#3: Do you need a personal brand?

Do you need a personal brand?

The short answer is yes - so if you disagree, then you probably won’t enjoy this edition of the newsletter.

The long answer is yes, too. However… I agree that personal branding (particularly in the recruitment industry) has probably got a bit of a bad name for itself, I think because we associate personal branding with needing to be some kind of online LinkedIn personality.

For some, you absolutely can be this, and if you can do it well - more power to you!

But, for the standard consultant (or billing manager or CEO) who has 101 things to do, the reality is you don’t have time to post twice or three times a week on LinkedIn.

This then creates a vicious cycle.?

Because, when you do start posting but can’t keep up with the number of posts per week, you end up stopping altogether.?

The answer isn’t posting multiple times a week - it’s having some level of consistency that works for you.?

I’ve worked with recruitment CEO’s and consultants over the years on their personal brand (as well as my own) and I’m living proof that it works!

However, I do understand the challenges that come with it - so take this newsletter as a gentle “nudge” rather than me shouting at you and forcing you to do this.?

Here are my 5 key observations on this

#1 - People buy from people

Recruiters, you know this. Let’s be honest - every recruitment company does the same thing. You do; no matter how bespoke or specialist you are, the fundamentals are the same. Clients work with you because they like you more than anything else. Trust has been built, and your personality and approach is what wins you business above anything else.?

It’s the same in my line of work - of course there are better copywriters out there than me. I’m not the “final boss” nor am I the finished product. But, clients work with me because I’m nice, I don’t complain, I work to tight deadlines and I can crack a joke when they need a bit of a pick-me-up.?

Creating an online personal brand enables people to see you for who you are more. They see your personality and see what you’re about - you’re subconsciously building trust from the get-go.?

#2 - You’ll stand out in times of crisis

We’ve had a lot of shit times over the past 3 years…. Let’s be honest here. Pandemic? Housing crisis? Cost of living crisis? Brexit? The list really goes on. All of these things affect our industry and affect how well you can perform. However, a strong personal brand gives you a voice in times of crisis - people will lean on you and go to you for advice because they feel like they know you. Again, they’re buying who you are and what you’re about.?

#3 - Community and conversation are so important

Posting about your live jobs doesn’t create community and conversation. It’s boring and overdone. Having something to say - even if it’s not groundbreaking or life-changing still creates conversation. People love a chat, people love to debate - creating community happens by having a personal brand. There are people online who always have the same commenters, and although this brings up a whole new topic of parasocial relationships - these parasocial relationships can actually work in your favour.?

#4 - People want to feel connected in a very digital world

Humans need connection - much like the conversation point that I raised earlier on. We live our lives behind screens a lot of the time, and people want to feel like they can connect even through their laptop or phone screen. Sharing things about yourself, being more than just a headshot and a LinkedIn name enables you to connect even through an incredibly digital and static platform.?

#5 - You will simply fall behind if you don’t at least try to keep up with the modern recruitment world

The pandemic got rid of a lot of people in our industry - a lot of organisations folded, some of which I never expected to. But, the bottom line is that our industry is changing and clients and candidates are demanding more. So, if you don’t provide more - or create your own community and an online brand for yourself, you simply will fall behind.?

So, have a think about it - no one’s asking you to be the next Simon Sinek or Gary Vee. Starting with something is better than nothing.

P.S. - Shameless plug here (because I’d be doing a disservice if I didn’t) use a copywriter or someone within your internal marketing team to give you some inspo as a starting point. You won’t need them forever, but a 2-3 month boost can make the world of difference.?