Personal branding: how to make yourself visible without falling flat on your face

What is personal branding, that trend you've heard about without really knowing what it is? Don't worry, it's not rocket science. It's just about designing a brand identity that you can put forward via social media. It's a little extra touch that will make all the difference in your job application. But you still need to know how – and want – to promote yourself, according to the rules...So how can you put yourself out there without falling flat on your face? What're the best examples? You don't need to have the marketing skills of Emily in Paris – it's quite simple! We'll talk you through it. 

Once upon a time, I applied for a job...  

Let's start with a little introspection. Who am I and what do I want to showcase? What interests say the most about me? Once you've identified these key elements, you can start writing your story. Storytelling is the basis of communication: nothing will get your message across like a story that captivates your audience. The golden rule is to be short, punchy, and concise. Identify your central narrative (why I'm the ideal candidate for this job) and embellish your story with anecdotes and information that will hold the interest of our interviewer and/or recruiter. On your social media and in interviews, your storytelling is the vehicle you'll use to talk about yourself.  

Stand out in your field  

Social networks provide the golden opportunity to make yourself visible to recruiters on a specific topic. But you don't need to have to have a following like PewDiePie: you can simply like publications that match your professional area of focus on LinkedIn, leave relevant comments under posts that interest you and follow people who inspire you. Publishing a post can also be a great opportunity to show recruiters your writing skills. And, of course, avoid anything that constitutes a red flag in the eyes of recruiters: spelling mistakes, overly informal or colloquial language (unless you have a certain seniority or a cheeky sense of humour that's relevant to your brand/career), a profile picture that's too 'cool', intimate, or controversial content (unless polarisation is part of your influence strategy), copy/paste content (unless you cite your sources)... 

Made for each other 

On recruitment platforms such as JobTeaser or LinkedIn, recruiters often search by keyword, so to match, you have to carefully craft your bio, like on a dating app. A good example: 'MA communication and media student looking for an internship in the luxury fashion industry' or 'Data project manager looking for new opportunities in tech'.  

The aim is to be catchy and clear: building a brand is a lot like advertising. Choose the words that best correspond to the activity you want to promote. But above all, don’t try too hard. Keep it concise and straightforward. It's easy to fall into the trap of being OTT, tasteless, or trying to sound too smart. Overusing clever words and phrases that real people would never actually use or putting on a fake personality is nothing short of cringeworthy. Finally, remember to adapt the tone according to the profession or sector you're targeting. If you're targeting the world of high-end textiles for example, keep it simple and effective.  

Express your arty side 

Are you into photography, drawings, or newsreels? Don't be afraid to show off your creativity: Instagram can be your online gallery, Twitter your space for expression. Even if your passions have little or nothing to do with the field in which you want to work, recruiters will appreciate knowing more about you and your world. Today, lots of recruiters say they're looking for atypical profiles with a real personality. This makes it easy to stand out. So, it's a question of magnitude: not everyone needs to go as big as Cardi B or Sam Smith. You can be subtle and still be impactful. 

Beware of your online reputation  

Once they've read a candidate's CV, recruiters will often stalk them. Photos from mad nights out may entertain our friends but HR (and often our parents...) aren't going to be impressed. So, yes: you can have a dazzling intellect, read Nietzsche, and at the same time find breaking ice cubes with your forehead absolutely hilarious. But the problem is that an HR person who comes across your 'Countertop Ice Cube Speed Trial' photo reel isn't necessary going to see the whole picture of who you are and may judge you as a result. And not necessarily positively, unfortunately. There's not much you can do about that and it's perfectly human. So, switch your accounts to private or publish that kind of content under a pseudonym that can't be traced back to you. Sometimes it's best not to share absolutely everything! 

Personal branding counts IRL, too! 

Personal branding isn't just for social media. In the recruitment phase, how you come across in real life counts just as much and your outfit choice and way of speaking and presenting yourself are all outward aspects people will perceive you through. You don't have to get a total makeover à la The Devil Wears Prada, but the idea's the same: without masking your true self, dress and present yourself in the image of what you want to project to the recruiter (and leave the ice cube tray in the freezer at home, where it belongs).