Today’s job market has gotten tougher or tougher, and job-seekers are learning that it’s not enough to simply have the right qualifications or experience. Instead, they’re looking for new ways to stand out in the mountains of resumes that recruiters are receiving. Enter: personal branding.
Building a personal brand is about showcasing who you are, highlighting the skills, values, and strengths that set you apart from other candidates. Whether you're just starting your career or looking to take the next step, creating a strong personal brand can be the key to catching the attention of employers and making a lasting impression. In this guide, we'll explore practical steps to help you build your personal brand that makes you stand out in the job application process.
Why spend time on your personal brand?
As of August 2024, the unemployment rate has gone up to 4.2%, which means more and more people are applying for open positions. And when companies have tons of applicants to choose from, they’re looking for more than just qualifications—they want to see what makes you unique and how you can bring value to their team.
Taking the time to create a personal brand allows you to shape how people see you, showing employers who you are beyond your resume. It helps you display your strengths and expertise and tell your story in a way that makes you memorable. With a strong personal brand, you can show employers why you're a great fit for the roles you're applying for, even before they contact you for an interview.
A good personal brand also makes you more visible. Since hiring managers often check out LinkedIn profiles, websites, and social media, having a polished online presence can put you on their radar. By sharing content and engaging with industry trends, you can demonstrate your passion and knowledge—making it easier for the right opportunities to find you.
Get started by identifying your strengths and unique skills
If you’d like to take advantage of the opportunities that a strong personal brand can provide, start by understanding your core strengths, expertise, and what sets you apart. This could be technical skills, leadership abilities, creativity, or your unique approach to problem-solving—things that are valuable to the type of roles you're applying for.
Begin by simply listing out your credentials: things like your education, key experiences, and achievements. Consider your cultural capital too, or the knowledge and skills you've gained through personal experiences, hobbies, or interests. Don’t overlook professional organizations or groups that you may also be a part of!
Next, think about adjectives or phrases that describe you. The goal here is to go beyond generic labels like “sales rep” or “business analyst” and instead shift the focus to descriptive language that sets you apart. For instance, instead of a sales rep, you might be a “card-carrying extrovert with a talent for closing tough deals.” Make sure you’re choosing words that truly reflect your personality and expand from there; “hard worker” could become “driven” or “results-oriented,” or something like “shy” might become “thoughtful” or “an analytical thinker.” at lightening the mood.”
Finally, compare your self-assessment with the brand identity you want to project. For instance, if you're applying for people management positions, you should be including those qualities that show that you’re a good leader. If you see a disconnect between what you’ve written and the positions you’re applying for, now’s the time to close the gap.
Craft a compelling and professional personal narrative
Now that you’ve pulled out those traits that make you and your story unique, you can begin to pull it all together into your personal brand narrative. Think of this as essentially your elevator pitch for you as a valuable employee, telling potential employers not only what you do but why you do it—and do it well. It should tell a story that aligns with your professional goals and shares more about what’s inspired you, what challenges you’ve overcome, and what motivates you. In true elevator pitch fashion, this doesn’t have to be very long; something you can produce in under 60 seconds works great.
One quick note when you’re crafting your brand narrative: Remember that this is where your professional brand and personal come together to further your career. With that in mind, we recommend steering clear of a few topics like:
- Political affiliations or commentary
- Stances on highly controversial topics
- References, comments, or reshares of posts or imagery that would shed light on your political affiliations or highly controversial topics
Build your online presence
A strong online presence is a game-changer career-wise, and we recommend LinkedIn above all other platforms. LinkedIn is the digital home for decision-makers, corporate executives, entrepreneurs and employers, with 800 million members across 200 countries and 55 million active companies—14 million of which have open jobs.
If it’s been a while since you’ve attempted to build your LinkedIn presence, now’s the time to give your profile a refresh to reflect your new personal brand. Make sure your about, summary, and experience sections communicate your skills and new brand narrative clearly. Completing your headline and listing your current position can increase connection requests five-fold, while a professional headshot will also get you 14 times more profile views than other types of profile pictures.
You can also create a personal website or portfolio showcasing your projects, work samples, and testimonials, which can help reinforce your brand and provide tangible proof of your abilities.
While it may feel less important for your personal brand, LinkedIn recommendations from past bosses, colleagues, coworkers, business associates, clients, or employees can help cement your reputation and give potential employers more confidence in your skills.
Keep your brand consistent
Consistency is key when you’re looking to build your personal brand. When you build your LinkedIn presence, resume, and portfolio, or even think about the way you present yourself in interviews, the message should be uniform. Employers and potential contacts need to clearly understand who you are, your strengths, and what you offer, no matter where they engage with you. To achieve this, it's important to use similar language, themes, and tone across all your professional materials.
We’ve already talked about how to build your LinkedIn presence and update your profile. Now carry that brand across other online representations of yourself, like your portfolio and resume. These should also be updated to provide recruiters and potential employers with a consistent view of your personal brand.
Your personal brand also extends beyond digital platforms. When you’re networking, interviewing, or even attending industry events, the way you present yourself should reinforce the image you've crafted online. Whether it’s your body language, the way you answer questions, or the stories you tell, all of these interactions should give people the same impression of your professionalism and expertise.
And while you’re at it, don’t forget the little details that can add up and make a big difference! You can change things like your email signature or the way you engage in professional communities. Think of every touchpoint as an opportunity to reinforce who you are and what you stand for. By maintaining this consistent messaging, you'll create a clear, cohesive personal brand that sticks with potential employers and collaborators long after your first interaction.
Evolve your career branding over time as your goals and experience change
At this point, you’ve done some incredibly valuable work to help you stand out from others and advance your career—but it’s not over and done with! Your personal brand isn’t static, and it should absolutely evolve as your career grows and as you gain new skills and experiences. You should be regularly reviewing your online presence and adapting your messaging to help you continue to capture new opportunities and stay abreast of industry trends. This ensures that your brand remains fresh and relevant to the jobs you’re targeting.
Personal branding is a powerful tool for today’s job seekers
With a strong, authentic personal brand, you’ll not only enhance your job prospects but also build a foundation for long-term career success. By clearly defining your strengths, skills, and unique qualities, and ensuring consistency across all platforms—from your resume and LinkedIn to how you present yourself in interviews—you can create a lasting and positive impression on potential employers.
Need help getting started? Spherion has deep experience working with job seekers in every industry. Our team of local experts is ready to help you define what makes you you and connect you with employers who are looking for exactly that.