Personal Branding, pt 1

Greg Wyatt • April 30, 2024

This is the first in a two or three part series on personal branding.

It’s a viable tactic as part of a multi-channel approach to your job search, and it can bring opportunities to you.

I'll start off by saying I'm not a fan of the term personal branding. I think it can lead to make-work, which can even get in the way of what you should be doing.

However, writing and using content to create experiences that support a job search is a great idea, and, in this way, calling it personal branding - as a discrete activity - isn’t a bad thing.

I expect there are many mediums through which you can build a personal brand, such as this newsletter, but I'll focus on LinkedIn because of how entrenched it is in other job search activities.

Today I'll cover

  1. What a personal brand is

  2. How it sits in your wider job search

  3. How to construct viral content, and why you shouldn't

In the next edition, I'll look at a nuanced approach to branding, and how you can build a content plan that supports getting a job.


  1. What a personal brand is

Influencer marketing has come to the fore over the past few years.

If proof of its legitimacy is needed, you need only look at the celebrities on Strictly Come Dancing With the Stars.

The idea is that by building awareness of your personality, lifestyle and what you're actually promoting, you also build trust. So that when people are ready to buy, they'll buy your products.

But while the brand is personal, the goal is sales. It’s a B2B marketing strategy.

When you see personal branding on LinkedIn, it’s often essentially a mini-business that promotes their services through the account of the author.

“Here’s my puppy, buy my stuff.”

I’ve no doubt you’ve read a lot of advice on how to build a personal brand but take note that the target audience for these advice posts is the business people above. And these posts often seek to part them from their money, with the hope they’ll make money too.

However, the steps that lead to a business personal brand don’t mean they are directly equivalent to a jobseeker personal brand.

Your goals are similar but different. And if there’s a commercial outcome you want, it’s likely a single job, not a throughput of leads.

You’ll also see that spicy content gets huge engagement, but can also repel readers. If you need a job, what’s the danger of writing overly spicy content? Could a reader make a decision against you based on your words?

How much you need any job should inform the experience you want to create for your readers.


  1. How it sits in your wider job search

Or - what’s the point of a personal brand?

For me, writing content is about raising awareness and starting conversations with the right people.

In many ways the hierarchy of relationships your content appeals to is the same as with networking. Have a read through this article for a reminder.

Content can be writing posts or commenting on the posts of others.

And while it has an effect when it sits in your readers’ feeds, it’s also something you can share directly, say as a reason to get back in touch.


I think of LinkedIn posts like a plumber’s van driving around town. Most of the time you’ll disregard the van, unless it cuts you up with noxious fumes. But when you have a leaky pipe, you’ll surely take note of their number.


It can support an application, if a hiring manager decides to surreptitiously stalk your profile.

And it can work against you, if it suggests problem behaviour.


A good balance for content, is the poster in my daughters’ primary school, from a few years back:

THINK.

Is it True? Is it Helpful? Is it Inspiring? Is it Necessary? Is it Kind?

Achieve those five points and content will rarely work against your job search.

Content should also be integrated into your wider activity. Integrated marketing means that everything that is experienced of a marketing campaign carries a complementary and non-contradictory message.

Content that contradicts your CV or Cover Letter, say, may lead to red flags, whether that’s fair or not.

Content should be intentional, like anything you do in a job search.


  1. HOW TO GO viral , and why you shouldn’t

Anyone who writes content will enjoy the sweet, sweet flow of dopamine when you see likes and comments trickle in.

Such as that first flair post announcing you are available to help your next employer, with examples of your achievements and what you are looking for.

Do that and you’ll get loads of engagement. It’s a great idea too. Why haven’t you done it yet? Tag me in and I’ll support you!

Or you can do what most people do and say “I’m sorry to announce I’ve lost my job, please help” and that will get loads too.

Because it is relevant and relatable to fellow jobseekers, recruiters and sympathisers.

But then you feel the soul-crushing defeat of a well-thought-out post, highlighting a problem in your industry, and tumbleweed follows.

Both types of content have an place. That tumbleweed post is also relevant and relatable, just only to a niche audience.


I try to take a land and expand approach to content, balancing jobseeker advice, recruitment advice / stories, occasional ponderings and satire, which I use to tackle topics from different directions.

Over the past three years I’ve had between 3m to 5m views of my posts, and I’ve got a bit of business through them too.

What I don’t do is try to go viral any more.

Because when I have gone viral, with a couple of 1m impression posts, it’s taken weeks to extricate myself from them, and there hasn’t been real benefit.

Here’s one of my viral posts, for reference.

Moreover, I find my tumbleweed posts start better conversations from lurkers - those that never engage publicly.

The next article will be about helping you find the right balance for you, while showcasing your personality.


I promised you I’d show you how to go viral, so here you go. (feel free to send me plentiful validation tokens)

Relevance + relatability + readability + entitlement.

Maybe add a photo too.

If that seems too simple, feel free to cut and paste this as a post and tell me what happens:

An employee asked me if he can WORK from HOME permanently.
Here is what I told him.

"As long the work gets done I don't care whether you work from the South pole or the office. I hired you for a job and I trust you to get it done."

That employee saved 3 hours on commute. Happy employee = greater productivity.

I learned then that if you focus on presence, you get presence. If you focus on results, you get results.

If you can't trust your employees to work flexibly, why hire them in the first place?

Trust is key.

Agree?

“Does it really work?” asked Charles. I told him to try it as an experiment. He rarely got more than a few hundred impressions per post.

170,000 impressions, 2,000 likes. Pretty viral for a first timer.

But it is very much the wrong path, for a simple reason.

The weight and depth of opinion, which I’ll talk about next time. The weight of opinion of 100 job seekers does not compare to the depth of opinion of one relevant hiring manager.

One might lead to another, but not so straightforwardly as through high volume posts.

I talked about this in more depth in an enjoyable LinkedIn Live with Phil Sterne and Suzie Henriques. You can see it here, if you’re interested. Please don’t judge my wave, which was a private joke!


That’s it for today.

Next week I’ll write about

  1. Building your content philosophy and plan

  2. Types of content to try

  3. Weight and depth of opinion

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

Thanks for reading.

Regards,

Greg

By Greg Wyatt • November 12, 2026
While 2027 remains surprisingly far away, with plenty of time to start applications, attend interviews, gain an acceptable job offer and even start work, I'm already thinking about the biannual update to A Career Breakdown Kit. Only, nothing's really changed in terms of what might affect the steps you take, overall, since the last update, so any changes are likely to only be minor. This might surprise you, if you feel that AI has increasingly eaten into how applications are administered and assessed. While the changes that are actually happening make the treatise of this article more important, which is to look at how recruitment actually happens in informing your strategy. Changes that may not be widespread but are emerging - deprioritising advertising roles in favor of sourcing (looking for candidates), because of the volume of applications; adding extra friction into applications, penalising relevant candidates because of AI applications made automatically; even discounting applications wholesale if they come from they are sent by a mass-apply service. I do see people regularly showcasing features of various ATSs over the years that seem to show automated rejections, yet these features rarely worked well, and haven't changed much in two decades. As I mentioned to Martyn, at a recent Recruitment Technology standards launch in the UK, "it doesn't matter how good the technology layer is, if the human layer is the problem". Martyn Redstone is Head of Responsible AI at Warden, and I'm fortunate that he will be joining me and Simon Ward on a LinkedIn Live as we discuss what this topic means for job seekers. I'll update this newsletter with the event when it's live. In the meanwhile, Martyn is well worth following to understand what's actually happening with AI in recruitment. It's still important to acknowledge the poor experiences job seekers have, and to try and shed light on what is happening, in what I call: 6 - De Facto Automated Rejection and You When there’s any discussion over Beat the Bots, job seekers often assume they are unfairly treated, while people from the recruitment profession deny it happens at all - “that’s not how the ATS works”, “we don’t use AI that way”, and so on. The best objection I see to the common recruiter stance is, “What does it matter how we are rejected, if we were never fairly considered?” That question is the heart of this chapter and, to answer it, I need to propose a new term: De facto automated rejection. Definition: where an element of a recruitment process leads to an application being either rejected or not considered, irrespective of capability, contribution, or potential alignment. That may sound an awful lot like Automated Rejection, yet it isn’t the same thing. Examples: No application after number 100 considered Illegal discrimination Legal discrimination - location, salary, industry, qualification, etc - legally permissible decisions driven by assumption Relying on configured ranking within an ATS to prioritise applications Not considering candidates who aren't picked up by a Boolean search (sourcing) Filter questions at advert stage (e.g. do you have a work permit?) Applying after the vacancy is at interview stage And many more All de facto automated rejections have one thing in common, and it isn’t automation - it’s human decision-making, including shortcuts and assumptions. Some of those examples above are cited when talking about auto-rejects. However, these are all consequences of human intervention and the choice not to intervene. There are an increasing number of AI products that automate these steps, with the requirement of human oversight - I've yet to speak to a recruiter that wholly relies on them, and few who don't view every application. This is one reason why ATS Compliance and Beat the Bots are a red herring. The advice fails not because it’s wrong, but because it optimises the wrong layer. The system is only a component in the process, governed by humans. If you misdiagnose de facto automated rejection as a technical problem, you’ll keep trying to outsmart systems instead of changing how you’re seen, found, and prioritised by people. Understanding how recruiters handle their process and giving them what they need in an application has to take priority. While the same steps that “optimise human compliance” are implicitly system-compliant. The challenge is that human compliance relies on what makes us individual: our skill level, our insight, our psychology, our biases, our resources and the time available to us. As well as how you navigate these. Without forgetting that we are people like you, often trying to do too much with too little. It’s no wonder our frustrations mirror yours, with the difference that we earn a salary for our experiences. ATS Compliance feels more comfortable, because it gives a clear direction, even if it’s the wrong one. It is true we use filters and keywords to prioritise how our applications are presented to us. We do the same when we look for candidates, whether on LinkedIn, job boards, our ATS or other means. All this does is present results in a way that allows us to spend more attention on those that meet the criteria we have set. When we review those results, the way that information is presented informs whether we progress them or not. To be human compliant, your application has to be discoverable, then it has to convert interest. Fail on either front and you’ll either be rejected or you won’t hear at all. If humans are the reasons you are rejected for reasons unrelated to capability or contribution... well, I think that’s rather more problematic than technology. Beat the Bots and ATS Compliance aren’t just a red herring - they can actively hold you back. Because they place the wrong priority by presenting a strategy, rather than simple hygiene. Your wider strategy should encompass far more than applications - getting found, starting conversations, doorknocking, networking and all these other opportunities that can get you closer to a job: These are fundamentally covered in a human compliance strategy. I just happened to call it A Career Breakdown Kit instead, with how to do these in Parts 2 and 3. I realise this may create a feeling of overwhelm, when you realise there is much more to a better application than the transactional steps of ATS compliance. Yet these same steps will improve every aspect of your job search and some are straightforward to take - go to www.bwrecruitment.co.uk/resources for the free CV template that is an easy starting point. 
By Greg Wyatt • November 11, 2026
I've written many variations on the article below, over the years, and it seems sensible to revisit given the UK government's announcements around salary transparency. On the whole, I'm for it, with the many advantages it brings. But like a lot of things in recruitment, there is a more involved discussion to be had, especially when this fix treats the symptoms, not the rot. That's not to say the fix isn't worth doing, just that it won't fix many of the problems underlying a lack of transparency. This article is a little dated, in terms of the research shared, but I think the points are as relevant as ever. Originally published May 2023 Salary on the Job Description? Yes, the headline is trolling. The question should be ‘salary on the job advert?’ You wouldn’t confuse a job description with an advert, would you? This is a subject rife with disagreement around ethics and practicality, and worth broaching again considering recent campaigns in the UK to increase salary transparency and ban the ‘what’s your current salary?’ question. Let’s focus on some practicalities first, based on UK research I ran last year for my “Accessing a Candidate Short Market” guide:  Job boards can penalise you for not listing salary. As of December 2021, Totaljobs penalises adverts that don’t list salary, and these aren’t sent out as job alerts to candidates (who may be passive). These adverts are considered sub-standard. Unlisted salaries attract fewer qualified applications. This was estimated to be between 20% and 45% fewer, across the job boards I talked to. LinkedIn reported that not only can you expect more applications, you may also expect better-qualified applications when the salary is advertised. My work supporting senior job seekers confirms this - many would not apply to adverts that had no salary or "competitive salary" because they felt this was a waste of their time. There is less emphasis on salary negotiation from the candidate side, due to transparency in pay. This is a key part of equity, relating to gender, race and intersectional identity. According to Payscale 's research, white men are most likely to negotiate the highest salary. It’s simple – if you advertise vacancies and don’t list salary, you risk receiving fewer, less suitable applications. Then there’s the ethical question, where a common argument is that there is ‘no ethical reason that salaries can’t be listed’. Now, while I’m a proponent for advertising salaries, where possible, I think this ethical argument isn’t the right one - ‘can’t be’ is a strong statement. I think a better question is ‘how does this do harm’ when establishing reasons for not listing salary. This balances pragmatism with the most important aspect of ethics. It can be a complicated question too in scenarios like this: How do you establish salary transparency for job families across multiple regions where the local pay is established by HQ in one country? Currency exchange rates and cost of living mean that a fair salary one day may not be the next, therefore flexibility in not listing salary may be ethically the right thing to do if the intent is right. What about new vacancies that serve to solve a business problem and can be recruited at different levels? What about practical situations like recruiting hard-to-fill vacancies during a wider redundancy programme, whereby listing a salary would create concern in unrelated areas of that unsettled business? It's not always as simple a question as we’d like to think. If you’re facing a complex situation in advertising a role, I recommend describing your stance in the advert itself, if you legitimately can’t state the salary. At the same time, as we’ve seen in the US, legislation to enforce salary transparency creates situations such as Netflix apparently advertising a range of $90-900k. Who does that help? The problem with this kind of legislation is that companies can comply while continuing the behaviour that led to the legislation in the first place. It’s palliative, rather than treating unfairness at its root. We should also consider the unforeseen consequence of salary transparency, such as this research which appears to show a reduced link between performance and pay: Influence of Pay Transparency Helping candidates negotiate better pay or terms is a privilege I enjoy. And there's more to understanding someone's existing remuneration than simply establishing whether they can afford to move. Sometimes these conversations reveal that someone is being underpaid. With evidence of what their experience and contribution might command elsewhere, they can go back to their current employer and make the case for a pay rise. That might mean they decide not to move at all. Which is a perfectly good outcome for them, even if it isn't for the vacancy in the short term. It also opens up the counteroffer conversation early. If their employer could resolve the reason they're considering leaving, I'd rather understand that before they accept an offer elsewhere. There's a benefit for prospective employers too. A new employer may budget £52,000 for a role, believing that to be market rate, based on historic data. But if conversations with suitably experienced candidates reveal that their existing remuneration, expectations and other opportunities consistently indicate otherwise, there's good reason to revise either the budget or the requirements. If that budget does prove unrealistic, and it's the same budget other team members are measured against, it can also create the argument to revisit everyone's salaries - subject to affordability, of course. After all, it's cheaper to retain fairly paid staff with all the knowledge they have than to replace them. Of course, conversations with candidates aren't a substitute for proper salary benchmarking. But they can reveal problems that wouldn't otherwise be apparent. There are also situations where understanding the whole package matters. What if someone currently receives a 16% pension contribution and moves to a role offering a 10% pay rise but only a 5% pension? Car allowances, RSUs, tax-efficient packages? Remuneration is a more involved conversation than simply salary. And none of this means someone's existing salary should determine what they're worth to their next employer. If their previous salary was unfair, using it to determine their next salary risks perpetuating that unfairness. And if an employer routinely offers a 15% increase on previous earnings, the new salary may have little relationship to the contribution that person can make. It makes sense to pay commensurately with contribution and capability, rather than what may be irrelevant history. So I understand the reasons for wanting to ban questions about previous salary. They're often used badly. But I think there's an important distinction between asking to establish someone's worth and asking to understand their circumstances. One can perpetuate unfairness. The other can help identify and correct it. If legislation restricts these conversations, I'll adapt how I offer this support. But I'd hope any restrictions recognise the difference between using salary history to determine an offer and voluntarily discussing remuneration to help someone make better decisions. I hope you’ve found these thoughts helpful to start a broader conversation in your business. My thoughts aren’t set in stone, so please let me know your opinions if you disagree. Thanks for reading. Regards, Greg p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services: Commercial, operational and technical leadership recruitment Manage part or all of your recruitment on an individually designed basis for one client Outplacement support Email me on greg.wyatt@bwrecruitment.co.uk if you'd like to discuss.