Do you need a per­sonal brand?

Finweek English Edition - - INSIGHT - BY Jes­sica Hubb ard

To­day, one could eas­ily be for­given for think­ing that suc­cess is more about hav­ing l oya l l eg i ons of Twit t er fol­low­ers, a quirky blog and a slick LinkedIn page than ac­tual tal­ent and in­dus­try ex­pe­ri­ence. In­deed, we are living in the rather f ickle era of the ‘per­sonal brand ’, where mar­ket­ing your­self has ar­guably be­come just as im­por­tant – i f not more so – than ed­u­cat­ing your­self. Count­less books, seminars, web­sites and clev­erly branded ‘gu­rus’ are de­voted to help­ing you build a great per­sonal brand, with an everexpanding set of tools and plat­forms avail­able for the pur­pose.

Yet many po­ten­tial em­ploy­ers, clients and even col­leagues are start­ing to see through the some­times thin pack­ag­ing of so­cial me­dia-fu­elled fame and are ques­tion­ing how much sub­stance re­ally lies be­neath the blus­ter. Value out­weigh­ing ego Does this mean that it’s time to ditch the

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