Personal Branding & Success Marketing

Learn communication charisma & the power of rhetoric, use public relations strategies not manipulation, be visible get noticed & reach goals

Simone Janson, Simone Janson, Simone Janson

• Publisher: Best of HR – Berufebilder.de®
• Year: 2024
• ISBN:
  9783965963337
• Edition: 4
• Topic: Personal Development
• Subtopic: Careers

In the 4th, completely revised edition of this groundbreaking guide, published by an award-winning publisher, renowned experts (overview in the book preview) combine their knowledge with interactive AI. This unique combination of decades of experience and state-of-the-art technology enables you to master challenges on a whole new level. Thanks to the innovative transfer of information, complemented by personal experiences of success, you can realize your goals and reach your full potential. Because whoever wants to become successful as an employee, applicant or self-employed person, whoever wants to change and move something, must become visible in their own company or in the media, must make themselves heard by superiors and colleagues and express their opinion. Self-marketing positioning and lobbying on one's own behalf are the magic words here. Nothing helps as much as brilliant rhetoric that arouses emotions and inspires and carries away other people - after all, everyone has something to say and targeted communication tricks help to become a thought leader, opinion leader or opinion booster with one's own message. Who wants to achieve this, should work on the one hand purposefully and strategically on its visibility and effect as person mark, on the other hand in addition, persuasive power charisma and self-confidence strengthen. This book provides the decisive tips. For its concept "Information as Desired, " the publisher won the Global Business Award as Publisher of the Year and received government funding. It is also a partner of the Ministry of Education and Research of the Federal Republic of Germany. The goal to give you the best possible content on topics such as career, finance, management, recruiting, or psychology goes far beyond the static nature of traditional books: The interactive AI Extended Books not only provide AI-optimized content in several languages based on data analysis but also allow you to ask individual questions and receive advice tailored to your personal interests. Each book contains detailed information and examples for your successful use of AI. You can utilize AI software for free, download e-courses, collaborate with workbooks, or engage with an active community. So you gain valuable resources that enhance your knowledge, stimulate creativity, and make your personal and professional goals achievable and tangible. Expertise and technical innovation go hand in hand, as we take the responsibility to deliver well-researched and informed content seriously, honoring the trust you place in us. Due to the unique combination of human expertise and innovation, we can publish works that meet your requirements in every aspect. And furthermore, we want to offer you the opportunity to make your journey towards personal growth and success even more unforgettable. We understand that true change occurs not just in the mind but primarily through personal experiences and application. Therefore, we've conceptualized special success journey experiences tailored to each book for you. Be inspired to elevate your life to an entirely new level. By purchasing the books, you can also do good: The publisher dedicates about 5 percent of book sales revenue to socially relevant or sustainable projects. We provide scholarships, support innovative ideas, and contribute to climate protection initiatives. Publisher Simone Janson is also a bestselling author and one of the top 10 influential German bloggers according to the Blogger Relevance Index. Additionally, she has been a columnist and author for renowned media outlets such as WELT, Wirtschaftswoche, or ZEIT - more about her can be found, among other places, on Wikipedia.

Identity Personality Roles on the Net: Who am I and where am I?
// By Simone Janson

Everyone is a multiple personality. At least as far as the effect on his environment is concerned. Depending on who we communicate with, we take on different roles.

Everyone has different roles

A man, for example, will usually behave differently with his buddies over an evening beer than towards his wife - and his appearance in everyday work and towards his boss is completely different. These role changes may be more pronounced for some than for others, but it is comparatively normal that the same person corresponds to different role models in social interaction with others - and not just since the invention of the Internet. What is new, however, is the number of possibilities that the Internet makes available to us. We can move anonymously and assume a strange identity with a different gender or age. We can appear in chats or forums under a pseudonym, get funny avatars and give our best opinion without make-up - or do exactly the opposite.

And even if we appear on the net under our real name, we often adapt our behavior to the respective network - for example, at Xing, for example, emphatically serious, at Facebook stressed cool and stressed funny on Twitter. This game with a multitude of different identities unsettles many people who do not know how to deal with it. Does someone use Twitter privately or professionally? And you can get professional contacts at Facebook Make friend requests or is it perceived as too private? New communication rules are necessary because the boundaries between private and public identity are becoming more and more blurred.

Authentic or idiotic?

Many internet users are idiots! At least if you go by the Greek original meaning of the word. Because in ancient Greece idiot was a person who did not separate the private from the public. And that is exactly what many people do when they present themselves on the Internet. Because as the study “Facebook Profiles Reflect Actual Personality, Not Self-Idealization ”from Johannes Gutenberg University Mainz shows that most people in social networks want to be as completely themselves as possible and express their own personality.

In cooperation with German and American colleagues, the Mainz psychologists examined a total of 236 German (studiVZ / meinVZ) and American (Facebook) User profiles. The actual personality traits of the profile owners as well as their idealized self-images (ie the ideas of how they would like to be) were collected using questionnaires. The so-called Big Five were recorded as personality traits: extraversion, tolerance, conscientiousness, neuroticism and openness to experience. Third-party assessors then saw the user profiles and gave their personal impression. The external judgments were then compared with the actual personality and the self-ideal of the profile owner. It turns out that the spontaneous impressions of the external assessors agree with the actual characteristics of the profile owners and are not falsified by their self-idealization. The results contradict the widespread opinion that online profiles are only used to create an ideal of oneself, an idealized virtual identity, so to speak.

Too much openness creates fear

This openness scares many people. Because, according to popular belief, it may be all well and good to act as you are in your private life. But in public and even in the professional-professional environment, too much openness has lost nothing. She looks kind of idiotic. Or not?

In October 2010, Uwe Knaus, blog manager at Daimler, received a memorable application for a social media internship: “I'm addicted to social media… yes, I officially profess myself. Nothing can sweeten my day more than the golden ringing of a new message on Facebook and a hoped-for retweet ... Yes, it is ... I keep receiving reports of harassment for following people on the street. And worst of all: ... My boyfriend now only speaks to me as @Schatzi ... The only thing that can help me now is the structured use of social media. I count on your support. "

The sender was the Regensburg graduate Natascha Müller, who caused heated discussions among HR and social media experts. Because Knaus had published the application, initially anonymously, on his private blog - not without reflecting his own impression: “At first I thought: It won't work! Somebody made a joke or someone else submitted a fake application. Let's assume the cover letter is not a fake. Then it is amusing, open, honest, funny, outstanding and the applicant is remembered. But it doesn't suit Daimler - or does it? If the lady had applied to an agency with it, then she would probably have started tomorrow. Thoughts about thoughts. She has at least achieved one thing: I spend an above-average length of time and intensively with your application. " And that was exactly what made Müller's application so successful: With her cheeky, unconventional manner, she not only made the blog manager of a global automotive company think, but also received a lot of, mostly positive attention via Twitter. So openness and authenticity as the success strategy of our time?

Not every openness is well received

The matter is much more complicated and complex. Because not every form of openness is also well received. The management consultant Olaf Hinz even warns against overdoing it with authenticity: “What it takes is a coherent appearance or a coherent presentation. And staging also has the role models / expectations of employees, colleagues or the audience in view. Because those who come across as highly personal, authentic and 'honest', are quickly perceived by their professional environment as 'too close' and 'too private'. I think it takes a professional appearance that by 'keeping the balance' between authenticity and the exercise of roles is neither adjusted nor too private: a coherent staging. "

The political scientist Eva Horn, who previously worked in the state parliament of Baden-Württemberg, among others, has mastered this staging in her favorite social media channel, Twitter, perfectly: with her green hair, the rather random snapshot and the cheeky saying “I often stay long up, drink a lot and feel ashamed of all of us ”, one takes her profile as a private and therefore particularly authentic channel. Nevertheless, she also thinks carefully about what she tweets and what not, because she knows very well who is reading everything - and what misunderstandings the interlinking and private and public can lead to:

“With self-portrayal in social networks it is like everywhere else: Some do it more than others, it just belongs to them. However, I would never tweet any crap to get more followers. That would be dishonest. What you write has to suit you. I keep very private things like my love life to myself. But people are allowed to know that I am an outright missanthrope and sometimes drink a little more. Spontaneous expressions of emotions too, even if that sometimes causes irritation: I once tweeted 'accidentally started crying' - many people thought that I must be totally sick because I made it public. These are only brief snapshots. There are just a lot of people who don't understand the irony and cynicism with which you take things to extremes on Twitter in 140 characters. That must be one. I have already got a lot of professional contacts and job offers through Twitter and also officially tweet for the Greens - they have also noticed that I can formulate well. In the official account of a party or a company, however, private statements have no place, they have to be strictly separated, otherwise it will look unprofessional! "

Unintentionally famous - what now?

Anyone who visited the Rheinkultur Festival in Bonn on July 02nd, 2011 had a good chance of becoming famous. Not because he was suddenly discovered as a musician. But the WDR took a photo and enlarged it in high resolution so that you could zoom in and recognize every face and published it as the “largest German festival panorama” with 25.000 people. But that wasn't the worst. The WDR called http://rheinkulturpanorama.de/ to mark yourself or friends and acquaintances on the photo - optionally with or without a Facebookwhere you can tag people in photos for a long time and thus assign them to contacts. This is exactly why the WDR considered the action to be a successful gag - but bloggers and lawyers saw it a little differently.

"Measured against German law, these concepts are not permitted," noted Thomas Stadler, specialist lawyer for IT law in his Internet law blog. And John F. Nebel, employee of the Heinrich Böll Foundation, writes: “The scope for the individual is getting smaller, the freedom to act unobserved is shrinking and thinking slowly develops in the back of the head that takes this into account.” the WDR users the possibility to have their faces pixelated. All you have to do is send in a screenshot of the section on which you can be seen, give your phone number and prove that you are that person, for example with a driver's license photo. So in order to become anonymous again, you have to reveal more data!

A picture says more than 1000 words

Admittedly, a lot of people may not care if someone knows that you were at the Rhein-Kultur-Festival on July 02nd, 2011. But some don't either. But they now have to live with the fact that after entering their name in the search engine, one might find exactly that picture when entering their name. But tagging and marking photos is just the beginning: In the meantime, software can also automatically recognize people in photos and assign them to a previously entered name. This is not really new: image processing programs such as Picasa, iPhoto or Photoshop Elements already have this function. What is new, however, is that you can no longer use it offline for yourself and your own photo collection, but online - and therefore usually visible to everyone.

Because Facebook now has face recognition - since the end of 2010 in the USA, since spring 2011 also active in Germany. When users upload new photos, Facebook these with existing photos on which people have already been marked. If the system finds sufficiently high similarities, the system suggests marking the new picture with this name as well. Now, for general reassurance, it can be said that facial recognition systems do not yet work really well and only few people recognize them really well. It is also really unlikely that, for example, beach photos that someone happened to take of us with their mobile phone would appear in this way under our name on the Internet. However, that could change soon, as such systems are constantly being improved.

Google, for example, offers an app with Goggles, thanks to which smartphones can assign information on the network to photo subjects. However, Google immediately denied a CNN report about a possible mobile face recognition: Technically, such a function would be feasible, but the company's privacy concerns are too great. So it could not be a problem in the future that we all walk around with a little mini face recognition and thus assign other people on the street or at a party personal information on the Internet. And what's more: With a well-functioning face recognition, it would be possible without further ado to transfer data from surveillance cameras with the help of the FacebookImages are matched. Names, addresses, personal preferences and even the movement profiles of unsuspecting citizens would be just a click away. Even if that is still a long way off, privacy advocates are already sounding the alarm. Because even if the collection of biometric data is only allowed under German law if the persons concerned have expressly consented, the matter is legally not that simple: Because in the opinion of Facebook The laws of the country in which the company has its European headquarters do not apply here, but rather the laws of the country in which the company is based - and that is Ireland.

Face detection in Facebook: masked for shopping?

What remains for the individual so far is help for self-help. At Facebook you can at least partially deactivate facial recognition - even if that gives the illusion of a supposed security that, according to Stiftung Warentest, does not exist: “Many reports on the Facebook- Suggest face recognition: The function can be deactivated. A well-known daily newspaper, for example, says: 'This is how you can switch off the automatic face recognition: Under -> Privacy settings -> User-defined setting under -> Suggest photos of me to friends, click on -> Edit settings. "Enabled" is selected by default. If the function is set to “Blocked”, face recognition is switched off. The described method is correct, but the assessment goes far too far: According to Facebook only the suggestion of a name for the picture is omitted. Face recognition as such apparently continues. Only those deep in the Fac can bring a little more data protectionebook-Help system hidden and barely understandable guide to delete the information for marker suggestions. However, this only affects the data on images you uploaded yourself. If other facebook-Users post pictures and save information about them, those affected cannot do anything themselves. All you have left is the other Facebook-Ask user to delete. "

Jokers are already joking that in the future we will all go shopping masked. But maybe there is another solution: Simply use the right make-up technique. Designer Adam Harvey, a graduate of New York University's Interactive Telecommunications Program, discovered that excessive makeup, properly applied, prevents a face from being recognized. On his website, Harvey explains with many videos and photo examples how this should work: Among other things, it is about emphasizing parts of the face that are otherwise not emphasized, for example, cheeks instead of eyes and in this way practically inverting. According to the inventor, the algorithms of the face recognition software currently available could then no longer correctly calculate the faces.

Business, matching and beer drinkers: when the private becomes professional

Whenever I ask students in lectures which social networks they use, all hands are up. You already guessed it: Facebook is meant of course. But when I ask if Facebook also uses professionally, usually only a few hands remain up. The unanimous opinion is that Xing is responsible for professional purposes. The American competition, the business network Linkedin, is slowly gaining ground in Germany, while Xing has long been a well-known player in Germany.

For a long time, Xing seemed to be on the decline, but has been trying to keep up for years. But when it completely rebuilt its functions, some users felt overwhelmed with the new function. Exactly the calmer slowness and the clear setting options to protect your data from strangers' eyes is something that makes Xing more attractive for many people than the far more confusing Facebook or even the chaotic Twitter. In the opinion of Martin Salwiczek from the Mühlheimer LVQ further education GmbH, many particularly appreciate the slowness here, as they are not constantly under pressure to communicate, but can always find contacts clearly sorted and can easily find out about events. For years, Salwiczek has explored the possibilities of the Internet when looking for a job with further training participants and knows what makes Xing so attractive when looking for a job:

“I looked after a rather reserved participant. He created his Xing prof...