Release Management Authors: Liz McMillan, Jnan Dash, Lori MacVittie, Gilad Parann-Nissany, Carmen Gonzalez

Related Topics: Release Management , Agile Computing

Release Management : Blog Feed Post

Personal Branding Predictions: Top Ten for 2010

How will the world of personal branding evolve in the coming year?

Personal Branding Journal on Ulitzer

Every year since I founded my company, Reach, in 2001, I've made predictions about how the world of personal branding will evolve in the coming year. Here are my top 10 for 2010.

1. Video, Video, Video
Thanks to greater bandwidth, cheaper storage, and a proliferation of products and services that make shooting, storing, viewing, and sharing video easy (Flip video, iPhone 3GS, YouTube, vimeo, blip.tv, vodpod, etc.), video will be king in 2010.

Video is ideal because it allows careerists to deliver a complete communication and convey their personality—a critical component of branding. More services like videoBIO (a Reach Personal Branding partner) will make it easier to cost-effectively build a powerful and positive brand image using video.

2. Hiring Process
Companies will be hiring brands rather than employees. They will use social networks and Google to source talent, filter candidates, and validate credentials.

"What's your brand?" will become as standard an interview question as "Tell me about yourself." Google is already a main reference check in the job-search process. Hiring managers and executive recruiters expect serious professionals to have a powerful online identity. Google and other social media will be an even greater part of the talent-search process.

As the number of candidates for each open position increases, Google and social media will be used more often to eliminate candidates. Lack of a virtual identity or poor-quality online content will prevent you from getting the job, regardless of your credentials, connections, and experience. In 2010, if you don't show up in Google, you don't exist!

3. Branded Partners
Often more traditional in their approach to marketing and delivering their services, professional-services firms (accounting, law, consulting, etc.) are going to jump on the "brandwagon" with reckless abandon in 2010.

Two years ago, I started working with the partners of one of the Big Four accounting firms, helping them build their brands. In the past year, two of the other three firms contacted me about doing something similar.

That trend is going to increase with big law firms, consulting organizations, and other professional-services firms joining the fold.

It's a no-brainer: For professional-services firms, people are the product. But those firms (often, private partnerships) can be slow to innovate. In 2010, personal branding will be integrated into all levels in a firm—from hiring through becoming partner.

4. For-Credit Courses
Personal branding is a critical part of preparing students for successful careers.

Over the past year, I have worked with the career-services and alumni groups at many universities. Interest in personal branding will grow tremendously in universities, and for-credit courses in personal branding will be available as part of business programs and as electives.

With the jobless recovery and fewer job openings for college students, schools will focus more on helping students succeed beyond academics to find the perfect job. You will see more collaboration between university career-services organizations and academic departments as schools start to understand their role in preparing students to obtain jobs, not just skills.

5. Unified Search
We are already seeing many new services, such as addictomatic.com, that combine search results from many different search engines.

Such tools will become more common while Google, Bing, Yahoo, and other search engines will combine traditional search results with real-time content (from tools such as Twitter) and video results—making searching easier and more accurate.

Those who are building their personal brands will need to use various tools to ensure their visibility is positive and pervasive.

6. Video Search
With the huge growth in video on the Web (see prediction No. 1), we will start to see more sophisticated search capabilities within videos.

Currently, most search tools use titles and meta-tags to evaluate the video content to include in search results. That will change—making video the most powerful tool for brand-building.

Already, powerful image-recognition and search capabilities are being added to Google and incorporated into Bing. Video is next. That trend will affect what we say in the videos we produce. We will manage that content just as we do written content to ensure search-engine optimization (SEO).

7. Increased Efficiency
One of the biggest complaints I hear about social media is "I just don't have time to update my status or post to my blog."

New services are available to make the process of maintaining your brand online quicker, more efficient, and more integrated. Tools such as KnowEm, HelloTxt, and png.fm help you build your personal brand on the Web in less time and with less effort.

Those tools, along with custom personal-branding services, will make it easier to build and maintain a strong Web presence. Expect new tools that are integrated into the communications tools you currently use (such as email) to become available.

8. Personal SEO
Companies have departments to manage their websites and optimize them for Google, Yahoo, and Bing. SEO is a huge business, and it's critical to companies. Some statistics indicate that most Web searchers never go beyond the initial search results page of a Google search.

SEO is just as important to people who are looking to build their brands. Of course, most of us cannot afford to have a full-time SEO expert on staff. That's why companies such as QAlias and PeoplePond have sprung up. Their services are great for career-minded professionals—especially those who have a common name or share their name with a celebrity. More such tools will become available and popular  in 2010.

9. Digital Dirt Elimination
As Google results affect more aspects of our lives (getting a job, a loan, a date, etc.), people will engage firms such as ReputationDefender, Defend My Name, and Online Reputation Manager to eliminate digital dirt.

Such services are becoming more popular and will become as commonplace for job seekers as resume-writing or career-coaching services.

10. Permanent Mindset Shift
The confluence of Web 2.0 technologies and today's economic climate due to the subprime mortgage meltdown has changed the way we think about our careers.

The "jobless recovery" has hastened the new mindset that is taking hold in career-minded professionals. Even Boomers and Gen Xers, who grew up with some job security and a sense of company loyalty, are starting to feel the independence and freedom that is part of the new free-agent employment contract.

I have talked about the importance of managing your own career for a long time. Current economic forces and technological advances will finally solidify the mindset shift that will make that the norm.

As we start to think of ourselves as companies of one, we will be more likely and more comfortable outsourcing activities related to our personal brands—building a management team to help us achieve our professional goals.

William Arruda is a personal-branding consultant and speaker, founder of Reach Personal Branding, and coauthor of Career Distinction: Stand Out By Building Your Brand (www.careerdistinction.com). Follow him on Twitter at www.twitter.com/williamarruda.

Article originally posted at MarketingProfs on December 15, 2009

More Stories By William Arruda

Dubbed 'The Personal Branding Guru’ by Entrepreneur magazine, William Arruda is a pioneering brand strategist, speaker, author and founder of Reach Personal Branding. He is credited with turning the concept of personal branding into a global industry.

William delivers keynotes and workshops on the transformative power of personal branding for some of the world’s most successful companies. He energizes and motivates his audiences—and his private clients include some of the world’s most influential leaders. As a thought-leader, William is a sought-after spokesperson on personal branding, social media and leadership. He has appeared on BBC TV, the Discovery Channel and Fox News Live and he’s been featured in countless publications, including Time Magazine, the Wall Street Journal, Forbes and the New York Times. William is the coauthor of the bestselling book Career Distinction. He is a member of the International Coach Federation and the National Speakers Association. He holds a Master’s Degree in Education.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.

@ThingsExpo Stories
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
SYS-CON Events announced today that Coalfire will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Coalfire is the trusted leader in cybersecurity risk management and compliance services. Coalfire integrates advisory and technical assessments and recommendations to the corporate directors, executives, boards, and IT organizations for global brands and organizations in the technology, cloud, health...
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
SYS-CON Events announced today that Transparent Cloud Computing (T-Cloud) Consortium will exhibit at the 19th International Cloud Expo®, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. The Transparent Cloud Computing Consortium (T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data proces...
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
SYS-CON Events announced today that Niagara Networks will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
SYS-CON Events announced today that Embotics, the cloud automation company, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Embotics is the cloud automation company for IT organizations and service providers that need to improve provisioning or enable self-service capabilities. With a relentless focus on delivering a premier user experience and unmatched customer support, Embotics is the fas...
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service. 

Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
If you had a chance to enter on the ground level of the largest e-commerce market in the world – would you? China is the world’s most populated country with the second largest economy and the world’s fastest growing market. It is estimated that by 2018 the Chinese market will be reaching over $30 billion in gaming revenue alone. Admittedly for a foreign company, doing business in China can be challenging. Often changing laws, administrative regulations and the often inscrutable Chinese Interne...
SYS-CON Events announced today that Pulzze Systems will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.