Indiana University of Pennsylvania Personal Branding Skill building

Indiana University of Pennsylvania Personal Branding Skill building workshop and BNY Mellon company overview Presented by Ruth Perkins Information Security Identification: Confidential October 13, 2011

Agenda I. What is Personal Branding? II. 3 Rs of Personal Branding III. Career Toolkit IV. Networking to build your brand V. BNY Mellon Company Overview 2 Information Security Identification: Confidential

Section I. What is Personal Branding? Information Security Identification: Confidential

Personal Branding…… What do all of these celebrities have in common? 4 Information Security Identification: Confidential

Personal Branding…… What do all of these celebrities have in common? A pro in their industry, an expert in their field. A strong and consistent Brand! 5 Information Security Identification: Confidential

Personal Branding…what is it? • “Creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable. [1] The term is thought to have been first used and discussed in a 1997 article by Tom Peters. [2]” –a clear, consistent and compelling message –Your position in the minds of your market is what connects your next highly desirable job, project, partnership, investor – or whatever it is that’s driving you to create and grow your brand image 6 Information Security Identification: Confidential

Section II. The 3 Rs of Personal Branding Information Security Identification: Confidential

The 3 Rs of Personal Branding Can everyone you meet receive, retain and repeat your personal brand message? • Receive: Understand who you are and where you add value A habit you develop over your career, NOT an event • Retain: Get your name ingrained in their brains so they can “store” you • Repeat: Be able to recall what you do and refer business to you when an opportunity pops up that you’d be interested in 8 Information Security Identification: Confidential

Section III. Create Your Career Toolkit Information Security Identification: Confidential

Create Your Career Toolkit A career toolkit is a vital step to develop your personal brand. Before you apply for a job, you need to make sure that you have the following items are cohesively put together: Your Resume • Ask for advice • Description of your work experience should convey the difference you made in that organization • Break down tasks so that they exemplify your skills and knowledge Your Cover Letter • Keep it visually consistent • Include anything that your resume does not convey • Read it over! 10 Information Security Identification: Confidential

Create Your Career Toolkit Your References • Solicit help from those who already have a handle on your Brand • Can use bosses, coworkers, classmates who you have worked on a project with, professors, coaches, etc. • Get them in place before you need them! Your Interview Skills/Preparedness • Know as much as you can about the company and position before you go to an interview • Come with questions… but don’t ask a question just to prove you did your research! Use a question to learn more about what you will be doing or to find our the direction of the group or company you might be working for Your Wardrobe • When in doubt, overdress • Clean • Can be used to make you stand out 11 Information Security Identification: Confidential

Create Your Career Toolkit Your Elevator Speech Know your audience Know yourself • What are your strengths? • What adjectives come to mind to describe you? • What is it you are trying to ‘sell’ or let others know about you? Outline your talk. Use brief bullets that remind you of the following points: • Who am I? • What do I offer? • What are the main contributions I can make? • What should the listener do as a result of hearing this? Finalize your speech PRACTICE 12 Information Security Identification: Confidential

Create Your Career Toolkit Your Web Presence • Linked. In profile: A Linked. In profile is a combination of a resume, cover letter, references document and a moving and living database of your network. Use it to create your own personal advertising, to search for jobs or meet new people. • Facebook profile: Over 600 million people have profiles, but almost none of them have branded themselves properly using this medium. • Twitter profile: Your Twitter profile should have an avatar that is carved out of your Facebook picture and used in your Linked. In profile. • Email address: Keep it simple and use your name so people know who they are emailing 13 Information Security Identification: Confidential

Section IV. Networking to Build Your Brand Information Security Identification: Confidential

Networking to Build Your Brand • Define your needs and goals Careers and leads Increased visibility within your field Professional development Mentor relationships • Know your audience • Know yourself, your education, experience and skills • Prepare an elevator speech Describes you in 30 seconds or less > Who you are, what you offer, what you are looking for As essential as a business card – part of your personal brand Know your audience 15 Information Security Identification: Confidential

Be Interactive • In a large group setting, circulate and meet people, but don’t try to talk to everyone. It’s better to have a few meaningful conversations than 50 hasty introductions. Don’t cling to people you already know; you’re unlikely to build new contacts that way. Spend 80% of your time with people you don’t know • If you are at an event or reception, wear a nametag and collect or exchange business cards so you can follow-up. • Build interest by asking meaningful questions and showing how you can help • Follow up! 16 Information Security Identification: Confidential

Why Follow Up? • If you do nothing to follow up with the contacts that you make it becomes a wasted opportunity • Do not rely on others to carry on a relationship – networking is a two-way street • It keeps your name (and your brand) fresh in your contact’s mind • Following up after the initial contact is the first step to building a relationship If you wait until you need something to reach out to a contact they will be unlikely to go out of their way to help you 17 Information Security Identification: Confidential

Section V. BNY Mellon Company Overview Information Security Identification: Confidential

At BNY Mellon, We Are: One of the largest global asset managers with $1. 2 trillion in assets under management The world’s leading provider of securities services with $25. 5 trillion in assets under custody and administration Process $1. 7 trillion in global payments daily on average Service $11. 9 trillion in outstanding debt Safest Bank in the U. S. (Global Finance World’s Safest Banks, 2009 and 2010) Only U. S. financial firm rated triple-A at the bank level by Moody’s As of December 31, 2010 19 Information Security Identification: Confidential

Our Global Presence Significant Global Reach And Scale Locations Across 6 Continents, 36 Countries, Serving More than 100 Markets. 49, 000 Employees* Serving an Extensive Client Base 89% of the Fortune 500 76% of the Fortune 1, 000 73% of the Global 500 Fortune 500 and Fortune 1000 data, Fortune magazine, May 2010; Global 500 data, Fortune magazine, September 2009; and BNY Mellon client data, June 30, 2010 *August 31, 2010. 20 Information Security Identification: Confidential

There Are Many Reasons Why BNY Mellon Is Right For You: • You'll work for a company with a history of strength and integrity. • You'll be consistently challenged in your job, collaborating on a variety of projects alongside some of the best and brightest leaders in the industry. • You'll have access to myriad career paths in a variety of disciplines. • BNY Mellon believes in a healthy work-life balance with our employees and in our communities. • Leadership, support and growth opportunities to help you realize your full potential. 21 Information Security Identification: Confidential

Corporate Social Responsibility BNY Mellon has a strong history of doing what’s right and helping to build a better world, and that’s what Corporate Social Responsibility (CSR) is all about. Our CSR Goals: • Incorporate green building design into existing and new buildings to improve their environmental performance where appropriate • Measure and reduce our greenhouse gases • Decrease our paper use and increase sourcing of post-consumer recycled products • Collaborate with suppliers to purchase and use products/services that reduce any impact on the environment • Develop an education program for employees to positively impact the environment in their work lives • Research and develop products and services for our marketplace that support environmental sustainability 22 Information Security Identification: Confidential

The BNY Mellon Global Internship Program BNY Mellon believes a valuable internship is one with a meaningful project, clearly defined deliverables, regular evaluations and strong on-boarding and learning and development elements • Meaningful work assignments • Supervision and evaluation Managers to offer regular informal feedback to interns, and to formally evaluate interns at midpoint and end of summer internship period via on-line evaluation Managers are also required to identify a mentor for each intern • Student will participate in structured on-boarding and weekly programming, which includes: Education about BNY Mellon – weekly sessions held by senior level management Learning & Development Community Outreach Cohort Building, Networking Events, and Internal Social Media Platform Mentor Program 23 Information Security Identification: Confidential

Diverse Lineup Of Complementary Businesses Asset Management Treasury Services (Cash Management, Global Payments and FX) Multitude of areas to start and build your career as you continue to grow with BNY Mellon Broker-Dealer and Advisor Services 24 Information Security Identification: Confidential Asset Servicing Issuer Services Wealth Management (Corporate Trust, Depositary Receipts)

Asset Management Who Are We And What Do We Do: BNY Mellon Asset Management is a leading global provider of investment management products and services. What Type Of Candidate Do We Look For: Possible Responsibilities: • Pursuing 4 -year or graduate degree in Business-related major • Utilizing Lipper and Morningstar to update performance rankings • Assisting with and building internal and external client relationships • Providing pre-trade support • Ensuring client account activity has been processed accurately • Strong interest in investments, intellectual curiosity and outstanding communication skills • Ability to demonstrate understanding of financial statements • Detail-oriented with adherence to deadlines and processes • Technical skills including Microsoft Office Suite with emphasis on Excel; Access experience a plus • Minimum 3. 0 GPA preferred • Legally authorized to work in the United States. How To Apply: For additional details and to express interest in a position, please visit bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. 25 Information Security Identification: Confidential

Asset Servicing Who Are We And What Do We Do: BNY Mellon Asset Servicing assists clients worldwide to enhance the management, administration and oversight of their entire investment process by giving them the tools and information they need to make better decisions. What Type Of Candidate Do We Look For: Possible Responsibilities: • Pursuing 4 -year or graduate degree in Finance, Economics or Accounting • Supporting a mix of large and complex client relationships that include daily, weekly, and monthly valued accounts. • Strong verbal and written communication skills • Daily contact with clients and assist them with all of their standard and customized accounting and reporting needs • Analytical and problem solving skills • Reconciliation skills • Adherence to deadlines and procedures • Proficient computer skills including Excel, Word, Power. Point and Access • Minimum 3. 0 GPA preferred • Responding to all client processing, accounting, and reporting questions, either directly or through research with other functional areas. • Providing professional support to clients and investment managers through timely and accurate trade settlements and the full investment of cash balances while minimizing risk. • Legally authorized to work in the United States How To Apply: For additional details and to express interest in a position, please visit bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. 26 Information Security Identification: Confidential

Broker-Dealer and Advisor Services Who Are We And What Do We Do: Pershing and its affiliates are committed to delivering dependable operational support, robust trading services, flexible technology, an expansive array of investment solutions, practice management support and service excellence. What Type Of Candidate Do We Look For: Possible Responsibilities: • Pursuing 4 -year or graduate degree • Supporting sales and client support efforts in Global Customers • Ability to communicate effectively both verbally and in writing • Solid work ethic and integrity • Assisting with projects and day-to-day responsibilities in Customer Processing and Services • Participating in Marketing and Corporate Communications initiatives • Providing support to our Pershing Advisor Solutions business • Strong attention to detail • Trading and client support in our Pershing Trading Solutions area • Ability to follow established procedures and policies • Contributing to projects in our Corporate Services, Finance or Compliance organizations • Proficient PC skills including Excel, Word and Power. Point software • Supporting efforts in our Pershing Managed Account Solutions area • Ability to work closely/effectively with other teams/operations units • Working on projects and key systems development in our information technology (Customer Technology Solutions and Delivery) group. • A minimum 3. 0 GPA • Legally authorized to work in the United States • Opportunities available in our Florham Park, NJ; Jersey City, NJ; Lawrenceville, NJ; Lake Mary, FL; Chadds Ford, PA and Malvern, PA, locations. How To Apply: For additional details and to express interest in a position, please visit bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. 27 Information Security Identification: Confidential

Financial Markets and Treasury Services Who Are We And What Do We Do: BNY Mellon Financial Markets and Treasury Services offer the industry’s leading suite of comprehensive corporate trust, depositary receipt and shareowner services. We continue to deliver high-quality performance in global payments, trade services, cash management, capital markets, foreign exchange, derivatives and liquidity services. What Type Of Candidate Do We Look For: Possible Responsibilities: • Pursuing 4 -year or graduate degree • Serving as the primary liaison between the department and outside vendors. • Ability to communicate effectively both verbally and in writing. • Working closely with vendors to provide supplemental information. • Good analytical and reconciliation skills. • Tracking the cases that the vendors present to the bank. • Attention to details. • Providing weekly reports to Management pertaining to the volume of cases that are new, pending, and complete. • Ability to Follow established procedures and policies. • Proficient PC skills including Excel and Word Perfect software. • Ability to work in a stressful work environment. • Ability to work closely/effectively with other teams/operations units. • A minimum 3. 0 GPA preferred • Legally authorized to work in the United States. How To Apply: For additional details and to express interest in a position, please visit bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. 28 Information Security Identification: Confidential

Wealth Management Who Are We And What Do We Do: BNY Mellon Wealth Management is focused intently on meeting each client’s distinct needs through investment management, wealth and estate planning, private banking, asset servicing and information management. What Type Of Candidate Do We Look For: Possible Responsibilities: • Pursuing 4 -year or graduate degree • Reconcilement of trade settlement activity • Excellent client service skills • Ensuring client account activity has been processed accurately • Excellent organizational, analytical and reconciliation skills • Clear and concise communications • Assisting and building client relationships • Analyzing and tracking portfolio activity • Attention to detail • Ability to learn a variety of functions • Working knowledge of Microsoft Office applications –Word, Excel, Access • Minimum 3. 0 GPA preferred • Legally authorized to work in the United States How To Apply: For additional details and to express interest in a position, please visit bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. 29 Information Security Identification: Confidential

Business Partners (Shared Services) – Finance Who Are We And What Do We Do: The Finance area is responsible for three core functions: 1) To provide strategic financial support for businesses, operational planning, forecasting and various ad-hoc financial analyses, 2) To provide day-to-day financial services to BNY Mellon, its departments, customers and staff, 3) To meet internal and external financial reporting requirements. What Type Of Candidate Do We Look For: Possible Responsibilities: • Pursuing 4 -year or graduate degree in Finance, Accounting or other related Finance major • Perform research and analysis to provide management with financial data and recommendations for use in short-term and strategic planning and reporting • Knowledge of GAAP • Ability to communicate complex financial data in written and oral form • Strong Analytical ability and problem solving skills along with solid work ethic and integrity • Attention to details and ability to follow established procedures and policies • Prepare financial and accounting policies, reports and statements • Perform financial accounting or systems analyses to assist management in measuring and evaluating departmental and corporate performance • Proficient PC skills including Microsoft Excel and Word • Ability to work closely and effectively with other teams and operations units • A minimum 3. 0 Grade Point Average preferred • Legally authorized to work in the United States How To Apply: For additional details and to express interest in a position, please visit bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. 30 Information Security Identification: Confidential

Business Partners (Shared Services) – Information Technology Who Are We And What Do We Do: The Information Technology departments at BNY Mellon include: 1) Technology Services Group, 2) Application Development, 3) Technology Risk Management. What Type Of Candidate Do We Look For: Possible Responsibilities: • Currently enrolled in a computer-based curriculum • Technical Development, such as designing and implementing software solutions • Solid work ethic and integrity • Ability to work closely/effectively with other teams/operations units • Providing Project Administration support to projects throughout the various IT departments • Strong written and verbal communication skills • Updating project plans, assisting in presentation creation, developing cases and documenting IT project workflows • A minimum 3. 0 Grade Point Average preferred • Utilizing various software tools (J 2 EE, . NET, COBOL, DB 2, Java, flex) to support projects and applications • Strong leadership, analytical, and problem solving skills • Enable business solutions while proactively protecting BNY Mellon from information technology related operational risks in a balanced control environment • Legally authorized to work in the United States • Assume the administrative aspects associated with managing an infrastructure track How To Apply: For additional details and to express interest in a position, please visit bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. 31 Information Security Identification: Confidential

Business Partners (Shared Services) – Compliance & Risk Who Are We And What Do We Do: The Operational Risk team performs analysis on the risk of loss resulting from inadequate or failed internal processes, people, and systems or from external events. It is the potential for loss that arises from problems with operating processes, human error or omission, breaches in internal controls, fraud or unforeseen catastrophes. Some Risk teams use the following tools: 1) Operational Risk Events (Losses, Gaines and Near Misses), 2) Risk Control Self Assessments (RCSA’s), 3) Key Risk Indicators (KRI’s and KPI’s), 4) High Level Assessments (HLA’s). The Compliance and Ethics area are responsible for four core functions: 1) Anti Money Laundering, 2) Business Conflicts, 3) Compliance Monitoring, and 4) Dealing with Affiliates/Insiders. What Type Of Candidate Do We Look For: • Strong analytical ability and problem solving skills • Solid work ethic and integrity • Attention to details and ability to follow established procedures and policies • Proficient PC skills including Microsoft Excel and Word software • Ability to work closely and effectively with other teams and operations units • A minimum 3. 0 GPA preferred Possible Responsibilities: • Responsibilities emphasize operational risk assessment through background, regulatory, media and litigation checks, as well as related document and database management • Supports management in the day-to-day compliance efforts related to regulatory, legal policies, procedures and practices • Supports management in controlling the process by which business unit managers can ensure compliance • Organizes and disseminates regulatory compliancerelated issues/materials to various levels of management • Legally authorized to work in the United States How To Apply: For additional details and to express interest in a position, please visit bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. 32 Information Security Identification: Confidential

How to Apply: For additional details and to express interest in a position, please visit www. bnymellon. com to create a candidate profile, apply to a position, and to also receive future job alerts. Internship positions for summer 2012 will begin to be posted in January and will continue to be posted throughout the spring 33 Information Security Identification: Confidential

Information Security Identification: Confidential