Ever since Tom Peters laid out a modern "personal branding" road map in Fast Company in the late 1990s, the concept has been in full swing. The revelation was that we could be an individual powerhouse, separate from the corporate umbrella.
So much has happened since: blogging, social media, the advent of online video, and the explosion of content marketing.
Nevertheless, nearly two decades later, most companies require a strict separation of business communication and personal branding, with the job of social interaction relegated to a few chosen spokespeople or PR handlers.
Meanwhile, those brands are missing out on the collective connections and expertise of the very people they've hired to be a crucial part of their team. But all that is about to change. Those who fail to embrace the empowered individual brand will miss out on the positive impact that employee advocacy has to offer.