The term "personal brand" is still seen as somewhat controversial and carry the connotation of vanity or self promotion. However, truthfully personal branding is one of the most important things in the job market. Those with no clear personal brand or desire to create one lag behind the rest.
What is a personal brand?
Your self presentation has always been important in the workforce. Back in the day, it was thought that to get a good job and move up in the corporate work, you had to dress, speak and act a certain way. Consider this the forerunner of personal brand: now you are simply creating an impression of yourself that companies want to hire.
Even though companies are growing rapidly, there is more competition for less jobs, and yet it's rare for someone to stay in a job for a more than a few years. Therefore, it is vital you always look employable to other potential companies, while remaining visible in your current workplace. Update your personal brand and image to not only showcase your job proficiency but your transferable skills and achievements.
Personality versus personal brand
Do not mistake your personality for part of a personal brand. With social media, employers will likely google prospective employees and personal information is readily available to them. Any unattractive Facebook photos, personal details regarding family or complaints about previous employment should be deleted or made private. Set up 'work-only' accounts and seperate social and corporate friend lists.
Promote yourself professionally online. When creating profiles or website, think about the photos, colours and typefaces you are using. What are you saying through them? The handwriting font may appeal to you, your favourite colour may be baby pink or that picture of you wearing a Halloween costume may show your best side, but would you hire you based simply on your personal taste?
It's not about completely changing yourself but emphasising your best assets.
Present yourself in your best light
First thing; determine the brand you want to project. What are your best qualities? An excellent communicator or highly organised? Highlight your successes in these areas and build your reputation constantly, taking on tasks that allow you to demonstrate these tasks. Work on your more weaker skills or convert them to assets by using angled wording. For example "I use a spontaneous approach to problem solving" or "I'm independently motivated".
Curate a professional image
Once you have decided on your brand, make it a reality. Revamp your website, overhaul your social media accounts and even change up your workplace wardrobe. Small changes like a different font for emails can present a radically different you. Refresh your CV and aim to highlight your prominent skills.
Remember; branding is just another word for marketing. Essentially you're selling yourself in the workplace by making yourself available for other responsibilities. Ask for other's input as well. Your managers could tell you why you were chosen for specific tasks or your coworkers could tell you what they think of when you're mentioned. Ask for honesty and receive criticism gracefully.
Personal branding can be used in your current workplace, look for a similar job elsewhere or aid in a complete career change. For example, if you are working as an office secretary but wish to start selling ethical cosmetics, consider what your personal brand is.
Don't be afraid to incorporate volunteering experience or hobbies. If it's relevant to the job you want, your personal brand should clearing reflect this. A bold CV and outspoken opinions on social media have their place if they align well with the companies goals and image.
Personal is a powerful tool - it can be your advantage or detriment. Be wise, it might be the most important thing for your career.