How to Build an Authentic Personal Brand on LinkedIn: Spotting Fake Gurus and Red Flags
Sweta Regmi
Certified Award-Winning Canadian Career Strategist | Teaching Immigrants Land 6-Fig Career & Promotions with AI-Driven Clarity & Branding | Trusted Speaker Ft. in 100+ National Media | Podcast Host |Free Clarity Class??
Job Seekers: Learn to Identify and Avoid Common Personal Branding Traps
In 2019, I began my LinkedIn journey after leaving a toxic workplace, sharing my experiences as an immigrant, person of color, and hiring manager. My follower count grew organically, sometimes by over 500-1000 per day, without resorting to spam tagging or asking for comments. My genuine content and connection opened many doors, including becoming a beta tester for LinkedIn's new features and contributing as an expert to articles.
However, I began noticing a troubling trend recently: some 'personal branding gurus' and coaches were using engagement pods and automated tools to fake their influence. These tactics mislead job seekers, who look up to them for advice. It's crucial to recognize these red flags and avoid falling into their traps:
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1. Engagement Pods: If you see the same group of people repeatedly commenting on a guru's / coach's posts, they might be part of an engagement pod. This fake engagement boosts visibility but isn't genuine.
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2. Automated Comments: Some influencers use automated tools to comment on posts. If responses seem generic, too frequent, or irrelevant, they might be automated.
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3. Unrealistic Claims: Be wary of claims like "I have X recruiters/hiring managers in my network who will see your comment." Employers typically don't have time to sift through comments for job leads. Also, statements like "I hired someone with 0 experience" or "Hire for potential" are often used by people who have never worked in hiring. The fear of ATS (Applicant Tracking Systems) and the myth of the hidden job market—where supposedly 80% of jobs are never advertised—also fuel this toxic environment. Many job seekers are led to believe that they need these hacks to stand out. In reality, authentic engagement and genuine networking are far more effective. There's no one-size-fits-all approach to job search; these tactics only help content creators.
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4. Tagging Influencers: Advising job seekers to tag influencers to go viral isn't a sustainable branding strategy. Genuine engagement and content are more effective.
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5. Paid Communities: Many fake engagement tactics are part of paid communities where members connect accounts and comment automatically. If you notice business people consistently commenting or reposting, they might be part of these pods.
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6. Blue Badge Misuse: Some fake engagements were even used by LinkedIn blue badges. It was disheartening to see individuals who are supposed to be trusted figures in the community resorting to these practices. (I have evidence)
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I first noticed these issues when bot accounts with 0 followers or connections started commenting on my newsletter, which has over 87,000 subscribers. A few months ago, I lost over 20,000 followers as part of LinkedIn's cleanup of bots and inactive accounts. I was glad to lose these bots and inactive accounts, it underscored the importance of genuine engagement. For me, personal branding isn't about the number of followers but about creating authentic connections without unethical hacks. This approach has led me to be featured in over 100 top media outlets, national TV news, and brand deals.
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Additionally, I've received countless invitations to be featured in magazines or on top lists for a fee. Now, when I hear about someone making it to a "top list," I roll my eyes, knowing that many of these accolades can be bought. It’s shocking how the industry has been tainted by fake personal branding.
Seeing certain types of content go viral because of engagement pods is disheartening. It can make anyone feel insecure about their likes or shares. But remember, what truly matters is your content and the genuine value it provides. Your personal brand isn't about gaining followers or going viral; it's about impacting that one person who believes in you.
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Next time you're considering a coach or consultant, do your homework to ensure they've built an authentic brand rather than a fake one. Personal branding cannot be built overnight; it takes years of consistent, genuine effort. If it seems too easy, it's probably fake.
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Keep writing authentically, even if you start with zero likes. Write for that one person who believes in personal branding done right. One day, you'll wake up feeling proud of your organic growth and the real connections you've made.
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Join me on May 29 to learn how to build a real personal brand that leads to tangible success. I will share examples of my clients who used LinkedIn to build their brands and land offers. My clients have landed top jobs and been featured in news and LinkedIn news all without fake engagement or spam tactics. Don't compare yourself to those using unethical methods—focus on authentic branding and see the real results.
Master strategies to dominate hiring managers' minds, sell your talent seamlessly, and secure offers every time.
When: May 29, Wednesday @ 12 pm ET/ 9 AM PT
Free One Size Doesn't Fit All Tour!
P.S. Be the first one to know to attend our all-free exclusive session by adding your name here and get the replay of my LinkedIn audit as a bonus
Sweta Regmi is the Founder and CEO of Teachndo. With over a decade of experience empowering career professionals, Sweta is globally recognized as a leading career and personal branding strategist.
Sweta's expertise has been featured in prominent media outlets including CBC National News, Global National News, CNBC, FOX 26, CTV, Wall Street Journal, HuffPost, and more.
In addition to her media presence, Sweta has partnered with leading brands and organizations to elevate career strategies and establish non-profit employment services partnerships. Her consecutive nominations for the RBC Canadian Women Entrepreneur Awards by Women of Influence from 2022 to 2024 highlight her success and recognition as a career expert in Canada.
Sweta is also the Amazon Best Selling author of "21 Resilient Women: Stories of Courage, Growth, and Transformation," a book that has garnered recognition from libraries, ministers, and MPs in Canada. Contact for B2B collaboration/workshop.