How does personal branding influence professional growth?

The expression ‘being your own entrepreneur’ has existed for a long time. However, since social media removed intermediaries between customer and product, professional and company, artist and audience about twenty years ago, the so-called 'personal brand’ has become an essential tool in the job market. Let’s explore what it is and how to build it.

What is personal branding?

The term personal brand refers (in English, personal branding) to the set of strategies implemented by a professional to promote their skills, experience, and career path, just as a brand would do. Used in virtually all sectors, this strategy is closely linked to marketing and the evolution toward a digital brand that enhances online presence. The ultimate goal of any personal branding effort is to create a specific image in the minds of individuals and organizations. As Amazon founder Jeff Bezos puts it: “what people say about you when you are not in the room.”

With the rise of new digital professionals and the gradual shift from traditional employment to freelance work, personal branding has reached full maturity. Today every professional needs to reinvent themselves, constantly improve technical and soft skills, and above all learn to communicate effectively. It is no coincidence that the packaging metaphor is used: when it is no longer enough to simply develop skills and competitive advantage, an attractive “container” is needed to capture the attention of the target audience.

How to build and improve your personal brand on LinkedIn

LinkedIn has become the main tool for personal branding, as it allows users to build a strong online presence and connect with other professionals worldwide. Personal branding on LinkedIn is based on three key pillars: profile, network, and content. The profile is the user’s virtual business card and must be completed accurately and strategically, using consistent visual identity and text with relevant keywords for internal search engine optimization.

The network consists of connecting with people in the same industry or potential clients. It is a continuous networking process that must be strengthened to achieve professional goals. Building valuable relationships is essential to improving personal branding on LinkedIn and involves actively engaging users through meaningful discussions and participation in conversations.

Of course, content plays a crucial role in personal branding on LinkedIn, allowing users to stand out, assert their role as experts in their field, and build reputation and credibility. Regular publication of relevant and high-quality content contributes to success on the platform. The process requires time, dedication, and understanding of the platform’s features.

How to improve personal branding in the job market

To build and improve personal branding in the job market, you first need a brand that is clear, visible, and recognizable. It is useful to set goals and objectives over a defined period of time. It is also necessary to establish a clear mission and vision for the target audience. Like any new product launched on the market, professionals must find what differentiates them from competitors and makes them unique and irreplaceable.

Among the other key ingredients of personal branding are industry-specific knowledge and consistency in staying focused on goals. However, relationships and networking skills also matter, both online and offline. It is essential that personal branding is coherent across both digital and real-world environments, involving investment in public relations activities and alignment of all content with professional reputation.

Mastering personal branding techniques requires skills in communication, digital marketing, branding, and strategy. There are specialized training programs in these areas, such as the Master in Digital Marketing & Growth Hacking or the Master in Corporate Communication & Brand Management at EAE Barcelona, which provide the tools needed to build and consolidate an effective professional presence.

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How to build and improve personal branding on social media

Building or improving personal branding on social media involves promoting interests, passions, and skills, allowing users to share life experiences, emotions, and achievements. It is important to maintain a recognizable style and a unique, engaging bio. The username should be consistent across all platforms, which should be chosen according to goals and industry. It is not necessary to be present everywhere if there is nothing meaningful to share.

Building a network of industry professionals and interacting with groups and relevant hashtags can strengthen personal branding, as well as following topics of interest and engaging in constructive comments. It is important to be consistent and anticipate trends when publishing content, while also engaging with the community, which should become the main ambassador of the professional’s reputation.

Differences between personal branding and online reputation

Although they are related, personal branding and online reputation are not the same. Personal branding is an active strategy to define how one wants to be perceived, while online reputation is the result of that perception, influenced by what others say and share. Managing both is essential to building a strong digital presence, especially in highly competitive industries.

In this regard, the role of a social media manager is key, as they help manage both personal branding and online reputation, creating a coherent and well-managed digital presence.