The discussions and focus I've seen on "personal branding", combined with the current void in available jobs for recent graduates, made me a little troubled. Thinking back to my own experiences right out of college, I just do not know if a defined identity is really what most potential employers want to see in their prospective entry-level candidates.
What has a diploma-carrying 20-something with little professional experience really done to deserve a "brand" of their own? Isn't how they adapt and meet the challenges of the real world far more important than what they say they know or can do within the protective halls of academia?
The "personal branding" concept does have relevance with those undergoing career reinvention or attempting to describe their experience-tested strengths and attributes in our modern, marketing-driven vernacular. However, I am not convinced that the same focus bodes well for those without the track record to prove their claims. Granted, there are cases where students possess achievements that solidify an identity of achievement. However, I doubt that they were not concerned about their "branding" when they focused their energies on a tangible product of benefit.
I would really like some insight on this. Please share your thoughts and answers to the questions posed in this article. Any (clean, relevant) comments are welcome.
Sunday, May 17, 2009
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You already know my opinion on this, more or less, but I'm glad you're presenting the other side of the personal branding coin. It's easy to get caught up in the phenomenon, and I also think it's easy for new grads to feel that they owe the world a list of accomplishments and a clear-cut, 30-year career plan RIGHT NOW. But most graduates don't have tons of achievements, 95% aren't experts in anything, and I don't know anyone that feels 100% certain about his or her career path.
ReplyDeleteThat being said, personal branding isn't JUST about touting yourself as someone who can produce results, or even as an expert in a given field.
It's about owning your interests and meeting (read: networking) with others who have similar ones, and I think that's something anyone -- recent graduate or senior citizen -- can benefit from. It can be temping for new graduates to fall into the trap of being a good fit any job. Secretary? Oh, I can type. Marketing? Sure, I did a project on that once.
But in this economy, and really in this climate of incredible customization (think about it, why do we need pink wrenches or a million ways to order at Starbucks?), it's not unreasonable for an employer to want an employee who's genuinely interested in their industry, and for an employee to want an engaging, interesting job. A good fit isn't good enough. Both parties want a perfect fit.
Here's my own example: I have no desire whatsoever to be a math teacher. I don't like math, avoid it when possible, etc. So I don't follow math teachers or mathematicians on Twitter, comment on their blogs, or do anything else that says, "I have an interest in being a math teacher." I do, however, have an interest in social media, communications and a number of other things. I blog and tweet about those. I might not have Wikipedia-worthy accomplishments in those fields (yet :-) but I'm interested, and I want to let people (employers and otherwise) know.
Personal branding makes it OK to not be everything to everyone, and in the end, that benefits the employee and the employer. When employees are fully engaged in their work (because they're passionate about it), they're more productive and happier, which means employers get more from their employees. It's a win-win situation.
Kelly: Your comments, and recent success earning a job, are strong arguements in your favor. Perhaps my interests on the subject should be more focused on what someone should keep in mind with branding in terms of its applicable limits for promoting opportunity.
ReplyDeleteJust like with any type of marketing, the product still has to stand on its own in order for the branding to be successful. Your success is a combination of years of hard work and tangible achievement combined with a clear understanding of how to focus on your strengths. Sounds like you're reading some of Daniel Pink's work, which fits perfectly to this situation.
For those without the product? That's my concern. Your suggestion that branding enables them to show a personal relationship to their professional interests (and separate from the pretenders who are just interested because of market forces) is effective. Still, once I know someone has a passion for the field, I still have to evaluate him on his merits. If they are a novice, then their identity becomes less important than their ability to assimilate to a more experienced and knowledgeable environment.
Given the reality that many Gen Y's (and X'ers) possess an "entitlement" complex that makes them completely unprepared to deal with current challenges,
I just don't want to see the advancement of another concept that serves only to build ego, devalue humility, and continue the misguided on a path to career irrelevance.
ReplyDeletePersonally, I am still trying to figure out how to use the concept for my professional development. I'm probably more old-fashioned in that regard, but opportunities are usually saved for those who adapt.