Personal branding can open career opportunities and differentiate individuals. It also builds organizational credibility when personal brands add value to corporate brands. An effective personal branding strategy uses multiple online platforms like blogs, YouTube, LinkedIn and Twitter. Content should be posted regularly according to a schedule. Personal branding shifts from lifetime employment to enabling lifelong employability. It also moves marketing from top-down to social media immersion. Defining personal values, rituals, heroes and symbols helps establish a brand. Success is acknowledged expertise, a reputation exceeding one's organization, and personal reputation building corporate reputation. Risks include oversharing personal views and not respecting professional boundaries.

1. PERSONAL BRANDING

2. WHY SHOULD YOU
DO IT ?
Opens up a multitude
of avenues
Differentiate yourself from
others
Prolonged careers
Better stature & networking
in society
WHY SHOULD THE
COMPANY DO IT ?
Build Visibility
Build Organizational
crediblity
Strong personal brands add
value to corporate brands
and vice-versa

3. CONTENT STRATEGY
PLATFORM CONTENT FREQUENCY WK 1 WK 2 WK 3 WK 4
BLOG 1 POST PER WEEK
YOUTUBE/PODCAST 1 VIDEO PER FORTNIGHT
FACEBOOK GROUPS
1 LIKE/POST/COMMENT
EVERY DAY
TWITTER
4 TWEETS PER DAY
MINIMUM THROUGH
KLOUT
LINKEDIN PULSE REGULAR UPDATES
SLIDESHARE 1 SLIDE DECK PER WEEK

4. Why brand?
Lifetime employment Lifetime employability
Managed careers Enabling careers
Faceless corporates Corporates on Facebook
Feature sales Experience sales
Top-down marketing Social media immersion
PAST FUTURE

5. Defining your brandDefiningYour
Brand
VALUES
RITUALS
HEROES
SYMBOLS
PRACTICES

6. What facets work?What facets can we show?
PASSION PERFECTION
PROFITABLE
DESIRED
MESSAGE
PUBLIC
INTEREST
ENTRY-LEVEL
EXECS
PROCESSES, BEST
PRACTICES, METRICS,
CREATION
MIDDLE
MANAGEMENT
OPINIONS, FORWARD-
LOOKING STATEMENTS,
HR ISSUES, ORG VIEWS
C-SUITE
CONTENDERS
VISION FOR THE
INDUSTRY, FRAMEWORKS,
POLICY ISSUES

7. Go-to-market strategyGo-to-market strategy
AWARENESS EVENTS, AWARDS, COMMUNITY (ONLINE+OFFLINE)
MEDIA QUOTES IN INDUSTRY STORIES, PROFILES, OP-ED, BLOGS
INFLUENCER
RELATIONS
HAVE A SHORTLIST OF 3 DREAM JOBS/FIRMS. MEET POTENTIAL JOB-GIVERS THERE.
CREATE A CAREER ADVISORY PANEL OF MENTORS
THOUGHT
LEADERSHIP
PERSONAL BLOG, LEADERSHIP ROLE IN INDUSTRY ASSOCIATIONS, ARTICLES ON
COMPANY SITE/NEWSLETTER, BOOK, CITATIONS
COLLATERAL
LINKEDIN PROFILE 100% COMPLETE, PDF RESUME, PROFESSIONAL PHOTO, WEBSITE,
YOUTUBE VIDEO, SLIDESHARE DECKS
ONLINE CRISP - COHERENT, RELEVANT, INTERACTIVE, SIMPLE, PERVASIVE
Friday 3 December 2010

8. Tool Employee Content
Twitter
Links to industry articles along with comments, company news, retweets of
company tweets
Facebook Group
Links to industry articles along with comments, Shares of company posts, Blog
Posts, friending clients you know personally, Likes, Shares
LinkedIn Pulse
Posts on industry topics, comments on influencer posts, posts/comments in
relevant groups
YouTube/Podcast/
BlabTV.com
Sharing, liking posts, podcasts
Slideshare Decks made in public forums such as conferences
What’s OK

9. What does success
look like?
What does success look like?
Acknowledged expert in that field
Known by name not by org title
Personal reputation = > company reputation
Friday 3 December 2010
http://www.flickr.com/photos/katmere/62037353/sizes/m/

10. The shoals
Facebook is more intimate than the other tools and so requests to connect should be made only to
clients you know really well. In the case of employees, you should wait for your reportees to invite
you, and never insist that you be ‘friends’
Sharing your views on politics, religion, locally sensitive topics can polarize your network

11. Playing safe
Disclose your employer
Disclaimer ‘views are personal’
Follow the ‘listen, respond, engage’ cycle in your social media engagements
When you make a mistake, apologize immediately and fully