The way in which people present themselves and create a personal brand in the world of professional networking has been dramatically reshaped by technological advancements.
Business cards are no longer the norm as email signatures have replaced them since most corporate correspondence is now sent electronically.
This change demands a new approach from both professionals and companies to build credibility, convey competence, and strengthen relationships.
Visiting cards were reportedly used back in the 17th century in Europe to exchange contact information. However, they became the pinnacle of professional networking two centuries later when millions were printed daily.
These small rectangles of hard paper were exchanged between sellers and their clients, corporate executives, physicians, repairmen, and many other professionals. They typically included basic contact information and a summary of the product or service offered or just the name of the business that the person represented.
Companies invested heavily in designing these cards to convey through colors, fonts, and imagery their brand’s identity.
However, as the internet grew in popularity and corporations adopted electronic correspondence as the main way to exchange information, they progressively transitioned from paper-based identities to digital signatures.
Nowadays, these signatures have evolved from their most basic form – which only included contact info – to more sophisticated text boxes that now include URLs, shortcuts to social media profiles, specific job titles, and even inspirational quotes.
Digital alternatives to business cards started to appear in the late 1990s. Those early versions pioneered some of the concepts that would later become a standard in digital identity management.
LinkedIn's launch in 2003 marked a pivotal moment in the evolution of professional identity. For the first time, professionals had a dedicated platform to create comprehensive digital representations of their careers.
The LinkedIn profile quickly surpassed the traditional resume in breadth, displaying not just experience but also recommendations, skills endorsements, and even hobbies.
This shift facilitated professional networking although it also added a few new layers of complexity to conveying the appropriate image to prospective employers, clients, suppliers, and stakeholders.
Profile pictures became critical elements that required careful selection to project competence and professionalism.
The boundaries between personal and professional identities began to blur as well as employers could potentially access social media profiles initially intended for friends and family. The concept of "personal branding" emerged and became more important than ever, encouraging individuals to consider their entire online presence as part of their professional identity.
As business transactions moved online, the need for reliable digital authentication grew. Electronic signatures evolved from simple typed names to sophisticated digital certificates. Legislation like the ESIGN Act and eIDAS regulations established the legal framework required to regulate digital signatures.
Industry-specific digital credentials also emerged to allow professionals to demonstrate their qualifications in secure and verifiable formats.
Digital badges for certifications started to replace traditional credentials as they became tangible evidence of specific competencies. Blockchain technology has also introduced new possibilities for immutable credential verification and has paved the way for a future where professional identity can be turned as a cryptographic print.
In-person meetings have also been progressively substituted by video conferencing, especially after the pandemic. This has been a challenging transition for professionals who rely heavily on the human touch to negotiate and do business.
New aspects now come into play including visual considerations like home office backgrounds (artificial or natural), light, and camera angles. Moreover, profile pictures are even more important as they may be the only visual representation that a third party has of a prospective employee or business associate.
Maintaining a consistent visual identity across different is now considered a good sign. The color palette, typography, and design elements were restricted to business cards but can now be used across multiple social media networks and even personal websites, allowing professionals to be instantly identified across platforms.
Finally, the smartphone made it easier for people to share their contact information as they can now use QRs and apps as a substitute for physical business cards. This allows them to transmit much more information instantly than a single piece of card would ever be able to fit.
Despite these technological transformations, the fundamental purpose of professional identity remains the same - establishing trust, showcasing competence, and fostering meaningful connections.
The most successful professionals recognize that, even though the tools used to this end may have changed, the core elements of successful professional networking like a good reputation, reliability, and constructive relationships are still critical to succeed in an increasingly competitive business world.