Jobseeker Personal Branding, What a Personal Brand needs to constitute?

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The Art of Jobseeker Personal Branding

When it comes to looking for a dream job, the traditional methods are no longer sufficient.

In the past, a jobseeker could secure such a position on the basis of a strong Cover Letter and CV alone (with a single interview to test those credentials).

Now it is a little bit more complex, however, with increased competition for top-notch roles in the job market — therefore meaning that companies are looking for a much more complete package.

This is where “personal branding” comes into the picture. It is one of those frequently used terms; but without anyone ever really stopping to define the main tenets of such.

In this article, therefore, I am going to change that — and outline exactly what a strong personal brand needs to constitute!

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Jobseeker Personal Branding

(1.) LinkedIn Profile Optimization:

Even as far back as 2016, 87% of recruiters said that they were in the habit of checking a LinkedIn Profile before making a hiring decision (Jobvite Recruiter Nation Report). The figure now will of course be much higher still (and probably closer to 100%).

At the top of a CV, there should be a LinkedIn Profile URL — and this certainly starts to unlock the window of insight into your own personal brand. In that sense, if you do not have a LinkedIn Profile at all — or if it is simply not up to scratch — then the chances of landing a dream role are close to 0%.

In the UK, for example, it is not commonplace to place a photo on the CV — but a high-end headshot forms the basis of the “Shop Window” on a LinkedIn Profile (alongside the LinkedIn Banner and Headline). You therefore have the perfect chance to start building trust and confidence with the audience. This positive impression can be completely undermined with the “#OPENTOWORK” frame around such, however — because it can make someone appear desperate (which is never effective in terms of personal branding).

We will touch on LinkedIn Content Creation in a moment — but, for now, it is important to say that the Featured Section on the LinkedIn Profile is of particular importance for being able to showcase such. In essence, it is much better to be able to “show” (rather than “tell”) a HR Manager what you can do!

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Jobseeker Personal Branding

(2.) LinkedIn Content Creation:

First of all, most jobseekers neglect this process entirely — often for a multitude of reasons. A LinkedIn Poll of mine (at Dream Job Hub) found that, on the issue of the why jobseekers are holding back from such:

Believe Nothing Unique To Say (33%)

Low Content Engagement Fear (29%)

Time Spent On Other Strategies (26%)

Thought Not To Be Important (12%)

Of course, spending time on other strategies is understandable, but content creation certainly needs to be part of the mix here. Far from not being thought of as important, this is the perfect chance to actually demonstrate practical knowledge and insights before the interview stage — in order to really show the value-added potential on offer to them.

For example, it is great to say on a CV that you have 10+ years of experience in Project Management — but imagine what an inspirational client case study on a slide deck would add to that impression. In that sense, one definitely needs to be confident in having something unique to say — because, without that mindset, the chances of success in the job market are slim.

Of course, dealing with the final objection, a fear of low content engagement is understandable. But, in the first instance, LinkedIn Content Creation should certainly go hand-in-hand with LinkedIn Networking — in order to create the necessary airtime for the content output. Furthermore, however, worst case scenario is that no one engages at the time of posting — in which case the knowledge can still be placed in the Featured Section for a HR Manager to benefit from down the line.

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Jobseeker Personal Branding

(3.) LinkedIn Networking:

Herein lies one of the most common ways that someone can really cement or destroy their personal brand on LinkedIn. For a start, many jobseekers — again quite understandably — have a whiff of desperation about them (and therefore their LinkedIn activity). In my role as a CEO, I get a mass of DMs to the effect of: “have you got any available jobs at the moment?” — but this approach is futile (because it does not differentiate that person in any manner whatsoever).

Instead, the key should be to build trust and rapport (not the sheer number of DMs). Anyone can ask for a job; but not everyone can present their skills/achievements and insights in such a manner that people will start offering positions to you. In that sense, you need to be a “giver” before you can ever hope of being a “receiver” — supporting others generously on the platform (and therefore commenting on their posts with valuable insights). Relatedly, one needs to offer value-adding knowledge and CTAs in their own content output — because, when done well, someone will wish to pay a great salary to receive even more outstanding work from you.

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(4.) LinkedIn (and Broader) Storytelling:

In life, as outlined in the book “Start With Why” (Simon Sinek 2009), most people make decisions in the marketplace on the basis of emotional attachment to the overarching mission statement (rather than in accordance with a more superficial instinct for a product or service).

Herein lies the rationale for having a storytelling brand — and the same is true for a personal brand in the job market as well. It is a case of being able to articulate what you are all about, the experiences that have shaped you, the motivations and passions that drive you, and ultimately what you are attempting to achieve.

Of course, you should not make this contrived to the point of implausibility or cliche — but rather not be afraid to communicate genuinely held convictions and beliefs to the wider audience. Make sure to start with *YOUR* why!

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(5.) LinkedIn (and Wider) Public Persona:

The aforementioned factors are all vital for personal branding — but can ultimately be undermined with a multitude of slips at the margins. In a crowded labour market, with a range of competitive top talent, seemingly small factors can become large ones (and therefore cost chances of success).

Nowadays, a lot of HR Managers are checking out potential candidates across their own social media channels — scouting for what seems to lurk behind the “professional mask”. In that sense, one must make sure that they are kept private (or at least vetted for suitability for a wider audience).

Relatedly, an email address might seem like a small factor — but having an unprofessional one (with some kind of slang or nickname, especially if rude or coarse) can really spoil the whole image of a CV or LinkedIn Profile. Whilst we are also on the topic, make sure to also have a custom LinkedIn Profile URL (in order to remove those random digits and letters from there). It is another marginal change that can go a long way in terms of impressions for the audience on LinkedIn.

At the same time, present yourself in a manner that will be endearing to someone who is looking for another person who is, not only competent, but also a clear pleasure to work with for up to 8 hours per day. Be polite, smart in appearance, make eye contact, have a firm handshake, make pleasant conversation, be punctual, and don’t forget common courtesy items with them. At the end of the day, people are also looking to hire people who can make their working life seem the most fulfilling possible!

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Taken altogether, therefore, it should be clear that the art of jobseeker personal branding is a multifaceted one — encompassing various complex and moving parts. It is not a static process; because there is also an art to keeping a personal brand alive and fresh for the audience across time.

Ultimately, the key thing to understand is that hiring practices for top-notch talent and executives are changing at a rapid level. If *YOU* are looking to ride that wave, it would be better to start sooner rather than later!