Personal Brand Impact

How do you land your dream job? We’ve been in the business of helping people answer this question for a long time and increasingly the answer comes down to deciding exactly what that job looks like and building a strategy that promotes you as the ideal candidate.

We’ve discussed the importance of personal branding -“The process by which individuals differentiate themselves by identifying and articulating their unique value proposition, then leveraging it across platforms with a consistent message and image to achieve a specific goal. In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility and advance their careers.”

In other words, what people see, hear, experience and sense, all go towards building a picture of the kind of person you are. Humans make judgments about one another relatively quickly, so it’s important to show employers that your personality and experience make you the right person for the job.

So how do you get the right message out there?

Step 1 – Clear Vision

What are you goals in life and how might your ideal job help you achieve them? Try to think beyond salary. Often self-esteem, recognition and responsibility are just as important in helping people feel like they’ve achieved something in life. Knowing what you’re aiming for makes that target easier to hit and gives you clear motivations at an interview.

Step 2 – Discover your marketability

If you look at your professional knowledge, skills and abilities as though you were the employer, what conclusions would you draw? Add to this - your passions, hobbies, interests and you’ll discover that just like a product, you are a marketable brand.

Step 3 – Perception test

Just as the products on a supermarket shelf use packaging to help customers choose, you need to think about how you might be perceived by the wider world and what you can do to maximize your impact, beyond an interview. And alternatively, find out if the company does what it says on the tin. What does their employer brand say about them?

First impressions count

You only get one chance to make a first impression.  For most candidates, that is likely to be your CV (see our CV writing tips), but nowadays as well as that paper copy of you, employers will scan social media for further information.  What will they find?  Will it make them think more or less favourably?  Will your online reputation, personal and professional relationships, help or hinder your application?

The internet never forgets, so make sure you’ve done your homework around your future employers needs and what they might be able to find out about you, ahead of an actual meeting. Think about the personality traits you might require to excel in the job you’re applying for. What unique skills could you bring that might make you stand out from the competition? And always look at your online self through the eyes of your potential employer.

Pre-interview Checklist:

  • Google yourself and review the entries because employers will!
  • If you have social media accounts such as Twitter, Facebook or LinkedIn, scan the last months’ worth of entries and make sure your profiles reflects a positive, professional message


Fake it ‘til you make it

The mantra of 'behave like you’re already in the position you want' is a good one.  How you market yourself communicates your brand to the waiting world and while you need to do this honestly, acting confidently, dressing appropriately and sounding knowledgeable, all go a long way to shaping perceptions.

Sales and marketing people live and breathe brands but often personal brands are forgotten about or treated as an afterthought. Remember, future employers want to know that you are passionate about the job you’re applying for and expect to find evidence of this on and offline.

  • Know and read relevant industry publications to stay informed
  • Be involved in networking events related to your field
  • Where relevant, participate in online groups and forums for your market
  • Share valuable content and posts created by others, leave comments and join social media conversations. The more engaged you are, the better, but make sure it’s appropriate to the job, market and/or industry you want to work in

Talk to Denholm

We are a search, recruitment and employer brand consultancy that specialises in commercial marketing, sales & digital opportunities. If you'd like to find out more, call us on 0131 554 6191 or email connect@denholmassociates.com.