In relation to the COVID-19 epidemic, a significant part of our professional activity was transferred to virtual reality. Videoconferencing, digital projects, and widely understood online activity gained popularity, also on business-oriented portals such as LinkedIn or Xing worldwide.
The labor market has undergone transformations towards remote job interviews which are a new experience for both employees and employers.
Personal branding, i.e. creating and managing a personal brand turned out to be an important skill.
The trend was initiated in the Anglo-Saxon tradition of business and image building (managing a person as a brand). It has become very popular all over the world, while in Poland on a large scale since relatively recently. It is worth looking at the United States of America. It is the politicians from across the ocean that are a perfect example of image building and creation.
Building a private label management strategy and related activities should be very thoughtful and balanced because each person sends a specific message while expecting feedback from the audience. Such a strategy is extremely useful when looking for a new job, although it is most often mentioned in the context of people acting in public, especially in media or politics. Each person aspires to perfection in their field and strengthens their position on the market. In order to do so, it becomes obvious to take appropriate actions in the field of personal brand creation, also thanks to activity in social media.
The first step is to define the direction of building a personal brand, i.e. strategy. Each action should be based on the analysis of personal goals, skills, strengths, and weaknesses or personality features. The last matter is helpful in personality tests available on the market, such as the Insights Discovery Model or the Gallup’s Test. Intentional and precise steps will allow taking targeted actions to achieve specific effects. One of the factors increasing the probability of success is, in my opinion, the use of personal branding specialists, as this allows to create appropriate and, what is an important, objective, and authentic content. Focusing on yourself and consistent, long-term action based on facts will allow gaining credibility and authenticity in action. This type of action often goes beyond the comfort zone and is an expression of self-discipline, but only broadening the boundaries of this zone allows you to develop and acquire new competences. Personal branding and taking care of its shape is recommended both for companies and individuals. I would like to dedicate this article to individuals, due to the evolution of the labor market caused by the appearance of a new phenomenon in the business reality, i.e. the Coronavirus pandemic, whose effects are felt economically.
Each goal in the adopted strategy should be based on the SMART*** method, and therefore should be
- specified (S),
- measurable (M),
- achievable (A),
- real (R),
- time-determined (T).
Each person should adjust this scheme to himself/herself, taking into account business, personal goals, or even hobbies. The self-discipline, which I mentioned earlier is important, and additionally motivation in action. It is also good to look for opportunities to broaden your knowledge by participating in thematic webinars, contacting specialists, or looking for publications. It is the systematic broadening of knowledge that allows keeping an open mind, faith, and hope that even in such a difficult time as the time of a pandemic with all its consequences, the goal can be achieved
Each person, depending on their personality features, will approach the matter in a highly individualized way, which will also be influenced by professional or private experience. The effectiveness of actions depends only on hard work, determination, courage, and commitment. However, it is worth to bet on freedom, authenticity and give yourself a chance.
Great opportunities are offered by the worldwide popular LinkedIn portal, which has the potential of over 700 million business relationships with people from all over the world. In Poland, the platform represents a huge marketing and sales potential – it grows by about 30% annually. It is the best place for career, business, and company development. It is because of LinkedIn that branding becomes more important. Our activity will be noticed by colleagues, universities, recruiters, decision-makers in global companies or business partners. The portal offers great opportunities to develop soft and hard skills through e-learning or quizzes. It is worth noting that it is a place that allows gaining confirmation of skills, recommendations, or finally build a network of business contacts. The important thing is that the portal responds to the needs of its recipients by evolving and adding new functions and possibilities such as: and possibilities, e.g. indicating a profile in a job search situation as open to work. Each account holder has the possibility to individualize the profile by personalizing the background, area of interest, or, last but not least, by providing content directed to a specific group of recipients aimed at achieving the chosen goal. In a digitized world, this is one of the main tools for searching for contacts, job offers, or professional opportunities, as well as building your own brand. The platform is a place to exchange knowledge, experience, and insights, thanks to the possibility of sharing, commenting on, or responding to content provided by others. The owners of accounts on the portal are different people, from different industries including even such not obvious non-categories as politics or sport.
Building and management of private labels are widely used by politicians, especially nowadays as all activities related to the elections in Poland have been transferred to the Internet and television due to the special conditions of the election campaign during the Coronavirus pandemic. Many politicians are very active on the web, creating some of the most recognizable private labels, using Twitter, Facebook, or Instagram. This allows them to reach a very wide audience with specific messages, creating an image as an active participant of the community or a specific environment. The example of politicians also shows the huge role of branding strategies and precision of messages addressed to the society in Poland, but not only. Many politicians across the ocean were precursors of image creation on the Internet – it is enough to mention Barack Obama or Donald Trump.
In connection with the constantly growing popularity of the Internet, as well as the very fastą progressing digitalization process, which has been additionally accelerated by the specific realities of recent months, it is worth emphasizing that branding has become one of the basic tools of modern marketing.
I based the article on my own knowledge and experience, knowledge gathered from publications, consultations with specialists, participation in thematic virtual meetings.
The aim of this article is to provide basic knowledge to people interested and crawling with personal branding.
Author: Magdalena Bojko – marketing specialist with 11 years of experience in marketing in global pharmaceutical companies. I specialize in the implementation of marketing strategy, including the management of marketing projects, creating educational and promotional materials. I dealt with digital projects and compliance. I find myself in a complex business environment. Currently looking for new job opportunities.