**A Generation's Hidden Truth**

Navigating the Ever-Changing Landscape of Career Development

As a member of the baby boomer generation, I've witnessed firsthand the transformative power of technology on the workforce. Born in the mid-1950s, I embarked on my professional journey with IBM in the late 1970s, an era where reputation was built on hard work, dedication, and a strong work ethic. The notion of personal branding was non-existent; instead, our professional identity was shaped by the quality of our work and the relationships we fostered with colleagues.

Fast-forward to the 1990s, and the emergence of the internet and social media revolutionized the way we interact and compete in the job market. Suddenly, I found myself vying for opportunities with individuals from all corners of the globe, both within and outside my organization. It was a rude awakening, to say the least.

My introduction to personal branding came in 2009, courtesy of Dan Schawbel's insightful book, Me 2.0. The concept crystallized when I stumbled upon Jeff Bezos' poignant quote: "Your brand is what people say about you when you're not in the room." In today's hyper-connected world, our digital footprint can precede us, influencing how others perceive us, often without our knowledge or consent.

The uncomfortable truth is that, whether we like it or not, we all possess a personal brand. It's time to acknowledge and harness this reality. As I emphasize in my book, Personal Branding for Baby Boomers, managing your online presence is no longer a luxury, but a necessity.

The first step in this journey is to define your personal brand. What do you want to be known for? How do you wish to be perceived by others? In the past, our reputation was largely shaped by face-to-face interactions. Today, our online persona plays a significant role in shaping our professional identity.

By taking control of your personal brand, you can increase your visibility, build credibility, and open doors to new opportunities. It's time to adapt to the changing landscape of career development and take charge of your professional narrative.