Personal Branding Matters More Than Ever in Times of Rapid Layoffs

I've been laid off once throughout my career.

It was a huge shock.

In my early 20s, I worked for a super hip travel company.

It wasn’t just any job—I got to travel the world, help others do the same, and get paid well for it.

I thought life couldn’t get any better.

Because of this job, I was able to move to Ireland, live in the heart of Dublin, and truly live my dream life.

I was on top of the world. Nothing could break me.

The company was a startup, known for going through its ups and downs.

But I never imagined those downs would happen to me.

(By "downs," I mean mass layoffs).

The company had gone through rounds of layoffs before—hiring large sales teams, seeing who performed, and cutting the stragglers.

I wasn’t worried though.

Not because I was perfect at sales, but because I worked incredibly hard.

I was putting in 12-hour days, exceeding my quotas every month, and maintaining strong relationships with my team and manager. I was passionate about the product.

But then, one cold December morning, I saw a meeting on my calendar with unfamiliar faces and the company’s founders.

Around 20 others on the team got the same invite.

I texted my dad, telling him what I thought was about to happen.

His reply: “I’m sure you’ll be fine. You’ve made the company a ton of money already, and you’re working incredibly hard. They wouldn't want to lose someone like that.”

Unfortunately, my gut feeling was right.

I hopped on the call and learned that, through no fault of my own—only poor fiscal planning from the company—I no longer had a job.

The 12-hour days I put in weren’t enough.

Exceeding my quota every month wasn’t enough.

The pipeline I built wasn’t enough.

The deep relationships I had with the team weren’t enough.

The going above and beyond wasn’t enough.

The hundreds of thousands of dollars I helped the company make weren’t enough.

I was devastated.

I was now unemployed, 4,000 miles away from home.

It was in that moment I realized something that changed my perspective forever: even when you give a company your all, they may not always have your best interests at heart.

I also knew, right then and there, I never wanted to rely on a company again to dictate:

• My future
• My earning potential
• My salary
• My benefits
• My title
• My work-life balance
• My livelihood
• My life

No company was going to have that power over me anymore.

I know… this probably sounds like a rebellious teenager trying to convince her mom, “It’s not just a phase!”

(By the way, Mom, it wasn’t just a phase. I still love punk rock music and all the tattoos that came with it... but I digress.)

That frustration pushed me to find a way to take back control over my career, my future, and my earning potential.

I knew I had to ensure that, no matter what happened to any company or my job within it, I always had a backup plan.

More options. More security.

After hours of research, I stumbled into the world of personal branding. I started learning from leaders like Gary Vaynerchuk.

What I realized was this:

Every top CEO who scaled quickly and weathered tough times had one thing in common—a strong personal brand.

A name for themselves that stood apart from the company they worked for.

Think about it.

There are massive names you think about before you even think about the companies they are associated with or own:

• Richard Branson - Founder of Virgin Group Branson is more recognizable than Virgin itself. His public persona and adventures have made him an icon.
• Elon Musk - CEO of Tesla and SpaceX Musk’s personal brand often overshadows Tesla and SpaceX. His tweets, public appearances, and bold ventures have created a personal following that can shift stock prices and shape industries.
• Oprah Winfrey - Founder of OWN Network Oprah built her brand long before launching OWN. She’s known globally for her influence on personal growth, media, and empowerment.
• Tony Robbins - Founder of Robbins Research International Tony’s personal development empire is far bigger than his company, with his books and seminars creating a lasting impact on millions.
• Barbara Corcoran - Founder of The Corcoran Group Corcoran’s personal brand as a real estate expert and investor is more prominent than the company she founded, thanks to her role on Shark Tank.
• Gary Keller - Co-founder of Keller Williams Realty Keller himself is a recognizable name in real estate due to his books and speaking engagements, more so than his company.
• Marie Forleo - Founder of Marie Forleo International Marie’s personal brand, centered around entrepreneurship and motivation, has outgrown her company.
• Tim Ferriss - Author of The 4-Hour Workweek Ferriss built a personal brand that surpasses any company he’s been involved with, with his books, podcasts, and public speaking.
• Simon Sinek - Founder of Start With Why Sinek’s brand, centered around leadership, is more famous than the organization he runs.
• Grant Cardone - Founder of Cardone Capital Cardone’s brand, built on real estate and sales training, has eclipsed his company’s name in terms of public recognition.

These leaders built personal brands that have allowed them to weather downturns, take risks, and continue thriving no matter what happens with their companies.

Their names are now synonymous with their industries, making them future-proof in ways many professionals still haven’t figured out.

In today’s volatile job market, this couldn’t be more important.

Layoffs are happening every week, and they’ve become all too common in recent years.

It’s not just a trend of 2025; we’ve seen a steady increase in layoffs over the last two years, with no signs of slowing down.

In fact, according to the U.S. Bureau of Labor Statistics, in 2023 alone, over 2.4 million workers in the U.S. were laid off or discharged, a staggering figure that reflects the instability many professionals are facing.

The economic outlook continues to be uncertain, with inflation, fluctuating markets, and shifting consumer behavior all contributing to an unstable job market.

In 2024, companies in sectors like tech, finance, and retail have made headlines for large-scale layoffs.

For example:

• 谷歌 laid off 12,000 employees in January 2024, focusing on divisions such as hardware, advertising sales, and YouTube teams. This restructuring was part of an effort to optimize operations and attract external investment for its ongoing projects.
• 亚马逊 n reduced its workforce by 18,000 employees in 2024 as part of a broader effort to streamline operations in response to slowing consumer demand and increasing operational costs.
• Meta (formerly Facebook) also cut jobs, laying off over 10,000 employees across multiple teams, marking the company’s continued focus on restructuring and reducing costs.
• 微软 laid off around 10,000 employees in early 2024 as part of its plan to focus on strategic priorities while cutting operational costs.
• Southwest Airlines made a historic move in 2024, laying off 1,750 employees in response to declining profits and rising operational costs. This marked a significant shift for a company once known for its worker-first culture.

These layoffs are happening in every industry.

Tech giants, airlines, and even traditionally stable sectors like finance are all adjusting to a new, more volatile reality.

In such an environment, relying solely on a company for your livelihood and career progression isn’t just risky—it’s no longer sustainable.

Building your personal brand doesn’t just give you a safety net; it empowers you to control your career path, regardless of what happens at your company.

Here’s why it’s more critical than ever to start building your personal brand now:

1. Build authority in your industry: Establishing yourself as an expert in your field makes you indispensable. When you’re recognized for your insights and contributions, people seek you out. That’s power.
2. Build influence: Personal brands are about more than just expertise. They’re about influence. As a thought leader, your opinions and actions shape the industry, attract opportunities, and position you as someone others turn to for advice.
3. Build networks within and outside your industry: Networking isn’t limited to the office anymore. Social media, particularly LinkedIn, opens up a global network of potential collaborators, mentors, and business partners. Building relationships online gives you access to opportunities that wouldn’t be possible in a traditional office setting.
4. Showcase your expertise online: In today’s digital-first world, the way you showcase your skills, knowledge, and work ethic online can be the deciding factor in landing new opportunities. By actively posting and sharing your insights, you position yourself as someone who is not only capable but active and engaged in your field. That’s what attracts recruiters, hiring managers, and potential clients.
5. Become a search engine: Think of your LinkedIn profile as your personal website. If optimized correctly, it will rank in search results, making you easier to find by recruiters and hiring managers. With the right keywords and engaging content, your profile can get you noticed by companies looking for your expertise, offering you higher-paying roles and opportunities.

A personal brand isn’t about vanity.

It’s not about having the perfect selfie or curated posts.

It’s about future-proofing your career and creating a brand that attracts opportunities, even when the job market is unpredictable.

It’s about having a magnetic presence that stands out and ensures you're visible, valuable, and adaptable—no matter what comes next.

A personal brand won’t save you from hardships, but it has the potential to ease the path of adversity.

When layoffs hit, when industries change, or when companies restructure, having a personal brand that is recognized and respected can be the difference between getting left behind and thriving in the face of uncertainty.

Your personal brand is your safety net, your backup plan, and your ticket to a more resilient future.

If you're ready to build your personal brand, I'm teaching everything I’ve learned over the last 10 years of building some of the world’s largest personal brands for CEOs, keynote speakers, and authors. I’ll show you how to apply these same principles to create a magnetic personal brand that attracts new job opportunities, industry recognition, and much more.

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