Personal Branding, pt 1

Greg Wyatt • April 30, 2024

This is the first in a two or three part series on personal branding.

It’s 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. I think it can lead to make-work, which can even get in the way of what you should be doing.

However, writing and using content to create experiences that support a job search is a great idea, and, in this way, 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, such as this newsletter, but I'll focus on LinkedIn because of how entrenched it is in other job search activities.

Today I'll cover

  1. What a personal brand is

  2. How it sits in your wider job search

  3. How to construct viral content, and why you shouldn't

In the next edition, I'll look at a nuanced approach to branding, and how you can build a content plan that supports getting a job.


  1. What a personal brand is

Influencer marketing has come to the fore over the past few years.

If proof of its legitimacy is needed, you need only look at the celebrities on Strictly Come Dancing With the Stars.

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

But while the brand is personal, the goal is sales. It’s a B2B marketing strategy.

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

“Here’s my puppy, buy my stuff.”

I’ve no doubt you’ve read a lot of advice on how to build a personal brand but take note that the target audience for these advice posts is the business people above. And these posts often seek to part them from their money, with the hope they’ll make money too.

However, the steps that lead to a business personal brand don’t mean they are directly equivalent to a jobseeker personal brand.

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

You’ll also see that spicy content gets huge engagement, but 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.


  1. How it sits in your wider job search

Or - what’s the point of a personal brand?

For me, writing content is about raising awareness and starting conversations with the right people.

In many ways the hierarchy of relationships your content appeals to is the same as with networking. Have a read through this article for a reminder.

Content can be writing posts or commenting on the posts of others.

And while it has an effect when it sits in your readers’ feeds, it’s also something you can share directly, say as a reason to get back in touch.


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. But 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 also be integrated into your wider activity. Integrated marketing means that everything that is experienced of a marketing campaign carries a complementary and non-contradictory message.

Content that contradicts your CV or Cover Letter, say, may lead to red flags, whether that’s fair or not.

Content should be intentional, like anything you do in a job search.


  1. HOW TO GO viral , and why you shouldn’t

Anyone who writes content will enjoy the sweet, sweet flow of dopamine when you see likes 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. It’s a great idea too. 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 jobseekers, recruiters and sympathisers.

But then you feel the soul-crushing defeat of a well-thought-out post, highlighting a problem in your industry, and tumbleweed follows.

Both types of content have an place. That tumbleweed post is also relevant and relatable, just only to a niche audience.


I try to take a land and expand approach to content, balancing jobseeker advice, recruitment advice / stories, occasional ponderings and satire, which I use to tackle topics from different directions.

Over the past three years I’ve had between 3m to 5m views of my posts, and I’ve got a bit of business through them too.

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

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

Here’s one of my viral posts, for reference.

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

The next article will be about helping you find the right balance for you, while showcasing your personality.


I promised you I’d show you how to go viral, so here you go. (feel free to send me plentiful validation tokens)

Relevance + relatability + readability + entitlement.

Maybe add a photo too.

If that seems too simple, feel free to cut and paste this as a post and tell me what happens:

An employee asked me if he can WORK from HOME permanently.
Here is what I told him.

"As long the work gets done I don't care whether you work from the South pole or the office. I hired you for a job and I trust you to get it done."

That employee saved 3 hours on commute. Happy employee = greater productivity.

I learned then that if you focus on presence, you get presence. If you focus on results, you get results.

If you can't trust your employees to work flexibly, why hire them in the first place?

Trust is key.

Agree?

“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 likes. Pretty viral for a first timer.

But it is very much the wrong path, for a simple reason.

The weight and depth of opinion, which I’ll talk about next time. The weight of opinion of 100 job seekers does not compare to the depth of opinion of one relevant hiring manager.

One might lead to another, but not so straightforwardly as through high volume posts.

I talked about this in more depth in an enjoyable LinkedIn Live with Phil Sterne and Suzie Henriques. You can see it here, if you’re interested. Please don’t judge my wave, which was a private joke!


That’s it for today.

Next week I’ll write about

  1. Building your content philosophy and plan

  2. Types of content to try

  3. Weight and depth of opinion

  4. Why you should start now, even if you don’t see any benefit for months

Thanks for reading.

Regards,

Greg

By Greg Wyatt August 18, 2026
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By Greg Wyatt August 11, 2026
What follows is Chapter 49 in A Career Breakdown Kit (Summer 2026) . It's like many other chapters in that I've tried to make it stand alone, yet it's deeply connected to the rest of the book. For example, if you accept your job search is equivalent to launching a product to market - where you are the product and your next employer the buyer - then a sensible strategy is also equivalent. You execute an appropriate multichannel sales and marketing plan, where you focus on the steps in your control, with considered action and follow up. An interview process is an ongoing negotiation, with each interview equivalent to a consultative sales meeting. And like any good sales professional, you know that the steps preceding, the steps in-between, and the steps after all have a part to play. In my last three offers these have all been contributing factors: The relationship nurtured by the hiring manager led to their new employee hitting the ground running The private information withheld by the candidate that led to an offer rescinded because she could never have fulfilled the role in the first place The enthusiasm shown by a candidate in post interview communications tipped a decision in their favour Recruitment is risk, filled with bias - that doesn't mean you can't make that work for you. 49 - After the interview In a tough job search, getting to an interview can feel a real achievement. If you’ve been accountable in your applications, only going for roles where you are a strong fit, these are tangible opportunities to secure employment. The interview itself isn’t the be-all and end-all. It’s better to see them as the start of a conversation, one that’s only complete when you either have an acceptable employment contract in your hand, or if it’s an unequivocal no. Continuing this conversation in the right way, and in ways other candidates may not think to, can bring hoped for and unexpected gains. A few weeks back I filled a vacancy which had a strong shortlist. The final three were all employable, and the company would have taken all three had they been able to. The second choice candidate was disappointed and took it well, responding professionally. I worked hard to give all three a good experience with regular updates and constructive feedback. I too was genuinely disappointed for the ‘unsuccessful’ candidates. Two weeks after accepting the offer and returning the signed contract, the first-choice candidate withdrew. She’d received a significantly improved offer having been headhunted. Within two hours of passing the news on to the hiring team, the 2nd choice candidate was offered the role and accepted. How she had responded to her initial disappointment was a key element in this offer being put forward. The same was true of her experience with us in her decision to accept the offer. In many ways an interview is like a sales meeting. One party pitches their offering which might be customised against the questions asked. The other party makes a decision on whether and how to proceed. In an interview both the candidate and employer act as both seller and buyer. As a job seeker you get the final say on whether you say yes, no or something in between. Your decision is influenced by factors you may not divulge to the employer, such as an unexpected intervention (illness, accident, family), personal circumstances or other offers that may come up. It’s the same for the employer. They may have a hierarchy of decision-making, changes in the business and changes outside of the business - many things that can influence an interview decision or time frame, different from what was initially agreed. In sales we know that a deal isn’t agreed upon until the invoice is paid. Even if there is an initial ‘yes’ in a meeting we follow up suitably. Follow-up email to confirm details of the conversation and next steps. Thank you for your time Follow up at the appropriate time to check progress If it’s ‘no right now’, follow up over time to build a relationship until they are ready to buy If it’s ‘no answer’, find appropriate reasons to follow up, ending in a breakup email What this actually looks relates to what their sales (hiring) process is, playing to their rules and breaking those same rules in an appropriate way. In the UK, 61% of private sector employers are SMEs, whereas the vast majority of money is in the corporate space. The differentiator in recruitment is that the more corporate you get, the more transactional and matrix-led recruitment often becomes. Some of the rules of the game will be different. This illustrates how and why things are different depending on the context. Public sector, charities, geography, bias, habit, strategy - these all affect the rules of what appear similar processes from the outside. It’s important not to be cynical or come across as coercive. Respect the process and any rules you learn about. Thank you notes Most of the employers I partner with are interested in candidate feedback and interest post-interview - to help them reach their decision for the right reason. Were you applying directly, their interest in your view would be the same. A naturally written thank you note sent appropriately should not work against you. It might work for you and it’s a situation where someone’s bias can be a benefit. ‘Dear Greg, I wanted to thank you for your time today and the opportunity to interview at ABC Corp. It was a pleasure to meet you and Gary and helpful to understand more about your role and environment. I remain keen and would be delighted to return for the next stage. You mentioned you’ll make a decision by the end of next week and I look forward to hearing from you. Do let me know if I can help with anything - my number is …. Kind regards,’ It’s an opportunity to build on or mitigate inconclusive points in an interview if there’s an example you neglected to share or if you didn’t convey information in the right way. Maybe they let slip they’d be concerned if the role would keep your interest in the long term - why not own this? ‘During the interview you asked if I could see myself in this role long-term. It’s a role I’d enjoy - taking on a hands-on role I can get stuck into is an exciting challenge, while my experience in xxx would be beneficial for yyy.’ Keep it more succinct than my email though. Write it in your own words in a similar tone to how you came across in the interview. Will it make a difference? Only marginally, in some situations. Is it worth doing as a natural way to continue the conversation? I think so. Don’t be disheartened if you don’t get a reply - they may have a policy to follow. And to that coercive point above don’t say ‘I’m the best candidate. You’d be a fool to miss out,’ or something more subtle that might suggest the same. Additional interviews In an ideal world you’d get a full view of the interview process before the interview. Unfortunately some employers enjoy playing a game of interview chicken, revealing more and more interview stages as you go through them. Most are somewhere in between. Try to establish the full process as early as possible in case there is anything that is non-negotiable for you. For example, I know some people categorically do not want to do technical tests or ‘business plan’ style presentations, having had their fingers burnt in the past. It’s your choice what might be a non-negotiable - for any reasonable employer these are typically used as a means for fair assessment. Treat any interview in the same way as the first interview: prepare as fully as possible and assume nothing. Unless you know their hierarchy of decision-making, that new person you meet at fourth stage for an informal chat might well be the person with the final say. Even a social get-together after an offer is put forward might be seen as an assessment. Appropriate follow-ups It’s a careful balance. You want to show you are interested, not desperate. You need an answer, not to be inappropriately intrusive - even if that’s not your intent perception holds weight. Following up in the right way is a good tactic. If you can gain an understanding of their time frames or process work to that. Anything and everything can happen behind the scenes, including unexpected absences. Things can slip in a way employers may not see as notable. A few work days after you were expecting to hear, drop them a polite line. ‘Hi Greg, I wondered if you had any news on how you want to proceed with this role. Is there any update you can share? Kind regards,’ You can play a bit of keeping up with the Joneses if it’s true - ‘I remain interested - I do have two interviews this week with other employers. Would you like me to keep you updated?’ Sometimes no news is no news and you might need to be patient. Eventually you may come to a point where you need a decision from them - such as if your 2nd choice company gives you a job offer. A breakup email can be a good thing. Even if this doesn’t prompt an update or decision from them, you give yourself agency to walk away with no ‘what ifs?’ And if they do come back later, you can make a separate decision on whether to revisit them. One such email might be: ‘Hi Greg, I enjoyed our interview on May 21st. You mentioned you’d reach a decision the following week. Can I assume you have moved forward with another candidate? I’ll draw a line through my application for now and will be happy to pick up our conversations at a later date, if appropriate. Kind regards,’ Written appropriately, there are three outcomes: You get a reply confirming they have appointed You get no reply and can move on You get a reply with more information That last point may be ‘no news’ or something actionable. Sometimes it might even prompt good news. Whatever the outcome, you can move forward. Keeping in touch long-term Sometimes a no might be a ‘no for now’, especially when you are later on in the process, such as being pipped to the post at final interview. If yours is a business as usual role where there are a number of employees fulfilling similar duties in the same company, you may well be suitable for other roles that come up in future. How can you keep in touch appropriately so that you help their decision making when another vacancy comes up? Find reasons to occasionally keep in touch (maybe once every couple of months). If they are active on LinkedIn you could follow their content and add constructive comments. It may come to nothing but it may give you early sight of a new vacancy. If you see another vacancy advertised check it out. Drop them a line directly rather than just apply given you are continuing a conversation rather than coming in cold. And if they reply to say ‘don’t bother’, at least you know.