In this post, I will provide tips I have learned on personal branding which may be beneficial for graduates looking to “market” themselves into their dream job.
Young people entering the workplace today have far better tools and communication channels at hand then previous generations could ever imagine. Social media and the Internet provide all of us with the ability to connect with millions of people all over the world. However, we all know it’s a double-edge sword, allowing bullying and trolling 24/7, but for this post I am focusing only on the positives of the technologies we have available to us for personal branding.
First off, what is personal branding and why is it important for your career.
Personal branding is all about presenting yourself to the world in the way you want to be seen. You do this to help achieve your goals such as landing the dream role, increasing your earning potential and being thought of as a leader or influencer in your skill-sets.
Graduates are faced with more and more challenges in landing a job, let alone their dream job. Globalization and immigration policies have dramatically increased the number of available candidates per role. Success ultimately comes to those who know how to market themselves above and beyond the competition.
I have broken this post into 4 key sections:
- Selecting a “home base” online to establish yourself and help grow your personal brand.
- The importance of networking and connecting – not only online but face-to-face.
- Content curation as a strategy for being recognized as someone to follow online.
- Writing your own content to start on the path of being known as an expert.
So, let’s begin!
Choose Your Social Media Platforms Wisely
I think anyone who has invested their time and effort in building and growing a social media profile for business will know it’s never ending and massively time consuming.
For developing your personal brand, it’s even more important that you select the social media platforms that are right for you. It’s a complete waste of time investing all that time and effort building up a social media profile on a platform that will serve you no benefit to your career.
LinkedIn is the social media platform I invest most of my time and effort in for building on my personal brand. All the other social media platforms, some of which I must admit, I am too old to even understand, are not even on my radar. The only other social media platform I invest a little time in is Twitter but solely for content curation (see Content Curation section).
I focus on not polluting my personal social media profiles such as Facebook with business and vice versa. For me, LinkedIn and Twitter are for business and every other platform is for personal use.
Of course, LinkedIn is the number one social media platform for business. If you have not yet created a LinkedIn profile for yourself I suggest you do so ASAP. LinkedIn is the main tool people use to research people and businesses – recruiters will contact me via LinkedIn after reviewing my profile, clients connect with me as well as workmates.
As a graduate your first task on the road to personal branding is to establish a “home base” where people can go to get a complete run down on who you are and what skills you have. The home base should be your CV online. Some people recommend that you to establish a personal blog as the home base either as a static CV or a place to post your content. Personally, I don’t recommend a blog as the initial home base for a number of reasons:
- Maintaining a blog can be time-consuming, taking you away from your core objective of brand building. If the blog is hosted on a blogging platform then that adds further complexity in regards to SEO and migrating away from the platform.
- Unless you can register the domain name for your full name then there will be additional work required for SEO to help locate your website. Search engines especially Google rank highly personal social media profiles before any other domain where you keep a personal profile. If you are lucky enough to register the domain for your full name I would initially have it redirect to your LinkedIn profile. For example, MarcKrisjanous.com.
- Your home base should be where your target “market” is – your target market being people you want to connect with. You would not set up a shop where your target market is not present and it’s the same online. LinkedIn is one of the first places online where people go to conduct research on a person or business – that’s where your home base should be.
- Your LinkedIn profile not only represents your online CV but also records the groups you belong to, recommendations from others, information about your connections and your recent activity within LinkedIn. It provides an almost complete picture of your professional life on one page. To replicate this functionality on a blog or another non-social media platform would be difficult.
Networking & Connecting
Once you have established your home base within LinkedIn locate all your student friends and connect with them. Also, connect with all your old lecturers as well because you will then be indirectly connected to their networks which instantly gives you some profiles to look at and possibly connect to (see warning below).
Warning!! Do not randomly connect with people you do not know directly on LinkedIn! Attempting to connect with strangers or someone that does not share common interests is one of the worst things you can do on LinkedIn. If one of your direct connections connects with a person you either know or feel they share a common interest then connect – but make sure in your connection request you explain exactly why you want to connect with them.
The reason why you are connecting with people on LinkedIn is to firstly start networking but also it helps with “social proof” – a term used to denote your networking strength. Think of it this way – people by their very nature tend to be more positive towards someone who is seen to be popular. I will leave it at that because I do not want to distract focus and encourage debate on the pros and cons of “social proof”.
After you have connected with people you know on LinkedIn search for LinkedIn groups that cover your interests including skill-sets, then request to join the group. For example, if marketing is your career path then search for marketing groups, if its IT security then join up to IT security groups.
The most important rule when joining a LinkedIn group or any online community for that matter is to first watch and learn. Don’t bother contributing to the group yet. You should first understand the attitude of the group and the key players. You need to understand the “culture” of the group in order to know what is acceptable to contribute and what is not. As a newbie, you don’t want to upset anyone or be laughed at. Once you have identified the key players in the group introduce yourself and confirm with them the rules for the group. This help show that you are respectful of the groups culture and hopefully one or more of the key players in the group will look after you until you are accepted.
Connecting with people online is an important part of personal brand building however, what really cements a relationship is connecting face-to-face.
Ask your workmates and other peers what professional groups are around that you can join to network with people and learn further. Make sure you commit to attending the meetings and don’t be scared to say hello to the attendees.
Conferences and expos are also a fantastic way to meet people not only the locals but people from further afield. Conferences and expos have industry leading speakers so make sure you introduce yourself at the end of their presentation and then attempt to connect with them via LinkedIn.
Important Tip!! When requesting to connect to someone within LinkedIn, make sure you add a note to the connect request such as how you know the person or why you would like to connect with them. Do not, ever, attempt to connect with someone within LinkedIn without providing a personal note in the connection request. Many influencers will ignore the default connection requests since they receive so many – make it personal and memorable.
Content curation is a newish marketing term, though what it involves has been around forever. The results of the effort are “magical” in the way compound interest works for financial growth – it’s a slow process but overtime the results can be exponential.
For example, my personal Twitter profile is currently at 12.6k followers at the time of writing this post – 95% due to content curation.
Content curation is about locating content that would be of interest to your network and sharing it with them so they may get value from it. The content you locate and share should be from various sources not just you. The content should be of a high standard and from reputable sources.
You can share your own content but I have a rule of a 1-to-19 split, meaning each piece of content I authored and shared with my network I share 19 other pieces of content I did not author. This removes any chance of being thought of by your network as purely self-promoting.
Now, you may feel that content curation appears to be a fantastic way to promote others but ultimately does nothing to help promote your own personal brand – but you would be wrong.
This is where the “magic” really kicks in.
Sharing content created by others has amazing benefits to your personal brand such as:
- Sharing content that will provide value to your network overtime has a magical effect where people believe you to be an expert on the topics you share. You may never write a single post in your life but sharing well written and high value content authored by others still makes you out to be an expert!
- Most people have at times attempted to contact influential or famous people directly only to have no response. This is where the “magic” of sharing another person’s content starts to work! If the person you are trying to connect with authors content such as blog posts, articles, videos etc… share their content with your network and make sure they are aware of the share. Most social media platforms make it easy for the author to be alerted to the share. Alerting the author of the share has two benefits for you: (1) the author is now aware of you and (2) most of us who receive a favor feel compelled to return the favor at some stage. The action of sharing an author’s post is in my opinion the easiest and most effective way of getting a person to notice you and most of the time, results in a favor to be returned. It may take a few or many shares but ultimately, I have found the sharing strategy works 99% of the time.
- Though I do recommend, as part of your personal branding, writing on topics you want to be known as having skills in, you don’t have to. Just sharing other people’s content puts you above most people within social media who are mostly watchers not active participants. One of the major success factors for being known in social media is to be active by contributing to the content stream – sharing content makes you an active participant, and therefore as a direct result, people will notice you.
How to find content to share
One easy strategy for content curation, is to locate influencers within your area of focus and re-share whatever they share that you think would be relevant to your network. Not only does this save you time locating content but it also helps you getting noticed by the influencer.
However, to really ignite the magic of content curation you will need to start seeking out content to share yourself.
Finding content to share online that is of high quality and provides value to your network is not hard – it’s just a matter of finding one useful initial source of content. Overtime that initial source will lead you to other sources of great content.
If you’re stuck locating a website for content try News360.com. The website provides a free service where you can sign-up and select categories of interest. News360 will then locate and display content related to your selected interest categories. The content is sourced from thousands of websites. I have used News360 for years and have located some interesting content and websites through this service. As usual, there is a mobile app, so when you have some free time, maybe while traveling to and from work, browse the latest content News360 has located and if something looks interesting share it with your LinkedIn network.
As a final tip, don’t spam your network with too much content. My rule is to share daily 1-3 pieces of content that is of high interest and value to my network. Therefore, my network knows that when I do share something its worth their while to take a look.
Writing Your Own Content
In my opinion, the most effective way to build your personal brand is to write about topics within your skill-set. There are so many benefits to writing content on a topic that I could write another post solely on that subject.
Writing content to promote a person, business or brand is called “content marketing” and at the time of writing this post it’s a massive focus for the marketing sector. Search for “content marketing” to learn more about the strategies used.
Here are some of the most important benefits:
- As a graduate, writing about a topic that is part of your professional skill-set forces you to learn more about the topic and to fill in the gaps of knowledge you have. For example, if you’re focused on marketing as a career, create a list of topics you are interested in and commit to writing a post on each topic. The fact that you will end up publishing the content on the Internet to be read by people with far more knowledge and experience than you, should force you to make sure you have researched thoroughly that your content is correct and based on facts.
- Building up a collection of content covering your skill-set and publishing on applicable websites and social media platforms such as LinkedIn super-charges your CV. Your content is proof that you actually know something. Don’t forget, most CV’s are embellished to a certain degree – most recruiters and future employers know that a person’s CV conveys how the person wants to be seen – not what they truly are or know. Your content is proof that what you state in your CV is true.
- When you have enough content, you can package the whole lot up and create an eBook that other graduates can read and get value from. The eBook is a major marketing tool for you – its pure power for your personal brand! You will be surprised where the eBook will end up – in the hands of influencers, recruiters, future employers, conference management teams looking for speakers. Oh, and now you are also a publisher – another skill to add to your LinkedIn profile and CV! Then of course there is repurposing your content into different channels but I will leave that up to you to discover.
Get Started – Now!
This post provides a small collection of tips I have learned throughout my professional career to help build my professional brand. As a graduate you are just starting out in your career but it’s never too early to start thinking about your professional brand. Finding a job is not as easy as it used to be, we all know that, so learning how you can promote yourself above the competition is an absolute must.
So, the steps are:
- Establish a “home base” on a social media platform where people can find you – I recommend LinkedIn.
- Start to get recognized, firstly by connecting with peers and influencers in your professional sector both online and face-to-face.
- Share high value content with your network, that starts you on the path to being recognized as someone who is passionate and keen to learn.
- Create your own content and share with your network to start on the path as being known as an expert.
- Continue to promote yourself – but also promote others you feel have given you value, as people will often return the favor.