Why it’s worth building your online profile

Short answer - Google.

Your brand is about much more than your business in isolation. It’s personal. Your people and culture speak volumes about your business – about its values and vision, its purpose, and level of authenticity.


Consider this scenario.

You’re looking for a new job, and the company you want to work for is holding a networking function next month. You plan to attend and network with their people. You know that building relationships is important if you want to stand out from the crowd.

In the lead up, you Google some of the people that you expect to see there. You find their previous work experience and personal interests. You learn a lot on their LinkedIn profiles, including who they’re connected to, and your mutual contacts. You also see a lot of photos - including some Facebook photos and holiday shots – as well as an old blog or two.

You find out that the CEO, Jane, recently finished her latest book. So you download it and start reading, familiarising yourself with her expertise, ambitions, achievements, and values.

You build a holistic picture of each person and the company quickly and easily, thanks to Google.


But here’s what some people forget.

You’ve registered for the event, and Jane is actually aware that you’re on the attendee list. She’s heard of you, and thought you might be a good fit for a senior role she knows will open in her company in the next six months.

Jane Googles you. What does she find?

Do your connections, your experiences, your skills, and interests align with the company?


What is your online personal brand?

In his latest book ‘Uncover the Hidden Job Market’, Richard Triggs, Managing Partner, Arete Executive, says, “You have to become an expert in articulating your key achievements and transferable skills.”

“Very few candidates can do this well, so if you take the time to work this out at the beginning of your job search, you will…have a distinct advantage when you…get out in the job market.”

He uses the expression “you sell the sizzle not the steak.”

The gist is: don’t just tell people what your job is, demonstrate to them why you’re excellent at it. What’s your value proposition, what are your relevant achievements?

Ask yourself this question when you're updating your online presence next - across LinkedIn, Facebook, and other social media platforms you appear on.

Similarly, branding expert Linzi Boyd says your online profile is key when it comes to “pulling the market.”

“A business leader with a profile…opens their inbox to opportunities. People ask to work with them, they’re given speaking engagements, journalists and bloggers invite them to write articles, and influential people look to partner.”

“Suddenly your profile is working for you and you no longer have to push the market.

“Brand is powerful because people are the pull,” she says.

Do you have the pull to influence the people you need, to get the job you want, or to “wow” head-hunters or recruiters?

“You have to become an expert in articulating your key achievements and transferable skills.”
Richard Triggs, Managing Partner, Arete Executive.