By Ilana Gershon
Work has changed considerably over the last few decades (as you may have read
). Lifelong employment is all but dead, and individuals find themselves thinking through how their career path might lead to the next job. As Ilana Gershon argues, this shift—among others—means that we have begun to think about employment and job-seeking in very different ways. When employment was more stable, Gershon argues, we used to use the metaphor of self-as-property: I will give up a bit of my freedom for the security that comes from employment. But as lifelong employment has become more rare, this metaphor made less sense. Instead, she says, we use the implicit metaphor of self-as-business (p.8)—"a bundle of skills, assets, qualities, experiences, and relationships" (p.9). Rather than emphasizing our properties, we emphasize our personal brands. Rather than feeling loyalty to the employer, we feel passion toward our pursuits (p.8). The resume, rather than being a historical document of your employment, becomes a marketing tool for your business-of-one, demonstrating the problems that you have solved rather than the positions you have occupied (p.9). The employee becomes a business solution, i.e., a company (and brand) to ally with (p.11).
In this case, what happens to the genre repertoire of employment? As Gershon demonstrates, it changes considerably, incorporating branding genres, language, and orientations. Yet, Gershon notes, much of the personal branding advice given to job-seekers seems ineffective. Resumes are scanned for keywords, and the keywords that convey personal branding often turn out to be quite generic.
In all, this book was readable, compelling, and interesting. It certainly made me rethink the employment process and how our seniors are approaching their first jobs out of college. If you're interested in how people are hired—and certainly if you are about to hit the job market—take a look.
(2003).
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