Sometimes, the key to success comes before you hit “apply.”
If you’ve dismissed the importance of building a personal brand in the past, now might be the time to reevaluate your position. With unemployment rising and a potential recession on the horizon, applicants need to do everything they can to give themselves an edge.
Branding advice can sometimes be wishy-washy, but here are a few tangible tips.
1. Think about the why
When you work on your personal brand, it’s tempting to make yourself look as “impressive” as possible. Instead, focus on the why.
What are your values, what do you want to achieve with your career, and what makes you different? If you have a wicked sense of humor, don’t be afraid to let that shine through on your LinkedIn posts. If you’re passionate about diversity in the workplace, writing online articles about relevant topics could help a like-minded employer to discover you.
Authenticity wins over peacocking.
2. Choose the right platform
Another common trap is convincing yourself your brand will only be effective if you use every platform. Truth is, you don’t need to be active on LinkedIn, X, Meta, Instagram, and every other social media site in existence.
This goes back to authenticity. Choose a platform because you like using it, or because it aligns with your goals.
For instance, Meta might not be the go-to place for most jobseekers, but you can make it work. Some people build a brand by regularly sharing useful content in niche groups for their industry, career, or local area. Once you build a reputation for providing value, connections (and even job offers) can follow.
But you’ll need to be patient and consistent.
3. Be prepared to change
If you’ve spent hours crafting what you think is the perfect personal brand, beware of the sunk-cost fallacy. You may feel like you have to stick with your initial strategy because of your time investment — even if you’re not getting results.
Instead, experiment with new approaches (such as posting about different topics on LinkedIn) and be willing to switch things up.
4. Don’t forget about offline
Most people associate personal branding with social media, websites, and other online ventures. But our job search often takes us offline — make sure you apply your personal brand here, too.
Highlight your “why” and what makes you different on your resume, cover letter, and business cards.
You can also harness the power of your brand at networking events. Think about how you can let your brand shine through in an elevator pitch.
