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June 18, 2020

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Why personal branding is vital if you want to build trust

March 17, 2020

Great company brands are clear about who they are, why they do what do, and what differentiates them. They provide stellar products and services, create raving fans, build communities, and often charge a premium fee to willing customers.


Their marketing is religiously consistent, on message, always actively creating value and building brand equity.


Your personal brand should be no different.


This is what all recruiters should be aiming for. It doesn’t matter if you’re a recruitment owner, senior manager or consultant; you’re all in the business of selling and it’s paramount you’re building trust.


Brands go to great efforts to be more human. This is where your personal brand is at a distinct advantage, you are already human – and we know people buy from people.


Most recruiters haven’t been on a journey to define their personal brand. These are the three most common reasons:


  • They’ve not received any guidance.

  • Looking inwardly at oneself can make people feel uneasy.

  • Not knowing where to start so the task gets placed into the “too hard” basket.

Remember our target audience (candidates, clients, employees) are getting savvier when it comes to their buying decisions. They spend more time researching, to avoid unnecessary risks or by having their time wasted. Social proofing can play an important role in their decision making.


Let’s be pragmatic – people are often distrusting of recruiters. What do they learn about you when they google your name, or check you out on social media? You can play a role in orchestrating how people perceive you and trigger them to act.


A big part of your personal brand is the marketing and promoting of you. For many of you this could be your stumbling block - it feels egotistical or a bit scary “sharing you” with so many people. It opens you up to criticism – not everyone is going to like you, and that’s fine.


This promoting becomes a whole heap easier when you start to answer the questions that reveal the foundations to your authentic self.


  • Why do I do what I do?

  • What are my highest values (look at the different stages of your life)?

  • What are my beliefs and special strengths?

  • Why do people buy from me?