Personal vs. Corporate Branding: Is It Me or We?

By Ann Gynn


Sitting in a staff meeting, my boss asked if there were any questions. I mentioned seeing a job posting online for the marketing department and wondered if the team was expanding.

Several co-workers quickly interjected, “Why were you reading that? Are you looking for a new job?”

“No,” I replied. “I just like to keep tabs on what’s happening in the marketplace.”

That was 15 years ago. I doubt that conversation would go the same way today because most people have an online presence through social media and use the internet for information gathering.

As the rise of social media and influencer marketing has led to exponential opportunities for content marketing for corporate brands, it also has presented countless opportunities for content marketing for personal brands.

But how do the two work in harmony? Should they? Should people closely connect their brand to their employers? Should companies actively encourage their employees to use content marketing, including social media, to talk about the company?

Eight years ago, Christian Crumlish, then director of consumer experience at AOL, outlined the concerns of the employer – they don’t want to make star employees visible and expose them to poaching from competitors, and they are concerned those star employees will outshine the corporate brand.

Given the billion-plus active on social media now, the option to discourage or ban employees from talking about their employers publicly isn’t realistic.

Discouraging or banning employees from talking about their employers publicly isn’t realistic, says @AnnGynn.
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“It’s not only possible – but highly advantageous – to leverage the power of personal brands in conjunction with (or instead of) the central corporate brand,” writes Jayson DeMers, a Forbes contributor.

It’s advantageous to leverage power of personal brands in conjunction w/ central corporate brand. @jaysondemers
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As Jayson explains, telling …read more

Source:: content marketing

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