How Much Personal Is Too Personal?
The concept of social networks is such that our profiles are our personal media.
With that in mind, and supported by freedom of expression, we wouldn't be wrong to say that everyone has the right to post whatever content they want on their profile, regardless of what their followers want. However, can we sometimes get carried away in our freedom and choose the "time and place" inadequately? It seems that - yes.
By now, you've probably all heard about the LinkedIn "crying CEO" case, and you've probably taken a side. A crying selfie of a director on a professional social network, despite the fact that the cause of his tears is work? Many say no, not at all. Not in that way, not in that place.
(You can view the "disputed" post at this link.)
However, to say that such personal things have no place on a social network that, despite the trends and increasing representation of lifestyle content, is still managed as a professional one, would only remove the first layer of the "questionable" label. What else lies beneath? The question of whether "socially acceptable" content should be published on social networks without any exceptions? Do we still have to live in a world where people hide their "real selves" for the sake of their image or the comments of others? From the employees' point of view, are employers really people who only care about money, or can they also be "people of flesh and blood" who have feelings? Can we even allow ourselves to be emotional about work and career? The answer to all these questions, in a way, revolves around one concept - authenticity.
Every social network, in its own way, rests on the topic of personal branding. But maybe now is the moment to think if it is still adequate to consider that we show our lifestyle on Instagram, our fun side on TikTok, and our business side on LinkedIn?
Technically speaking, LinkedIn is a professional social network - and the largest in the world. Silently, most of us agree on the "rules of conduct" and the content that is "appropriate" for this type of communication channel. However, there are so many different professions that it is almost impossible to come up with a "mold" according to which every person on this social network will behave. Apart from the job itself, there are also issues of personal interests and hobbies that are also desirable to see on LinkedIn in order to better present yourself to your connections, and with the idea of expanding your personal business network. It is clear that always, at any moment, someone can "slip" outside the framework of "expected".
The question of the information we share with others is always a question of the image we want to create about ourselves. It is up to us to choose whether we will be guided by our feelings and be 100% authentic, even when there is a danger of crossing the border, or whether we will want to embellish reality even a little. But regardless of which side we personally choose, before we decide to judge something we see on social media, we must be aware that the people around us are also choosing and have their own reasons why they ultimately decide on one or the other scenario.
When it comes to the opinion we have about directors, their relationship with employees, and the correctness of mixing emotions in work, Braden Wallaki's intention is more than clear. The CEO of the marketing start-up HyperSocial, with his tearful selfie photo, the cause of which was the dismissal of two employees, wanted most sincerely to stand behind the philosophy he lives by - to make business human again. He wanted to show that managers also have feelings, that they care about their employees, and that they are not always so cold-blooded. While one would choose to build personal branding on the basis of an ideal, he opted for complete honesty.
"Whether he wanted it or not, Valaki started a global discussion with his actions and became globally noticed overnight - and that with just one photo. This shows us that LinkedIn as a platform is constantly evolving, especially in terms of content. With the arrival of younger generations of directors, we will probably see more and more posts like this, which we might have expected to see on Instagram or TikTok," believes Milivoj Đorđić, General Manager Adria Region, Smartpoint Adria.
Despite some users characterizing him as "cringe" and even making a parody of his photo by recording themselves crying but for completely irrelevant or bizarre reasons, Valaki received many supportive comments which only confirms that his decision about how he will appear in front of his audience we must respect. Because really, we all have the right to choose.
However, in the LinkedIn world that still functions on a certain basis, before such a move we should ask ourselves not only who we are addressing, but also who the people are who make up our community. We don't have to ask what they want to see, but we can ask what content they feel comfortable with and what makes them uncomfortable. Because yes, personal content is sometimes really too personal for an environment like this, and what we consider authentic doesn't have to be that at all. "Double-check" is even more important the larger our network of contacts.
If we understand personal branding as, simply put, our reputation, our identity, we will want to present ourselves in the best possible light. The question of career identity is especially important in a professional social network where we are constantly evaluated as workers or leaders, based on what we do well or poorly. In this sense, we should focus on highlighting our strengths, achievements, talents, passions, interests... This is what defines us - and there is plenty of room for honesty here.
Personal branding is also the first association someone will have when they think of you. If you search Braden Wallaki's name on the internet these days, you'll mostly come across lyrics about his tears. And although it is about something extremely human, the question is how much the public will, after this, deal with his talents and achievements, what he is besides the "crying CEO". We can't say that Valaki has damaged his reputation to any extent, but maybe he has - it depends from which angle you look at it.
All in all, one thing is certain: "Since it is more relevant than ever, it is obvious that in the future marketers will increasingly use LinkedIn for the development of personal branding, and the idea or creativity will once again give the greatest result, whether they are the result of someone's intention or complete spontaneity," concludes Milivoj Đorđić, General Manager Adria Region, Smartpoint Adria.
For Marketing mreža website text written by: Ivana Tomić, Smartpoint Adria Brand Specialist
Photo: Unsplash