Building Your Personal Brand

Not too long ago, individuals boasted about their achievements in a cover letter that was physically mailed to a company printed on special resume paper – think Elle Woods in Legally Blonde with the pink resume spritzed with her signature fragrance. Celebrities had PR reps helping them develop their public persona, otherwise known as their personal brand.

Today, with the presence of social media, everyone can create their own brand that will help prospective employers get to know them as an individual.  According to a 2018 Career Builder Survey, 70% of employers will check social media prior to hiring. Some may “google” you. Ensure that those search results position you for success in your job search. Developing and building your own personal brand will help you to achieve your career goals.

Authenticity is key. According to Kyshira Moffett’s All in Favor of Branding, “Embrace what makes you, you! Authentic branding one-hundred percent starts with you.” Take this to heart and identify your true strengths. Know your expertise. Know who you are, what you value, and how you display these attributes in the workplace. Everyone places a different value on various aspects of their lives and be sure to display the areas that are a priority in terms of cultural fit with your future employer.  

Identify relevant platforms. Not every online platform is going to be relevant for all job seekers. Position yourself in a space that makes sense. For example, if you are in graphic design, having an online portfolio is going to add value to those reviewing your application. Creating Pinterest boards or posting on Instagram may make more sense for a buyer in the retail industry or a fashion designer. As a recruiter, LinkedIn is the most relevant platform for me to reach my intended audience. Whether it’s blogging or creating a portfolio through virtual means, use the online resources available to share your expertise with prospective employers when you are not physically present.

Create a plan. You know your goal. You know the job functions you are targeting and in which industries. Identify key areas and topics in your field that will resonate with hiring managers or influencers within organizations. Once you’ve identified the relevant platform through which to share information, determine how often, the means, and at what time you want to post. Research shows there are optimal posting frequencies and times for various platforms, and each one is different. Do your research when creating this plan. The content you share may be original or a thoughtful article, written by a credible source. Ensure that the subject matters are specific and useful for your audience. Educate yourself on hashtags, and determine which tags make sense to include for each type of post.

Caution: Please do not share information about how trying the job search can be, negative information about a current or former employer, or strongly opinionated content. Recognize that opinions can sway managers – unless you feel strongly enough about a topic to be eliminated from consideration, keep the subjects neutral or positive.

Hint: Developing and creating your personal brand is great, but it’s useless without an audience. Building and developing your network is equally important, so be sure to continue to expand your connections on various social media platforms as well as in real life. Build this into your plan.

Be consistent. Consistency is key to building your personal brand. Consistency comes in many forms. Consistency means consistent quality posts, consistent messaging, and consistency between what someone reads online and what they get in person. The use of graphics, images, and color schemes should also be consistent. This may evolve over time, but your goal is to have a recognizable and consistent brand.

When I was working with students, we had a strong individual who chose to set themselves apart using color for a conference – creating business cards and thank you notes in that color, and ensuring they wore something in that color every day. The goal was to create a memorable experience for those with whom they interacted and jog their memory through the use of color.Sometimes it’s the subtleties that will help you to build your brand. Other times, it’s the content you share both in person and online. It’s your actions at work and what others say about you when you aren’t in the room. Building this brand is key to achieving your career goals and landing your next role!