Personal Branding, pt 3

Greg Wyatt • May 14, 2024

This is the final part of this mini-series.

If you want to write content that gets you closer to a job it has to support, contribute to and start conversations with the right people.

With that in mind, I’ve had a change of heart in this post.

I was going to share some content writers who I think nail personal branding; however, the problem is that all it does is reflect my own interests.

There is no one right way to write content on LinkedIn, and we all have different strengths and weaknesses, personalities and goals.

Some authors focus solely on thought leadership, some on selling, some on humour, some combining them in a variety of ways.

You can try and copy others, but isn’t it better to help you find your own rhythm, that works for you?

Today’s article is about these points:

  1. finding content writers who may inspire you, and using that as a catalyst for your own words

  2. the vulnerability of writing

  3. how and why to write a flair post that promotes you

  4. fine-tuning to form a habit

  5. what else?

If you are new to this newsletter, don’t forget to check out the archive, and Part 1& Part 2 of this mini-series.


  1. finding content writers who may inspire you, and using that as a catalyst for your own words

There are broadly two ways to find writers that can seed your ideas for content.

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 are the key criteria 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 personally, 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.

Replying to other people’s posts is a great way to find your voice, particularly if they reply to your comment.

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

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

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

Great 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 a great 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 authors’ profile - connect and follow their content, if you like what you see

  • 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 continuing the conversation

  • Take note of the most interesting conversations, and at the end of the week pick at least one to try and write your own posts

  • You don’t need to publish them if you aren’t comfortable - save for later if not

Personally, I’d avoid the viral content that combines relevance + relatability + entitlement + readability. These writers mainly aren’t interested in your engagement specifically, just the numbers.

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


  1. 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 comms.

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, and I can tell you that clicking “send” is always a high point of anxiety for me in sending these newsletters.

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

Tumbleweed ?

If no one reads it, you can always try that post again later.

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’s 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 too.

Marriage requests?

Unfortunately, dubious and toxic behaviour isn’t uncommon. I’m fortunate I’ve only come across a handful of loons in my time on LinkedIn, but you may well come across them.

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, while you open yourself up to the opportunity of new relevant people starting conversations with you:

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


  1. how and why to write a flair post that promotes you


If you only ever write one LinkedIn post, it can be the one that announces your availability to the world.

I’ve no doubt you’ve read the many posts highlighting that someone’s position has been made redundant / laid off, and that they are excited for the next challenge. Perhaps they are even grateful for the time they had with their now former employer.

These often get a ton of engagement, primarily from fellow job seekers, recruiters and friendly strangers.

If their real-life network sees this, they may not even be aware that person was soon to be available. In a lucky coincidence, they may even have a vacancy or know someone recruiting for a suitable role.

But when you read these posts yourself, what can you tell about that person’s credibility from what they’ve written, if all you have is the evidence of their words?


Writing a post that announces your availability is a good idea.

Writing something similar that highlights what you are looking for, your key strengths and how you can help - that’s a post you can take forward.

Because as well as announcing your availability, you’ll show people you don’t know what you are suited for, helping them potentially help you.

While people who check out your profile first, say if you’ve sent an application, may read that post in support of the other information they have. And you can share it in DMs with your real-life network when you catch up with them.


I’d write this post in the classic advertising framework - AIDA: attention interest desire action. It’s the basis of many adverts that influence you to buy.

Attention.

This is your elevator pitch to set the scene. It can be clever or to the point.

“Following the layoffs at ABC Corp I’m now available for my next HR Director challenge, where I can set the people strategy and help scale your business by hiring great people who will improve your bottom line”

Interest.

Highlight your key qualities, which make you stand out.

“I’m MBA and CIPD qualified, with experience growing venture backed Biotech companies as they commercialise, through workforce planning and fostering a great culture”.

Desire.

Turn the screw on what makes you great.

“At ABC corp, I was instrumental in growing their team from 50 people at R&D stage to 350 with a turnover of £110m, leading to the sale of the business to Evil Overlord ltd, who promptly scrapped my job”

Action.

Make it easy for them to contact you (although don’t include email addresses or websites in the post, which LinkedIn will penalise).

“Please get in touch if you know of a suitable role or agency. I’d be grateful if you could like, comment and share for your network”

In your own words, of course.


I helped one of my connections with her first flair post.

As someone who had low engagement (less than ten reactions and few comments per post), this form of flair post led to:

Impressions: 12128
Reactions: 106
Comments 39
Reposts: 13
Additional profile views since posting: 188
Additional connection requests since posting: 50

Within a week of posting.


You may think of this as a salesy approach (there’s nothing wrong with selling btw, it’s a noble art), but I look at it as raising awareness with your network, to help them help you. Few decent people will judge you for asking for help.


  1. fine-tuning to form a habit


It’s a good idea to set a sustainable plan for content writing, which you can adjust on the fly.

Maybe it will look something like this:

  • Comment on 5 posts a day

  • Send 5 connection requests a day

  • DM 5 existing connections a day

  • Write 5 posts a month

Gamifying helps.

Expectation setting is a good idea too. I see many great writers get zero engagement and it takes time to build - LinkedIn is a hungry beast and penalises time away, especially early on.

But even if you have a long-term plan, posts that fly, such as a timely flair post (make sure to DM me if you write one), can galvanise you to write more.

While, there will be times you don’t have the motivation to write, in which case you can re-purpose your previous content.

If someone didn’t see your flair post, for example, the first time around, you’re helping them by re-posting. While those who have seen it will only be reminded of your availability.

Besides, few people remember or notice repeated content online. While, when you watch TV adverts, you’ll always enjoy seeing a good one again.


  1. what else?


Writing content is, for me, a low-friction way of promoting yourself. From relationships I’ve started through content, I’ve been invited on podcasts, LinkedIn lives, and other marketing activities.

It’s led to many real-life conversations where I’ve been able to help employers and job seekers, including paid recruitment.

However, it is easy to get swept up in LinkedInnitis, where you do it for its own sake.

If you find you’re on LinkedIn because of how it makes you feel, it’s worth taking a step back and revisiting what you want to achieve.

LinkedIn is a business and wants to trap you into its platform - check out the Social Dilemma on Netflix for why and how this happens.

But if you keep intentional, it’s a wonderful marketing platform, research tool, and community. And something you can take advantage of.


That’s the end of this mini-series. Feel free to get in touch if you have any questions, or need some help writing content.

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.