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Gen Y gets brand-savvy

Gen Y gets brand-savvy
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First Published: Sun, Dec 19 2010. 07 33 PM IST

Change: The only constant
Change: The only constant
Updated: Sun, Dec 19 2010. 07 33 PM IST
Gone are the days of being married to that one job you joined as a trainee. Employment today is synonymous with constant reinvention and repackaging. A recently concluded survey finds that Indian employees are developing their own personal brands to keep pace with a fast-changing workplace. According to workforce solutions provider Kelly Services’ global workforce index, personal marketing or branding has become a feature of the modern workplace. “As many individuals are moving out of the typical employment relationship, they are thinking about how to promote themselves and stand out in the crowded workforce,” says the managing director of Kelly Services, Kamal Karanth. The survey covered around 134,000 people in 29 countries, including over 4,000 in India.
Change: The only constant
Factors such as verbal communication skills, impressive resumes and attire are paramount for today’s generation at the workplace. The survey, which reveals opinions about work and the workplace from a generational viewpoint, says around 72% of the respondents identified verbal communication skills and technical knowledge as most important in building their identities. Other major factors that affect the development of personal brands include resumes (67%), written communications (66%), personal attire (63%) and use of social media (46%). “The survey results reflect an understanding that the days of a job-for-life, and even a career-for-life, are gone. The survey says most Indian employees are prepared to spend their own money on upgrading skills and keeping pace with technological and other changes at the workplace.
Besides, 59% of respondents expect to change their careers at some stage. Around 44% describe themselves as “very active”in their use of social media for personal marketing, while 33% say they are somewhat active, the survey adds.
Write to us at businessoflife@livemint.com
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First Published: Sun, Dec 19 2010. 07 33 PM IST
More Topics: Career | Workplace | Branding | Image | Gen Y |