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Introduction
We argue in this paper that finding a job and managing career progression increasingly involve understanding how today's networks operate and how to deploy them effectively, both online and offline. Building and maintaining a personal brand in this way is becoming a critical differentiator between the proactive and the reactive members of society. It is therefore essential to make sure that the nature of the information an individual displays online is going to encourage rather than discourage a potential employer. Our work draws upon the results of an ongoing research project which is investigating the use of new technologies by entrepreneurs to build their personal brands.
We begin by discussing the changing nature of the workplace and then introduce the concept of personal branding. We explain why such branding is increasingly important for job seekers as the so-called "Generation X" move up the career ladder and "Generation Y" become more established in the workplace. We then draw upon the activities of some of our case study entrepreneurs to demonstrate how various online services such as blogging and social networking can be harnessed to develop and enhance a personal brand. We conclude by reflecting on some of the challenges people face in managing their personal brand effectively over time.
Our rationale is that the "digital divide" between the "haves" and the "have nots" in the developed world is now less about access to the web than it is about understanding how to actively participate in the networked society. Someone who has the skills, time and confidence to navigate and manage the online chaos and develop a personal brand will gain access to new career opportunities, find audiences for their work, or enrich the lives of others. Those without such initiative risk being marginalized or left behind. However, with all the free online resources now available, there is no excuse for anyone to be trapped on the wrong side of this digital divide and hence miss out on the best career opportunities.
Trends in the workplace
In his comprehensive US study of "Net Generation" behavior, Don [7] Tapscott (2008) noted:
The bottom line is this: if you understand the Net Generation, you will understand the future.
Differing lifestyles and experiences are leading to new attitudes, expectations...