Personal branding goes to work

A powerful tool for employees and employers alike


Personal and corporate brands, once entirely separate entities, are now overlapping, as organizations realize the value of the influencers in their workforce. As more companies come to view their employees’ social presence and personal branding websites as always-on (and no-cost) marketing channels for the corporate brand, they’re looking for new ways to ride along with their social reach, to shape personal messaging to the corporation’s benefit and to protect their interests when employees use social media in ways that can be harmful to the organization.


Consider this: Brand messages are reshared 24 times more frequently when distributed by employees versus by the brand. It should come as no surprise, then, that we’ll see the rise of companies with social employee advocacy programs, social listening programs and professional development plans that include instructions and governance models on how employees can enhance their personal brands while supporting company goals. And “surveillance” is no longer a one-way street — we’ll move to an era of co-veillance, in which employers and employees constantly monitor one another.


To go further

Infographic: the value of overlapping personal brands and corporate brands


About the 2017 Global Workplace Trends

Every year, Sodexo looks at the main factors affecting the world’s workers and employers now — and in the future. These trends resonate across the spectrum of employee experience and can serve as a useful tool for employers navigating a landscape that is ever evolving.

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