Me Vs We – Navigating the power play between personal branding and corporate identity

There’s no doubt that the rising popularity of LinkedIn has made it much easier for people to build their own personal brands by sharing their news and views with their vast networks and getting instant gratification in the form of likes and comments. When LinkedIn was launched, back in 2003, it was aimed at senior professionals and business leaders, but these days it’s used by employees at every level, all vying to make their mark. It’s not just company bosses who want to share their views; newbies also want their time in the spotlight. Whilst LinkedIn can be a valuable platform, issues can arise when personal and corporate views are not aligned and when a personal brand threatens to eclipse that of a company brand.

Indeed, the audience shift of social platforms like LinkedIn has accelerated the tension between personal branding and company representation. Whereas once, employees were much more likely to stay in their lane, and toe the party line, these days, our newsfeeds are full of (deliberately) controversial posts hoping to make the viewer stop scrolling. Even with stringent social media policies in place, policing these posts, and determining when someone has overstepped the mark, can be a real challenge for businesses and brand managers.

Gen Z’s are generally much more comfortable sharing details of their lives with the world at large – 2024’s trend for ‘loud budgeting;’ with people sharing the ins and outs of their income and spending habits is a perfect example. It’s the antithesis of the British stiff upper lift. Whilst some might cringe at this level of oversharing, others feel that being open, especially about such matters as finances, should be encouraged. Alongside this, the rise in side hustles and aspirations to ‘be your own boss’ are much more commonplace, with many resenting the idea of making money for someone else. In these instances, employees use their company associations as a platform to share their own views, with the promotion of the company they work for, very much a secondary priority.

Remote working also has a role to play in this shift towards the rise of the corporate influencer– the often-blurred lines between personal and work life mean employees may feel much more comfortable sharing their personal views online. Opinions which might have once been shared privately by the kettle in the office, are now making their way online, for the world to see. In tandem with this, there’s no doubt that it’s more difficult to instill corporate values in a team that only sees each other once a week.

Do companies need to simply accept that certain individuals are there to push their own agendas and aren’t interested in being an ambassador of the business they’re working for? How, and indeed should, you stop an individual eclipsing your brand? Perhaps if you have full confidence in your brand and the people you have around you, it doesn’t concern you at all?

The fact is that when a person’s place of work is positioned alongside their job title, everything they write reflects on the company they work for (even with the obligatory ‘views are my own’ disclaimer). The extent to which companies should curtail ambitious employees who want to share their opinions with the world – is one for debate.