Personal Branding, pt 2

Greg Wyatt • May 6, 2024

In the last edition, I introduced how personal branding can support a job search, and why you should avoid the type of content many people aspire to - going viral.

You can read it here.

Today, we’ll get a bit closer to actually publishing content, with the principles that lead towards it:

  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

Next week, I’ll share some posts and content writers that show an effective approach. and which you can emulate.


  1. Building your content philosophy and plan

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

I think you can look at it differently, and still achieve much the same.

Get your core approach right, then you can tweak what you do to find the right gains. Rather than start with chasing engagement.


If writing content is an idea you’ve been toying with, it’s a good idea to think about the outcomes you want to achieve, and then work back to set a plan.

If the only outcome you are interested in is a job, the next question should be, is content the right area to focus on, or are there better activities to support your goal?

Everyone has different skills and outlooks on life. If it simply isn’t in your wheelhouse, there are other activities you can do that may be more effective.


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

As well as paying clients, who’ve benefitted from my service.

And 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.

What I don’t do is talk openly about my personal life, family and 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.

That’s my philosophy to content and the boundaries I set for myself.


What about the plan?


Writing content isn’t just about publishing LinkedIn posts.

Replying to comments. Commenting on other people’s posts. Continuing conversations in DM. These are all required to get content to work for you.

From a marketing perspective, these all have different places in your lead generation funnel:

  • Awareness

  • Interest

  • Consideration

  • Interest

  • 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.

Indeed you should be aware of how people react to your visible words, in a way you might not be aware of (more on this next).

It goes to follow that if you use LinkedIn for Personal Branding - everything you do should be intentional, even throwaway comments.

And of course, this all takes time to do.


I write six or seven posts a week, typically in the evenings.

For me, it’s a form of journalling, and there is a lot of content I’ll either never post or will revisit at a later date. A post normally takes me 10-15 minutes to write, and somewhat longer to edit.

I post mainly in the mornings, where I have a bit of time to respond to comments.

There’s a lot of investigation into optimal times to post, but I think it’s more important that you are available to foster any engagement by replying attentively in the first hour.

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

I find if a post gets 20-30 engagements in 60 minutes, it will typically see 10 times that over its lifetime, which is mainly a week.

I actively reply to comments for around an hour a day, but I use LinkedIn for other parts of my role (research, business development etc), so I’m always online.

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, that will likely 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 time - try for 10-12 weeks and track how things have developed.

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


  1. Types of content to try

Engagement on LinkedIn is built primarily on relevance and relatability.

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.

Who doesn’t like a cute dog?

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


I mix my content up across 5 pillars:

  • Job search advice

  • Recruitment advice

  • Market observations

  • Things that interest me

  • Satire

I find these interest different audiences, and their own networks sometimes come across my posts, starting new conversations and awareness in other areas.


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

A good way to think about what might help you is what you want your ideal readers to experience.

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

Someone who is authentically vulnerable?

Your warts and all personality?

Why you stand out in a sea of competition?

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


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 on films, video games, science, sport

  • Stories from your career, where you can show growth (everyone loves a good ‘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/culture

  • Thoughts on content you find inspiring

  • Memes, humour, satire

Google “content ideas for LinkedIn” (which came up with this article) or ask ChatGPT, Gemini or others.

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

However, many people use AI and get a lot of engagement, so there’s little reason not to experiment.

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


  1. 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 someone he trusts, a CEO, 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.

However, 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.

The lesson I took from this is to establish the weight and depth of opinion, whenever you seek feedback.

While the positive feedback was great for validation, his video actually 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.

Let’s say that the CEO in this story was called Steve.

Who is the Steve in your career?

Whenever you do anything, consider “what would Steve say?”

Whose feedback should carry most weight?


This is one problem with critical posts on LinkedIn.

For example, posts that criticise poor recruitment often get a lot of engagement.

But how does that post support the career goals of the author?

Could it backfire, if someone in a hiring process sees that?


A good analogy here is that LinkedIn is like an open-plan office. You may think you are having a private conversation, but what if the wrong person is listening on the other side of a partition wall?

You may never know the decisions they make, from the words they come across.

Is that fair? Probably not.

Does it happen? I’m afraid so.


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

Starting cold on LinkedIn can take many months to get traction.

That’s not always the case, but 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, especially if you need a job within a couple of months, and there are many activities that offer a quick turnaround, such as applying for jobs.

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

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


While negative visualisation is a helpful way to see why you might start a long-term activity now, here’s another one that relates to the philosophy section at the top.

Personal branding for me isn’t about getting a job - it’s about starting and continuing conversations with the right people.

It can be helpful in work when you aren’t looking for work. For idea sharing, networking, and keeping in touch. Even to promote your business.

And should the worst happen in future, when you find yourself out of work again, you’ll have that continued inertia from consistent posting.

So yes, it might not pay off in the short term, from a cold start, but if this is something you can sustainably do long-term, it can be an investment in your future.

As well as, if you are lucky, something that does pay off in the short term, such as if the right person sees your flair post.


I’ll give you an example of a good flair post, as well as other content and content writers to emulate, in the next post.

Thanks for reading.

Regards,

Greg

p.s. this post is a day early, as I have a challenging work week ahead, so have written all my content early

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.