How to build your personal brand between jobs

Having a strong personal brand is one of the best ways to stand out against other candidates.

Your personal brand isn’t just your CV – it’s your unique blend of skills, experiences and personality traits that create value in the professional world.

Whether you’re between jobs or thinking about your next opportunity, now is the perfect time to work on your personal brand. This requires strategy, effort and consistency but the rewards are worth it.

Here are some steps you can take to build and refine your personal brand.

Reflect on your strengths and career goals

The first step when building your personal brand is understanding what you’d like it to represent. Before you start updating profiles or engaging with others in your network, take time to evaluate your skills, achievements and aspirations:

• Identify your unique strengths: What sets you apart from others in your field? Consider the skills you’ve honed and the achievements you’re proud of
• Clarify your career goals: Where do you want to go next in your career? Understanding your aspirations will help you shape a brand that aligns with the roles and industries you’re targeting
• Consider your values: Your personal brand should reflect not just what you do but also who you are. Think about the qualities and values you’d like others to associate with you

If you take the time to reflect on these aspects, you can ensure that your personal brand feels authentic and purposeful.

Polish your online presence

Your online presence is often the first thing employers will find when they research you. It’s crucial to make sure your profiles are professional and up-to-date:

• Optimise your LinkedIn profile: LinkedIn is a powerful tool for jobseekers. Update your profile with a professional headline that reflects your career goals. Write a compelling summary that highlights your experience, skills and aspirations. Don’t forget to use industry-relevant keywords to increase your visibility to recruiters
• Build a professional portfolio: If your work can be showcased visually or digitally, create an online portfolio. Websites or personal domains can serve as platforms to display your projects and accomplishments
• Audit your social media accounts: Make sure your social media profiles are appropriate for professional audiences. You can make your personal profiles private to maintain boundaries

A consistent and professional online presence builds trust and makes a positive first impression.

Network strategically

Networking is a powerful tool for building your brand. If you’re between jobs, this is an ideal time to grow your professional connections:

• Reconnect with your network: Reach out to former colleagues, mentors and acquaintances to let them know you’re looking for opportunities. This can be a simple message catching up on their career and sharing your own goals
• Keep in touch with recruiters: Recruiters have a network of businesses they work with and often have access to jobs before they’re made public. But recruiters can also help you refine your personal brand and how you communicate it
• Join industry groups and events: Participate in webinars, local meetups or online communities relevant to your industry. Networking events allow you to learn from others, share your expertise and expand your professional circle
• Engage on LinkedIn: Regularly engage with posts from your network, share thoughtful comments and join relevant LinkedIn groups. These actions increase your visibility and help you become more memorable

Networking is not just about finding a job. It’s about creating a reputation as a professional who is active, knowledgeable and approachable.

Develop thought leadership

Another way to enhance your personal brand is by positioning yourself as a thought leader in your field. This shows potential employers that you’re not only skilled but also engaged and forward-thinking.

• Write articles or blog posts: Share insights on industry trends, challenges or lessons from your experience. You can publish these on LinkedIn or your own blog
• Speak at events or webinars: Volunteering as a speaker at professional events (even small ones) can significantly boost your credibility. Be sure to promote these events online before and after
• Create and share content: Video content, infographics or podcasts are highly engaging ways to communicate your expertise. Share these across your professional networks

By sharing your knowledge, you showcase your expertise and build a reputation as someone who adds value to your industry.

Upskill and stay relevant

When you’re between jobs, you have the opportunity to invest in your professional development. Upskilling keeps your skills sharp while demonstrating your commitment to growth.

• Take online courses: Platforms like Coursera, LinkedIn Learning and Udemy offer a wide range of courses, from technical skills to soft skills. Focus on areas that align with your career goals
• Earn certifications: Consider obtaining certifications relevant to your field, such as Google Analytics for marketers. Certifications enhance your credibility and add value to your CV
• Volunteer: If permanent employment isn’t an option, look for opportunities to volunteer, become a NED or take on interim contracts

Employers value candidates who are proactive about staying updated and improving their skills.

Craft a personal brand statement

A personal brand statement is a concise, impactful summary of who you are and what you offer. It’s your opportunity to make a strong impression quickly. A good personal brand statement should:

• Highlight your unique skills and value proposition
• Be tailored to your target audience or industry
• Be concise and memorable

Use your personal brand statement in your LinkedIn headline, CV and networking introductions.

Stay consistent across platforms

Consistency is crucial for building a strong personal brand. Your CV, LinkedIn profile, portfolio and any other professional materials should tell a cohesive story:

• Align your tone and content: Whether you’re writing a LinkedIn post or attending a networking event, ensure that your messaging aligns with your personal brand
• Use the same visuals: If you have a personal logo, specific colour scheme or professional headshot, use these consistently across your profiles and materials where relevant
• Regularly update your profiles: As you gain new skills or experiences, update your profiles and portfolio to reflect them

A consistent brand helps employers and contacts recognise and remember you.

Highlight your soft skills

While technical skills are essential, soft skills like communication, teamwork and adaptability are highly valued by employers. These qualities are often what set candidates apart.

• Seek testimonials: Ask former colleagues or supervisors for recommendations that highlight your interpersonal strengths. LinkedIn recommendations can be especially impactful
• Understand your psychometrics: A company you’ve worked with in the past may have invested in people development and skills by providing psychometric tests – such as DISC, Myers Briggs, colour insights and more – to help you understand yourself and others around you. If you haven’t taken part in this at work, you can take part in online tests yourself such as 16Personalities. Future employers might be interested to know how you’ll integrate within their team and how you’ll add value

Soft skills give your brand a human touch, making you more relatable and appealing to employers.

Your personal brand reflects your unique value in the world of work. The effort you put into building it now will pay off in the form of greater visibility, stronger connections and exciting career opportunities.

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