When Your Personal Brand Outshines the Corporate Brand

Why Companies Could be Concerned about their Employee's Personal Brand

When Your Personal Brand Outshines the Corporate Brand

It’s happening and more common than anyone wants to admit.  As the concept and importance of personal branding, social media, and an online presence becomes more common place, companies are becoming more interested in their employee’s personal brand. Their concerns are legitimate. Here’s why. . .

  • Risk. Legal risk, perceived risk for the company and its own brand. Things like social media discrimination, misuse of social media, and social media policies. These are a few of the things that concerns bosses, executives, and your company’s legal team.
  • Ignorance. Companies are scared and ignorant to how the concept of an employee’s own personal brand can help elevate or benefit the company’s own brand.
  • Fear. Similar to ignorance companies are scared. Maybe they or a company they know has been burned before. Unfortunately, companies react and create policies, protocol, and procedures based on past experiences and perceived risk.
  • Control. Single handedly, this is your companies biggest fear.  They are fearful of social media and the freedom it gives you to speak your mind while being electronically and publicly stored forever.  Social media gives everyone a platform to clear the air.

While companies and the court look to find a common ground in the world of social media, personal branding, and the concept of microcelebrity, here are some things you can do to ensure your own personal brand doesn’t outshine your employer’s brand.

  • Have a Plan. Know your strategy and how you plan on going about developing your brand. What is your goal and what does your brand look like? This will help you clearly define yourself and able to articulate just who you are. Because as your personal brand grows people take note, and articulating it clearly is half the battle.
  • Be Upfront. With yourself, your audience, and possibly your current employer. Research your company’s communications, social media, and electronic policies prior to0 developing your personal branding strategy. Keep copies of these documents and policies for yourself to reference just in case.
  • Get It In Writing. If and when you do come clean with your employer (and I believe you should), get written evidence the meeting and discussion actually occurred. This could be in the form of an electronic email recap or signed statement. I also recommend that you put your own thoughts onto paper and write a statement that outlines what took place in the discussion. You are able to reference the document, the date, and what your conversation included just in case.
  • Sell Yourself. Sell yourself and how your brand can help not hurt the company you work for. Find ways to work together and be an advocate for them. Demonstrate your value and align yourself within the organization as someone who can assist and highlight the company’s brand. Develop relationships with PR and Marketing so their expertise and influence can work in your favor.

Think you are immune to the possibility?  Think again.  Drive conversations, set boundaries with your company and build a bridge.  Don’t let your personal brand outshine your corporate’s brand.

Jessica Miller-Merrell

Learn more about Jessica Miller-Merrell, SPHR, SHRM-SCP, the founder of Workology, a workplace HR resource, and the host of the Workology Podcast. More of her blogs can be found here.

Reader Interactions


  1. Marc Mawhinney says

    Great post – companies are well behind the curve when it comes to social media, and need to get caught up. At the very least, the fearful ones should ease into the game by having a rule that they approve each blog (not ideal but better than no blog). Once they see the benefits, they’ll give the employee more freedom to participate in social media …

    • blogging4jobs says


      Thanks for the comment. I agree with you and that’s why I wanted to write about it here. I help companies with learning, understanding, and participating social media, the good as well as the bad but more good than bad in most cases.

      Thanks again!




  1. […] How do I know?  Because in 2009, I worked to be a linchpin in the Fortune 500 organization, but fear got the best of them.  Fear of social media.  Fear of me working as a third party recruiter on the side.  Fear of me being bigger than the brand. […]


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