Building an Authentic Personal Brand for Australian Board Aspirations

By Karen Hollenbach , Think Bespoke

In Australia's interconnected professional environment, your personal brand has never been more important - particularly if you aspire to join a board. Whether you are looking to serve on the board of a not-for-profit, private company, or a listed organisation, establishing an authentic and well-defined personal brand on LinkedIn can significantly improve your chances of securing the right board opportunities.

This article explores how to develop an authentic personal brand that aligns with your board aspirations, highlighting your unique strengths and value as a leader.

Why Personal Branding is Crucial for Board Roles

Board members are expected to bring strategic insight, leadership, and wisdom, and your personal brand on LinkedIn should reflect these qualities. It’s not just about showcasing your achievements but about demonstrating your commitment to the issues and industries you care about.

A clear and authentic personal brand helps you stand out to board recruiters and decision-makers seeking individuals with the right expertise, values, and vision to contribute meaningfully to governance.

Steps to Build an Authentic Personal Brand for Board Aspirations

1. Clarify Your Leadership Narrative

Your personal brand starts with a compelling narrative that reflects your leadership journey. Before updating your LinkedIn profile, take some time to reflect on your key experiences, values, and the impact you’ve had. What motivates you as a leader? What social or industry issues do you feel passionate about?

Practical Tip: Craft a concise and clear profile summary that highlights your experience in governance, your industry expertise, and your dedication to key causes. For example, “With over 20 years of leadership experience, I am dedicated to advancing ethical governance and sustainability in the financial services sector.”

Read this article from Think Bespoke 's knowledge base for tips on how to approach the About section of your LinkedIn profile, which is where you will include this summary.

2. Tailor Your Profile for Board Readiness

Your LinkedIn profile should demonstrate your readiness for board roles. It is a reflection of how you will contribute as a board member. Highlight your governance experience, strategic leadership, and the areas where you can add value, such as risk management, finance, or environmental, social, and governance (ESG) issues.

• Headline: Your headline should convey your leadership experience and aspiration to join a board. For example, “Experienced CFO | Board Director | Advocate for Ethical Governance & Diversity.”
• Experience Section: Showcase both your executive roles and any governance experience, such as serving on committees, advisory panels, or boards.

Practical Tip: Include a dedicated section summarising your governance experience or board aspirations. Mention any board training programmes, such as the AICD’s Company Directors Course, or governance-related roles you've held.

3. Share Thought Leadership on Governance

Establishing yourself as a thought leader on governance is key to building credibility. Use LinkedIn to share your insights on corporate governance, leadership, and relevant industry trends. Regularly posting about governance challenges and opportunities will help you build authority and visibility among those in a position to help you secure board roles.

• Articles and Posts: Share your perspective on governance issues. If diversity in the boardroom is important to you, post content that highlights how inclusive boards lead to better decision-making.
• Curate Content: Share articles, research, or insights from authoritative sources such as Women on Boards blog or the Australian Institute of Company Directors Company Director magazine.

Practical Tip: Consider writing long-form articles (like this one) on governance topics you are passionate about. Your perspective on emerging trends or lessons from your governance experience can help position you as a board-ready thought leader.

4. Network with Board Members and Industry Influencers

Networking on LinkedIn is essential when building your personal brand for board aspirations. Engage with board members, governance professionals, and organisations aligned with your goals. Comment on their posts, share their content, and send thoughtful messages to establish authentic relationships.

Practical Tip: Join LinkedIn groups focused on governance, leadership, and board roles. These communities provide valuable resources, networking opportunities, and discussions on current trends in governance and board recruitment.

5. Leverage LinkedIn Tools to Build Influence

LinkedIn offers a variety of features to enhance your personal brand and increase your influence. Use tools like LinkedIn polls, articles, and newsletters to engage your network and spark conversations about governance and leadership.

• Polls: Create a LinkedIn poll to engage your network on governance trends. For example, ask, “What is the biggest challenge facing boardrooms today?”
• Newsletters: If you regularly share insights on governance, consider launching a LinkedIn newsletter focused on board leadership, ethical governance, or industry-specific challenges.

Practical Tip: Use LinkedIn analytics to track engagement with your posts and refine your content to better connect with your audience. By focusing on relevant governance topics, you can build a stronger and more targeted brand.

Final Thoughts: Authenticity is Essential

When building your personal brand for board aspirations, authenticity is key. Your brand should reflect your real experiences, values, and passions as a leader. By sharing your expertise, connecting with the right individuals, and engaging in governance discussions, you will stand out as a strong candidate for board roles.

The journey to the boardroom is about more than just qualifications - it’s about demonstrating your commitment to creating a positive impact in the organisations you serve.

Are you working on building your personal brand for board aspirations? I’d love to hear your thoughts or connect with you to discuss how I can support your board journey on LinkedIn.

Until next time, Karen Hollenbach