So says the 2010 Kelly Global Workforce Index, which surveyed approximately 134,000 people across 29 countries in North America, Europe, and Asia Pacific.
Specifically, Kelly's Executive Vice President and CEO, George Corona, said,
"In taking control of their careers, a strong personal brand becomes critical for individuals in helping to differentiate themselves and gain future employment. Many people are now embracing the idea of operating as 'free agents', and accepting responsibility for managing their own careers and enhancing their marketability."
All respondents to the survey, worldwide, agreed that verbal communication skill is the most important element in defining one's brand, followed by technical knowledge, resumes, written communications, personal attire and social media usage.
More than half surveyed said they were willing to invest in improving their skills.
Two-thirds saw a career change or reinvention in their future. "Not only has the job-for-life disappeared but the career-for-life is going the same way," Kelly’s Executive Vice-President and General Manager, Mike Webster, said.
Key findings among North American respondents:
- 71 percent of baby boomers cited verbal communication skills among the most important element in personal branding, compared with Gen X (70%), and Gen Y (67%).
- 66 percent of Gen X were prepared to spend their own money on training to upgrade their skills, higher than for baby boomers (60%) and Gen Y (62%).
- 82 percent of Gen Y were “very optimistic” about their ability to keep pace with technological and other change in the workplace, higher than for Gen X (75%) and baby boomers (60%).
- 64 percent expected to have to change their career at some stage in the future, comprising Gen Y and Gen X (both 65%) and baby boomers (62%).
- 30 percent of respondents described themselves as “very active” in their use of social media for personal marketing, while 34 percent said they are “somewhat active.”
Have you embraced personal branding to accelerate your job search?
If you need help defining your brand, go to my 10-Step Personal Branding Worksheet.
© Copyright Meg Guiseppi, 2011. All rights reserved. Used with permission.
Meg Guiseppi, Job-Hunt’s Personal Branding Expert and 20-year careers industry veteran, holds 7 certifications, including Reach Certified Personal Branding Strategist, Reach Certified Online Identity Strategist, and Master Resume Writer. Meg is the author of the ebook, "23 Ways You Sabotage Your Executive Job Search and How Your Brand Will Help You Land." Connect with Meg at Executive Career Brand, on LinkedIn (LinkedIn.com/in/megguiseppi), and on Twitter (@megguiseppi).
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