The Long Tail Game and How LinkedIN is Helping to Build Your Brand

​It was front page news in 1982 when IBM announced it was laying off employees, the security of lifetime employment with Big Blue was in doubt. The undertone to others was this meant that almost no private sector employee was safe.  From moments like that 35 years ago to today, the idea of a personal brand and its cultivation have been forming. You, the individual, have the ability to create what the brand marketers will define as a 'promise wrapped up in an experience' and LinkedIn has been building a platform for your brand since its founding in 2002. 

In the last five years LinkedIn has not only been a great place to store all your contacts, it is a great place to share your thoughts and perspectives. In a business world where almost all employment contracts are “at-will” (which means you are working week to week at the whim of your boss), it is increasingly important to have a place to share what you have to offer an industry or marketplace. 

There are several key actions to consider when it comes to publishing on LinkedIn. The first is to share what others have posted and add your comments. This is easy lifting and benefits the person who created the original content. The second is to....

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set up a writing schedule and some topics you like to cover and start sharing your own thoughts. This content will live online for a long time, and can be referenced by you on other websites. The power of written content for your career has a very long tail. 

The most recent development from LinkedIn is the ability to share a video. While this may seem like the last thing any of us want to do, it will have an impact on how we learn, and what we expect when meeting new professionals.  If you were looking to hire someone and they had a short clip about themselves, it could be of great use to see how they communicate and handle themselves in front of a camera.

Two generations removed from 1982 the relationship between corporations and individuals has evolved into a measured marriage. Individuals now have the option of creating and maintaining a professional store front on LinkedIn, a place to store not only contacts but their work product. You own your career and we see LinkedIn as a valuable partner.