|By William Arruda||
|December 17, 2009 11:30 AM EST||
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
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
May. 23, 2015 02:00 AM EDT Reads: 4,923
SYS-CON Events announced today that Liaison Technologies, a leading provider of data management and integration cloud services and solutions, has been named "Silver Sponsor" of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York, NY. Liaison Technologies is a recognized market leader in providing cloud-enabled data integration and data management solutions to break down complex information barriers, enabling enterprises to make smarter decisions, faster.
May. 23, 2015 01:30 AM EDT Reads: 5,063
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
May. 23, 2015 01:15 AM EDT Reads: 3,966
Collecting data in the field and configuring multitudes of unique devices is a time-consuming, labor-intensive process that can stretch IT resources. Horan & Bird [H&B], Australia’s fifth-largest Solar Panel Installer, wanted to automate sensor data collection and monitoring from its solar panels and integrate the data with its business and marketing systems. After data was collected and structured, two major areas needed to be addressed: improving developer workflows and extending access to a business application to multiple users (multi-tenancy). Docker, a container technology, was used to ...
May. 23, 2015 01:00 AM EDT Reads: 1,612
Hadoop as a Service (as offered by handful of niche vendors now) is a cloud computing solution that makes medium and large-scale data processing accessible, easy, fast and inexpensive. In his session at Big Data Expo, Kumar Ramamurthy, Vice President and Chief Technologist, EIM & Big Data, at Virtusa, will discuss how this is achieved by eliminating the operational challenges of running Hadoop, so one can focus on business growth. The fragmented Hadoop distribution world and various PaaS solutions that provide a Hadoop flavor either make choices for customers very flexible in the name of opti...
May. 23, 2015 12:30 AM EDT Reads: 3,398
For years, we’ve relied too heavily on individual network functions or simplistic cloud controllers. However, they are no longer enough for today’s modern cloud data center. Businesses need a comprehensive platform architecture in order to deliver a complete networking suite for IoT environment based on OpenStack. In his session at @ThingsExpo, Dhiraj Sehgal from PLUMgrid will discuss what a holistic networking solution should really entail, and how to build a complete platform that is scalable, secure, agile and automated.
May. 23, 2015 12:00 AM EDT Reads: 4,052
All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo, June 9-11, 2015, at the Javits Center in New York City. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be
May. 22, 2015 11:30 PM EDT Reads: 1,503
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
May. 22, 2015 11:30 PM EDT Reads: 2,268
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of presentation. In her session at @ThingsExpo, Jocelyn Scheirer, CEO & Founder of Bionolux, will discuss ho...
May. 22, 2015 09:00 PM EDT Reads: 4,911
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
May. 22, 2015 09:00 PM EDT Reads: 4,618
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
May. 22, 2015 08:00 PM EDT Reads: 1,228
Every day we read jaw-dropping stats on the explosion of data. We allocate significant resources to harness and better understand it. We build businesses around it. But we’ve only just begun. For big payoffs in Big Data, CIOs are turning to cognitive computing. Cognitive computing’s ability to securely extract insights, understand natural language, and get smarter each time it’s used is the next, logical step for Big Data.
May. 22, 2015 08:00 PM EDT Reads: 1,734
There's no doubt that the Internet of Things is driving the next wave of innovation. Google has spent billions over the past few months vacuuming up companies that specialize in smart appliances and machine learning. Already, Philips light bulbs, Audi automobiles, and Samsung washers and dryers can communicate with and be controlled from mobile devices. To take advantage of the opportunities the Internet of Things brings to your business, you'll want to start preparing now.
May. 22, 2015 07:00 PM EDT Reads: 5,595
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
May. 22, 2015 05:00 PM EDT Reads: 2,080
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect at Hookflash, will walk through the shifting landscape of traditional telephone and voice services ...
May. 22, 2015 03:00 PM EDT Reads: 4,004
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Architect for the Internet of Things and Intelligent Systems at Red Hat, described how to revolutioniz...
May. 22, 2015 02:00 PM EDT Reads: 4,573
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner is Product Manager of the Omega DevCloud with KORE Telematics Inc., will discuss the evolving requirements for developers as IoT matures and conduct a live demonstration of how quickly application development can happen when the need to comply...
May. 22, 2015 01:00 PM EDT Reads: 1,508
Container frameworks, such as Docker, provide a variety of benefits, including density of deployment across infrastructure, convenience for application developers to push updates with low operational hand-holding, and a fairly well-defined deployment workflow that can be orchestrated. Container frameworks also enable a DevOps approach to application development by cleanly separating concerns between operations and development teams. But running multi-container, multi-server apps with containers is very hard. You have to learn five new and different technologies and best practices (libswarm, sy...
May. 22, 2015 12:00 PM EDT Reads: 1,655
SYS-CON Events announced today that DragonGlass, an enterprise search platform, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. After eleven years of designing and building custom applications, OpenCrowd has launched DragonGlass, a cloud-based platform that enables the development of search-based applications. These are a new breed of applications that utilize a search index as their backbone for data retrieval. They can easily adapt to new data sets and provide access to both structured and unstruc...
May. 22, 2015 12:00 PM EDT Reads: 1,592
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, will discuss IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sector...
May. 22, 2015 12:00 PM EDT Reads: 1,748