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How To Create A Personal Brand Online To Find Jobs

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Leigh Gillatt  •  Careers Advice

How To Create A Personal Brand Online To Find Jobs


Research conducted by the Aberdeen Group showed that in recent years 73% of 18-34 year olds found their last job through a social network.

As we approach 2021 and beyond, its predicted that 50% of the workforce will now be millennials (Gen Y) i.e. 50% of the workforce will be using social media as a key part of their job search.

Millennials have grown up using the internet and they spend a lot of their waking hours plugged into one or more social media platform (an average of 9.5 per day), so it makes perfect sense that they are turning to social media networks as a substantial part of their job search activities.

Employers and recruiters have noticed this shift in job search behaviour and taken full advantage of it, with 59% of recruiters rating candidates sourced from social networks as “highest quality.” (research conducted by Jobvite ).

With these stats in mind, you can see the importance of building a professional personal brand online to set yourself up for career success, but just how do you get it right?

Here at Diverse Employment, we’ve created a guide below to help you create a personal brand online to find jobs in 2021.

Social Media

If you’re on Facebook, Instagram, Twitter, YouTube or LinkedIn, or have a website, blog or photos on the internet, then you have a personal online brand. Your online presence is a key resource for potential employers and recruiters, and it’s a known fact that most do a little research and will look you up online before they meet you.

To predict other people’s first impression of you, search your name. Think about the image you’re portraying and consider whether this depicts you in a positive light. Are there any elements on your social media profiles that you wouldn’t want a current or potential employer to see?

Here are some handy social media do’s and don’ts


  • When making posts to your social media profiles try to stick to one to three areas of interest / expertise. Your social media content should reflect your interests and values in line with your personal brand. E.g., if you think you’re an accountant, it would make sense to share interesting financial and/or budget articles on LinkedIn.
  • Stick with the same name (no nicknames), similar profile pictures and general personality across your social profiles to create a consistent impression.
  • Be proactive in posting things that are in line with your brand to build your profile and credibility. Similarly, joining a relevant group or community will help you make valuable connections and get noticed.
  • Control what other people see by changing your privacy settings; even doing so per post if necessary.


  • Post anything that has the potential to reflect on you in a detrimental way.
  • Share photos of yourself that could have a negative influence or be misconstrued. If potential employers come across those, this may impact upon your professional image. In fact, a recent study found that 35% of potential employers found content that made them reject a candidate.
  • Feel obliged to accept work connections on social media if you’d rather keep your personal life private and of course your friendship professional.


Nothing quite compares to LinkedIn for being able to connect with colleagues, clients and countless potential employers and recruiters. With over 25 million people in the UK have LinkedIn profiles, it’s hands-down the best way to build a network that can help with your career goals.

Once you're armed with your interview winning CV, set yourself a target for how many applications you make per day, and per week. Then stick with it until you've got a few interviews lined up.

With that in mind we can’t stress enough the importance of creating a LinkedIn profile that has the potential to boost your career or business opportunities.

To help you improve your LinkedIn profile for 2021 we have created a complete guide to getting it right, just hit to button below to read more.

On top of that here are some handy do’s and don’ts for your LinkedIn profile that you might want to keep in mind:


  • Keep your profile up-to-date – that means adding any new qualifications, work experiences, employment history etc.
  • Join groups and follow companies that are a good fit with your personal career goal.
  • Try adding a link to your LinkedIn profile as part of your email signature so that employers and recruiters can potentially connect with you.


  • Make connections just for the sake of it. We see this happening all too often, with certain professionals boasting about how many LinkedIn connection they have… “Yes, but how many of them do you know or have conversed with?”.

    The best way to use LinkedIn is by obtaining quality connections and introductions (more on this in another article).
  • Publicise too much personal information, although it can be fine to show some personality, keep the majority of personal information you provide to others in a work-based context.
  • Rely on LinkedIn as your only means of networking or as your sole information resource!
  • Ignore the ‘Summary’ part of your profile, which highlights your strengths in a few punchy sentences.


Although it was initially unexpected a few years ago, Facebook has now started to become a more professional network by allowing users to include details about their work and education.

Due to that fact that anyone with their own Facebook profile and access your publicly available Facebook profile, it’s no surprise that 35% of employers rejected candidates based on what they found. Inappropriate photos or content, posts about regular drinking or drug use, or speaking ill of a current or previous employer, co-worker or client, are just some of the main reasons employers state that they have rejected candidates on.

However, studies have shown that 18% of managers were encouraged to hire a candidate based on what they found on their Facebook profile. The biggest positives including things such as supporting evidence of professional qualifications stated on CV’s, or for example with digital marketing roles, the display of a candidate’s creativity within their profile posts.

With friend requests from colleagues, customers and managers becoming the norm, Facebook is no longer just a way of connecting with friends and family. So how can you brand yourself well on Facebook, just like LinkedIn?

Your Professional Details

With Facebook now allowing you to show your professional information, include you’re the company name of current and previous employers and along with your job titles in a longer, almost job description format.

For example, write ‘managing large-scale highways and civil engineering projects in the Public sector’ over simply describing yourself as a ‘Civil Engineer’. And don’t forget to include your school and university to complete the picture and extend your connections.

Get To Grips With Your Privacy Settings

If you’ve uploaded or posted anything onto your Facebook profile that you don’t wish all the world to see, there are a range of privacy setting to enable you to restrict your photos, videos and posts, to set different access levels for those viewing your content – make sure you get to know how to make full use of these settings so that you can cleverly filter content for different user groups.

Other Ways To Promote Yourself On Facebook

Smart status updates: It can be beneficial to post something thought-provoking and consistent with your personal brand. An example of this might be to include a video or article related to your industry or an inspiring story about someone highly successful such as Amazon CEO, Jeff Bazos .

Like and follow relevant pages: However, it’s also important to keep in mind here that what you like reflects your interests, values and personality, which yes a marketer can use to an advantage when targeting specific demographics, but also an employer may look at (if privacy settings allow) when deciding if you’re a good fit for the job they’re looking to fill.

If you’re looking to change jobs in moving into 2021 and beyond, improving your Personal Brand Online is a key part in the process, using this guide why not start with your social media profiles.

If you’d like further assistance with your job search contact our team, we’ll be happy to help.