Managing Your Online Personal Brand
April 5, 2017
By Sarah Pozek, Director of Life Sciences
As an executive recruiter with a passion for social media, I spend a lot of time curating my personal brand and evaluating that of the candidates and companies in my sphere. Whether it is for your current career, job searching, networking, or simply to be social, chances are you interact with one or more social platforms daily… and the impression you leave makes an impact. CareerBuilder’s annual social media recruitment survey in 2016 showed that 60% of employers use social media sites to research job candidates. From a recruiter’s standpoint, it is closer to 100%. Culture fit is top priority for many of my clients, so when I check out someone’s LinkedIn profile I am looking for any sign that they would be a good (or bad) addition to their team.
This is just one reason why it is essential to effectively manage your personal brand online. It is extremely important to not only monitor it for negativity, but to bring something positive and useful to the table. This will make you more memorable when looking for your next executive level role.
Here are 6 key practices to craft your personal brand:
Know who you are
While companies all have differentiating goals and values they want to showcase and promote online, i.e. athenahealth wants to “unbreak healthcare”, while Medrio brings a rockstar mentality to clinical trials, individuals need to identify how they want to be perceived. Recent data from Glassdoor shows that 79% of jobseekers use social media in their job search. What is your differentiator? Prospective employers, clients, and the rest of your network want to know!
Consistency in the timing of posts, tone, and look of your personal brand is important to gain traction among your followers, friends, and connections. From colors, images, types of language you use, to the content you re-post, it is important to keep a steady perception of your personal brand. While different social media sites are used for different reasons, it can only benefit you to make sure there are similarities in what you are projecting across all of them.
Continuously updating your online presence with new content, job changes, or addition of new accomplishments will help grow engagement with your audience, but interacting with followers and friends is also important to gain feedback and essentially build brand loyalty. Always be receptive to feedback, new ideas, and the opportunity to learn something new from your connections. Also, never hesitate to throw out a “like” or “congratulations!”
Instead of posting standalone text, use photos, videos, infographics, and other types of visuals to capture your network’s attention. A study from Hubspot shows that infographics are “liked” and shared on social media 3 times more than any other type of content, and Facebook posts with images see 2.3 times more engagement than posts without images.
As with a dinner party or networking event, the same conversation etiquette applies to social media – talk of religion, politics or money is frowned upon. It’s a safe bet to keep controversial opinions and posts off your social media sites. Stay away from negative posting, venting or engaging in argumentative conversations online to keep your online brand positive.
In businesses, marketers are always working to build their brand, but also to get relative feedback from customers to analyze, then make improvements. Similarly, your personal brand will benefit from the same concept. Paying attention to what regularly is happening across your social media sites and being responsive will pay off in making your online presence strong and positive.
What strategies are you taking to cultivate your personal brand? We would love to hear from you!
Director of Life Sciences
Direct Recruiters, Inc.