"Building Your Brand"
  • Building Your Brand

Building Your Brand

Two-hundred thousand resumés. Hundreds of interviews. Elizabeth “Beth” Rubino ’85, executive vice president of human resources at QVC, has seen it all.

A recognized expert on the subject of personal brand, she can size up whether a candidate is genuine and authentic. Her insight is well-honed, and she shares it with Ursinus Magazine.

Ursinus students attend the 2016 Job, Internship and Networking Fair.

Best advice

Job candidates should tailor their resumés to reflect the role they are dreaming of. Be sure to highlight accomplishments that can help demonstrate successes, not just job responsibilities. This will distinguish them from candidates with similar backgrounds.


How you can start

Take the time to research a company and its culture. See if you align with the potential opportunity. How do you become an attention-getter to company recruiters?

Stand out as the ideal candidate. Open as many doors as possible, including email, social media, and calls.

What I look for

Ursinus students attend the 2016 Job, Internship and Networking Fair. I look for winning behaviors: A person who has values and lives by them; someone who is optimistic, not a victim. Someone who has made a difference in their life so far and in the lives of others. Someone who is articulate, attentive to details and who means what they say. A person who is genuine and authentic. For example, don’t say you are passionate about “giving back” and then have nothing to support that on your resumé.

The importance of personal brand

So much has been written about this … but it is vitally important. You are leaving the interviewer with the essence of you. It is powered by you, your true self. It reflects your passion and values.

A personal brand says, ‘This is who I am. This is what I want people to experience about me.’ You can’t create it out of nowhere. You have to discover it and develop it to its fullest.

We all have a superpower. It sets you apart — you don’t tell it, you show it. It is your best essence. I look for that in job candidates.

And if your passion or skills change over time, reinvent your brand to continue to be genuine. Your brand will reflect your growth. This has to happen naturally.

Beth’s personal brand
  • I am a passionate, caring, respectful person.
  • I am optimistic and an energizer.
  • I am a strong leader who cares for my team.
  • I make sure that this is what I show people.

“At Ursinus, the professors help you achieve your goals. Liberal arts taught personal accountability. The Ursinus attitude was ‘you can be what you want, be who you want to be, just ask for the support that you need.’ ”

Especially for mid-career women

Women are more likely to underestimate their talents. I would challenge these women to turn their inner voice into a positive voice. If you convey that ‘I am ready and confident,’ that will resonate during an interview. It starts with the inner voice.

Take stock of where you have been in your life. Make sure you don’t underestimate a transferrable experience. I can teach someone technical skills but I can’t teach them life experience.

Your positive attitude should reflect your values and confidence.

Take the time to make a list of organizational skills — if you have raised children, you have skills in multitasking, prioritization, 24/7 service, and survival skills.

If you have been out of the workforce

Alumni who have been out of the work force: the world has changed. It is not a stigma anymore to have been laid off. Don’t be afraid to tell the interviewer what happened. But take the high road, don’t blame your former employer.

Sharpen your computer and technical skills. Clean up your social media accounts.

I recommend having a robust LinkedIn profile that is reflective of experience, shows our career progression and highlights successes and accomplishments. It should complement your resumé.

For Millennials

Ursinus students attend the 2016 Job, Internship and Networking Fair. I regularly meet with millennial job candidates — they are the future of our workforce and a talented, resourceful group. Millennials should continue to network on social media and also to volunteer — a great way to grow their professional networks. Take the time to research a company and — if possible, the person interviewing you. Ask specific questions that will help you learn more about the role and company.

The world has become casual, but not when it comes to interviews! Dress professionally; make eye contact, and turn off your phone.

Not a good idea

You would be surprised at the mistakes people make!

People need to pay attention to detail on the letterhead, have the right address, correct names and the query should be specific to the job. In your cover letter and resume, make sure every detail matches.

Explain WHY you are the ideal candidate

Do not leave gaps. Be truthful about your education and background. People check information, they check education. Now, they check social media as well. Make sure there are no photos with red cups!

If you love your job, as I do, it is a large part of your life. This makes for a more fully integrated person.

Beth’s Career

Beth Rubino Portrait A business major at Ursinus, with minors in education and French, the former Beth McGonigle considered becoming an attorney, a teacher and at one point, a music therapist.

She earned a master’s degree in organizational development and training from St. Joseph’s University and received a certificate from the Executive Development Program at the Harvard Business School. She was general manager of the Philadelphia call center for PECO Energy, and was director of training, management and organization development for PECO Energy.

Rubino joined QVC in 1995 as director of human resources training and development. She was named executive vice president of human resources in 2011, overseeing QVC’s global efforts in talent acquisition and development, talent management, organizational development, employee experience, diversity and inclusion, and total rewards. She is accountable for more than 17,000 QVC team members worldwide. With broadcast operations in the U.S., Japan, Germany, United Kingdom, Italy, France and a joint venture in China, QVC reaches approximately 350 million homes worldwide.

Rubino was chosen by the Philadelphia Business Journal for the 2013 Women of Distinction Award, which honors 25 established women executives for their professional accomplishments and
community involvement.

She is married to Lou Rubino ’85, who is a periodontist practicing in Kimberton. They have three children, ages 22, 21 and 16.

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