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:

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

  2. the vulnerability of writing

  3. how and why to write a flair post that promotes you

  4. fine-tuning to form a habit

  5. 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.


  1. 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.


  1. 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.


  1. 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.


  1. 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.


  1. 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

By Greg Wyatt August 18, 2026
The body content of your post goes here. To edit this text, click on it and delete this default text and start typing your own or paste your own from a different source.
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.