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My interview with William Arruda, Personal Branding Expert at Juniper’s Global Partner Conference

by Trusted Contributor ‎02-03-2012 03:07 AM - edited ‎07-23-2012 05:03 AM

When I found out that William Arruda was going to be speaking at the Juniper Networks Global Partner Conference I was giddy with excitement that I might actually get to met someone who has had an influence on my career.


Personal branding has somewhat been a little hobby of mine since discovering that I shared my name with someone in the porn industry. Up until discovering this I had never Googled myself, as I thought it was egotistical and only something a celebrity or his/her team of PR luvies would do. I now realise that it is essential to keep an eye on my personal brand and what content is associated with my name, as people are searching on my name both in a professional and personal context.


So, with this background information in mind you can understand why I was very excited to be meeting and interviewing William Arruda, whom I consider to be my personal branding teacher. The interview was very informal and during which I got William to explain what personal branding means, whether there was a difference between personal and corporate branding. He was adamant that there is no difference between the two and that they have a strong synergy and complement one another, which makes sense. He emphasised that it is; personal branding plus corporate and not separate. We then moved onto how people can establish their own personal brand, William advised not to jump online and create lots of profiles and content, but to create a plan and be clear about your brand before expressing your brand. When you have your plan in place then you need to look at your online profile and check your name within Google, you never know there may be some content online that you don’t want to show up in the search results, William says this is digital dirt and provides two tips on resolving this;


  1. Vacuum the content up - get the content removed.
  2. Swipe it under the rug - create new content on your name and own the first three pages within Google, as statistically 73% of searchers don’t go beyond page 3 and therefore won’t see the “digital dirt”



We then discussed tips on creating relevant content, he suggested that we all should register our names as domain names, create our own website content and utilise YouTube by developing our own channels.

Regarding Social Media he pointed out that quite a few people have got into a lot of problems with inappropriate Facebook content being posted about them, to combat this you should keep your professional and personal life separate on this platform. There are tools and widgets that can help you do this. Twitter on the other hand is a really useful tool as a pointing device, so whenever you create content you should syndicate this within Twitter.


I then asked William “how can organisations utilise personal branding?” He says that organisations need to develop talent; developing talent internally will complement the corporate brand. This in turn this creates engagement, motivated and inspired employees.


Closing off the interview I asked William to provide his top three personal branding tips, these are;


  1. Know your brand – get feedback from your peers
  2. Write a branded bio – include passions, experience and knowledge
  3. Update your LinkedIn profile – get a professional headshot and recommendations

It was a pleasure to interview William and I hope you have found this summary and video of some use. Do drop any comments in the box below, thanks.


Design and Architecture Center
About the Author
  • Andrew is Operations Manager for OneConfig. OneConfig creates tools for Juniper devices: cloud-managed EX and SRX; and Pre-sales reports for SRX. Andrew has worked in Network Management for over twelve years. During that time he implemented and ran commercial Network Management systems for large telco networks. He also managed the complete development of a custom Network Management system at Telstra (Australia’s largest telco). Following that he oversaw IBM’s redevelopment project of their Remote Network Managed Services platform that provides their customers with complete visibility and control of their IP networks. Most recently Andrew ran the Professional Services Practice for CA Technologies, responsible for the design and implementation of Service Assurance, Performance Management and Service Management platforms into customer environments. Andrew has a Master of Business and Technology from the Australian School of Business, UNSW. He lives on Sydney’s beautiful Northern Beaches. When not spending time with his young family, or dreaming about better and simpler ways to manage complex networks, he likes to ride his mountain bike, surf and play golf.
  • Boon Thau Loo is an Associate Professor in the Computer and Information Science department at the University of Pennsylvania. He is also a co-founder of Gencore Systems, a cloud analytics spinoff from the University of Pennsylvania. He is well-known for his research on programming and analysis tools for designing, implementing, and securing large-scale distributed systems. He received his Ph.D. degree in Computer Science from the University of California at Berkeley in 2006. Prior to his Ph.D, he received his M.S. degree from Stanford University in 2000, and his B.S. degree with highest honors from UC Berkeley in 1999. He was awarded the David J. Sakrison Memorial Prize (2006) for the most outstanding dissertation research in the Department of EECS at UC Berkeley, and the ACM SIGMOD Dissertation Award (2007). He is a recipient of the NSF CAREER award (2009) and the Air Force Office of Scientific Research (AFOSR) Young Investigator Award (2012). He has published 100+ peer reviewed publications and has supervised 6 Ph.D dissertations. His students include current tenure-track faculty members and winners of 3 dissertation awards.
  • Remarkably organized stardust.
  • I have been in the networking industry for over 35 years: PBXs, SNA, Muxes, ATM, routers, switches, optical - I've seen it all. Twelve years in the US, over 25 in Europe, at companies like AT&T, IBM, Bay Networks, Nortel Networks and Dimension Data. Since 2007 I have been at Juniper, focusing on solutions and services: solving business problems via products and projects. Our market is characterized by amazing technological innovations, but technology is no use if you cannot get it to work and keep it working. That is why services are so exciting: this is where the technology moves out of the glossy brochures and into the real world! Follow me on Twitter: @JoeAtJuniper For more about me, go to my LinkedIn profile:
  • Justin has held a variety of positions at Alternative Networks since 1997 including responsibilities for running sales, product management, marketing, and training functions. More recently he has been incubating a Wide Area Network division, and running cross sales in the enterprise sales division following an acquisition.
  • Justin Scopaz is senior director of Juniper Networks’ Worldwide Distribution organization. In this role, he is leading a global team driving worldwide distribution strategy, sales, and operations. Prior to Juniper, Scopaz spent nearly two decades at Ingram Micro in a variety of senior leadership positions. Most recently, he served as vice president and general manager of Ingram Micro’s Data Capture and Physical Security business units. He also had responsibility for major national partners. Based in Orange County, California, Scopaz is involved in both private and charitable organizations. He holds a B.A. in Business Management from California State University.
  • I manage the Professional Services department for a Juniper Elite reseller in Southern California. When not trying to keep my customers and engineers happy I also like teach Juniper classes and spread the word about the power of Junos.
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