A version of this article originally appeared in AdWeek.
Dear Class of 2020, congratulations on your especially hard-earned diploma. None of you got the ending you wanted or deserve, and you have the sympathy of (quite literally) the entire world. Your final semester—which should have been spent celebrating “lasts” with the friends you’ve cherished for the past four years and punctuated by your graduation ceremony—melted into a screen.You were forced to say your goodbyes over zoom calls while watching your very world crumble due to a virus. Nothing in your life before could have prepared you for that, or the world you’ve just been thrust into.
There is no question about whether this pandemic will change the working world: it already has—irrevocably. Now that offices are essentially extinct and meeting in-person is a safety-hazard, we’ve learned that almost every corporate job can be done with just an internet connection and a laptop. In this new, virtual era, your online presence is more important than ever before, and unfortunately the key skill set you need to tackle this new professional world was not included in your education.
We're talking about branding, which is no longer for the likes of just Disney and Coca-Cola, Apple and Beyoncé. Today’s expectations and realities regarding self-promotion have changed. Microsoft’s multibillion-dollar acquisition of LinkedIn in 2016 underscored the confluence of self-publishing, social networking and professional development—too big to be ignored.Anyone looking to carve out a promising career, and “future-proof” themselves—especially in the age of COVID-19—will need to focus on treating his or her personal reputation and professional offering as a distinct personal brand.
Where does someone new to the workforce—or seeking a professional restart—begin, especially at a time like the present? These five steps will be your how-to guide for branding yourself.
With the average worker beginning his or her career now predicted to switch positions roughly once every four years (Pew Research) and given that our time in the workforce is only expected to lengthen, most of you face the daunting prospect of securing a dozen or more jobs over your lifetime.
Add in the effects of the pandemic and gig economy—where temporary, flexible jobs are common place because companies tend toward hiring independent contractors and freelancers rather than full-time employees—and that number goes off the charts. Choosing to work for companies that align with one’s own stated mission is a must, but strong personal brands need to exist beyond and outside the imprimatur of any single employer.
Lastly, stay on message, but let your brand flex and develop. Defining one’s professional identity by current position is not a viable long-term strategy, given that one’s position is likely to change in the (relative) near term (which we’ve seen up close over the past year).
The pandemic has taught us that we can take nothing for granted—so your best bet is to invest in and rely on yourself! Remember, Class of 2020: you have a lot to offer. Branding yourself is the best way to ensure you get a chance to deliver and succeed.