“Who lives? Who dies? Who tells your story?” That last question from the Hamilton song resonates strongly with me. Today, we can’t wait for a biographer to pen a narrative. Our stories unfold online. Our online presences reflect our past accomplishments and shape perceptions of who we are and where we aspire to go. Does yours say what you want it to?
Until the onset of the COVID-19 pandemic, I created and produced high-level, peer-to-peer conferences. Mostly behind the scenes, I paid little attention to my professional digital footprint. My LinkedIn profile was sparse and I seldom engaged with my network. The people I needed to know knew who I was. Then lockdowns hit and in-person events were canceled. I had to pivot.
Having spent a few decades organizing corporate events, I began to look forward to new professional horizons. I identified transferable skills. I worked with colleagues to update my resume accordingly. I reached out to my network. My hard copy credentials were solid. Online, I tweaked my LinkedIn account very slightly.
Fortunately, timing and connections led me to Signitt, where my expertise found a natural fit and the company mission aligns with my perspectives. But what if networking had not been enough? What if my weak digital footprint had cost me the opportunity?
During her presentations, Anouk Pappers surveys people on how they use online searches to make business decisions. Over the years, she has polled at least 10,000 people. Of those:
· 96% Google others before doing business with them;
· 70% decide not to proceed based on the results;
· Only 32% Google themselves.
These statistics underscore the importance of knowing how you are perceived online and ensuring it is an accurate reflection. If you don’t, you risk missing out on opportunities. Imagine you and a peer are vying for the same position. You have similar experiences and skill sets. Each of you has strong endorsements. However, your peer has a future-forward digital persona and has published thought leadership articles. In contrast, your online profile gives details of your past accomplishments, but little information as to who you are or what you think. Who do you think has a better chance of getting the job?
Strengthening your online presence takes time and effort. When I first started working at Signitt, I still neglected mine. Like the proverbial shoemaker’s children, I was digitally barefoot. I assisted clients in creating and publishing content that spoke to their target audiences but did little for myself. I was stumped by some of the same obstacles our clients face: I didn’t have the time and didn’t like writing about myself. With the help of my colleagues, I have overcome these hurdles. I now curate a digital persona that reflects my professional journey and goals. This is an ongoing process, requiring consistent effort and occasional adaptation.
Our stories are powerful, but need to be heard and seen to have an impact. Take control of your online presence today. Make sure it tells the story you want the world to know. After all, if you don’t tell your story, who will?
A marketing and communications strategist, Madeleine A. Cohen has produced global trade shows and conferences from ideation to execution, and has extensive experience as an editor and writer. At Signitt, she leverages her expertise to help women and diverse business leaders best tell their stories in order to achieve their next professional goal.
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