I am in a unique position. Depending on the source, I can either be classified as the youngest of GenX, or the oldest of the Millenials. This gives me the ability to have a better handle on both groups. I’ve also spent the last 10 years working inside of multi-generational organizations, and leading young workforces. The below points should be seen as opportunities. Your brand is something that you can control, but you have to have a proactive plan. If not, someone else may be managing your brand for you!
Hiding Your True Brand
There is of course a fine line between your professional self and your personal self. On one hand, it is almost impossible to give the kind of trust at work that you would give to those who know you best. However, one of the biggest downfalls I see young people make in the workplace is hiding their true self. Most Millenials walk around almost hoping to go unnoticed.
Let your true self be seen as much as possible. You have a lot to offer, but you have to communicate that in order to be noticed.
Embellishment
There is a BIG difference between personal branding and embellishment. We know that most college grads don’t have deep expertise or experience, and employers aren’t necessarily looking for that. So don’t make stuff up! As you know, a large portion of employers/recruiters search social sites of candidates.
Your Network
If you have more personal contacts than professional contacts, then make a change now!
There is a lot of truth in “it’s not what you know but who you know”. Having a solid network and platform is expected these days. Having low to no connections on social media gives employers the impression that you are someone who doesn’t care to understand networking (both on and offline). It doesn’t matter what position you are applying for or currently in, the fact of the matter is that you will still be ‘in sales’ whether that is your main responsibility or not. You have to know how to connect and sell.
Horrible digital presence
There is no easier way for an employer of co-worker to make a snap-judgement about you than doing a quick search and viewing your social media.
Take, for example, the girl who got a lot of media attention due to her poor judgement at Halloween when she dressed up like a Boston Marathon victim. In my view, her employer could have saved themselves a lot of trouble if they had done their research and found her twitter handle of @SomeSKANKinMI. Your choices online make a difference; this includes profile photos, online names and even email addresses. I had someone apply for an internship over the summer using partygurl420@(domain).com. I didn’t even read their resumé.
Your reputation certainly precedes you online, so what does your tell the career world
Avoid the perfection myth
People see branding as an attempt to be flawless or perfect. The reality is we are all human, which means we are flawed.
The real challenge in personal branding is to manage other’s perception of you over the long term. This begins with a set of values and identifying what you really stand for. Next, it is about managing your reputation and message to reinforce those values. There will come a time when actions, words, or decisions go against your desired brand. If you have a positive & powerful brand, then the market will be quick to forgive & forget; and a small slip-up will be overshadowed by all the positive branding ‘deposits’ that you’ve built up.
Instead of chasing the unattainable, strive to have a great brand and have a defensive game plan in place.
Patrick Sitkins is a respected digital marketing executive and co-author of Brand Aid. The book focuses on entrepreneurial strategies for creating and managing a unified personal brand. Featuring illustrations and stories that underline key points, the volume explores elements that can damage brands at all individual and corporate levels. Patrick Sitkins also discusses effective ways of integrating social media and online marketing approaches.
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