Your Shop Window – The Importance of Personal Branding

Introduction

Have you ever looked at how you are perceived online by those who don’t know you?

In this day and age, when you can be Googled and found on LinkedIn, Facebook, etc., it is so important to make sure that your ‘shop window’ is how you would like it to be.

I often speak to senior executives and find that their LinkedIn page has no profile, their skills are missing, and it is a poor representation of them.

Everyone should take time to look at their online presence and ensure it reflects how they want to be perceived.

85% of recruitment decision-makers will check out the LinkedIn profiles of short-listed candidates (if they didn’t find them on LinkedIn in the first place!).

The Importance of Your Personal Brand

In the current competitive job market, your personal brand has emerged as a crucial element, not just for those seeking employment but also for professionals at every stage of their careers. The concept of “Brand You” fundamentally addresses how you are perceived within your industry. This perception becomes increasingly significant the more senior your position is. Essentially, for job seekers, your industry profile isn’t just important—it’s critical.

Imagine for a moment a company without a brand or identity. It would struggle to differentiate itself in the market, attract customers, or build trust. Similarly, managing your personal brand is akin to managing your career. It’s about taking control of your own PR, ensuring that your professional presence, especially on platforms like LinkedIn, aligns with how you wish to be perceived by your industry, stakeholders, potential employers, and your team.

The Importance of a Strong LinkedIn Profile

A well-crafted LinkedIn profile is vital to your personal brand. LinkedIn’s Social Selling Index (SSI) measures your effectiveness in establishing your professional brand, finding the right people, engaging with insights, and building relationships. Research from LinkedIn suggests that professionals with a higher SSI get promoted 17 months faster, underlining the tangible impact of a strong personal brand on career progression.

Your profile picture is essentially your LinkedIn ‘business card’.  Make sure it is a recent photo where your face takes up approximately 60% of the frame.  Dress as you would for work.  Don’t be tempted to use the fun-loving shot of you at a recent hen or stag do in Benidorm unless that suits your image, of course!

Putting a photo on the banner image at the top of your page makes your profile more engaging and memorable.  It’s quite simple to do and should reflect your professional goals or passions.

Defining Your Career Journey/Narrative

Understanding and articulating your career journey is crucial. It starts with self-awareness—knowing where you began, the milestones along your journey, your key selling points, where you currently stand, and where you aim to go. This narrative is how you would respond to the common interview question, “Tell me about yourself?”. Clearly articulating your career journey allows others to comprehend your history, strengths, and objectives, paving the way for opportunities that align with your career goals.

Mastering Your Elevator Pitch

While your personal brand provides a macro-overview of who you are professionally, your elevator pitch delves into the specifics. It’s about selling yourself to your target audience by addressing their needs and challenges, defining your professional identity, stating your value proposition, and highlighting the “big four” aspects of what you bring to an organisation. These elements are not just key to your CV and LinkedIn profile but are also essential for interviews.

Communicating Your Brand

So, where do you communicate all this? Your CV’s ‘Profile/Summary’ section and your LinkedIn profile’s ‘About’ section are prime locations for conveying your personal brand and elevator pitch. Additionally, these narratives should be front and centre in interviews, especially when prompted with “Tell me about yourself”.

Remember, a staggering 92% of recruitment decision-makers base their shortlisting decisions solely on the contents of CVs and LinkedIn profiles. This statistic underscores the importance of a well-managed personal brand and the need for every professional to invest time and effort into crafting and maintaining their professional online presence and narratives. In a world where your personal brand can significantly influence your career trajectory, taking control of how you’re perceived is not just beneficial—it’s essential.

In Summary

The significance of cultivating a strong personal brand in today’s competitive job market cannot be overstated. Your online presence, particularly on platforms like LinkedIn, serves as your professional ‘shop window,’ showcasing your skills, achievements, and the essence of who you are as a professional. A well-managed personal brand not only enhances your visibility but also positions you as a distinguished candidate, paving the way for career advancement and opportunities.

We understand the challenges that come with refining your personal brand and the intricacies of crafting a compelling LinkedIn profile. If you recognise the importance of personal branding and are eager to elevate your professional image, we invite you to get in touch with us. Together with The CV and Interview Advisors, we are committed to helping you develop a personal brand that resonates with your professional goals, enhances your industry presence, and opens doors to new opportunities. Let us assist you in transforming how you are perceived, ensuring that you stand out in the best possible way to those who matter in your career journey.

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