Introduction to personal branding

Greg Wyatt • March 30, 2026

What follows is Chapter 39 of A Career Breakdown Kit (2026).


It's 10 months old, so surely the algorithm has moved on right?


Indeed, my own content performance has tanked if you compare 2026 to 2025.


Around 12 million views of my content last year, while if I extrapolate my year to date performance, it looks like a little shy of 640,000 views.


My LinkedIn feed is quieter, yet real life relevant conversations go from strength to strength, many of which stem from my content.


Look, I don't love the term, but I am a fan of putting your message out there, across multiple means, so that your most relevant audience might become aware of you.


And perhaps your relevant audience is an audience of one, a person who can put you nearer that job.


Which is the only algorithm you need.


This is a three part series, with part 2 on "Content strategy and philosophy" and part 3 on "A flair post". Click on the links for the unedited versions on Substack.


39 - Introduction to personal branding

 

Whatever you think of LinkedIn, you shouldn’t overlook its nature as a free marketing platform, where you can build a reputation through the words of your posts, comments and messages.


Personal branding is a viable tactic as part of a multi-channel approach to your job search and it can bring opportunities to you.


I'll start off by saying I'm not a fan of the term personal branding. It can lead to make-work which can even get in the way of what you should be doing.


Writing and using content to create experiences that support a job search is a great idea and calling it personal branding - as a discrete activity - isn’t a bad thing.


I expect there are many mediums through which you can build a personal brand. I'll focus on LinkedIn because of how entrenched it is in other job search activities.


What a personal brand is


For businesspeople the idea is that by building awareness of your personality, lifestyle and what you're promoting, you also build trust. So that when people are ready to buy, they'll buy your products.


The brand might be personal. The goal is sales.


When you see personal branding on LinkedIn it’s often a business that promotes their services through the account of the author.


‘Here’s my puppy, buy my stuff.’


Take note that the target audience for these advice posts is the businesspeople above. And these posts often seek to part them from their money.


Your goals are similar. If there’s a commercial outcome you want, it’s likely a single job, not a throughput of leads.


You’ll also see that controversial content gets huge engagement and can also repel readers. If you need a job, what’s the danger of writing overly spicy content? Could a reader make a decision against you based on your words?


How much you need any job should inform the experience you want to create for your readers.


How it sits in your wider job search


Publishing content is about raising awareness and starting conversations with the right people. This can be your profile, written posts, newsletters, (bestselling) career breakdown kits, videos, you name it - anything you can become known for.


In many ways the hierarchy of relationships your content appeals to is the same as with networking.


Content can be publishing posts, commenting on the posts of others, sending direct messages. I’d argue even your applications and interviews are part of your personal brand.


I think of LinkedIn posts like a plumber’s van driving around town. Most of the time you’ll disregard the van unless it cuts you up with noxious fumes. When you have a leaky pipe, you’ll surely take note of their number.


It can support an application if a hiring manager decides to surreptitiously stalk your profile.


And it can work against you if it suggests problem behaviour.


A good balance for content is the poster in my daughters’ primary school from a few years back:


THINK.


Is it True? Is it Helpful? Is it Inspiring? Is it Necessary? Is it Kind?


Achieve those five points and content will rarely work against your job search.


Content should be consistent with your wider activity. Which means that everything people (potential employers) experience of you is a complementary and non-contradictory message.


Content that contradicts your CV or cover letter may lead to red flags, whether that’s fair or not.


Content should be intentional.


HOW TO GO viral, and why you shouldn’t


Anyone who writes content will enjoy the sweet, sweet flow of dopamine when you see reactions and comments trickle in.

Such as that first flair post announcing you are available to help your next employer with examples of your achievements and what you are looking for.


Do that and you’ll get loads of engagement. Why haven’t you done it yet? Tag me in and I’ll support you.


Or you can do what most people do and say, ‘I’m sorry to announce I’ve lost my job, please help’ and that will get loads too.


Because it is relevant and relatable to fellow job seekers, recruiters and sympathisers.


Then you feel the soul-crushing defeat of a well-thought-out post, highlighting a problem in your industry, with tumbleweed to follow.


Both types of content have a place. That tumbleweed post is relevant and relatable to a niche audience.


I try to take a land and expand approach to content - job seeker advice, recruitment advice and stories, ponderings and satire, which I use to tackle topics from different directions.


Over the past three years I’ve had between 3m to 11m views of my posts and I’ve gained a bit of business through them too.

What I don’t do is try to go viral anymore.


Because when I have gone viral with a few 1m impression posts, it’s taken weeks to extricate myself from them and there hasn’t been real benefit.


I find my tumbleweed posts start better conversations from lurkers - those that never engage publicly.


I promised you I’d show you how to go viral. Here you go.


Relevance + relatability + readability + entitlement.


Maybe add a selfie.


If that seems too simple, search for this sentence on LinkedIn:


“An employee asked me if he can WORK from HOME permanently.”


You’ll need to use the double speech mark to search on the phrase, and rank by Posts.


‘Does it really work?’ asked Charles. I told him to try it as an experiment. He rarely got more than a few hundred impressions per post.

170,000 impressions, 2,000 reactions. Pretty viral for a first timer.


It is the wrong path.


What do these posts actually say? Who are they aimed at? And if they don’t appeal to people who can help you reach your objective, what’s the point?

By Greg Wyatt • November 11, 2026
I've written many variations on the article below, over the years, and it seems sensible to revisit given the UK government's announcements around salary transparency. On the whole, I'm for it, with the many advantages it brings. But like a lot of things in recruitment, there is a more involved discussion to be had, especially when this fix treats the symptoms, not the rot. That's not to say the fix isn't worth doing, just that it won't fix many of the problems underlying a lack of transparency. This article is a little dated, in terms of the research shared, but I think the points are as relevant as ever. Originally published May 2023 Salary on the Job Description? Yes, the headline is trolling. The question should be ‘salary on the job advert?’ You wouldn’t confuse a job description with an advert, would you? This is a subject rife with disagreement around ethics and practicality, and worth broaching again considering recent campaigns in the UK to increase salary transparency and ban the ‘what’s your current salary?’ question. Let’s focus on some practicalities first, based on UK research I ran last year for my “Accessing a Candidate Short Market” guide:  Job boards can penalise you for not listing salary. As of December 2021, Totaljobs penalises adverts that don’t list salary, and these aren’t sent out as job alerts to candidates (who may be passive). These adverts are considered sub-standard. Unlisted salaries attract fewer qualified applications. This was estimated to be between 20% and 45% fewer, across the job boards I talked to. LinkedIn reported that not only can you expect more applications, you may also expect better-qualified applications when the salary is advertised. My work supporting senior job seekers confirms this - many would not apply to adverts that had no salary or "competitive salary" because they felt this was a waste of their time. There is less emphasis on salary negotiation from the candidate side, due to transparency in pay. This is a key part of equity, relating to gender, race and intersectional identity. According to Payscale 's research, white men are most likely to negotiate the highest salary. It’s simple – if you advertise vacancies and don’t list salary, you risk receiving fewer, less suitable applications. Then there’s the ethical question, where a common argument is that there is ‘no ethical reason that salaries can’t be listed’. Now, while I’m a proponent for advertising salaries, where possible, I think this ethical argument isn’t the right one - ‘can’t be’ is a strong statement. I think a better question is ‘how does this do harm’ when establishing reasons for not listing salary. This balances pragmatism with the most important aspect of ethics. It can be a complicated question too in scenarios like this: How do you establish salary transparency for job families across multiple regions where the local pay is established by HQ in one country? Currency exchange rates and cost of living mean that a fair salary one day may not be the next, therefore flexibility in not listing salary may be ethically the right thing to do if the intent is right. What about new vacancies that serve to solve a business problem and can be recruited at different levels? What about practical situations like recruiting hard-to-fill vacancies during a wider redundancy programme, whereby listing a salary would create concern in unrelated areas of that unsettled business? It's not always as simple a question as we’d like to think. If you’re facing a complex situation in advertising a role, I recommend describing your stance in the advert itself, if you legitimately can’t state the salary. At the same time, as we’ve seen in the US, legislation to enforce salary transparency creates situations such as Netflix apparently advertising a range of $90-900k. Who does that help? The problem with this kind of legislation is that companies can comply while continuing the behaviour that led to the legislation in the first place. It’s palliative, rather than treating unfairness at its root. We should also consider the unforeseen consequence of salary transparency, such as this research which appears to show a reduced link between performance and pay: Influence of Pay Transparency Helping candidates negotiate better pay or terms is a privilege I enjoy. And there's more to understanding someone's existing remuneration than simply establishing whether they can afford to move. Sometimes these conversations reveal that someone is being underpaid. With evidence of what their experience and contribution might command elsewhere, they can go back to their current employer and make the case for a pay rise. That might mean they decide not to move at all. Which is a perfectly good outcome for them, even if it isn't for the vacancy in the short term. It also opens up the counteroffer conversation early. If their employer could resolve the reason they're considering leaving, I'd rather understand that before they accept an offer elsewhere. There's a benefit for prospective employers too. A new employer may budget £52,000 for a role, believing that to be market rate, based on historic data. But if conversations with suitably experienced candidates reveal that their existing remuneration, expectations and other opportunities consistently indicate otherwise, there's good reason to revise either the budget or the requirements. If that budget does prove unrealistic, and it's the same budget other team members are measured against, it can also create the argument to revisit everyone's salaries - subject to affordability, of course. After all, it's cheaper to retain fairly paid staff with all the knowledge they have than to replace them. Of course, conversations with candidates aren't a substitute for proper salary benchmarking. But they can reveal problems that wouldn't otherwise be apparent. There are also situations where understanding the whole package matters. What if someone currently receives a 16% pension contribution and moves to a role offering a 10% pay rise but only a 5% pension? Car allowances, RSUs, tax-efficient packages? Remuneration is a more involved conversation than simply salary. And none of this means someone's existing salary should determine what they're worth to their next employer. If their previous salary was unfair, using it to determine their next salary risks perpetuating that unfairness. And if an employer routinely offers a 15% increase on previous earnings, the new salary may have little relationship to the contribution that person can make. It makes sense to pay commensurately with contribution and capability, rather than what may be irrelevant history. So I understand the reasons for wanting to ban questions about previous salary. They're often used badly. But I think there's an important distinction between asking to establish someone's worth and asking to understand their circumstances. One can perpetuate unfairness. The other can help identify and correct it. If legislation restricts these conversations, I'll adapt how I offer this support. But I'd hope any restrictions recognise the difference between using salary history to determine an offer and voluntarily discussing remuneration to help someone make better decisions. I hope you’ve found these thoughts helpful to start a broader conversation in your business. My thoughts aren’t set in stone, so please let me know your opinions if you disagree. Thanks for reading. Regards, Greg p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services: Commercial, operational and technical leadership recruitment Manage part or all of your recruitment on an individually designed basis for one client Outplacement support Email me on greg.wyatt@bwrecruitment.co.uk if you'd like to discuss.
By Greg Wyatt • November 5, 2026
It's interesting revisiting this article from 3 years ago, especially now AI products are more embedded in market. If anything my view on AI is more polarised, bringing many new opportunites, brand new problems, as well as the existential angst many are talking about. For me, codifying my experience with AI tools means I can help more people, while freeing up my time to do more human work. It's certainly helped with job seeker support, and increasingly so in my recruitment work. Mainly it's giving me more time to talk to people, and when homogenous AI applications at scale are one new problem, as well as the increasing threat of deep fake interviews, in person conversations might be a necessary exnovation (just googled that - what a great word that I will now abuse at scale). While the article below has dated somewhat, I think the threat it assesses has never been more pertinent. I've said for some time that AI might be the death of knowledge and judgement, even so far as 'meaning', something that this recent research also indicates . Importantly the research doesn't say the recommendations were wrong, just how they were followed. Read that article and think about how AI recommendations on applications relate. I've certainly found them more problematic, so far, than the old school ATS style ranking and filtering - because of the false confidence they convey, especially when dealing with non-traditional applications. Things may improve, or so is promised. And while words might be the first facility of LLM, they are still the core facility, given all it does is determine the most probable answer in its outputs (I know I'm being reductive, some of the developments from AI are amazing). Whereas words should be the consequence of thoughts, lead to the development of thought, and distil ideas in a way you can act on. Much like job adverts should be the consequence of effective job analysis, rather than a polished word that lacks meaning. The greatest risk for me in recruitment isn't so much the answers AI offers, but that we become so reliant we forget to ask better questions. I've edited down the previous article, but if you're curious, you can see it here . September 2023 I’d commented about my hearing on a social media post on deafness. ‘Have you looked into these hearing aids - they’re designed to overcome head shadow’, came the impromptu reply from a hearing aid specialist. Head shadow? Not a phrase I’d heard before, despite having no hearing on one side, which effectively creates a sound-free shadow to my right. See, when I had mumps at 18 months it killed the vestibulocochlear nerve in my right ear and damaged the one on the left. But it was my balance that showed the nursery assistants that something was wrong - I kept falling over for no reason. I expect they thought my slow response was normal naughty-boyness. Balance, intermittently poor audio processing, energy required to maintain attention in noisy environments and that bloody tinnitus - all these issues are far more annoying than not being able to hear in one ear. That and not being able to tell where sounds come from. “Over here, Greg!” is the most useless call on a football pitch. And the head shadow thing? Well, it’s never been an issue - I just turn my head when in conversation. It might look like I’m turning to kiss you, but it’s just a conversation I want honest. Sure I miss out on certain audio cues, but it’s rarely an issue. Anyway, curious as I am I looked into the £4,000 hearing aid that solves head shadow by placing a microphone on the deaf ear and projecting it into the the good ear. Quite the brute force tech solution and one I’m sure some benefit from. But the key issue is one of reverb. While the product is good, it would impact the quality of sound in my good ear, which seems a pointless trade-off for me, when my process of life is more effective than shiny tech. It’s ironic that I consider myself highly excitable when it comes to technology developments, yet I’m never an early adopter. Because I always ask myself, other than giddiness, what problems does this solve and how will it enhance my life. And so it is for AI in recruitment, and the shininess of tech in general. They are positioned as solving problems, and indeed they do, but in many cases, it’s the wrong problem that detracts us from the real opportunities for better processes. Simpler administration, speed and scale are clear benefits. And some of these AI-branded automations are excellent. The Star Trek-style auto-translator makes me giddy. As does the sales bot conversation-as-a-human sales video that’s doing the rounds. But AI for writing? What problem does that solve? For me, it depends on what you consider sales to be. Is sales pitching a generic message and hoping someone will bite? Or is sales laying out the facts so that the right person can reach an objective decision? A decision which might mean getting in touch, or changing their view on what needs recruiting. For the former AI writing seems to solve a problem. The words are certainly better, but the message is even worse. Yes: prompting. But if you can prompt the right message, why aren’t you just writing it, so that you embed that knowledge for use across other mediums - conversations, meetings and so on? While AI writing does not meet the requirements for the second type of sales. You can only do this by establishing the right facts from a briefing, consultation or interview. Then interpret this with meaning to the right people so that it creates the right impact. Sales as data visualisation, if you will. And if AI doesn’t work for sales in this way, why would it work for content or marketing? I think the answer depends on whether you value contextual insight or not. Until AI is better at asking questions that create meaningful conversation, it’s a non-starter for me. I say until because this hesitation will be moot in the next year or so. Because it isn’t what AI is now that’s the opportunity - it’s what’s coming soon. I can’t wait to see what’s next. Until then, AI, for writing, is a question of in one ear and out of the other. Which, if you’re deaf in the one, is quite the problem. Go learn copywriting instead, and listen to how it transforms your approach to recruitment. Then layer tech on top, when it’s ready. Thanks for reading. Regards, Greg p.s. If you like good recruitment and you need help with it in the UK, drop me a line. DM on LinkedIn, email greg.wyatt@bwrecruitment.co.uk , whichever you prefer.