What is personal branding?
Personal branding is an ongoing process where individuals market themselves and their careers. The goal is to showcase their strength, experience and abilities in order to access more professional opportunities. The result is a dramatic increase in the individual’s network and circle of influence.
With a strong personal brand, they are more likely to be invited to speak at prestigious events, have newspaper columns, be interviewed by television networks, and publish bestselling books.
When your staff brands themselves as experts outside of the close-knit academic world, both they and your institution benefit. In short, they become a walking advertisement for your institutions.
What are the benefits to your institution?
Done well, personal branding is a free way to leverage your staff’s network and reputation. For instance, academics who have popular Twitter accounts, who are well published or who are on the news whenever a breaking development happens give credibility to your institution.
Since people are more trusted than brands, staff that have a strong personal brand can also dramatically amplify your marketing campaigns. According to the latest figures, having your staff involved in social media should be the priority of your marketing department (from Entrepreneur.com).
- When brand messages are shared by employees on social media, they get 561 percent more reach than the same messages shared by the brand’s social media channels.
- Brand messages are re-shared 24 times more frequently when posted by an employee versus the brand’s social media channels.
- On average, employees have 10 times more followers than their company’s social media accounts.
- Content shared by employees receives 8 times more engagement than content shared by brand channels.