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Personal Branding Predictions: Top 10 for 2010

by William Arruda  |  
December 15, 2009

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,, 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!

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William Arruda is a personal branding pioneer, the founder and CEO of Reach Personal Branding, and the author of Ditch. Dare. Do! 3D Personal Branding for Executives.

Twitter: @williamarruda

LinkedIn: William Arruda

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  • by Dan Soschin Tue Dec 15, 2009 via web

    Great article, William. Point #1 is dead-on. Video is becoming pervasive and those that are leading the pack by offering videos as part of their marketing mix are going to reap the most benefits. No one wants to download a four-page data sheet, product overview or whitepaper when they are in 'early-shopper' mode... they're looking for a quick fix... and video is the most pertinent outlet to meet that need. - Dan Soschin

  • by Philip Westerman Wed Dec 16, 2009 via web

    Your piece was excellent. I just thought that you should know that there are online personal reputation management companies that work in the "positive". My company, De Leon (, works on behalf of companies to work on the online presence of their key exectives.

    We work almost entirely in accentuating the positive and rarely get into the "digital dirt" areas as very few "normal" executives will have issues that need to be dealt with.

    We are about presenting our clients as serious talented professionals that will be an asset in a given situation.

    We utilise online PR, copy writing and SEO talent to reate, release and place accurate and helpul items that present our clients as they would wish to be perceived.

  • by Louis Louna Mon Dec 21, 2009 via web

    Branding is the middle of a deep change. Social media will be crucial to understand what's going to happen in the next decade. You got some great valuable information here, William. Thanks for sharing.

  • by Randi Bussin Tue Dec 22, 2009 via web

    William, this is a great article and I agree with many of your predictions. I agree that video is going to be a big trend for 2010 and beyond. Having just had my videoBIO done in NYC and seeing the draft, I am totally convinced of the importance of visual branding for career success.
    Randi Bussin

  • by Carter Mandrik Tue Dec 22, 2009 via web

    Excellent article. I think you could add this one to your list:

    11. Commenting: Leaving comments on online articles in an attempt to achieve a variety of personal branding and communication aims (brand image, awareness, interest, etc...) Crucial tip: Even when you have nothing to say, just say anything at all -- compliments are very useful (did I mention this is an excellent article?) as well as agreeing with the article which, by the way, I do wholeheartedly! -- in order to drive your so-called "Personal SEO." And don't forget the self-serving plug which, as a marketing consultant with a PhD in marketing, many years spent both in academia and as an executive, I can tell you is extremely important. It's especially good to provide a link to your website (if you have one) or at least include it in your signature, where you can also mention your name again.
    Carter Mandrik

  • by Ann H. Shea Mon Jun 14, 2010 via web

    Ever since I discovered marketing was my career path 15 years ago, I've marveled at the overlap between marketing and psychology and sociology. As we spend more and more time online, and are exposed to so many voices at once via Twitter, blogs and forum it becomes easier to emerging and contagious thought trends. I've started capturing some of these trends mentioned above in slideshare presentations, like this one:

    We are in strange times...addicted to 24/7 connectivity yet simultaneously appalled at the how fragile and exposed our reputations are.

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