1. Building your personal online brand (Ⅰ)
How social networking and your “re-reputation”
affects your career in a Web 2.0 world
建立個人線上品牌
在 Web 2.0 的網路世界裡，社交網路 (social networking) 與
「線上聲譽」(e-reputation) 會對您的職業生涯造成什麼影響？
How you use – or fail to use – social media has a significant effect on
your career progress.
善用（或未善用）社交媒體如何對您的職業生涯發揮重大影響力！
Managing your personal brand is becoming increasingly important to advancing
your career. It is also increasingly an online endeavor — and one that presents
significant challenges. LinkedIn and similar social networking web sites are useful
and fast becoming a necessity. This paper explores the use of a wide range of
social media tools for online identity management, job search, and career
advancement and makes specific recommendations for their effective use.
管理個人品牌對職業生涯的提升愈來愈重要，而且我們愈來愈需要善用網路來發展
職涯，這是一項艱難的挑戰。社交網站 LinkedIn 與其他類似的社交網站能提供幫
助，快速成為職涯發展的必需品。本文將探索如何廣泛運用社交媒體工具，進行線
上身份管理、求職與職涯提升，並針對這些工具的用途提供建議。
Dozens of new Web 2.0 tools have been introduced in recent years and their use
is exploding. According to Compete.com, Facebook, Twitter, LinkedIn, and
YouTube together had 2.6 billion visits in one recent month!
近幾年出現數十種 Web 2.0 新工具，使用人數爆增。根據美國網路流量監測機構
Compete.com 的調查，Facebook、Twitter、LinkedIn 和 YouTube 等網站近一個
月的造訪人次已達 26 億！
Corporations are struggling to find the right place in the enterprise for Web 2.0
tools like blogs, wikis, and social networking sites. While they have the potential to
become powerful productivity tools, Web 2.0 sites also present an enterprise with
major technical, cultural, and security headaches. So far, few organizations have
been able to successfully adopt these tools.
許多公司都努力找出善用 Web 2.0 工具的方法，如部落格、維基 (wikis) 與社交網
站等。雖然 Web 2.0 網站可能成為強大的生產工具，卻也為企業帶來龐大的技術、
文化與安全性問題。到目前為止，只有少數企業能成功採用這些工具。
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2. Individual use of Internet tools in career activities is a different story.
Top career professionals are way ahead of most organizations when it comes to
using online resources in career management, including career transition. Career
coaches also know that some of these new technologies have been embraced by
recruiters and HR professionals.
個人運用網路工具發展職涯的情況與企業大不相同。
頂尖的專業人士早就超前大多數企業，利用線上資源來進行職涯管理（包括職業轉
換）。職涯教練也知道徵才者與人力資源專員已採用某些新的網路工具尋找人才。
Meanwhile, high unemployment has the media hawking high-tech job-hunting
stories: ”Blog Your Way to a New Career!” “Your Next Job is Just a Tweet Away!”
“Find a Job Fast on Facebook!” “Meet Employers in Second Life!” Some of these
stories are useful. Many are pure hype.
同時，高失業率也使媒體大量散播利用高科技求職的故事：「利用部落格找到新工
作！」「下個工作只要 Tweet 一下就找到了！」「上 Facebook 快速找到工作！」
「在 Second Life 網路遇見老闆！」 這類故事有些屬實，但大部分純屬誇大的噱頭。
But here’s an indisputable fact: user-generated Web 2.0 content now plays a
significant role in shaping the reputations and careers of managers, professionals,
and executives — even in organizations that do not permit its use internally.
有個不爭的事實是：由使用者產生的 Web 2.0 內容，現在對於塑造經理人、專業人
士與主管級人員的聲譽和職業，扮演著重要角色，即使是內部禁止使用 Web 2.0 的
企業也逃不過。
Content about you, posted by you and others, is easily accessible by anyone who
knows how to use Google. Do you know what that content is? Where it is? What
impression it conveys? If you are not managing it, no one is. And if nothing is
posted, you virtually don’t exist.
只要是會使用 Google 搜尋引擎的人，就能輕易存取自己與他人刊登在網上的內
容。您知道是哪些內容嗎？刊登在何處？可能讓人留下什麼印象？如果自己不管理
這些內容，沒有人會去做，而如果網路上沒有任何與您相關的內容，您在網路世界
就不存在。
In this paper, we cut through the tangle of information and conflicting advice and
provide a clear picture of the Web 2.0 tools most useful to the careers of both
employed and unemployed managers, professionals, and executives. We’ll start
with some background on brand management and Internet authorship, then
proceed to specific recommendations on which web tools might be worth your time
and why.
本文將克服混亂的資訊與矛盾意見，並清楚描述對在職與失業經理人、專業人士及
主管級人員最有用的 Web 2.0 工具。文章開頭先談論品牌管理與網路授權的部分背
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3. 景，再針對某些網路工具提供特定建議，並說明值得您花時間了解的原因。
Online management of your personal brand.
線上管理您的個人品牌。
For a decade or two, a central focus of career management has been managing
your reputation — or your personal brand — since how you are perceived by your
peers is a major factor in where your career goes next.
近 10 年至 20 年，職涯管理的主要焦點就是管理個人聲譽（即個人品牌），因為同
儕的看法是您職涯發展的重要因素之一。
In the 20th century, this kind of personal brand management was mostly about
what you did and said at work every day. While that continues to be important,
things are different in the 21st century — in the Web 2.0 world, it’s also all about
online identity management.
在 20 世紀，這類個人品牌的管理大多指管理每日在職場上的言行舉止，雖然在 21
世紀仍然重要，但情況已經不同：在 Web 2.0 的世界裡還必須管理線上身份。
Executive recruiters, potential employers, past colleagues, current colleagues, and
even your current boss can — and do — check you out on the Internet. Is the
information they find consistent with the personal brand image you want to project?
Will it help you make the next career step that you want to make? Or will it create
problems and silently undermine your reputation?
徵才主管、潛在老闆、過去同事、現在同事甚至是現在的老闆，都可能而且確實能
在網路上檢視您。他們發現的資訊，是否與您想要表現的個人品牌形象吻合呢？這
是否有助您達成下一步的職涯發展？或可能製造問題而默默損害您的聲譽？
You’re a published author. What kind of book are you writing now?
If you have ever posted anything on any website, congratulations — you’re a
published author. Things you published on the Internet years ago do not
necessarily go away. Text and photos posted by you can easily be picked up by
other sites. What you write today may still be coming up in searches five years
from now.
您已是一位出版作家，現在正在撰寫哪一類作品？
如果您曾在網站發表任何言論，那麼恭喜了！您已是一位出版作家。多年前在網路
上發表的言論，不一定會消失，其他網站可能輕易截取您當年張貼的文章與照片。
今天所寫的東西，未來五年仍可能被搜尋到。
Most of us have learned the art of writing emails that could be forwarded to dozens
or hundreds of other people. But how careful are you about your Internet postings?
With or without “privacy controls,” they’re even less private than email, and
potentially available to millions of people.
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© 2010 Adecco. All Rights Reserved.

4. 大部分人都學過書寫電子郵件的技巧，這些郵件可能轉寄給數十人或數百人。但您
有仔細處理網路張貼的文章嗎？不論是否有「隱私控管」，網路張貼的文章甚至比
電子郵件更缺乏隱私，可能被數百萬人讀取。
Do you edit? Do you proofread? With everything you write do you consider the
effect on your career? Do you include a revision date on resumes you post so
people finding it years from now will know it’s not current? How you handle
authorship on the Internet today will have a significant effect on your career
tomorrow.
有經過編輯、 校對嗎？您是否想過您所寫的內容可能對職業生涯造成影響嗎？簡歷
上是否註明修訂日期，讓多年後的搜尋者知道此非即時資料？今日處理網路著作來
源的方法，將嚴重影響日後的職涯發展。
The next big thing in the Internet is already underway. Many believe that Web 3.0
will be the “Semantic Web,” a place where a new generation of search engines
could instantly know which Jane Doe you are and pull everything ever published
about you into a single coherent document. Make sure that you are the principal
author of that document. Make sure it’s good.
網際網路下一個大事件就要來了。很多人相信 Web 3.0 將成為 「語意網」 (Semantic
Web)，新一代的搜尋引擎可能立即知道您是某某人，並將所有與您有關的發表評論
集合在一份文件裡。因此，請確定您能夠主導這份文件的內容，並確定它是一篇好
文章。
What is social media?
In addition to publishing information, we all use the Internet to locate information.
Most social media, of course, do both. You can see what others say and you can
say a few things yourself.
何謂社交媒體？
除了張貼資訊，大家也利用網際網路尋找資訊。當然，大部分的社交媒體具有這兩
種功能。您可以看到他人的言論，也可以發表自己的看法。
According to Wikipedia, social media describes the online technologies and
practices that people use to share opinions, insights, experiences, and
perspectives with each other.
根據維基百科 (Wikipedia) 的解釋，社交媒體是指人們用來分享彼此意見、看法、
經驗與觀點的線上技術與實作。
A few prominent examples of social media applications are Facebook (social
networking), YouTube (video sharing), Second Life (virtual reality), and Twitter
(microblog). These sites use various technologies — message boards, podcasts,
blogs, wikis, etc. — to allow users to interact.
著名的社交媒體應用程式包括 Facebook（社交網路）、YouTube（影片分享）、
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© 2010 Adecco. All Rights Reserved.

5. Second Life（虛擬實境）與 Twitter（微型部落格）。這些網站利用留言板、網路
廣播、部落格與維基等不同的技術，讓使用者能夠相互交流。
About Lee Hecht Harrison
Lee Hecht Harrison offers talent management solutions throughout the entire
employee life cycle to help companies and individuals maximize performance and
achieve success. Established in 1974, Lee Hecht Harrison is a global talent
management solutions company with over 270 offices worldwide providing
expertise in Career Transition, Leadership Consulting and Workforce Solutions.
Lee Hecht Harrison is a part of Adecco Group, the world leader in workforce
solutions with over 5,500 offices in over 60 countries and territories around the
world. For more information, please visit LHH.com.
Lee Hecht Harrison 提供的人才管理解決方案應用於員工的任職生命週期，
幫助企業和個人發揮最高績效，以成功達成目標。Lee Hecht Harrison 成立
於1974 年，是全球知名的人才管理解決方案組織，在全球有超過 240 家分
公司，提供職涯轉換、 領導力諮詢和菁英人才留任方案的相關專業服務。
Lee Hecht Harrison 是藝珂集團 (Adecco Group) 的旗下旗艦品牌，藝珂集團
是全球最大的人力資源服務公司，目前有 5,500 家分公司遍佈於世界 60
個主要國家和地區市場。欲知更多詳情，請上 LHH.com。
www.lhh.com
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© 2010 Adecco. All Rights Reserved.