Meet your newest management headache: the co-branded employee.A growing number of professionals are using social media to build a personal, public identity—a brand of their own—based on their work. Think of an accountant who writes a widely read blog about auditing, or a sales associate who has attracted a big following online by tweeting out his store's latest deals.
Co-branded employees may exist largely below the radar now, but that's changing fast, and employers need to start preparing for the ever-greater challenges they pose for managers, co-workers and companies. Their activities can either complement a company's own brand image or clash with it. Companies that fail to make room for co-branded employees—or worse yet, embrace them without thinking through the implications—risk alienating or losing their best employees, or confusing or even burning their corporate brand.
Part of this change is generational. Younger employees show up on the job with an existing social-media presence, which they aren't about to abandon—especially since they see their personal brands lasting longer than any single job or career.
Social-media services like LinkedIn and Facebook also encourage users to build networks and share their professional as well as personal expertise. And increasingly, companies are recognizing that these activities have a business value. When a management consultant leads a large LinkedIn group, he builds a valuable source of referrals and recruitment prospects; when a lawyer tweets the latest legal news, she positions her firm as the go-to experts in that field. How can an employer resist?
And yet, there is a downside: Co-branded employees can raise tough questions about how to contain their online activities—and how to compensate them. It also isn't easy for managers to balance responsibilities among the bloggers and nonbloggers within a team. And it takes an effort to make sure employees' brands align with the company's.
To ensure that co-branded employees benefit a company, rather than undermine it, managers need to consider these questions:
