Here’s more proof that the criteria we grew up with, to have a successful career, has gone right out the window. I told you the other day, that your children, and grandchildren, have a completely new set of competitive standards that they have to deal with on a daily basis. More and more industries are taking the popularity of individuals on social media into consideration when it comes to hiring, or even promoting.
Many of you are going to think my example is absurd, but who would have thought a year or two ago that a major cosmetics company would pick a total neophyte to represent their company? Yet, just the other day, Estée Lauder picked 19-year old Kendall Jenner, daughter of Kris and Bruce Jenner, to be the new face of their company.
Kendall beat out girls who were just as pretty and even more experienced because she has 16 million followers on Instagram, 9.1 million on Twitter and 7.3 million likes on Facebook. The fact that she is the half-sister of Kim Kardashian, and already walked the runway for several major fashion designers, certainly helped her achieve these high-scoring numbers. But she had to know how to work the social media system. You maintain numbers like this by frequently posting and sharing information with equally popular friends.
Estée Lauder also knew that Kendall would be a perfect marketing partner. She often talks about her projects and assignments on her social media platforms. When she announced the Estée Lauder deal, on her Instagram account, she immediately garnered
more than a million “likes” and 50,000 comments. You can’t buy that kind of PR.
EstéeLauder.com also benefitted. It received six times the number of unique visitors it usually gets on any given day. Ninety percent cent of the visitors were first-timers and 71 percent were on a mobile device.
While all this may seem too far-fetched for the average working person, it really isn’t. There are scores of people in all kind of industries that garner several million fans. These folks use their big personalities and social media skills to truly change the way people secure fame and fortune today. Take heed.