Evidence for the need of self branding in today's highly competitive labor market will be presented.
Tom Peters, a well known management writer went on to say in an article in Fast Company 1997, "Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: To be in business today, our most important job is to be head marketer for the brand called you."
Self-branding, most simply stated is a source through which one can have a more successful career by promoting his or her accomplishments by the effective use of self-marketing. It's a technique of making oneself visible and letting one's accomplishments be known. Self branding is proving to be a new competitive edge that companies as well as individuals are focusing on. A business that is self branded is appealing to customers as it creates an emotional connection with the target market and makes the buyers feel more comfortable and interested in the company. Similarly, a person that is self branded gives the impression of a more professional, competent and attractive employee as compared to the competitors in the labor market.
It is now well known and widespread that the world is a 'global village'. This means that globalization has shaken the world creating a unified society or community that needs to interact in order to survive. The shrinking of the communication boundaries has been impacting every facet of a business especially by creating more competition in the worldwide industry. The competitive environment due to the expansion of the markets has a direct impact over the labor market and makes it more important for each and every person to market themselves through the process of self branding and create a place in the global supply chain. (Stimpson, 2002)
Another emerging phenomenon is the advent of Internet and other Technologies, anyone entering the labor market faces substantial competition and has to create an impact to stand out and be noticed. Employers can look all over the world for workers with the skills to meet their firm's needs. But are we as individuals ready for these challenges The answer is lies within the beholder. Self-branding, whether we consciously acknowledge it or not, is the ultimate personal resource we can tap into, not only to compete but to stand out in a global community.
It is often claimed by people that they would not want to follow the approach of self branding for the reason that they may want to stick to their routines and see where their careers take them. Or at other times some believe that they are not good at marketing themselves. However, this is a misconception and misinterpretation of the concept of self branding because the fact is that if you do not brand yourself, others definitely will! This will prove to be a major drawback, the reason being that self branding is something that will show what one has to offer and letting go of this opportunity can prove to be the act of letting others make the best use of it and hence, benefiting from better career opportunities and openings. (Kaputa,