How to create a strong professional brand

Why personal branding matters

Gone are the days when job recruiters and potential employers assessed candidates based solely on resumes and cover letters. In the digital age, the first impression you make is when people google you. The professional brand you present online shapes how others perceive your value, expertise and potential. A strong brand helps you tell your personal narrative, differentiate yourself from other candidates and build credibility with potential employers. It can also lead to opportunities like internships, speaking engagements and networking events. So, how do you create a brand that represents your skills and experience and helps you stand out from the crowd?

Make your brand work for you

Remember that authenticity and honesty are at the heart of a successful professional brand. Keep your online presence fresh and update your brand regularly to be prepared for any unexpected new opportunities. By consistently applying the principles above, you’ll stand out to employers and make your brand work for you.

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UPDATED JANUARY 2026

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Before you create or refresh your brand, conduct a brand audit. These three steps will help you evaluate your current online presence and how you may be perceived by recruiters and potential employers.

Step 1: Audit your brand

1. Review your resume and portfolio on professional networking sites like LinkedIn or Indeed and update any outdated information.

Include details about your current or most recent role, including workplace achievements like awards or recognitions, to build credibility. Educational achievements like new degrees or certificates will add further credibility and show that you are up to date on the latest trends in your field.

2. Next, Google yourself.

What do you see? Now, imagine you are highly trained in conducting X-ray searches and uncovering “private” information online. Recruiters and talent sourcers are savvy internet researchers and can find just about anything online, even if you think it is private.

3. Review your social media posts and comments.

Be aware that your online activity can cost you a job. What’s posted on the internet is permanent. In the physical world, there is context. In the digital world, there is none. Something you may find funny or harmless may resonate differently to someone else.

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Step 2: Define your narrative

Determine your objectives, audience and how you want to be perceived. Are you looking for a job immediately or are you laying the groundwork for a future job search? Are you targeting recruiters and potential employers or are you looking for networking opportunities, mentorship or speaking engagements? Your posts and engagement should support your goals. Kforce Social Media Associate Brandy Brooks advises that identifying 3-5 core pillars or focus areas that represent your strengths and experiences will help you structure your narrative on social media. Reflecting on your past experiences, lessons learned and challenges overcome will help you illustrate your growth and development. Brooks also recommends that you demonstrate your value as a good team player by including information about your contributions to a professional community and network or how you uplifted others and boosted team morale in a job. Use LinkedIn or other social media platforms to network with professionals in your field. Commit to developing long-term relationships with potential mentors, partners and employers. This will help you create an online persona that feels organic and authentic. If you only care about your brand when you need a job, your interactions can appear transactional.

Step 3: Highlight your skills

What do you want to highlight from your recent role? Having a master resume can help you pull out details that are relevant to a specific company or role you’re targeting. If you are pivoting to a new career or field, are there certain skills or experiences you want to highlight? Employers often hire for potential, and while a resume is static and limiting, a living, breathing online presence can showcase your potential.

Hard skills

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

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.

master resume

Step 4: Highlight your professional values

Professional values are the individual principles and beliefs that guide your professional behavior. They include the ethics, standards and practices you uphold within a professional environment. These beliefs enable you to make judgement 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 and commitment to your professional and continued learning. You must infuse these values into your online persona. This is where social media posts and commentary can help you expand your brand.

Continuous learning

Showing your commitment to continuous learning will attract potential employers. Engage with content on professional social media like LinkedIn. 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. Actions like this demonstrate your knowledge of trends that impact your profession, industry, employer or customers.

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.

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.

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 value 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.

PUBLISHED JANUARY 2026

Did you know some recruiters spend as little as six seconds scanning your resume?

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