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Personal branding isn’t everything—that’s something all recruiters, HR folks and decision-makers need to realise.Olivier Blanchard, a principal at brand consulting and marketing management firm BrandBuilder Marketing, wrote this great little nugget in a lengthy post about social media and ROI on his blog.
He explains why there are people who have a big presence on social media that seemingly don’t deserve it, while smarter people are less visible (emphasis ours):
“Be very careful who you hire, whose blogs you read, and whom you elect to influence your business decisions.
“Digital Influence” does not necessarily reflect competence. Always remember that. Some of the dumbest and most dishonest people in this business have enormous followings on Twitter, blogs and G+, and very high Klout scores to boot. (They spend an enormous amount of time making sure they do.)
Conversely, some of the most brilliant, competent, ethical people in this business aren’t all that visible. Why? Because they are too busy doing real work to focus all of their efforts building personal brands and better mouse traps.”
That doesn’t mean there aren’t talented folks out there that do have big followings online, but when hiring (or letting some “expert” influence your decision-making), it’s not enough to go by someone’s online presence alone.
Instead, focus on a person’s abilities, ideas and the content that they put out to gauge their worth.
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