Content strategy and philosophy

Greg Wyatt • April 27, 2026

What follows is Chapter 40 of A Career Breakdown Kit, and part two of a three part series on Personal Branding.


Except it isn't. There are various definitions I revolt against, with good reason, in a job search.


Personal branding, hidden jobs markets, ATS compliance, and all the others. Terms that seem to hide secret wins, not replicable steps, especially when hidden behind a paywall.


I call it the title that's expected because of the questions job seekers ask me.


You may recall my article on the Hidden Jobs Market breaks it apart and rebuilds it into a cohesive multichannel marketing strategy that allows you to access the whole of your jobs market.


And so it is with my personal branding series.


This isn't about your brand. Or even about your reputation.


It's about pushing content that starts conversations with relevant people - such as peers, former colleagues, recruiters with a vested interest in these content areas, and even people that can put you closer to a job. Not forgetting fellow job seekers you can share experiences with - as long as you don't dwell on the negative.


And it's also about writing in a way that is both true to you and your profession - because conversation has to follow in the same voice as you write, and should support your work, when in work.


It's a strategy and philosophy that mirrors earlier chapters on networking, doorknocking, getting found and converting interest.


It isn't about writing credible statements in a content savvy way that shares unprovable anecdotes, hacks that lack substance, and where a funnel means more than a lesson. That way is the way of social media marketing - this is about conversations that matter.


40 - Content strategy and philosophy

 

While a personal brand might be the goal, your content strategy should be the priority. It can be applied even if you don’t like the idea of branding.


Much is made about LinkedIn’s algorithm and how you need to do this that and the other to get engagement.


You can look at it differently, ignoring the algorithm on the whole, and still achieve much the same.


These are the outcomes I aim for and see when writing content:


  • Start conversations
  • Help others
  • Sharpen and spark ideas
  • Raise awareness and trust
  • Have a laugh and a chat


I’ve gained friends I’ve never spoken to and friendly acquaintances I only know through ‘comments.’


As well as paying clients who have benefitted from my service.


Just as importantly, I have more credibility with candidates who place weight on LinkedIn content.


Content makes it easier for me to start conversations.


It’s important for me that I either enjoy the content and its consequences or find it fulfilling.


I don’t talk openly about my personal life, family or challenges. Something I agreed with my wife when I started publishing content.


Instead, I show all of myself in my words - quirks and all. So that if we ever speak in real life, there isn’t much of a disconnect.


Start with other people’s content


Find content writers who inspire you and use them as a catalyst for your own words.


There are two ways to do this.


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 do 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 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.


Commenting on other people’s posts is a good way to find your voice, particularly if the conversation continues.


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


If a comment sparks interest from other readers, it can be a 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.


The comments you build with them can be the start of a mutually beneficial relationship.


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


These are 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 an effective 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 relevant profiles - connect and follow their content
  • 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
  • Take note of the most interesting conversations and at the end of the week pick at least one to inspire your own posts
  • You don’t need to publish them if you aren’t comfortable - save for later if not


I’d avoid the viral content that combines relevance + relatability + entitlement + readability. These writers are more interested in engagement numbers than your specific interest.


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


From a marketing perspective, different types of content have different places in your lead generation:


  • Awareness
  • Interest
  • Consideration
  • Evaluation
  • Purchase


Each post, comment, DM and real-life conversation can relate to these steps and support your goals, even if you aren’t treating these as a marketing activity.


Time and time again


There’s a lot of investigation into optimal times to post. It’s more important that you are available to reply attentively in the first hour.


The course of a post is often dictated by the performance during this time.


I actively reply to comments for around an hour a day with LinkedIn on in the background of other work.


How much time can you set aside per week and per day for content?


Even if you only write a couple of posts a week, this will probably take a couple of hours.


You can expect low performance initially, with some exceptions, as it takes time to build inertia.


Set aside a sustainable amount of time each week and commit to it over a period - try for 10-12 weeks and track how things have developed.


You may find it becomes an enjoyable task. Try not to get distracted by engagement for its own sake and keep your goals in mind.


Types of content to try


Engagement on LinkedIn is built primarily on relevance and relatability. Even ragebait, given it drives strong feeling.


You can write a 100% relatable post that everyone takes relevance from and see massive engagement. Though that engagement may not serve your goals.


Or you can write a post that is 100% relevant to the problems you solve in your career, and the people who will find it relevant are from a small niche facing the same problems.


This is why a photo of you with your dog will fly, while a carefully thought out post about the optimisation of widgets in a byzantine setting will appear to be shouting into a void.


Or you can blend the two through storytelling, pivoting observations into business content, and copywriting formulae like AIDA (attention interest desire action) and PAS (problem agitation solution).


Everyone will have different forms of content that will be effective for them.


What do you want your ideal readers to experience?


What would ‘you five years ago’ would find helpful?


Do you want readers to see you as a credible expert?


Someone who is authentically vulnerable?


Your warts and all personality?


Someone who stands out in a sea of competition?


Someone who is thought-provoking, helpful, or altruistic?


The answers are much the same if you posed these questions of interviewing.


This is no coincidence, given your message should be consistently delivered no matter where it is received.


With that in mind, here are some content ideas you can try:


  • How you might solve a problem specific to your industry
  • Stories from your everyday life
  • The challenges in your job search
  • Observations on a news story and how it relates to your work
  • A flair post highlighting your availability
  • Asking for thoughts on an idea you are interested in
  • Sharing insight you find fascinating, whether that’s films, video games, science or sport
  • Stories from your career where you can show growth (everyone loves a hero’s journey)
  • Business frameworks, processes and techniques you find useful - Pomodoro Technique, scientific method, STAR, what do you use?
  • Equipment you use for work
  • Developments in your workplace and culture
  • Thoughts on content you find inspiring
  • Memes, humour, satire


Google content ideas for LinkedIn or ask ChatGPT, Claude and others.


I wouldn’t use AI to write articles. I do use them for ideation and to sense check.


‘Write me a post for LinkedIn that shows the link between Tesla cars and how to develop an HR strategy.’


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.


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. I can tell you that clicking ‘send’ is always a high point of anxiety for me in sending newsletters. Imagine how I felt when I clicked Publish for this book.


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


Tumbleweed?


If no one reads it, you can always post it again another time.


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 is 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.


Marriage requests?


Unfortunately, dubious and toxic behaviour isn’t uncommon.


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. You will open yourself up to the opportunity of new relevant people starting conversations with you:


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


Weight and depth of opinion


A couple of years ago, I had a message from an out-of-work Sales Director asking for some feedback.


He’d shot a video for LinkedIn where he talked about why he should be snapped up and received a lot of praise for the post. However, he was confused because a CEO he trusts told him it was poor and made him look boring.


He knew I’d give him unvarnished feedback, which was what he needed to find some clarity on what had happened.


Truthfully, the CEO was correct.


What had happened?


All of the positive engagement was from fellow job seekers and people who wanted to support him. That he’d done it was praiseworthy in itself and was rightly celebrated, rather than the quality of what he had produced.


None of them had hiring authority or were in a career similar to someone who would be his line manager.


The video didn’t show him how he comes across in person either.


While the positive feedback was fantastic for validation, his video worked against him. What might happen if a hiring process thought his video was boring when the role being recruited for has persuasion as a key requirement?


I’m pleased to say his redo was excellent, showing off his charisma while delivering the same message.


Who can you rely on to be this CEO for you in your career?


Why you should start now, even if you don’t see any benefit for months.


Starting cold on LinkedIn can take time to get traction.


When your first post bombs you might never think to do a second.


Going in with the expectation of little impact for the first three to six months is healthy in making a sustainable habit.


If you’re out of work though, three to six months may seem too far off to be worthwhile when there are many activities that offer a quick turnaround, such as applying for jobs.


I’ve spoken to many job seekers who’ve been out of work for more than six months and had decided not to write content at the outset of their search.


If they had, they might now be seeing the benefit of their work.



By Greg Wyatt August 18, 2026
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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.