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As generative AI continues to become more intelligent, capable, and independent, human workers may become increasingly concerned about their livelihoods. Her PR and marketing professional of decades, Aliza Licht pitches on what could be a key differentiator. It’s a strong, well-maintained personal brand that proves your worth.
Especially with the prevalence of tools like ChatGPT, Licht said: of fortune “Having a personal brand is no longer an option,” Peter Vanham told Fortune Connect this week. It’s a requirement to stay afloat.
As Licht knows, she has more than 25 years of experience in communications and marketing, 17 of them in public relations for Donna Karan New York, and once anonymously said on social media, “DKNY. It was famous as a pronoun of “PR girl”. . When she revealed herself, she encouraged fans to follow her own personal account, which consequently led to her becoming a fan of hers after leaving DKNY in 2016. It helped me capitalize on a successful career. Since then, she founded the multimedia brand and consultancy ‘Leave Your Mark’, providing a range of wellness consultancy. She is a well-known brand and authored her career advice book. Leave your mark: Get your dream job. Kill it with your career.rock social media.
None of this would have been possible without her personal brand. That’s even more important in today’s volatile economy, she says. She says it’s dangerous to “get dusty” on a brand. These are very volatile times. “
Hundreds of thousands of layoffs have occurred this year alone, making workers even more worried about losing their jobs because of AI, not to mention the constant threat of a recession. Despite CEO assurances that AI will be an asset to reduce menial tasks, not a reason to automate human jobs, the outlook could still be grim as machines become increasingly capable. There is A recent report by Challenger Gray and Christmas found that AI has already eliminated 4,000 tech jobs. Harvard Business School management professor Joseph Fuller said most white-collar jobs won’t go away, but many will “should drop significantly.” luck Early this month.
AI doesn’t care about tenure or achievements. That’s why it can be important to do a self-assessment of your brand if, like Licht, he’s been in a certain, if not 20 years, role.
Most people don’t stay in one place long enough for their identities to merge with the company, Licht said. “But then they get really easy, they get really good at it, and they start to coast,” she says. “And the danger of coasting is dusting your personal brand.”
Dust off your personal brand 101
Not everyone is happy to listen to Licht’s advice. Today, with the rise of social media, the idea of creating a personal brand has changed from his 90s peripheral concept to a non-negotiable one to accelerate his career. Businessmen such as Richard Branson and Mark Cuban each developed personal brands prior to their business achievements.
But more and more leaders and workers have become anti-personal brands. Former Meta COO Sheryl Sandberg once said brands are about products, not people.Ilana Gershon explores the digital economy in his book Down and out of the new economy, Said BBC Creating a personal brand means being always on. Even management writer Tom Peters, who coined the term “fast company” in 1997, recently said: new york times Some people take their personal brand to the extreme.
Those who misinterpret personal branding as finicky and selfish are outdated perceptions, Licht said. “Having a personal brand is not about being famous,” she said. “It’s about aligning introspection with public perception so that you get your due recognition for what you are good at.”
Everyone already has some version of their personal brand. It’s just their reputation and if they don’t pay attention it can take precedence over them. The key is to hone the strong ones that are true to themselves. “A strong personal brand means that your name appears in rooms where you are not,” Licht said. Just as important as nurturing your personal brand is ensuring that your brand doesn’t erode or disappear over time.
I can’t let my personal brand collect dust
To hone the brand, Licht encourages employees to ask themselves if they are being as innovative as possible in their role. Given how revolutionary and groundbreaking some of her AI is, she said human ingenuity and innovation are particularly important “especially in the economy we currently work in.” .
A successful personal brand must, first and foremost, rely on successful deliverables. Without a strong track record, your reputation will suffer. Employees familiar with their role should ask themselves a series of questions, Licht says.
She added that we should ask ourselves: “When was the last time you learned something new? When was the last time you brought a new idea to the company? When was the last time I raised my hand and said, ‘Who? I realized that I haven’t done this yet, but I actually have some time now, so I’d love to try it.’ Ultimately, a successful personal brand depends first and foremost on a successful deliverable. Any reputation, artificial or human, is shaken without a strong track record to back it up, she said.
This article originally appeared on Fortune.com
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