Standing out in the job market

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In today's competitive job landscape, it's not enough to have the right qualifications or experience. Employers are seeking candidates who demonstrate not only professional competence but also personal drive, creativity and individuality. This is where personal branding comes into play.

By cultivating a strong personal brand both online and offline, you can position yourself as a top candidate for your dream job and distinguish yourself from the crowd. As Nicole Gorton, director at Robert Half, says: ‘It’s the drawcard that will make your resumé stand out from the stack and it can help you leave a lasting impact at interviews.’

What is personal branding?

Personal branding is basically marketing yourself – your skills, experiences and personality – as a brand. Just as companies develop strong brands to build trust with customers, individuals can craft personal brands to create a compelling professional identity. Your personal brand is how others perceive you and it plays a significant role in your career success. It encompasses everything from your digital presence (social media profiles, personal website, portfolio) to how you interact with people in professional settings.

When done right, personal branding helps to:

  • showcase your unique value proposition
  • build credibility and trust in your expertise
  • increase visibility within your industry
  • attract potential employers or clients, and
  • open up opportunities for career growth and networking.

‘You can build a strong and engaging personal brand from anywhere in the world,’ says Gorton. ‘It boils down to someone’s ability to know who they want to be, understand how others perceive them and plan ahead.

‘My top tips for building a personal brand is to start defining your personal brand by identifying your uniqueness, values and contributions. Work for an organisation that aligns with your brand, connect with colleagues who have similar interests and create and share content you are passionate about.’

Your personal brand should evolve as you grow in your career, but consistency is key. Make sure your message is aligned across all platforms and interactions. At the same time, be authentic. Employers want to see the real you, not a manufactured persona.


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Don’t fake it ’til you make it

Be open about your career journey, including the challenges you’ve overcome, and share your genuine interests and values. And one final word of advice – don’t be tempted to embellish anything. Honesty really is the best policy.

‘Being honest in your work-life is of utmost importance,’ warns Gorton. ‘Honesty is crucial on platforms like LinkedIn as it directly impacts your professional reputation and can affect your chances of securing jobs. Potential employers often go beyond references, verifying information and assessing your online activity. Misrepresenting yourself can damage your credibility and lead to missed opportunities, while authenticity builds trust and helps you connect with the right people for career growth.’

Building your personal brand – six key steps

  • Define your brand: Have a think about your core strengths and skills and what your passions are in the industry you work, beyond the numbers. What can you offer that others cannot, what are your career goals, both short and long-term, and how do you want to be perceived by employers? Understanding these elements will help you articulate a clear and cohesive message about who you are as a professional.
  • Create a portfolio: A professional portfolio is essential for showcasing your work and achievements. Include samples of your work such as projects you’ve worked on, and case studies detailing challenges, your process and results. If you can, include client or employer testimonials.
  • Optimise your professional network (for example, your LinkedIn profile): Start with a clear, professional profile photo and a compelling headline that goes beyond your job title to highlight your expertise and career aspirations. Write a concise, engaging summary that showcases your skills, achievements and what drives you professionally. Add skills that align with your expertise and ask colleagues for endorsements to validate them. Finally, engage with LinkedIn by sharing industry-related posts, commenting thoughtfully and networking with relevant connections to keep your profile active and prominent within your field.
  • Engage on social media: Beyond LinkedIn, other platforms like X, Instagram or even TikTok can be valuable for building your personal brand. Share industry insights, comment on trends and engage with thought leaders to demonstrate your expertise and passion.
  • Network effectively: Networking is a crucial part of personal branding. The more connections you have, the more opportunities you’ll have to showcase your brand and find your dream job.
  • Attend industry events (virtual or in-person): Conferences, webinars and meet-ups are excellent places to meet like-minded professionals and recruiters.

Author: Beth Holmes, writer

This article was first published in Student AccountantGet the SA app now

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