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!