Brand Yourself for Your Next Role, Not Your Current One

As an executive coach and former director of engineering with over 20 years of experience in the tech industry, I often advise professionals to think ahead when branding themselves on LinkedIn.

Recently, I was coaching a client interested in building her brand on the platform. When I asked about her career aspirations, she said she wasn't looking for a new job. I probed further - where did she see herself in 1-2 years? 5 years? She looked puzzled and admitted she wasn't sure.

I explained that it's difficult to brand yourself online effectively without a vision for your career trajectory. Even if you're not actively job searching, you should think about your next role, not your current one, so that future opportunities come knocking.

This concept initially sounded counterintuitive to my client, but I have successfully utilized it in my career. As an engineering manager, recruiters were already approaching me about director-level roles. Why? Because I had branded myself as a director of engineering before formally holding the title.

The key to effective personal branding is not just about showcasing where you are but illuminating where you're headed. If you're only prepared for today, you're unprepared for tomorrow. Branding for your next role means strategically positioning yourself for future opportunities, not just the ones knocking on your door today.

This approach is especially important if you want to make a career change, not just move up the ladder.

So, how do you put this into practice?

1. Research and Aspiration: Search for jobs you'd be interested in pursuing in the next few years. Look beyond just local openings - broaden your search across the country or internationally. Identify a few appealing roles and take note of the required and preferred skills.
2. Skill and Experience Assessment: Once you have found several jobs that appeal to you and that you would be interested in pursuing take some time to ask yourself what skills, experience, and strengths you already possess that are valuable for those roles. Then, start figuring out how to highlight those skills, experiences, and strengths in your profile. You can borrow some sentences you like from the job description and adopt the language of the employers. Take a look at what employers look for and adapt your profile to make yourself more desirable.I never advise anyone to embellish or lie on their LinkedIn profile. You should only highlight skills and experiences you genuinely possess.
3. Feedback and Growth: Regular feedback is crucial. Engage with peers, supervisors, and subordinates to understand how they perceive your strengths and contributions. Often, others can pinpoint unique skills or attributes you might undervalue or overlook. Use this input to expand the list from the previous step.
4. Profile Crafting: Craft your LinkedIn profile to align with what employers seek for your next position. Highlight relevant skills, achievements, and impact that position you as a strong candidate. This will help you identify developmental areas to work on before formally transitioning roles.
5. Continuous Development: Recognize the gaps between your current position and your next role. Proactively seek opportunities to acquire new skills, gain experience, or broaden your knowledge to bridge these gaps.

Reinventing your brand on LinkedIn is an ongoing process, but proactively positioning yourself for career growth pays dividends. Don't hesitate to reach out if you need help optimizing your profile or defining your professional narrative. I'm happy to offer my insight as someone who has leveraged the platform to build an audience and consistently generate leads.

Limor.