How can you combat this potential obstacle to your career success? Dan Schawbelâ€s new book, Promote Yourself, helps you begin to think about how to handle that challenge, especially for Gen Y workers who need to acclimate to a workplace that is very different from what their parents likely experienced.

In the book, Dan notes:

“As the world changes, so does the workplace. Companies are acquiring or being acquired, merging with other companies, or crumbling. Your team could be eliminated, your position outsourced, or you might lose interest in your job altogether. Itâ€s no surprise that according to the U.S. Bureau of Labor Statistics, the average American will have about nine jobs between the ages of 18 and 32. The job youâ€re in now is just one stepping stone along your path.”

Promote Yourself describes how you can – and must – differentiate yourself in the workplace in order to stand out and move ahead. However, Dan also explains that itâ€s important to spread the word about your unique skills and abilities beyond the walls of your office. He says:

“Becoming a recognized expert in your field increases your value to your company. If your blog is widely read, if people comment on it and pass it along, if your articles appear in online journals and youâ€re invited to speak on panels, your company will perceive you as an expert; youâ€ll be recruited for higher level jobs. And with good reason. You arenâ€t just acting like an expert–all show and no substance– youâ€ll be an expert. By regularly gathering and analyzing data and transforming it into your own web content, youâ€ll be developing insights that make you a valuable company resource. Your brand will be an accurate reflection of what you bring to the job.”

I completely agree and believe this concept is something most people overlook. In todayâ€s workplace, you always need to be looking ahead. Without a crystal ball, itâ€s difficult to know “for sure” what to prepare for, but everyone is well served to create a marketable personal brand, both in and outside of their companies. Keep in mind, your next big thing may be starting your own business or creating a consultancy to address the needs of companies just like the one where you work.

Pick up a copy of Promote Yourself, which illuminates some important things you can do at work to make sure you are marketable now and in the future — whatever that future may hold for you or your industry. While on Amazon or in the bookstore, you may also want to pick up a copy of Social Networking for Business Success, the new book Hannah Morgan and I just launched. It is the prefect book to accompany Dan’s book, as we may all be working for ourselves sooner or later, and you’ll want to be planning ahead so you won’t be caught off guard!

You’ll also want to be sure to check out Dan’s special launch webcast event, where a variety of experts will comment on “the rapidly evolving workforce and marketplace, describe how Millennials can distinguish themselves and how businesses can help their multi-generational workforces effectively collaborate to unleash the power of difference as a competitive advantage.”

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