We want to market ourselves online, but we don't know how
January 2, 2008
Only 25 per cent claim online marketing skills
By Peter Wolchak
Three in 10 Canadians hope to use the Internet to extend their careers, one quarter admit they already have used the Internet to market themselves for personal or professional gain, and two in 10 report they have a carefully constructed message and personal brand strategy, according to an MSN Canada/Ipsos-Reid survey. However, four in 10 report they have no idea how to use the Internet to market themselves or their careers.
Mitch Joel, president of Twist Image, a Montreal-based digital marketing agency, said the survey findings raise concerns about how Canadians manage their online identities. “Everyone is an individual brand—the ‘you’ brand. If managed incorrectly, this can have negative consequences when it comes to getting a job, advancing your career or maintaining a positive reputation. This survey reveals to me that many Canadians are at risk of not managing their personal brands.”
Joel recommends the following to help Canadians develop strong personal brands.
1 The majority of Canadians (85%) avoid putting personal information about themselves on the Internet, in order to protect their privacy and reputation. But if you’re not online, you’re not being a proactive advocate of your personal brand. Take a hands-on approach and search your name frequently.
2 Two thirds of Canadian e-mail users indicate they have multiple addresses. Instead, people should use consistent personal information in all online activities, such as the same photo and e-mail alias for all accounts. The idea is to become recognizable across many channels.
3 A quarter of Canadians say they use a fun word in their e-mail alias that reflects an interest or hobby, while one in eight use a fun name to represent their desired online image. People should never do this; what happens when “skaterboy” grows up?
Mobile data and voice are great, as long as the signal is strong. And while mobile networks are pretty good these days, road warriors quickly discover that dead zones still exist.
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By Peter Wolchak
