Brand Yourself in 2018 – or Others Will Do it For You

When people search for you online, will they want to hire or do business with you based on what they find?


Try this right now: open up a browser and Google your name. Finished? What appears about you is what customers, employers, recruiters, and prospects will see. It’s YOUR brand.

So, based on what appears, are you a credible brand that inspires trust?

Recruiters and employers are discovering people on social media they’d like to employ, while prospects and customers are discovering people on social media who can solve their problems.


Job Seekers and People Open to a Job Change

Last year somewhere around 70% of the people reading this post were either seeking a new job or open to a job change! Armed with powerful search algorithms, employers and recruiters are conducting online employee searches for people who have the exact skill set as you do, without advertising for an open position. If your social profile has the right keywords, you could get a call about an opportunity you never considered when you got up this morning.

If you are currently engaged in an active job search, then beware that nine out of ten employers look at prospective candidates on social media BEFORE they make their offer, according to research by Reppler. And nearly 75% of employers have rejected candidates based on what they saw when they visited a candidate on social media.


Sales and Marketing Professionals

Did you know that customers and prospects have already completed more than half of the buying process online before they ever engage a sales professional, according to the Corporate Executive Board? They’ve already searched for products and services that can solve their problems, and now are ready to engage at the personal level. A high percentage of prospects research sales representatives before speaking with them.

Will they see a crisp, professional brand that says you are worthy of their business and trust, or will they see that you tweeted something derogatory three years ago about their company and its products?


The Brand Called You

Whether you knew it or not, you’ve been building all five elements of the brand called you for decades. People’s first impression of you is really their impression of your brand, based on what they’ve learned about you from your online presence – or observe in the first 20 seconds of meeting you.

A dozen things you should brand. In short, everything that is public-facing and search-facing should be branded and consistent. Consider the following items as part of your brandi

1. Appearance – your attire, grooming, what people see when they see you.

2. Blogs and articles you’ve published.

3. Business cards.

4. Career search documents – such as résumés and cover letters.

5. Sales proposals and other sales information.

6. Your voice mail greeting and every message you leave.

7. Every email you send plus your email footer or signature line.

8. Your one-minute introduction (aka elevator pitch).

9. Portfolio – either physical, virtual (online), or both.

10. Your social network profiles, beginning with LinkedIn (the one network you must be on).

11. Your thank you and follow-up communications.

12. Website – your personal, professional website.


If You Don’t Brand Yourself, Someone Else Will

If nothing appears about you in a search, then guess what brand prospective employers and customers will associate with you? Nothing! Zilch! You’ve become a zero brand, and that isn’t good.

If a search produces something unprofessional about you, your brand becomes No! Stay Away! Nothing more to see!

But if a search reveals a positive, polished, and professional profile, it tells customers and employers to consider you further.

Everyone needs a positive, polished, and professional LinkedIn profile as a minimum, and it must be complete (Linkedin will walk you through the process to build it). Other networks on which people in your profession (or intended profession) post a professional profile are also a benefit. Having a blog is a plus, and links to and from your blog and profiles are key to being found online.

That way, when someone searches for your name on Google, up pops multiple listings for you, from which customers and employers can view your brand.



As an example, suppose you were searching LinkedIn for someone with project management expertise and this profile beer-drinking selfie picture popped up? How would you describe this person’s brand? Would you call him in for a job interview for a key role in your company? Would you seek him out to buy from? Do you trust his brand, or take him seriously?

Guess what – by answering those few questions about your initial impressions, you’ve just branded him!


Bottom Line

If you don’t brand yourself in order to be found by employers or customers, someone else will do it for you.

This article is excerpted in part from the world’s most comprehensive book on job search, Get a Better Job Faster™.

I love working with curious people! Here are several outstanding resources that can help satisfy your own curiosity in three key areas that will boost you career:

I help job seekers, higher ed, and employment services connect people to better jobs faster. My company’s acclaimed career development tools help people navigate the ever-changing landscape of conducting a successful job search. I also work with some of the world’s top employers by helping them get the most out of their talented people. My company’s extensive leadership development course catalog provides effective skills-building for everyone in the organization, from the new / developing leader to the seasoned C-level executive. My company’s coaching programs produce significant results in compressed periods of time. To find out more, please visit us at, email us at, or call us at 215-942-0982.


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