What Does Google Say About You?

Everyone in business understands the importance and implications of their brand. The term ‘branding’ is often used loosely in marketing, communication and PR conversations and that’s because branding encompasses several facets which need consistent development in order to attract clients and make sales. It’s not a simple case of ‘I like that logo – that’s our branding sorted!’ branding requires design, communication and strategic planning.

The common misconception connected to brand management is that it’s only businesses and business owners who are effected by the way they position their brand. The truth is, everybody has a brand. You’re a brand, I’m a brand, we’re all brands whether we want to be or not. Managing my personal brand takes up a lot of my time because I know how critical it is to the growth of my business.

When I began my career privacy wasn’t really an issue but the emergence of the digital world means our personal brands are more susceptible to the public eye than ever before.

Going incognito is very difficult these days, a quick search of your name will produce a detailed list of your social media accounts, your career path, maybe even a comment you made on an article you liked a few years ago. You cannot escape the power of the world-wide web or avoid its judgement on what you make publicly available about yourself.

As this information is so easily available online, it is essential that you take time to think about your brand and how you would like to be perceived. This is true for anybody who is looking to start or grow their career.  

Determine your strengths & weaknesses

You need to know what makes you different from the competition. Whether you’re applying for a job or starting your own business, you’re constantly in competition with a pool of other talent.

Whenever I’m recruiting for a new member of staff, the first thing I do is search candidate names which typically will lead me to their LinkedIn, Twitter and Facebook feeds or anything they have publically posted online. Any decent employer will ensure they do their research on worthwhile candidates and you’re kidding yourself if you think every other employer isn’t doing exactly the same thing. Illustrate your strengths online; if you did anything particularly notable at college or university, share it. If you’ve gained working experience with a well-respected business, share it. If you’ve ever received any awards for specific skills, share it. Highlighting these strengths across your social media touch points will enhance your personal brand.

Fill in the gaps

Your LinkedIn profile is essentially the face of your professional personal brand. This being true, I am always baffled by how many profiles I come across that are incomplete – the bio is a couple of sentences long, their education is missing, they haven’t updated their career experience since 2005, they don’t have a profile photo or worse still, their profile picture is clearly unprofessional.. This is an instant turn off for any employer because if you can’t simply relay information from your CV onto your LinkedIn profile, can you also not be bothered to do your job properly or show up for work on time? I may be jumping the gun but it’s only natural for employers to have these thoughts during the recruiting process. Think of your LinkedIn profile like your CV – would you apply for a job with an outdated CV? No, of course not so why would you apply for a job with an incomplete profile? It’s the same concept. Competition for jobs is fierce and this one slip up could make a real difference when I’m comparing your profile to others who present themselves well online. 

Be consistent and purposeful

We all like to post socially on our digital media accounts and that’s fine, that’s what they’re there for! But, and this is a big but, if you wouldn’t want a potential employer to see a comment you’ve made, an embarrassing photo or status update – don’t post it! You wouldn’t believe how many people have lost out on an opportunity because an employer noticed a cattish comment about how much they disliked their boss or why they can’t wait to quit their job. You may be thinking it, but you certainly don’t have to share it with the rest of the world. I don’t want to sound like a grouch but it’s true! Don’t let any snide comments get in the way of your career progression. Sensor check your profiles before applying for any role or ensure your privacy settings are in place so that personal views and items are hidden from prospective employees in a general search.

Effectively managing your personal brand can really help you succeed in your career. Being one step ahead of employers and client’s means they will get the best online version of you. So next time you’re about to post a status update about how incompetent your boss or team are, think again.

Take control of your personal brand, ensure publicly available information is consistent and watch the offers roll in.

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