You probably grew up getting lectures from your mom about the value of a good reputation. Well, as usual, Mom was right — and maybe more than she knew. Reputation is about to become a capital asset, and it’s going to be digital. I’m talking about the rise of the reputation economy.
In fact the reputation economy has been rapidly growing for some time now. Before they do renovations, homeowners Google contractors to make sure they’re worth hiring. Consumers look at online product reviews before making a purchasing decision, and 90 percent say they’re influenced by those reviews. Another 64 percent say their purchasing decisions are influenced by social content. The vast majority of recruiters — 91 percent — check out candidates’ social profiles before they call them for an interview. Why is that significant? Well, a recruiter who stumbles across that offensive Tweet you sent is probably not going to call. Too few Facebook or Twitter followers? You must not be very important or influential. Not posting professional content on LinkedIn? You must not be much of an authority. Those assumptions are already being made by consumers and employers, and they’re only becoming more important. Increasingly, your digital footprint will become inseparable from your identity and your reputation.