The path to recognition, better job opportunities, and a higher salary is no longer just about delivering results behind the scenes. It’s also about showing up on social media like LinkedIn – making yourself visible externally and standing for something that creates value for your organization. Here are six things to consider when building your personal brand online.
Personal branding for leaders isn’t what it used to be
Today, leaders in both the public and private sectors are increasingly working to make themselves visible – distinguishing themselves from the crowd to strengthen their reputation and professional recognition. And LinkedIn has revolutionized how that branding happens.
Rethink what it means to lead
The most skilled leaders know how to use LinkedIn not just as a communication tool, but as a leadership tool—and a branding platform. Through their personal communication, they give their organization an invaluable extra communication channel. Many of them land new executive roles because they know how to profile themselves and their workplace on platforms like LinkedIn and X (formerly Twitter).
But this is also where it gets difficult. Personal branding means actively choosing how you want to be perceived by employees, citizens, partners—and even your own boss. Doesn’t it come off as self-promotional or boastful when leaders talk about their own successes, whether in newspapers or on LinkedIn?
The short answer is yes. Personal branding is about visibility and profiling—maybe even a bit of “shameless self-promotion.” But for most senior leaders, it’s also a necessary part of leadership today—and it ultimately benefits the organization you represent. That’s why skeptical organizations that aren’t used to their leaders being more visible need to realize that building a leader’s external profile supports the organization’s overall reputation.
But here’s the catch: the kind of branding that actually works—meaning it has a positive impact on how you’re perceived as a leader—isn’t about polish or perfection. It’s about daring to communicate in a way that’s personal and open: about the light, the serious, and the human sides of leadership. That’s what builds credibility and trust in you—and in your organization.
Six things to consider when building your brand on LinkedIn:
1. Do you have the right room to maneuver?
Especially in public institutions, you’ll need alignment with your manager—or even political leadership—about what and how you communicate. If you want to be more visible, your first step is making sure everyone’s on the same page.
2. How do you want the outside world to see you?
As a leader, you probably already think about how your employees or superiors perceive you. But if you’re on a platform like LinkedIn, you should also think strategically about how you want external stakeholders, citizens, and partners to experience you. Not because you need to pretend to be someone else—but because you can help them understand you in the way you want to be understood professionally.
3. What’s the balance between you and your organization?
As a leader, you can’t afford to overshadow your workplace—your branding shouldn’t come at the expense of your team or organization. But especially if you’re the top leader, it’s also your duty to support the organization’s communication by stepping forward. Personal communication on LinkedIn often has more reach and impact than messages from corporate channels.
4. What topics do you want to be known for?
Ultimately, personal branding is about content. What do you care about—and what do you want to share with the world? The best approach is to stick to a few key topics that are meaningful to you and relevant to your organization. Choose subjects that help position you and your organization clearly—and ideally offer value beyond your own workplace. Even when the topic isn’t all sunshine and success, honesty often resonates more than perfection.
5. How personal do you want to be?
The best leaders on LinkedIn are just personal enough that those who know them feel like they’re chatting with them over lunch. Personal branding works best when your tone is authentic, grounded in your experience, and expressed in your own voice. But personal doesn’t mean private. You need to decide how far you’re comfortable going when it comes to your private life and interests outside of work.
6. Is your profile professional?
To have impact, your presence needs to be polished. That includes having the right profile picture, a strong header image, relevant contact info, and a bio that clearly communicates who you are and what you stand for. Learn how the platform works—LinkedIn, X, or wherever you’re active. Technical basics matter too.
Are you engaging with the right people?
Personal branding is about putting yourself out there. But it’s also about listening. When you engage in conversation, respond to comments, and use your network to build relationships, you increase your professional visibility—and that reflects well on your organization too.
It takes time
Like all branding, personal branding as a leader doesn’t deliver overnight results. It takes commitment, consistency, and clear goals. But for the brave, focused, and persistent, it often pays off—in the form of stronger reputation, more leadership space, and better opportunities in the job market.
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Originally published on Lederweb.
