8/22/23, 11:27 AM Why Personal Branding Matters In Today's Competitive Job Market

FORBES LEADERSHIP CAREERS

Why Personal Branding

Matters In Today's
Competitive Job Market
Caroline Castrillon Contributor
I write about career, entrepreneurship and women’s Follow
advancement.

0 Aug 20, 2023, 04:00pm EDT

Listen to article 4 minutes

Personal branding helps you stand out in a crowded job market. GETTY

Personal branding isn’t just for people like Gary Vaynerchuk, Oprah
and Tony Robbins. It’s incredibly important for corporate
professionals because you can showcase your skills, boost your
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professional reputation and expand your network. It can even mean

the difference between getting a promotion or being passed over for
one because no one knows you. But first, let’s start with the obvious
question—what is personal branding?

Many people confuse reputation with personal branding. According

to Harvard Business Review, "Your reputation is made up of the
opinions and beliefs people form about you based on your collective
actions and behaviors.” On the other hand, personal branding is
intentional. It’s a way to differentiate yourself from the competition
while establishing yourself as an industry thought leader. In today’s
world, it’s not enough to be a strong performer. You need to have a
stellar personal brand.

When it comes to leveling up your career or landing a new job, your

personal brand provides a competitive edge. Let’s examine some
additional benefits of personal branding in today’s competitive job
market.

Boosts your chances of being seen by

employers
Personal branding enhances your visibility and credibility while
making you more memorable to recruiters and hiring managers. It
also helps set you apart from others in your field, increasing your
chances of securing a new job. Not only can a personal brand
generate a connection with an employer, but it can also help you
secure the interview. Ultimately, a personal brand that is authentic
to you is a huge advantage, especially in a tough job market.

Increases exposure to job opportunities

When your visibility skyrockets, so do the number of job
opportunities. That's because your network has expanded

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significantly, which gives you access to hiring managers, recruiters

and peers who can refer you to job openings. Consistent personal
branding lets employers know that you are dedicated and goal-
oriented. Suddenly employers are seeking you out instead of the
other way around.

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Forces you to clarify your unique value

proposition
Another benefit to crafting a personal brand is that it forces you to
identify your unique strengths and talents. It’s also a way to let the
hiring manager know why you’re the best fit for the job and what
value you’ll bring to the company. Look at it this way—you are the
product, and the employer is the buyer. Why should they interview
you instead of the hundreds of equally qualified job applicants? The
answer to that question is your unique value proposition.

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Positions you as a thought leader

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Personal branding is also a powerful way to elevate your status as

an expert in your field. By consistently sharing your perspective and
insights across multiple platforms, you eventually become a
thought leader. At that point, you gain trust and credibility, which
can not only lead to jobs but also to partnerships, media coverage
and speaking engagements.

Fuels professional and personal

development
Committing to a personal brand requires dedication and hard work.
Over time, you leverage (and improve) your current competencies
while developing new ones. These can include skills like
networking, content creation, communication, collaboration and
others. In fact, the enthusiasm and perseverance you need to build
a personal brand is like that required to succeed in various roles. By
showing employers who you are, you build trust and create
opportunities while boosting your self-confidence.

Whether you’re unemployed, working for someone else or self-

employed, don’t underestimate the power of personal branding. It
should be consistent, authentic and support your professional
goals. While it isn’t a process that happens overnight, it’s well worth
the effort. As Michelle Obama pointed out in her book, Becoming,
“If you don’t get out there and define yourself, you’ll be quickly and
inaccurately defined by others.” Don’t let that happen. Once you
control how you want to be seen in the world, opportunities will
find you.

Are you a woman who needs help changing careers?

Download my FREE 22-page e-book: How Professional
Women Can Master Career Change!
Follow me on Twitter or LinkedIn. Check out my website.

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Caroline Castrillon Follow

I'm a career and leadership coach who helps professional women navigate
career change. My goal is to help women find their power so they can be true
to themselves and achieve career fulfillment. I started my company,
Corporate Escape Artist, after a successful 25-year marketing career working
for organizations like Sony, Dell, and AMD. So, I understand the challenges,
pitfalls, and frustrations that women experience when climbing the corporate
ladder. I'm also a first-generation American and proud Latina so I’m especially
passionate about supporting women of diverse backgrounds. In addition to
being a Forbes contributor, you can find me on LinkedIn and my blog at
corporateescapeartist.com/blog. My work is also regularly featured in
publications including the New York Times, Entrepreneur, Inc., Success
Magazine and many others. Read Less

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