Shiny ideas are often misguided in this field. I take a realistic, centered approach to matters ranging from resume length to what makes you happy.
But you spend little to nothing on employees’ online personas. And these days, everybody has an online persona, whether it’s purposeful or not. Today, every employee with an online profile (a la LinkedIn) publicly represents your company.
Read MoreIn a world driven by complex content strategy that sells today’s products and services, it’s alarming how many companies aren’t investing the same energy into the profiles of their employees.
Read MoreWhat if I told you it’s LinkedIn? And what if that engine was backfiring or sputtering at various points, but could be tuned?
In fact, you and your company’s employees probably already have some sort of presence on LinkedIn—whether thoroughly considered or hurriedly thrown together—and those profiles can support and champion, or erode and devalue the company’s hard-won brand equity.
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