Managing your online personal brand

As part of the recruitment process, it is likely that recruiters and hiring managers will search for you online. Therefore, it is important that you are in control of your digital presence and that it is reflective of how you want to be perceived by potential employers.  This article will outline what your personal brand is, why you should manage it online and how to establish a reputable online presence.

What is a personal brand?

Traditionally, a ‘brand’ is a term that is linked with a company, product or service; however, personal branding is about promoting you as the concept, product or service. As a jobseeker you are selling yourself as the product.

Before you start to develop your personal brand, it can be useful to consider your Unique Selling Point(s) – what makes you different from everyone else. It’s this message you need to convey when promoting yourself through your CV, interviews and networking.

Networking plays a key role in your job search, however the way people network is changing all the time. Online networking through social media plays a key part in how people communicate and connect. Social media such as LinkedIn, X, Facebook and YouTube can play a pivotal role in developing your personal brand online.

Why you need to manage your online personal brand

Everything you do online leaves a digital footprint – A quick internet search will usually tell recruiters and hiring managers a lot about you. Your online reputation says something about you whether you realise it or not.

You want to be found – Even if you are happy in a role now, remember that things might change. If you already have an online reputation established, it is likely to make the transition a lot easier.

Being up to date – Using the latest social media marketing techniques shows that you are up to date with the way that communications are changing and trends in social media.

Tell your own story – Don’t leave it to your friends, family and colleagues to tell your story through posts, tagged photos and blogs.

Enhancing your online brand

There are several ways you can enhance your online brand. The more you are act on the points below, the stronger your online reputation will be and the more likely you are to look attractive to organisations.

• Google yourself – What appears about you online? Is it professional? Is it comprehensive and detailed enough? Employers are increasingly performing internet searches to get an idea of who you are before deciding to recruit you. Searching yourself frequently is a good way to monitor how your name is being portrayed. If you find someone who has the same name as you, it is important to differentiate your brand from theirs.
• LinkedIn – Creating a profile is a start, but it is important that your profile is fully complete and actively managed. Remember you wouldn’t send a half-finished CV to apply for a job, so it is important you view your LinkedIn profile in the same way. Ensure that it contains relevant and up to date information.
• LinkedIn recommendations – Get enough good recommendations from the right people and they can hold as much value as a handwritten reference or personal recommendation.
• Quality contacts and connections – Remember with all social media sites it’s not about the quantity of your connections; it’s about the quality. Others will judge you by the quality of your connections, so be selective!
• Facebook – Keep your personal Facebook profile private. Hide anything you wouldn’t be happy for employers or colleagues to see. For colleagues (current and past) you are connected to make sure your updates and photos reinforce your online brand.
• Become an expert or specialist – Join specialist groups on LinkedIn relating to your industry or field. This will help you keep up to date with changes in your industry and connect with people with similar professional interests. You can actively contribute to relevant discussions, giving you a chance to demonstrate your knowledge to those who matter. Because you are being viewed by recruiters, it is important you put some time into your responses and comments.
• Other social media platforms - You could blog or post regularly about your specialist topic. Involve yourself in relevant conversations that focus on your industry – again further demonstrating your knowledge.

Be consistent. Recruiters and potential employers may be viewing your profile through more than one form of social media, (e.g. CV on job boards, LinkedIn, X and Facebook) It is important to ensure the message you are portraying is consistent across all sites. Any inconsistency may confuse recruiters or raise suspicion.

A proactive approach towards your online reputation is better than a reactive one.