Strategies for Restoring a Tarnished Image among Online Promotion Professionals Following Missteps
In the dynamic world of business and digital marketing, it's essential to understand the boundaries of your professional responsibilities. This knowledge is invaluable when navigating professional setbacks, whether they stem from a company's PR crisis or a sudden shift in business model.
In the digital marketing realm, reputation is paramount. It takes time and effort to build a successful campaign and establish credibility. Your reputation, after all, is what you build it to be, not what a company says. This is particularly true in the SEO and digital marketing world, where reputation can make or break a career.
When faced with a professional crisis, it's recommended to take proactive, strategic steps. Documenting every project, campaign, and metric is crucial. This not only helps in understanding the situation but also serves as evidence of your contributions.
Consistently and intentionally cultivating your brand can ensure that your career remains resilient. This can be achieved by creating a personal website or blog to publish thought leadership articles on specific areas of expertise. LinkedIn is another critical tool for showcasing successes, such as a content strategy developed, positive results achieved on a campaign, or a new tool mastered.
Updating a resume with detailed, quantifiable results personally driven can help pivot the conversation toward individual contributions during a company's PR crisis. Instead of stating a job title, use LinkedIn to demonstrate value in concrete terms by sharing specific successes and achievements.
Building a body of work tied to your name, not a company's, can help maintain a professional worth during a company's reputation decline. Boris Dzhingarov, the founder of ESBO Ltd, a global Digital PR & SEO agency, has experienced this firsthand. In one instance, he had a client whose business faced negative press, requiring him to focus on managing negative links rather than acquiring new ones.
It's important to recognise the line between a marketing issue and a legal one. Whistleblowing on illegal conduct or reporting discrimination are examples of legally protected activities. In such cases, seeking legal professional help is necessary.
Separating personal credibility from a company's struggles is essential for a sustainable career. A major event, such as an algorithm update or client's PR crisis, can threaten a professional's standing in the industry. However, by building individual case studies for each team member, they can land new jobs quickly and give them a sense of ownership over their achievements.
In conclusion, understanding your professional responsibilities, cultivating your brand, and documenting your successes are key strategies for navigating professional setbacks and maintaining a resilient career.
