Yesterday, Tracy (Wiberg) Borreson, who is a member of our partner Crux Consulting.
She has written an article about personal branding, which you can get a copy here.
The argument about having a personal brand has been won, (after all there is a Wikipedia page explaining what one is) what Tracy explains with this article is that personal brands seem to be used by people who work for themselves. We haven't seen personal brands, even though everybody understand the benefit of a personal brand being used by corporations.
When I worked in corporate, I was shut down on my social media usage, a conversation like this took place.
I was taken into a room, asked to sit down and then the conversation started.
VP: "It's about your usage of social media"
Tim: "Yes, we have started some great conversations, that have kicked off sales"
VP: "Your not to do anything on social media, during office hours".
Tim: "I don't, I use a scheduling tool".
VP: "Ok, but other people don't understand this."
Tim: "It's 2015 (it was), surely people understand this stuff"
VP: "They don't and you are to stop. OK?"
So I stopped and the leads stopped as well, I look back and laugh because it was yet another "nail in the coffin" and push for me to start my own business.
Let's get back to personal brands
The argument has been won many years ago on personal brands, it's now time for corporations to understand the business benefit of having employees, not just through in sales being empowered on social media.
It's worth saying, that I'm not arguing for employee advocacy. This is where companies spam corporate content out onto social media, which is then ignored by the algorithm and your prospects.
I'm talking about empowering your employees. Giving then digital skills, just like you give people skills for diversity, health and safety etc. Give them the guide rails in which to work. But by removing the shackles of corporate spam, you will find a direct correlation with lead generation and revenue generation.
In face we find businesses get these 5 benefits, because we know the modern buyer, the modern job hunter and the modern investor is all on line.
- Visibility – recognition in the marketplace
- Trusted advisor status
- Recruit and retain the best talent
- Employee engagement & shared sense of purpose
- Pipeline, growth and new customers
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