professors to gather feedback on how others perceive their strengths. Using a personal inventory as a reflective exercise, students could compare external perceptions with their self-image, reinforcing the idea that understanding and owning their authentic selves can be a powerful tool for career growth.

“It was so wonderful to see graduate students really reflecting on their strengths and skills through Ms. Zervos’ poignant questions and workshop activities,” said Nancy DiTunnariello, Ph.D., Associate Professor and Director of the Master of Science in International Communication degree program. “I believe critical thinking skills are so important, and students were able to practice these skills while brainstorming and formulating their own personal brand.”