In today’s job market, standing out in a crowd is particularly vital to your career. Establishing and enhancing your personal brand will help you develop a reputation for professionalism, integrity, and expertise that will open doors to getting hired, promoted, and negotiating your salary. If you work for a larger corporation and think that your personal brand is in some way redundant, think again. Due to technology and the growing distrust of corporations, personal brands have become easier to develop, nimbler, and more trusted than their corporate counterparts. Using your personal brand to further company related goals is an excellent way to find new clients, establish your reputation, and earn a promotion. Here are some ways that your personal brand can help you earn that promotion or negotiate your salary.
Use your personal brand to find new clients and solidify relationships with existing clients. New clients will be drawn to the company by your personal brand which is more, well, personal than the corporate brand; its accessibility will bring in new clients who will have a better impression of the company overall as a result. If client relationships play any role at all in your position, then having a strong personal brand will improve them. And the loyalty of clients you already have a personal relationship with through your brand will increase as you advance to positions of greater responsibility within the company. A large network of loyal contacts radically increases your capacity to generate more business and reach even more clients.
Having a large, loyal network of contacts gives you, and the company, access to an even larger collective of human resources. The relationships you cultivate through your personal brand will not be limited to clients or customers. If your company needs to find new manufacturing or an independent contractor, you can reach out to your web of contacts; this network is a valuable resource, especially if your new role involves managing external relationships.
Another way that your personal brand can be leveraged to negotiate a salary or earn a promotion is by increasing your company’s brand impact. If you personally have a network of several thousand followers, then every post from your company that you share through your personal network will expand their reach by several thousand. That expanded reach comes with an objective monetary value that you can leverage when negotiating your salary.
And don’t forget, your personal brand can be used to establish a competitive baseline. The potential loss of the resources, contacts, and expertise associated with your personal brand is a very real factor in your value to the company. Though you should not use this point directly when in negotiation with employers, as it could be perceived as a threat. Let the strength of your brand speak for itself. Employers know that if you decide to leave your current company and migrate to one of the company’s competitors, your personal brand will go with you.