Posts tagged with "Girl-branding"

Girlboss launches a LinkedIn-type platform for ‘Girl-branding’

July 4, 2019

Sophia Amoruso is perhaps most notable for founding Nasty Gal, an online clothing store that she started at the age of 22 in 2006—and that quickly peaked at $100 million in profits in 2012 before it tanked in a 2016 bankruptcy.

But she also is the no-holds-barred, candid CEO of Girlboss—a digital community for ambitious women that she founded in April 2017. And now she is launching a spinoff that she describes as “a LinkedIn-style social platform that is designed to get women connecting and collaborating,” according to a report by Business Insider.

“It’s a place for someone who does or doesn’t have a traditional career, who may not have this C-level title but may be on her way up,” Amoruso told Business Insider in a recent call. “There are very few places for her to go to represent her resume or life today.”

But Amoruso doesn’t want this to just be professionally focused; she wants to give women (and men if they wish to join) the chance to bring more of their personality to their page.

“We are expected to be who we are Monday through Friday on LinkedIn; and who we are on Saturday and Sunday on Instagram—that’s not really how the world works anymore,” she said.

What she really is talking about is “Girl-branding.”

“We’re now trading on our personalities, who we are as a people, and our taste level. It’s so much more than the antiquated résumé.”

Users join free and have the chance to ask questions on forums about anything broadly related to work, productivity, or wellness, for example. These are questions that you couldn’t ask Google but that other users may have the expertise to answer. She used “when to ask for a pay rise” as an example of this.

Similarly to LinkedIn, you can connect with other users and message on the platform. You are restricted to making one connection request a day, however, which must include a detailed message of why you want to connect with that person. You are able to chat with this person only once they accept the request.

This prevents “willy-nilly” messages, she said. Plus, it means users are more deliberate with their messaging.

While users have the chance to share their job experiences, in the same way you would a résumé, they can also share what she described as “Girlboss moments.”

These are achievements that wouldn’t necessarily belong in a résumé — finishing a marathon or buying a house, for example.

“Those are things that are really important to us but that we are not able to share alongside our accomplishments,” she said. “This is the place where you can have a beautiful profile that shares not just what you do but who you are.”

Research contact: @girlboss