Should I "let" my staff create a strong personal brand on social media?

You can probably guess my thoughts on this before I start . . . by putting quote marks around 'let'... I've tried to make it clear that you don't have a choice.

Trying to stop them creating a personal brand is also kind of… stupid.

I hear many business owners bemoan a staff member building a strong personal brand, especially in the creative industries such as photography, hair and make-up, marketing, events and social media; simply because they are afraid they will build their brand under the umbrella of your business and then walk away with your clients and business. Yeah, that can happen (snakes will always slither ), but you are missing an opportunity if you don't support the amazing people in your team (and their personal brand journey) - and your business will miss out too.

1. If you don't support it - they'll find a company that does
We live in a time where building a personal brand is not just an option, it’s highly recommended. It ensures job prospects, career advancement and personal growth will follow you and will act as a walking, talking resume. By restricting your team's ability to grow in this space, you’ll increase the chances of their departure… not decrease it.

2. It builds respect and trust for them and by extension - your business
Trust and respect for your team and your business are not mutually exclusive. If people trust your team, they will trust your business. With the rise of AI and the lean into authenticity and humanity, people need to connect to a person - and individual - a human. Not a faceless brand, product, service or business. So if you have many trusted humans as part of your brand story, the trust and faith in your business will be amplified too.

3. It builds brand awareness and visibility for your business in their niche audience
Is it such a leap to think that the audience that follows the superstars you work with, also would be the EXACT audience you and your business are trying to attract? Whether that be as client attraction or recruitment - both are solid wins.

4. It helps to soften the impact of any negative brand fallout from other staff
If one of your team members cocks it up royally and publicly, having many other team members with strong personal brands will soften the impact of bad PR amongst potential clients and the general public… you know the old rule… it’s the negative reviews that give the positive reviews context and weight.

5. It's a strong testimonial tool for potential staff (and clients!)
Happy, supported staff talk about being happy and supported. They talk about you... and about your business. A big part of what makes businesses great is the amazing team and culture they cultivate… and the attraction of quality staff can be one of the toughest jobs out there. What better testimonial is there than team members that sing your praises… even better if it’s to a large audience of like-minded individuals. Jackpot!

6. Building trust and a strong positive relationship with your team means they'll support you too
Support, trust, collaboration and respect are all two-way streets. It can't just flow one way. You should openly and genuinely support your team and help them build their profile and reputation. Of course they may leave to fulfil their dreams and career aspirations, but that is something that's outside of your control - and trying to restrict that is like trying to put an octopus in a vase . On the flipside, by supporting and encouraging the growth and development of personal brands in your team, they might come back one day - or even stay - imagine that?!

7. By holding back their personal growth, you do yourself and your business a disservice
If you start by assuming the worst in people, you can create a self-fulfilling prophecy. But not only that, by hindering their potential for growth you are holding back the growth and development in your own business too. Your team and your culture and the foundational blocks for your business. You want everything and everyone to grow - and that includes their own personal brand.

Nic.