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Interview with Dr. Marga Cabrera regarding her recent title Digital Tools for Academic Branding and Self-Promotion

Dr. Marga Cabrera: A Glimpse into the Digital Future

By IGI Global on Mar 28, 2017

Dr. Marga Cabrera

Dr. Marga Cabrera holds a PhD in Audiovisual Communication, and she currently works as a full-time professor at the Polytechnic University of Valencia in Spain. Currently she is developing a research project that involves Hispanic social media and communication through various social networks, and overall, her cutting-edge research has deemed incredibly valuable.

Dr. Cabrera recently took some time out of her busy schedule to collaborate with Promotions Assistant, Elizabeth Leber, to discuss her recent title Digital Tools for Academic Branding and Self-Promotion. Her title is an authoritative reference source for the latest research on the interrelationship between digital branding and academic reputation. Showcasing relevant digital platforms and techniques, this book is a compendium of vital material for academics, professionals, practitioners and marketers interested in effective reputation management.

How has the workforce changed in recent years? How are 21st century workers different from those of previous years?

In my opinion, the key to an optimal workforce in the 21st century is talent. The traditional workforce is still essential, but the most demanded occupations will be those that involve employee talent because more occupations will be substituted by robots.

In today’s society, it is also crucial for employees to have a positive attitude while adapting and enhancing skills as companies continue to evolve. Nobody knows the exact type of professionals we will require in the next twenty years; however, we will need professionals who are constantly improving, learning and being proactive. Furthermore, the digital reputation and personal branding will become increasingly significant. Using "ALIVE curriculum" the information the Internet mentions about professionals will be considered more valuable than other types of recommendations or proof of experience.

Describe the term “millennial.” This label often has negative connotations. What are some misconceptions of millennials?

Millennials are referred to as the generation born after the year 2000, and they are considered digital natives because they are the generation that was born with the Internet and other types of digital technology. I do not think being born with technology is always a true indicator that an individual has adapted strong digital skills because they must still be taught an array of pertinent concepts for mastery. For example, playing video games does not mean someone knows how to write an email, be cordial in the online realm or interact with others virtually. I usually like to refer to millennials as digital orphans rather than digital natives because they do not have parents or even teachers who can appropriately guide them in the digital world. Undoubtedly, the increased skill levels required by the proliferation of digital technologies will increase usage and access inequalities even if such technologies are not open to all. Millennials may seem alone when it comes to digital technology, but it is a domain that is inevitably shaping our future. The people who have references in the online world will be the fortunate ones.

How can human resources better adapt to changing workforce demographics?

We must be prepared to live in an evolving society, improve interpersonal abilities and knowledge on digital skills, cooperate amongst different cultures and share a deep respect and fondness for those who are disadvantaged and/or need assistance. It is also imperative for future generations to be conscious of the inequities in the world and cultivate the spirit to share, collaborate and benefit each other.

What are some of the most interesting discoveries you uncovered in your editorship of this title?

The title focuses on the importance of academic, digital branding. Personal branding is vital for all professionals, and nowadays, digital branding and reputation are key for professors who want to collaborate to get their work known. The most substantial discovery was the high number of academicians who needed and wanted to improve their personal brand on the Internet, yet they did not know where to start. Additionally, researchers who know how to brand appropriately have more citations and work with various research groups because they are discovered more easily. This reveals the fact that researchers need to be found prior to their research getting recognized.

A sincere thanks to Dr. Marga Cabrera for sharing her remarkable insight in this area. Please take a moment to view her title Digital Tools for Academic Branding and Self-Promotion. To provide feedback or a review of this book, please reach out to the newsroom contact below.

Newsroom Contact:
Elizabeth Leber
Promotions Assistant
eleber@igi-global.com
(717) 533-8845, ext. 132
www.igi-global.com/

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