Personal branding

First impressions count

What is personal branding?

Personal branding is all about how you present yourself – both online and in person. It helps people understand your strengths, values and what makes you, you.

Whether you realise it or not, you already have a personal brand. The key is to make sure it reflects what you want people to know about you.

Why it matters

Your personal brand shapes how people see you –that includes potential employers. A strong brand helps you stand out, builds trust, and opens up new opportunities.

A good personal brand can be the difference between being overlooked and being remembered.

What makes a good personal brand?

A strong personal brand is clear, consistent and true to who you are.

It should be easy for someone to understand what you do, what you care about, and what you’re great at.

Most importantly, it should feel authentic – like you, not a version of yourself that you think people want to see.

Where to start

Start by thinking about what you’re known for – what do colleagues or friends often come to you for help with?

Next, consider what you want to be doing next – your goals will shape your message.

Then, work out what you’d like people to remember after they meet or connect with you.

LinkedIn – your online shop window

LinkedIn is often the first place people look when they want to know more about you. It's a chance to shape the story they see.

Most recruiters use it daily, and a well put together profile can help you get noticed – even if you’re not actively job hunting.

Quick wins on LinkedIn

A few simple changes can go a long way:

  • Use a friendly, professional-looking photo – it doesn’t need to be formal, just clear and approachable.
  • Add a background image that reflects your work or personality.
  • Instead of just listing your job title, use your headline to say what you do or what you’re passionate about.
  • Make your ‘about’ section sound like a short, confident intro – something you’d feel comfortable saying out loud.

Example

I’m a housing professional with 8 years’ experience supporting tenants, managing cases and working across social housing and homelessness services. I’m approachable, practical and calm under pressure, and I care about making a genuine difference.

I’m currently looking for a new opportunity where I can continue helping people and working as part of a supportive team.

Why this works

  • Clear and to the point – no waffle or jargon. Shows experience without sounding like a CV
  • Highlights personality and values – approachable, calm, people-focused
  • States what they’re looking for next – gives the profile direction

Make your profile work harder

Your experience section should focus on your achievements, not just a list of duties.

Use bullet points and action words. Add skills that match the kind of work you want to do next. Don’t be afraid to ask for recommendations – a few kind words from past colleagues can build real credibility.

If you're job searching, use the “open to work” feature so recruiters know you're available.

Be active, not passive

Don’t just set up your profile and forget it…

  • Like or comment on posts that interest you.
  • Follow companies and people whose work you admire.
  • Join groups in your field to see what’s being talked about.

Occasionally sharing an article or a thought helps keep you visible.

Dos and don’ts

Do:

Keep things positive and professional, use keywords related to your industry, and talk about your work in a way that reflects your personality.

Don'ts:

Copy and paste your CV, ignore connection requests (unless they’re clearly spam), or wait until you're desperate to update your profile.

You don’t need to be perfect – you just need to be present and intentional.

Small updates can make a big difference, and your personal brand will evolve as you do.

The more visible and clear you are, the easier it is for the right opportunities to find you.