How to Create a Strong Professional Brand

Whether you’re going on a first date or a job interview, chances are someone is going to Google you.

Businesses used to advertise jobs in the classifieds or post signs in their office. Job seekers physically submitted their resume and application via mail or in person. The internet, Google and social media did not exist. If you literally looked good on paper, you might get an interview; sometimes on the spot. Times have certainly changed. Gone are the days when your resume accounted for the bulk of landing a new job. Today, many factors determine which candidates get selected. Resumes are essential, and you still need a strong one. But recruiters are also research savvy, and they use the information they find to evaluate your entire professional brand. They don't stop at your resume—they're Googling you and viewing your social media profiles and activity. You must always maintain control of your narrative—the overarching story your online persona illustrates! Once something is online, it is hard to remove. Pay close attention to this throughout your journey as a candidate. Don't let your online reputation take on a life of its own. A recruiter's first impression of you is no longer made in the interview room: it's also made online.

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What is your professional brand?

Your professional brand (also known as your personal brand) encompasses your past experiences, who you are, what you do, your attitudes, habits, beliefs and where you’re headed. Your professional brand can be broken down into skills and experience, professional values and behavior. Just as every company has a brand, that either contributes to or hinders its success, every person has a professional brand. Your professional brand either elevates your career success or doesn’t.

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Why is professional branding important?

Your professional brand is important because it helps you differentiate yourself from other candidates and build credibility with potential employers. A strong personal brand can also lead to additional opportunities like internships, speaking engagements and networking events. As companies embrace “alternative work”, the talent pool continues to expand. The alternative workforce includes contractors, freelancers, independent workers, gig workers and people with second jobs (often part-time). Nearly two in five (39%) of U.S. adults have a side hustle and 28% believe they'll always need one to make ends meet, according to a recent Bankrate survey. With side gigs comes more experience and exposure to latest trends, making freelancers more marketable to hiring managers. To remain competitive with other job seekers, your professional brand must stand out. You must cultivate a professional brand, as most recruiters use social media and other online resources to assess your candidacy. Now, let's dive into crafting a positive professional brand to help you rise above the pack.

Make your skills and experience stand out

The first step when creating or updating your resume and/or social media profiles is to analyze your skills and past experiences. Begin by analyzing the required preferred skills and experience of your target job. As you craft your professional brand, paint a holistic picture using your entire digital persona. Demonstrate why you are the best fit for your ideal job. Skills to articulate and demonstrate are divided into two categories:

Highlight your professional values online

Professional values are the individual principles and beliefs you hold that guide your professional behavior. These values include the ethics, standards and practices you uphold within a professional environment. These beliefs enable you to make judgment calls at work to ensure you are promoting the best interests of your department and employer. Examples of professional values include accountability, integrity, teamwork, transparency, commitment to your profession and continued learning. Infusing your professional values into your digital persona requires focus and effort. We’ll show you how to accomplish this next.

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HARD SKILLS

SOFT SKILLS

You need this set of skills to successfully execute the technical skills of your job. Examples include time management, written communication, project management and presentation skills.

COmmitment

How to present your personal brand for success

Now that you have a strong personal brand, use it to show potential employers you possess the skills and professional values they desire in a new employee. There are a few key areas you should focus on to achieve this.

Commitment

Sometimes, employers have two or more candidates with equal skills, experience and qualifications they must choose between. Passion for your work can be the one trait that sets you apart from the competition. Hiring managers hire team members who show commitment and devotion to their work! Think about your coworkers. Isn’t it more enjoyable to work with people who are enthusiastic about the work they do? In today’s digital world, it is easy to spot passion for one’s work. Make it a point to share content and participate in discussions about trends and issues impacting your field. Provide value to others within your industry and to those entering it. Be an advocate for your profession.

Teamwork

No matter your role or career level, nothing is possible without teamwork. Showcasing team projects and professional achievements on your resume and LinkedIn profile is a fantastic way to show potential employers your strong collaboration skills.

Professional Achievements

Highlight your achievements to display your strong work ethic and why you are an asset in the workplace. Awards like Employee of the Quarter or Rookie of the Year can give a hiring manager insight into the impact you can have at any organization. It’s also an effective way to bolster your profile and resume.

Continuous Learning

Showing your commitment to continuous learning will attract potential employers. Manifest this trait by engaging with content on social media. Let’s say a peer posts about an innovative technology poised to disrupt your industry. Join the conversation by posting a thoughtful comment, asking a question or sharing related content with your network. Demonstrate your knowledge of trends that impact your profession, industry, employer or customers.

These are technical competencies you need to complete tasks efficiently and successfully. They often are a minimum job requirement and vary by occupation. Examples include proficiency in programming languages, using test automation tools and working with graphic design programs.

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UPDATED JANUARY 2024