How to build a personal brand

In today's competitive job market, the term 'personal brand' has become more than just a buzzword - it's a critical asset to securing a job. Discover how to create a well-defined brand that sets you apart from the competition

Many students and graduates feel underconfident in selling themselves to potential employers, as it's difficult to market your abilities when you're just starting your career. Thankfully, there are a few key principles that can assist. More than two thirds (70%) of hiring managers agree that a strong personal brand is more crucial than a strong LinkedIn profile.

What is a personal brand?

Your personal brand is the image you project to the world - it's how others perceive you, both online and offline. It goes beyond your CV and cover letter, encompassing your online presence, your communication style, and the unique value you bring to a company. Think about what might differentiate you from the other candidates who are competing for the same vacancies.

Have a think about how businesses market their products and services, and consider the 'billboard principle' - if you are on a bus or train passing an advertising board, it won't tell you everything about what it is selling, but should grab your attention and make you want to find out more. This is the same for your personal brand. Consider what your billboard will look like - if someone doesn’t know you, what will they learn from looking at your CV, LinkedIn or social media presence?

Get more advice on social media and job hunting.

How do you build your brand?

Here are some tips to help you through the process of building your brand, via your CV or online presence:

• Audit yourself - If you want to build trust with potential employers, it is important to be truthful about your unique selling points. You can use quizzes such as Prospects' Job Match to identify your strengths and the type of work you want to do.
• Know your audience - Explore the LinkedIn and social media presence of individuals and organisations in your chosen sector - what do they post? Take note of the tone and style of their content, and consider how you could design posts that would appeal to them.
• Keep it positive - We all face difficulties and setbacks, but try to be reflective, rather than reactive - avoid the temptation to vent and express your frustration. Instead, perhaps post later about what you learned from any negative experiences. If you share negative content, employers will worry that you could be a proverbial loose cannon in the future. Applicants with negative posts are frequently rejected by 54% of employers.
• You don't have to come up with 100% original content - Many students tell me that they don't know how to get started with posting online - my answer is that you can repurpose other people's content. For example, if your favourite brand shares some worthwhile content, you could repost with your own comment. Or if you attend an employer workshop, share any posts from the event and reflect upon what you learned.
• Frequency vs regularity - Most online platforms have an algorithm which tends to promote content from those who post often. You don't have to post every single day, but could schedule content using online tools such as Buffer which can be shared across multiple platforms.

How do you make your brand stand out?

It's important to strike a balance between personal authenticity and understanding the needs of your audience. As a student, consider the purpose of your posts - are you looking for internships, vacation schemes, part-time jobs, or starting your own business? You can tailor your content accordingly, from sharing articles about the benefits of work placements, to writing about how you have developed your transferable skills from previous part-time or holiday work. This should show that you understand what you are applying for, and also demonstrate the skills and knowledge that you can bring if they employ you.

As a finalist or graduate, research what employers want in their organisation from keywords in their job descriptions, information on the 'work for us' section of their website, and any posts that they have shared on LinkedIn or social media. Show that you naturally offer the knowledge, strengths and professional behaviours that they seek. Take a look at our employer profiles to see what recruiters are saying and search graduate jobs to take a look at keywords in their descriptions.

Finally, do remember that your university careers service are experts when it comes to engaging with employers and making applications, so get in touch with them.

Find out more

• Discover how to improve your LinkedIn profile.
• Explore what skills employers want.
• Take a look at 7 ways to improve graduate employability.