How to Leverage a Strong Personal Brand in a Job Search with Shama Hyder

There is a new category of books on the shelves that didn't exist 10-years ago with titles that include words like, "influencer", "story branding" and "personal brand". Despite their growing popularity, I still have many executive career coaching clients who tell me "personal branding" feels like vanity on steroids.

Here's the thing-- you need to be Googling yourself regularly. Your digital footprint is what people use to form opinions about you. First impressions now happen online. Think about it: before you go to a meeting, what do you do? Google the person you are meeting with. Not only are people checking you out online before they meet you, they are making a judgement about you based on your content or lack of content.

Despite what many people think, personal branding is more than counting the likes your Instagram photo of your homemade watermelon granita received. To clarify and offer practical solutions, I interviewed THE branding and social expert, Shama Hyder about building a personal brand and leveraging it successfully in a job search.

Shama is a trailblazing, award-winning entrepreneur, TV personality, bestselling author, and the award-winning CEO of Zen Media. She has been named the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by FastCompany.com. Shama has also been honored at both the White House and The United Nations as one of the top 100 young entrepreneurs in the country. Not only was she named to the “30 Under 30” list for both Forbes and Inc, she's just a down-right approachable and brilliant human.

Sarah: In 2015, a Harvard Business Review article reported that 80% of CEOs of the world’s biggest 50 companies were engaged online and on social media . This is a considerable leap from 2010, when only 36% of CEOs were “social.” You’ve been quoted as saying, “Silence is truly not an option for brands in the digital age. It is akin to putting oneself on mute during a conference call and thinking the call has been paused.” Why is it important for corporate leaders to be seen on social media? 

Shama: If you look at the “Mad Men” era of the ’50s and ’60s, you find that leadership and even advertising and marketing all had a very different tone. The more important a leader, the harder they were to access. Same as information; where guardians of access held all the power. Today, the power dynamic has really shifted. We are dealing with “connected consumers” – where we are essentially marketing to gods. The more important a leader, the more the public requires and expects a certain level of transparency and accessibility. It’s more important than ever before for corporate leaders to be present and engaged on social media because they are leaders. Leading digitally isn’t a “nice to have” – it’s a requirement inherent within being a leader of today. And, it’s not just a presence that’s important but the right story that needs to be told. One of my top requested keynote topics for the past two years has been Leadership in the Digital Age.Photo

Sarah: With so many social options-- Twitter, Facebook, LinkedIn, Instagram, YouTube, TikTok, etc, etc-- how does one determine which social platform makes the most sense for their brand?’

Shama: Very simply – you go where your audience is. If you are a B2B company, LinkedIn is your best friend. If you have a strong visual component to your brand, Instagram and Pinterest are two of your strongest platforms. Trying to reach a younger audience? TikTok. Marketing in Latin America? WhatsApp. At Zen Media, when we work with clients, the first thing we do is have them step back from where they think they need to be and focus more on their greater goals/audience. Then, you look at which platforms make sense.

Sarah:  I watched you on the Salesman Podcast on your talk titled, “Become A LEGEND In Your Industry (Personal Branding)”. You said, “social media is not about how many people you can get in front of, it’s how you’re viewed by that audience”. This brings up a good question-- how does one know how they are viewed by their target audience? How do you measure that?

Shama: This also depends on the audience and platform. For example, Gen Y and Gen Z will interact very differently at times with content than some Gen X-ers, baby boomers, or even the silent generation. With Gen Z and younger millennials, you see more interaction. They are more likely to comment, like, engage in a way that lets you “see” them. Older generations will often consume information but take a more passive approach to engagement. You have to understand your audience to measure appropriately. Also, there are differences between b2b and b2c in this way. You see a lot more interaction with b2c brands than b2b but that doesn’t mean your content isn’t impactful. For B2B brands, it is often reflected back in a shorter sales cycle because there is greater trust already built by the brand.

You have to step back and look at the big picture, and keep in mind that a brand isn’t built based on one post or one article or one video. It’s a culmination of all the touch points.

Sarah: It’s been said that to establish any level of thought leadership, content is crucial. Have you seen mid-level professionals use content creation to position themselves--and secure-- a C-Suite role? If so, can you talk about best practices?

Shama: I see it every day. We have hired people because of their thought leadership. Here’s what they need to know. It doesn’t have to be over the top. You don’t have to blog every single day. You can if you like, but it’s more about creating what I call “value driven visibility.” What’s your take on certain industry topics? Can you curate information rather than keep creating it? A meta-example is this very interview. You are curating information for your audience by asking smart and well thought-out questions. You are providing value and creating visibility in a way that your audience can appreciate.

Sarah: Career industry professionals often stress to our clients the importance of maintaining a consistent personal brand BEFORE launching a job search. With all of life’s demands, sometimes it’s easier said than done. What advice do you have for someone new to personal branding who is about to launch a job search?

Shama: The truth is that every single candidate already has a personal brand. It is what past employers say about you, it’s what your colleagues would say if asked, it’s what anyone who has worked with you would say about you. The only question is do you want to help direct the conversation? I think the idea of having a “personal brand” can sometimes be overwhelming, but it really can be as simple as keeping your LinkedIn profile updated, asking for a few key recommendations, and occasionally curating (i.e. sharing) industry news with your personal lens. You can always “scale” this but there is plenty of low hanging fruit.

Sarah: Job seekers often tell me that they are concerned about making changes to their LinkedIn profiles because they don’t want their employer to jump to the conclusion that they are job searching (even though they are). How would you address this concern?

Shama: There’s nothing wrong or unethical in making sure that you are always putting your best foot forward. As an employer, I am fully aware that my team is smart, capable, and talented. And yes, that means others will be interested in them. My job is to make sure they are happy enough to not want to leave and practical enough to know that lifetime careers with one company are rare. I would hope all my employees are putting their best foot forward – internally and externally!

Sarah: According to a 2018 CareerBuilder survey, 70 percent of employers use social media to screen candidates during the hiring process. What are they typically looking for?

Shama: It honestly depends on the employer. Some are looking for blatant red flags which tell you more about a candidate’s sense of discernment or judgement. Are they bad mouthing a previous employer? Are they engaging in troll like behavior? Are there questionable photos of them? Sometimes, it is more subtle. One of the things I ask my team to look for when someone applies, especially over LinkedIn, is if they are following our company or profiles. To me it says that the interest reflected in their cover letter is genuine. They are actually keeping up with what we do, not simply stating it.

Sarah: What’s the best career advice you’ve ever been given? Did you take it (Asking everyone this question)

Shama: Generosity is a strategy. A mindset of abundance is so important. When you come from a fearful or anxious place, it shows. When all you think about is “what is in it for me,” it shows. There is so much to be said about being graceful in your career, your relationships, your life. Give more than you take and let the things not meant for you go gently. More than hearing these words, I’ve seen it embodied by people whose careers I respect. And, yes, I try and follow this advice every single day. So much of the content I create and share is to try and help people navigate the digital waters.

Want to learn more about  Shama Hyder's work? Follow her on LinkedIn, buy her book Momentum or watch her speaker demo to learn more about bringing her to your next corporate event.

Did you like this "Curated Career Conversation" series post? If you did, click followfor more conversations. I am excited about my upcoming "interviews" and I know you won't want to miss them! If you have any recommendations for career experts to interview, please send me a message.

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