Personal Branding, pt 3

Greg Wyatt • May 14, 2024

This is the final part of this mini-series.

If you want to write content that gets you closer to a job it has to support, contribute to and start conversations with the right people.

With that in mind, I’ve had a change of heart in this post.

I was going to share some content writers who I think nail personal branding; however, the problem is that all it does is reflect my own interests.

There is no one right way to write content on LinkedIn, and we all have different strengths and weaknesses, personalities and goals.

Some authors focus solely on thought leadership, some on selling, some on humour, some combining them in a variety of ways.

You can try and copy others, but isn’t it better to help you find your own rhythm, that works for you?

Today’s article is about these points:

finding content writers who may inspire you, and using that as a catalyst for your own words
the vulnerability of writing
how and why to write a flair post that promotes you
fine-tuning to form a habit
what else?

If you are new to this newsletter, don’t forget to check out the archive , and Part 1 & Part 2 of this mini-series.

finding content writers who may inspire you, and using that as a catalyst for your own words

There are broadly two ways to find writers that can seed your ideas for content.

Firstly, if you’re thinking about writing on LinkedIn, you are presumably already reading content.

What inspires you? What do you enjoy reading? Which authors resonate with your career, your values, your goals and the problems you solve?

When you read their content, do you engage and comment? Do you connect with them? Do you ask them who they recommend as writers in your field?

Secondly , look within.

What are the key criteria you want to be known for in your career?

Maybe it’s procurement or your CIPD membership. React or agile. “5 Whys” or Gemba.

If these are areas that interest you, use the LinkedIn search bar to find posts on these topics.

Now filter the results by ‘Posts’ and ‘Sort by’ latest

Read through the results both for posts that interest you personally, and those that have high engagement (less likely on a niche topic).

When you’ve found inspiring content, what next?

One first step in content creation is to respond to these posts with your own ideas. Less ‘Agree’ and more how you might respond in a real-life conversation on this topic.

Replying to other people’s posts is a great way to find your voice, particularly if they reply to your comment.

Like any skill, writing takes practice, and comments are a low-profile way of developing your tone.

If a comment sparks interest from other readers, it can be a great concept to build on as a post in its own right.

The other benefit of this kind of niche content is that those who engage are likely to have similar interests to you.

Make sure to read other comments and see if there are more conversations to be had.

Check out their profiles - do their interests and values reflect yours?

Great people to connect with, then DM to continue the conversation. Check out their posting history which will be available on their profile - there may well be a lot of interesting content to absorb.

With conversation comes content. Ideas and discussion that grow are a great way to share your voice.

Here’s a suggestion for how you can do this in practice:

Look for 5 posts daily that interest you professionally - manually, using a search, or checking what your valuable connections are up to
Engage and comment on each
Check out new authors’ profile - connect and follow their content, if you like what you see
On each post, look at who is engaging, and respond naturally.
Try to connect with 5 new relevant people from these interactions
Perhaps follow up with a message continuing the conversation
Take note of the most interesting conversations, and at the end of the week pick at least one to try and write your own posts
You don’t need to publish them if you aren’t comfortable - save for later if not

Personally, I’d avoid the viral content that combines relevance + relatability + entitlement + readability. These writers mainly aren’t interested in your engagement specifically, just the numbers.

You can see the truth of their words in how they respond in the comments sections.

the vulnerability of writing

You can be a content creator without ever publishing a post, if you continue conversations through comments, connections, DMs and real-life comms.

This avoids sticking your head above the parapets, and is low risk, but misses the gain of publishing your own content.

I know that some people are held back for fear of failure, and I can tell you that clicking “send” is always a high point of anxiety for me in sending these newsletters.

What’s the worst that can happen with a carefully thought-out post?

Tumbleweed ?

If no one reads it, you can always try that post again later.

Disagreement ?

Loads of people disagree on my posts - you’ll see from my comments, that I am always constructive in my dialogue and typically this supports the intent of my post.

Everyone has an opinion, and they are welcome to theirs - as long as it’s constructive there’s always a learning opportunity.

Trolls ?

These people exist and will at some point rear their ugly heads. I imagine them naked on the Underground, which takes the sting out of their vitriol. I’m sure it’s their unhappiness that drives their behaviour too.

Marriage requests?

Unfortunately, dubious and toxic behaviour isn’t uncommon. I’m fortunate I’ve only come across a handful of loons in my time on LinkedIn, but you may well come across them.

Don’t be afraid to block and report, if you receive harmful messages.

As long as you are constructive in what you write, and you work to build a conversation, it’s unlikely anything bad will happen, while you open yourself up to the opportunity of new relevant people starting conversations with you:

hiring managers, recruiters, peers, fellow job seekers, and friendly strangers.

how and why to write a flair post that promotes you

If you only ever write one LinkedIn post, it can be the one that announces your availability to the world.

I’ve no doubt you’ve read the many posts highlighting that someone’s position has been made redundant / laid off, and that they are excited for the next challenge. Perhaps they are even grateful for the time they had with their now former employer.

These often get a ton of engagement, primarily from fellow job seekers, recruiters and friendly strangers.

If their real-life network sees this, they may not even be aware that person was soon to be available. In a lucky coincidence, they may even have a vacancy or know someone recruiting for a suitable role.

But when you read these posts yourself, what can you tell about that person’s credibility from what they’ve written, if all you have is the evidence of their words?

Writing a post that announces your availability is a good idea.

Writing something similar that highlights what you are looking for, your key strengths and how you can help - that’s a post you can take forward.

Because as well as announcing your availability, you’ll show people you don’t know what you are suited for, helping them potentially help you.

While people who check out your profile first, say if you’ve sent an application, may read that post in support of the other information they have. And you can share it in DMs with your real-life network when you catch up with them.

I’d write this post in the classic advertising framework - AIDA: attention interest desire action. It’s the basis of many adverts that influence you to buy.

Attention.

This is your elevator pitch to set the scene. It can be clever or to the point.

“Following the layoffs at ABC Corp I’m now available for my next HR Director challenge, where I can set the people strategy and help scale your business by hiring great people who will improve your bottom line”

Interest.

Highlight your key qualities, which make you stand out.

“I’m MBA and CIPD qualified, with experience growing venture backed Biotech companies as they commercialise, through workforce planning and fostering a great culture”.

Desire.

Turn the screw on what makes you great.

“At ABC corp, I was instrumental in growing their team from 50 people at R&D stage to 350 with a turnover of £110m, leading to the sale of the business to Evil Overlord ltd, who promptly scrapped my job”

Action.

Make it easy for them to contact you (although don’t include email addresses or websites in the post, which LinkedIn will penalise).

“Please get in touch if you know of a suitable role or agency. I’d be grateful if you could like, comment and share for your network”

In your own words, of course.

I helped one of my connections with her first flair post.

As someone who had low engagement (less than ten reactions and few comments per post), this form of flair post led to:

Impressions: 12128
Reactions: 106
Comments 39
Reposts: 13
Additional profile views since posting: 188
Additional connection requests since posting: 50

Within a week of posting.

You may think of this as a salesy approach (there’s nothing wrong with selling btw, it’s a noble art), but I look at it as raising awareness with your network, to help them help you. Few decent people will judge you for asking for help.

fine-tuning to form a habit

It’s a good idea to set a sustainable plan for content writing, which you can adjust on the fly.

Maybe it will look something like this:

Comment on 5 posts a day
Send 5 connection requests a day
DM 5 existing connections a day
Write 5 posts a month

Gamifying helps.

Expectation setting is a good idea too. I see many great writers get zero engagement and it takes time to build - LinkedIn is a hungry beast and penalises time away, especially early on.

But even if you have a long-term plan, posts that fly, such as a timely flair post (make sure to DM me if you write one), can galvanise you to write more.

While, there will be times you don’t have the motivation to write, in which case you can re-purpose your previous content.

If someone didn’t see your flair post, for example, the first time around, you’re helping them by re-posting. While those who have seen it will only be reminded of your availability.

Besides, few people remember or notice repeated content online. While, when you watch TV adverts, you’ll always enjoy seeing a good one again.

what else?

Writing content is, for me, a low-friction way of promoting yourself. From relationships I’ve started through content, I’ve been invited on podcasts, LinkedIn lives, and other marketing activities.

It’s led to many real-life conversations where I’ve been able to help employers and job seekers, including paid recruitment.

However, it is easy to get swept up in LinkedInnitis, where you do it for its own sake.

If you find you’re on LinkedIn because of how it makes you feel, it’s worth taking a step back and revisiting what you want to achieve.

LinkedIn is a business and wants to trap you into its platform - check out the Social Dilemma on Netflix for why and how this happens.

But if you keep intentional, it’s a wonderful marketing platform, research tool, and community. And something you can take advantage of.

That’s the end of this mini-series. Feel free to get in touch if you have any questions, or need some help writing content.

Thanks for reading.

Regards,

Greg

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Walk A Mile. A Recruitment AiDE, pt 14

By Greg Wyatt • February 5, 2026

Walk a mile May 2023 “It was a bright cold day in April, and the clocks were striking thirteen.” That’s how 1984 starts, the classic dystopian novel by George Orwell. What does it make you think of? I don’t know about you, but thirteen to me is both an unlucky number and an improbable one for a clock to strike, evoking curiosity and trepidation. It makes me want to read on. George could have instead written an opening like “it was a dark and stormy night”, to evoke a sense of darkness at night, during a storm. I gather that cracker is often derided as the worst opening line of all time, not just for the words, but for how it’s a representative experience of the entire book. Some people love it. For me, it’s up there with “My favourite client is an innovative market leader” “To apply, send an up-to-date CV, and cover letter, stating your current salary to greg.wyatt@darkandstormyknight.com ” “If you haven’t heard from us within the thirteenth strike of the hour, please assume you were unsuccessful” Or even “We don’t discriminate on the grounds of….” What do you think a dream candidate experiences when they come across them? Especially one that is selfish and feels like they’ve no reason to consider a new role yet happens across yours by happenstance. The irony is that if you dig into the websites of agencies and employers that write these words, they’ll often extoll disruptively good candidate experience, values alignment and culture fit. But what do their words and behaviour show, and how is that experienced? Flipping it around, the questions might be “What can we do to create the best experience for the high-performing person we want to employ at this step in our recruitment process? What can they benefit from? How can we make their journey more palatable? What are we missing?” As smoothly as these questions roll off the tongue, it’s not just the steps taken, but the ones before, in-between and after. While it doesn’t just benefit your next employee, it benefits everyone - your other candidates, you and your stakeholders. Of course, there’s no need to gaze so navelly if you hire people well enough. But, if your adverts aren’t working or if your process doesn’t fill vacancies, you can either work on things in your control or accept those that aren’t. What you shouldn’t do is blame candidates, agencies or the market if your own affairs aren’t in order. Having a recruitment process whose consequence is both good candidate experience and serves to better fill your vacancies – that’s something in your control. It starts with putting yourself in the shoes of your candidates and giving them what they can benefit from. Do this through your words, show it through your actions. You could consider Attention , Ikigai , and Definition for your messaging. What else? How about considering the situation of the “successful candidate”? What if they are likely to be happily employed, sceptical of a move and have no interest (yet) in updating their CV or writing a cover letter? If you require an updated CV, and they don’t have the time, what are the chances of this candidate (who you’d love to employ) not applying, and how would you ever know? What if you offered an informal call or to answer any questions before an application? (Research shows that offering multiple means of getting in touch improves response rates) What experience might they benefit from in the opening salvo of what might be an advert, message or website? What reasons can you give them to build trust, commit to your process and see it through? Do they want to be told something is a brilliant opportunity, or shown why it may interest them? What if they’ve wasted many lifetimes going through never-ending interview processes, and might just benefit from knowing what your process is? Why couldn’t you highlight your interview process in your advert? What if they needed an accommodation? Perhaps they’re ND, have a disability, struggle to find childcare at short notice. Who knows what’s going on in their lives where minor amendments can find suitable gains? Rather than say “we don’t discriminate on the grounds of” (discrimination is illegal for protected characteristics in the UK - what are the reasons it needs to be said in an advert?), why not instead show how you are inclusive and accessible… which IMO, is what the points above contribute towards. That’s just for advertising. What if your job descriptions were clear & concise , suitable & sufficient and true & fair ? What if you provided interview questions in advance of interviews? This is currently advised as good practice in the UK for autistic candidates. Does it give an unfair advantage to people that don’t need this accommodation? If not, why not allow everyone the same access? My answer is it doesn’t give an unfair advantage. It allows everyone to fairly evidence their capability on a more even playing field. How might that affect the experiences of you and your candidates? What if you clearly managed expectations? What if you highlighted bottlenecks and delays, rather than not saying anything? “There won’t be any news this week as Gary is unexpectedly away from the office. Can I come back to you on Monday? How are things with you by the way?” What if you answered questions before they were asked ? The list is endless, and it starts with establishing what your successful candidates could experience. For an example of how it might come together, here is the basic structure of my job board adverts: Attention – the hook that will appeal to a carefully established ‘right candidate’ Ikigai – why they might be interested in further investigation, what they can expect from an employer they might benefit from working for Definition – a line or two on what makes the company the company; two to three lines on what the role is and its context; no more than three minimum viable requirements the successful candidate should have. An invitation to talk to or email me, with any questions or accommodations that may help. No need for a CV if it isn’t to hand. “All applications will receive a reply within three days.” The boring bits: what you can expect from me; what the interview process is, with any notable points; time frames. This is a loose structure and will vary in length, detail and style depending on who it’s for. While some people confuse me as a dedicated Headhunter (I’m an appropriate-multichannel recruiter that does headhunting), I make half of my placements from advertising. Yet many of these adverts produce hires that weren’t actively looking. Two more editions to come: Trust Me, and Negative Space. Then we move on to a new series: Innovation from Iteration. Regards, Greg p.s. the last line in 1984 is “he loved Big Brother”. And that’s the end of the story. And then there were none. And that was that. And so it goes. All was well. Bonus points if you can name any of these books from their final lines. P.p.s. While you are here, if you like the idea of improving how you recruit, and you're a UK employer, why not drop me a line and explore whether we can improve everyone's experience together

Fake Jobs - Jobseeker Basics XV

By Greg Wyatt • February 3, 2026

What follows is Chapter 14 of A Career Breakdown Kit (2026) . I've updated it yesterday, having done a little digital hygiene and the revelation I have fallen foul of two fake jobs. Or rather they are real jobs I'm recruiting for, which have been scraped without my permission, then hidden behind a signup screen. Why not google "Engineering Manager Bircham Wyatt Recruitment" and see how it looks to job seekers? What makes this particularly egregious is that in both cases AI appears to have been used to alter specific details of the role. Such as including a salary that is well, well above the budget for the role. As well as being a waste of time for someone wanting to apply, there's the cost of their private details, and were the employer to see the advert, potential internal reputational risk of employees seeing a fantasy salary. Looking at Trustpilot reviews, to gain access to one there is a paid subscription. The second appears to sell CV writing services to applicants. Both appear terrible from what customers say. A real job that is worse than fake, if you happen to come across it. I expect people are getting wise to these odd listings; however when one vacancy appears umpteen times in a google search, with only two leading to a real listing, it's easy to assume they are all fake. "Be aware of fake jobs" is one of my top 10 pieces of advice shared in today's LinkedIn Live with Simon Ward. If you are around at 1pm GMT, please join us by clicking here . 14 - Fake jobs Picture the scene. You’ve gone through the emotional turmoil of losing your job. Or maybe something’s happened at work to galvanise your decision to make a change. You take a bit of time to figure out what the right next move is. You go through the obvious channels to see what jobs are out there - job boards and other websites which promote jobs. Your first reaction is one of hope and optimism - there seems quite a bit out there - maybe you’ll secure something quickly. If you happen to be reading this, new to a job search, indeed you might. Many people in this market quickly realise that a significant number of adverts do not represent jobs that exist. A double whammy in your emotional rollercoaster of recent weeks. There are a few categories to go through, but the outcome is the same: an advert that, at best, wastes your time. The recruiter perspective When we advertise a job, we allow time for applications to come in before assessing them and starting the interview process. Let’s say the volume is manageable and the outcome is not guaranteed - for example, when a candidate you want to offer decides to take a different job instead. There are no villains in this scenario. It’s common enough that risk is a factor when advertising. If a recruitment process takes six weeks from advert to offer, it can make sense to leave the advert up in case you need more candidates in your pipeline. What about if your process takes three months? Illness, holiday, lack of availability, unexpected deadlines - all can delay a process. There are many tools and suppliers which support a hiring process, one of which is the job board. Often features are developed to support ‘what happens if things go wrong.’ These same tools can lead to issues you may experience: Scraping Scraping is when one website takes content from another and relists it. This can happen as an affiliate / aggregation / commercial arrangement, or to drive traffic to the scraping website. The idea is that this increases eyeballs on the content. In the context of job adverts, you can see this everywhere. Indeed and LinkedIn have both relisted adverts from elsewhere at various times. It's changing because some job boards have now secured high volumes of traffic and want to monetise that traffic while keeping control of the adverts. An indication that this happens is when you click ‘apply now’ and it takes you to another website other than the employer’s. This can happen multiple times. Every time a job is scraped, there can be parsing errors where data from fields are incorrectly transferred. If the original advert is updated, the scraped adverts won’t necessarily be updated. Scraped adverts can give inaccurate or outdated salary, location, or even job information. They can also stay listed when the original has closed without the employer ever knowing about it. This is a form of 'legitimate' scraping intended to benefit the employer through additional applications. There is a second type of scraping. As of 2nd February 2026, one of my vacancies has been scraped, without my permission, by apparently two different organisations. In the first you can only apply by signing up. It lists a salary that I haven't disclosed elsewhere is not commensurate with role responsibilities. If you click on my Company Name, it will tell you I am a large multinational recruiter, employing 51-100 staff. Which is 51-100 more people than I employ, if you don't include me. Let's ignore the AI word soup company profile they've lumped on me for now. Some of my other adverts this website shares are slop summary overviews. Including the same job at 40% to 60% of the salary in the first advert. It's the same for the second, except here the salary invented is well above the hypothetical top budget. Looking deeper at both companies, on Trustpilot, both offer subscription services to access jobs that are hard to cancel. While one offers what appears to be bait and switch CV writing services. Several reviews are from employers who have experienced similar to me, with instances of outdated vacancies that no longer exist. What a sham. Relisting As a feature for advertisers, many job boards allow an automatic relisting of adverts to ‘bring it to the top of the pile.’ These relists can occur throughout the lifespan of an advert. Six weeks in, an advert may appear new, even though a candidate might be about to be given a job offer. The vacancy is live, but your application may not be considered because the process is too far along. This can also happen manually for many reasons. I’ve taken down a job after a couple of weeks to rewrite it based on fine tuning from an interview process. Or when a candidate has declined an offer put forward to them. Or when a vacancy has been put on hiatus. The reason for a manual relisting might be unknowable if it isn’t stated in the advert. It isn’t necessarily for a bad reason. If I were to relist an advert, it would only be because I need more candidates, in which case your application would be read. In many situations relisting can encourage an application that won’t be assessed. Laziness Adverts can remain listed because someone forgot to take them down. This is more likely to happen if there isn’t a cost per advert, such as on an employer website, or if there is an unlimited contract. Evergreen vacancies Some vacancies are perpetually advertised to enable a candidate pipeline for a specialism. There might be no vacancy now, with anticipation of vacancies in future. This is more common within larger employers or a specialist recruitment agency. I spoke with a Talent Acquisition Manager recently about the positive side of an evergreen vacancy. She told me for that vacancy they are always recruiting, having mad eight hires in six months - it's a business as usual vacancy. I would hope this is made clear in the advert. Fishing Sometimes adverts harvest applications on the off chance that a related vacancy comes up. I remember a Cambridge agency that used to scrape employer adverts, list them as their own, then submit those CVs speculatively to the same employers - without a commercial arrangement in place. Make of that what you will. Is there any way to check for fishing? Probe the advertiser for relevant information and what their relationship is with the hiring process. That’s not proof of bad behaviour because of how the contingency model works. When multiple agencies work on one vacancy, it’s common not to provide company information until later in the process. If an agency is fishing only to build a bank of CVs, it’s unlikely they’ll admit to it. Scam jobs It sickens me that advertising and job scams are on the rise. If it doesn’t feel right, if they are asking for payment, if they do a bait and switch (this job isn’t right but here’s our CV writing service or access to a system beating framework), if they ask for ID that can be used for other purposes: beware. These may be in public advert form. They may also be from direct messages - LinkedIn DMs, WhatsApp messages, or phone calls. Often from ‘recruiters’ that appear to work for big corporates, yet have no connections and use a gmail account. One scam last year cloned a legitimate company website and job seekers lost many thousands of pounds. My scraped example above is, in my book, a likely scam too. It’s worth reading through www.jobsaware.co.uk , which is a great resource on scams and employment exploitation. The disappearing act This last category may or may not be a fake job. Here’s the scenario - it looks like a vacancy, it sounds like one in discussion. Perhaps you even interview there on site. You may even go so far as to do a 5 hour presentation at final interview on your 90 day strategy. Then it disappears - either permanently, or it reappears with no further communication from the employer or agency. I hear this happening a lot, particularly at a senior level, in the UK market. There are a few reasons it can happen: Company had budget to recruit; changes in the business, or external factors, mean the vacancy isn’t viable at least immediately Company didn’t have budget to recruit and only realises there is no budget later in the process Company runs an interview process to get free consultancy in the form of a final interview presentation (scumbags) Company dipping a toe in the market to see what’s out there, with no intent to hire Company benchmarking an internal hire for future planning purposes Agency finds out there may be a need for an employer to hire and runs a speculative process that doesn’t get approval I’m sure there are many more reasons this can happen and there isn’t a huge amount you can do, given the appearance is of a real vacancy. You can ask if budget has been approved, research the business on Glassdoor, or speak to alumni. It’s unclear what proportion of job adverts are fake. It is a notable problem, and one which takes attention away from legitimate adverts that can put you closer to employment. For the adverts that are real, Part Three of the book will help you assess which you are best suited for and how to effectively use job boards.