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By June 2023, the term "personal branding" had become cringe. The most shared content was ironic, self-deprecating, or explicitly anti-guru. Posts like "I have no idea what I'm doing, and here's my salary" got more engagement than "5 Steps to CEO."

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For employers, this is a wake-up call. A company's "Employer Brand" is no longer controlled by the HR department; it is crowdsourced by current and former employees on TikTok and Glassdoor. By June 2023, the term "personal branding" had become cringe