How to Reinforce Your Personal Leadership Brand Online

Most of us head to the Internet to search for background on someone before we meet them. Recruiters and talent management executives typically do the same as they screen candidates for job openings or promotions. This means the first impression someone has of you and your brand is often what they find online.

In the early days of social media, many individuals attempted to separate their personal and professional activity online. However, any web search will turn up both. It is better to think holistically and to acknowledge that all the online posts you make, whether personal or professional, can enhance or detract from your leadership brand. They paint a story about you and represent your expertise, experience, points of view, and reputation.

Audit your online brand.

If someone were to conduct an online search for background on you right now, what information would show up? It’s time to conduct your own search and find out. Are there any surprises? What do you like about the information you see? What would you like to change?

Online Brand Building: Tips and Considerations

With a bit of thoughtful reflection, you can begin to build an online presence that supports the leadership brand you want to cultivate. Here are some tips and considerations to get you started.

Look for examples. Identify professionals with online brands you admire. What do you notice? How have they articulated their value? Where do they appear online, and how does the location enhance their brand?

Focus on what matters to you. Think about your own leadership brand and the values, expertise, and points of view you want to be known for. How can you support your brand online? What topics do you want to be associated with, and where do you want to show up?

Get social. One of the easiest and most powerful ways to cultivate your leadership brand online is through social media. Popular professional networks like LinkedIn, for example, can be a great place to start. They offer an easy way to stay connected to others in your field. You also might contribute to blogs and newsletters published by your company or those sponsored by professional associations. You can even create your own website or blog spot that will reflect the essence of the brand image you want to project.

Speak up. Consider posting comments about articles, presentations or events that have influenced you. Create original digital content that expresses your interests and reinforces your brand. You might join a LinkedIn community of interest and share tips and ideas that establish you as a thought leader in your field. You might use your Facebook page to comment on news articles related to what you do or to talk about what you learned at a recent conference. Remember that clarity and consistency of message are fundamental. If the information and opinions you share lack focus, you could actually erode your brand by not making it clear what you are interested in and stand for.