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New here? Employee Evolution is dedicated to helping the Millennial generation answer the hard-hitting questions that come with the biggest transition of our lives. Be sure to visit our about section for the full story. Since you're here, check out our best articles in the archives. We've also put together a list of some Millennial-friendly employers on our jobs page. Any questions? Feel free to contact us.
The Personal Branding Evolution: Gen-Y vs Gen-X
Some Background
Personal Branding is a self-application form of marketing, where you articulate your value to an audience, with the sole mission to build a reputation and credibility for your niche or idea. For a more refined and respected definition of Personal Branding, you can view the wiki I created, where I collaborated with many of the experts in this field.
Like me, Ryan and Ryan have been a huge proponent of Personal Branding, as they have developed great Gen-Y personalities through Employee Evolution. I think it’s important to realize that Personal Branding effects each and every one of us and the sooner we come to the realization that we have a brand, the more successful we will be.
Now for the comparison
As a member of the Gen-Y group, you tend to find new methods of success and creativity. Gen-Y members are more susceptible to technological changes, and with the growth and breadth of Web 2.0, there are no boundaries for achievement.
Many members of Gen-X have not been educated in these new tools and are still using tradition methods of marketing and career development. Although these methods have worked in the past, they have less reach than mediums such as YouTube and Blogs. Without new education based around these new arts, Gen-X is left to lose key opportunities that could expand their businesses.
On the other hand, Gen-X has professionals that have a brand name and enough income available to pay other experts for these services, such as blogging, podcasting and media outreach. Gen-Y has the tools available and is being educated on this new technology (Web 2.0) in classrooms, which is a huge advantage. Personal Branding will link Gen-Y to new opportunities and create the self-development realization that will make them successful. The sooner you discover your brand, the more time you have to develop a strategy that will position you as a leader in a given market segment.
Gen-X has had to work much harder to figure out who they are and what mediums they can leverage to accomplish their goals. As a matter of fact, the majority of Gen-X only understands and is comfortable with using few tradition tools, while Gen-Y is ready and willing to try new methods of communication.
One of the biggest advantages Gen-Y has is lack of responsibilities. Gen-X has already established themselves, possibly with marriage, children and pets. Gen-Y is free to try new things out, fail and then start over with little to no impact on others.
Personal Branding allows for members of Gen-Y to become successful early in their careers, so that they are set up for success later!
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Coming from a country where generation Y or the Millenials have yet to make a large dent in its society, I must say that much of the comparisons you make may not be particularly applicable outside of the First World. Many of Gen X’s marketing or personal branding tactics are in use here even by Gen Y/Millenials. It may be the conservative culture of the Philippines, or it may be the deference to the older generations (i.e. Generation X) which is also inherent in our culture. We tend to follow rather than challenge the ways of the previous generations. Although there are many who do try the millenial strategies you mention (just look at the proliferation of blogs in the Philippines!), as a general rule though, gen X methods still prevail. Just wanted to share that.
Kevlin, good comment here. I think there are many perspectives, but generally feel that Gen-X are mentors and Gen-Y are early adopters of social media and personal branding. Gen-X is more forced into the situation, whereas Gen-Y embraces it.
There are other subdivisions of differences that you name, based on cultural and geo.
Hi Dan,
In that context, then i definitely agree. Gen Xers, even in the Phils, are definitely mentors, while millenials are often very early adopters of social media. Although for social branding, not all are that adept at it yet I think. Remember that we are still a culture of convservatives and so trying to stand out can often still be seen as “mayabang” (or boastful). I often get that a lot, in fact.
“Dan Schawbel is the leading expert in Personal Branding for the Gen-Y audience.” Really???
I suppose if you call yourself an expert, then viola, you are!
I guess GenX is incapable of learning new skills. I guess they are unable to read the markets and the trends.
You build your brand by consistently delivering the goods.
I don’t care as much about what you know–skills can be learned–but I want to know more about what
kind of person/worker you are. You can talk all you want about tools and technology, but unless you can deliver, your “brand” is nothing but talk.
Gen Y–yes, the high tech tools you’ve acquired are wonderful, but don’t rely on those alone. Build your reputation. Be the person others want on their team. Set yourself apart! If your whole generation has the same skills, you need be even more special. Be the one who delivers, who solves problems, is easy to work with. Be the one others want to follow. In order for that to happen, you need to prove yourself. Once you do that, you can then position yourself as a leader in a given market segment.
It’s easy to call yourself an Expert, but unless you deliver–and have a history of success and accomplishments–why should anyone buy into your brand?
Good points Tim. That is precisely why I started my Podcast TV series, where I help GenY’ers develop their brands. Deliver is very important to building a strong reputation and for people to trust you in general.
As a member of the Gen-x crowd, I can see a trace of validity in what you’ve posted Dan, however I find there are some important points missing.
Mainly, I see a common trend in the generalities you’ve brought to light and the trends prominently reinforced by other Gen-Y’ers on the web. You’re actually not talking about self banding, it’s called positioning.
“Dan Schawbel is the leading expert in Personal Branding for the Gen-Y audience.” is a position statement, not a branding statement. You’re positioning yourself as a leader and an expert. To which, is unfounded. But that’s okay, most positioning statements are unfounded.
And who knows, maybe you are indeed an expert, I only just started reading your blog. But it hardly seems like something one can be an expert in. I’ve working in Marketing for over eleven years, and I’ve never dreamed of declaring myself a marketing expert.
One missed point is that Gen-x is a skeptical lot. We’re called Gen-x because the “X” is meant to be an unknown. We’re the undefinable group. And that we are. We naturally like it that way, and don’t take kindly to those people - such as yourself - who try to put us in a box or define us. Leave us as an X, we like it that way.
I don’t fault you Dan, in fact I appreciate what you’re doing. And, hey, how could I fault another Dan. It’s in the Dan code not to do so.
But, since I’ve been cast a mentor, let me conclude with some sound advice.
It is transparent when people try to position themselves as experts, leaders, or self-promoters. It is also equally transparent that expertise, leadership, and self-promotion are not - and can never be - self-declared attributes of one’s self.
I am a proponent of self-promotion too, however like with any great brand, it has to have an even better product behind it.
yes, yes, yes… again, Awesome Dan!
Last year, Debonair magazine published an article of mine called The Top 5 Gifts from the Baby Boomer Generation. I then shared it with C.W. Post (LIU) graduating class. It goes into 5 specific ways we (as young executives & entrepreneurs) can leverage the personal brands of those with gray hair. As we recognize these 5 patterns or boons, we can tap into these opportunities for own personal brands… we can bring ‘em to the attention of the Powers that be, and become one of them!
~ Vikram
PersonalBrandMarketing.com