"Just like in the world of business, a brand holds no value unless people are aware of its existence, so push your personal brand out to your growing network."

Issy Newenham, Paid Media Executive, shares her insights into how students can boost their employability through cultivating a personal brand.

In an increasingly competitive job market, especially when it comes to Placement Year and Graduate Opportunities, personal branding has the power to become a student's secret weapon. As you take your first steps into the professional world, it is important to consciously consider how you want to come across, and the values you want to be synonymous with.  

Personal branding involves defining and promoting your unique skills, qualities, values and passions to construct a positive reputation and online brand identity for yourself. It is an intentional and strategic practice, building the narrative of your professional life. 

Building a LinkedIn profile and curating a personal brand may have never crossed your mind before, however there are many benefits to making this a priority at university. As well as helping you stand out in a competitive graduate job market, a strong personal brand gives you the confidence to sell yourself in interviews, as you become more aware of your unique values and competitive edge. Your personal branding and LinkedIn presence can also effectively compliment your CV and cover letter, allowing you to show your personality and value in a more authentic way.  

When it comes to your LinkedIn profile, there are a few key elements that you can easily optimise. Firstly, a clear and professional picture doesn’t just build credibility, but it is also the first thing people see when they visit your profile, and can therefore help communicate that you're friendly and approachable. Furthermore, pinning posts to the top of your profile allows you to ensure others see your most impactful and important posts first, providing a snapshot of your top achievements. You can also optimise your LinkedIn headline to position yourself in a way that reflects your personal brand and interests. Instead of just highlighting what you study, use this section to highlight the key areas of interest and passions that differentiate you.  

As a student, you are continuously learning, and this is something you should exploit when creating LinkedIn content. Sharing free online internships and certifications on platforms such as Forage and Google Skillshop, webinar takeaways and work experience insights can all enhance your online presence. Don’t forget your university curriculum too, with dissertation subjects, company site visits, and guest speakers making for insightful sharings. Ultimately, learning in public highlights your enthusiasm and commitment to upskilling. 

As well as learning in public, you can also use LinkedIn to learn from others. The platform is home to endless entrepreneurs, thought leaders and industry professionals with a wealth of knowledge. No matter your industry of interest, there will be many profiles and pages offering valuable advice and insights. In addition to interacting with insightful posts, connect with people that you find aspirational. You never know which connections could lead to future mentorship, referrals or even employment. Remember that your personal brand is on show to potential future colleagues, bosses and mentors, so utilise this power! Connecting with people on LinkedIn also helps increase your visibility. Just like in the world of business, a brand holds no value unless people are aware of its existence, so push your personal brand out to your growing network. 

If you are unsure on where to start when thinking about your personal brand, ask yourself the following question: what 3 words would describe your desired personal brand? Once you’ve established this, it becomes easier to shape your posts around these objectives. For example, if confidence is a key component your personal brand, be sure to document any public speaking or presentation opportunities on LinkedIn. Similarly, if you want to be seen as a credible source of industry knowledge, make sure you regularly update your profile with your relevant qualifications and certifications. Remember that authenticity is vital when curating a strong personal brand, so ensure that these qualities represent who you are and what you stand for.