Personal Branding: Creating Your Career Story
In today’s job market, you’re not just applying for jobs—you’re pitching yourself. Personal branding isn’t just for influencers or entrepreneurs; it’s for anyone who wants to stand out and make sure they’re remembered for all the right reasons. Think of it as taking control of how the world sees you professionally.
Whether you realise it or not, you already have a personal brand. Every CV you send, every LinkedIn post you make, and every conversation you have contributes to the impression you leave. The trick is to make that impression intentional, consistent, and authentic.
What Exactly Is Personal Branding?
At its simplest, personal branding is the story you tell about who you are, what you do, and what makes you different. It’s about shaping how others see you so they can clearly understand the value you bring to the table. A strong personal brand is built on three main pillars:
- Your Experience: The career journey you’ve been on, the skills you’ve picked up, and the wins you’ve had.
- Your Strengths: What you’re naturally good at and the values that guide you.
- Your Difference: The thing that makes you unique—whether it’s your approach to solving problems, your knack for connecting people, or your ability to keep calm under pressure.
Your goal is to package these into a clear, consistent message that works across all your professional platforms.
Building Your Career Story
Let’s be honest—personal branding isn’t about inventing some super-polished version of yourself. It’s about connecting the dots in your career and telling a story that makes sense to the people who are hiring or networking with you. Here’s how to get started:
1. What Makes You Different?
What sets you apart in your field? Are you the “go-to problem solver for scaling teams”? The “tech recruiter who builds processes that save time and money”? Be specific and practical.
2. Look at Your Career as a Journey
Your career isn’t just a series of jobs—it’s a story. What’s the thread that ties it all together? Maybe it’s the way you’ve always been the one to step in and fix broken systems, or how you’ve consistently delivered results under tight deadlines.
Instead of listing your jobs as a series of bullet points, think about the big picture:
- What got you into your field?
- What are you most proud of achieving so far?
- What do you want to do next, and why?
3. Keep It Aligned with Where You’re Heading
Your brand should reflect where you’re going, not just where you’ve been. If you’re switching industries or aiming for a higher role, highlight transferable skills or experiences that bridge the gap. For example, if you’re moving from marketing to tech, emphasise your data-driven approach or success with analytics-heavy campaigns.
Tools to Bring Your Brand to Life
Once you’ve nailed down your personal brand, it’s time to make sure it shines on your CV, LinkedIn, and—if relevant—a personal website or portfolio.
Your CV
Your CV is where your career story starts for most people. Make it easy for recruiters to see your key skills and achievements, especially those that align with the role you’re targeting. Remember: recruiters skim. Make that first half of the first page count.
This is your shop window. Beyond listing your jobs, use the "About" section to summarise your career story in a few sentences. Share posts or articles that reflect your expertise and interests—consistency is key here.
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Personal Website or Portfolio
If you’re in a visual or project-based field (like design, writing, or development), a portfolio is a must. For everyone else, a personal website can still be handy to showcase testimonials, share your story in more detail, or even post industry insights.
Don’t Forget the Rest of the Internet
If a recruiter or hiring manager Googles you, what will they find? Your brand isn’t limited to LinkedIn—it includes any public-facing social media profiles, articles you’ve written, or even YouTube videos.
- Twitter/X: Great for sharing insights or engaging in conversations about your industry. But remember, controversial opinions can stick—keep it professional.
- Instagram: If you’re a creative, it can double as a portfolio. For others, it’s worth keeping private unless it reflects your brand.
- YouTube or TikTok: If you’ve got knowledge to share and don’t mind being on camera, these can be powerful tools.
Stay Consistent
Mixed signals can kill your brand. If your CV makes you look like a detail-focused project manager but your LinkedIn bio is vague and general, you’re confusing people. Audit your online presence regularly to make sure your story holds together.
- Is your CV aligned with your LinkedIn?
- Do your social profiles reflect your professional image?
- Are there old posts or profiles you should clean up?
Position Yourself as a Thought Leader
This isn’t about being the loudest voice in the room; it’s about showing that you know your stuff. Start small by sharing interesting articles or writing short posts on LinkedIn. Over time, you can explore:
- Writing longer articles (even on LinkedIn’s platform).
- Speaking on podcasts or webinars.
- Sharing practical tips or insights in your field.
Be Real
Here’s the thing: personal branding isn’t about pretending to be something you’re not. It’s about showing up as yourself—just the best, most professional version of you. The key is authenticity. If your brand feels fake or forced, it won’t stick.
At the end of the day, personal branding is about putting yourself in the driver’s seat. It’s your chance to tell your story, your way—and to make sure the right people are paying attention. So, take a bit of time to work on it. The opportunities that follow will be worth it.
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