I recently read counter-arguments regarding the relevancy of personal branding. Some of the common themes include: heavy self-promotion, blog and social media commitments, and attention hogging.
My first reaction to the recent trend of “personal branding,” that it’s really just an ego-driven waste of time. (1)
Still, I think most professionals benefit from projecting their online personal brand.
Not all professions require an online presence… There are many jobs that do not require for you to be online and active in social media to perform your responsibilities. Although, considering how often a typical professional changes jobs and careers, you might be investing for something later in your career by establishing credibility and connections. Perhaps it leads to a second career.
Not all professionals have to self-promote… Too many professionals associate personal branding with self-promotion, which is a big reason why they are turned off to it. I cannot deny that there is usually some self-promotion in personal branding; though, it might only play a minor role and does not have to be excessive or emphasized.
I define a functional model for online personal branding that relies less on self-promotion. I emphasize presenting and validating a skill set, radiating an authentic personality, and being connected. I also argue that prevention content, balances promotion content. So professionals have to engage in varying degrees of self-promotion and sometimes very little of it, yet benefit from online personal branding.
Not everyone has to blog and Tweet regularly… I agree that not all professionals have to blog or Tweet on a regular basis, especially if your job does not demand it. Adding these time-consuming responsibilities is something the personal branding naysayers harp on. Regardless whether it is a job requirement, create and curate content if you have something say! Why not? It is technically feasible (it is a file on your computer or mobile), so challenge yourself to be insightful in your area of expertise.
Only leaders and marketers must participate in personal branding… Most personal branding experts assert that if you have an online presence in social media then you should consider how it reflects on you; this reflection is essentially your online personal brand. It is clear that the majority of young Americans use social media; eighty percent of Millennials use Facebook. Many professionals use LinkedIn; there are currently 100 and 200 million monthly active users in the US and outside the US, respectively. Therefore, since most professionals participate in social media, most professionals should think about online personal branding.
Why does it matter? Most employers are going to check out your digital footprint before hiring you, regardless of the nature or your work. You should also have some understanding regarding the impressions you leave with your connections in social media. Why not project a meaningful, unified representation of you as a personal brand?
Personal branding is a waste of time… It can be a deep, effective way to plan and develop a career for most people. You think of a holistic view of yourself – something that is much deeper than planning a degree or profession. You are forced to think about skills, core-competencies, weaknesses, personality traits, values, passions, interests, impressions, relationships, and vision. And then once you commit, you self-reflect, continually learn, works towards mastery, follow a regiment, solicit feedback, and connect with an audience. Personal branding is a powerful maturation process.
Personal branding is all about the number connections you make…It does not have to be. In fact, I discourage professionals from hastily making a ton of connections to gain influence – avoid getting enamored by the ‘network effect.’ Instead, I suggest patience and restraint. First, get your identity squared away. Second, identify a reasonable target market. Third, calibrate the release of content and adding new connections – aim for a steady stream. An effective personal brand is based on differentiating your skills and talent within the boundaries of your target market (not the entire world).
Do not need to personal brand, so a personal website is unnecessary… A personal website acts as a centerpiece of an online personal brand and a replacement to a standard resume, becoming what I call a ‘multi-dimensional resume’. I read a blog where an author delineates between a ‘branding personal website’ and a ‘resume website’. Disagree with this separation. You should have a single website that adapts to various career stages; sometimes it is an employment evaluation platform and sometimes it effectively projects your brand. Since there is significant overlap in content and you want to establish an online identity, a single website works best. Ultimately, a personal brand is the best representation of you anyways.