Why Branding is Important in the New World of Work

Posted September 25, 2017 by Catherine Kaputa in Uncategorized / 0 Comments

To get an idea of the future of work, look at the Hollywood business model and how films are made. A team is assembled, works together as long as needed to complete the task, and then disbands. All the various people involved are free agents.

Contrast that with the corporate model and its long-term business structure and long-term employees in open-ended jobs. The Hollywood model is being used in design firms and technical companies who put together a short-term team of various experts to develop new products or work on a big project, and it’s being adopted by other companies who are using more contract or temporary workers for jobs that used to be performed by long-term employees.

You can see the advantages for management and business owners. It’s a lot less costly: you just hire the people you need when you need them. Then, you’re on your own until you find the next gig. This model shifts risk from employers to workers for health insurance, retirement income and job security. And it’s very targeted to each business situation because you select the best team to do each particular job.

The Hollywood model can work surprisingly well for people who have in-demand skills and expertise, and who are good at personal branding, marketing and networking. It favors the adaptable employee who continually takes the pulse of the marketplace to find out what new skills are in demand and who the new players are. It favors those who are good at networking and building mutually beneficial relationships, and above all, who are good at creating and communicating their value in their elevator pitch, through their resume and on social media.

In short, the new world of work favors those who are good at personal branding.