Personal Branding
Trends for 2014
William Arruda
Throughout the year, I monitor what’s happening in the world
of personal branding. At year’s end, I analyze the data to
predict future trends. My take on 2014? It will be a year of
personal branding evolution—not revolution.
Of course, evolution is the key to survival, especially in
our competitive international marketplace. Here’s the first
installment of an article on trends that will have the most
impact on the brand that’s you.
1. Social Access at Work—From
Restricted to Required
Many companies have been reluctant to allow employees
access to social media while at the office. In fact, according
to a study by Statista released in September 2013, one in five
US employees are not allowed access to Facebook, one in six
aren’t allowed access to Twitter, and one in ten aren’t even
allowed access to LinkedIn. YouTube and other sites are also
restricted at many companies. It would be almost impossible
for you to do your job as a marketer at such a company.
Over the past year, however, I have seen numerous companies
loosen their restrictions or eliminate them entirely, and that
trend will accelerate in 2014—for two reasons:
First, companies realize they are losing the war. They can
block social media sites from corporate infrastructure, but
they can’t prevent employees from using their mobile devices
to tweet, check in on Facebook, and update their LinkedIn
status.
Second, they understand that employees need social
media to do their job—because every employee is a brand
ambassador.
2. Social Savvy—From Optional to
Essential
If you don’t have social media skills, your personal brand
will wither up. Period. Social media is no longer simply a
lighthearted, youth-oriented way to differentiate yourself.
Adopted by virtually every demographic segment, social
media is now perhaps the most powerful tool in your
competitors’ suite of marketing tactics.
Most employees, regardless of their role or generation,
will be expected to participate in their organization’s social
branding efforts. As a marketer, social media savvy is even
more important for you.