While businesses work hard to build up their brand, too many of their employees aren’t doing the same for themselves, one researcher suggests.

Nathan Hiller, an associate professor of management at Florida International University, argued during this year’s Society for Industrial and Organizational Psychology annual conference that it is increasingly important for employees to ensure their own marketability by creating a brand within their organization.

The strategy, termed “personal branding,” allows employees to clearly define their potential and separate themselves from others in the workplace while demonstrating unique contributions to their organization.

While businesses work hard to build up their brand, too many of their employees aren’t doing the same for themselves, one researcher suggests.

Nathan Hiller, an associate professor of management at Florida International University, argued during this year’s Society for Industrial and Organizational Psychology annual conference that it is increasingly important for employees to ensure their own marketability by creating a brand within their organization.

The strategy, termed “personal branding,” allows employees to clearly define their potential and separate themselves from others in the workplace while demonstrating unique contributions to their organization.

Those on the panel — which also included Maria Arboleda, Veronica Harvey and Lisa Lewen from Aon Hewitt, Kelly Goff of ExxonMobil, Charles Thompson from Taylor Strategy Partners and A. James Illingworth of APTMetrics, Inc. — said individuals who engage in branding in an organization need to consider several factors when determining the brand they want to sell, including their owntechnical skill set, the needs of the organization and softer skills such as networking and interpersonal relationships.

Hiller acknowledged there is a fine line between personal branding and self-promotion.

“There is a difference and personal branding needs to be carried out to benefit the work team and organization and not be detrimental,” he said.

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