What If You Don’t Build Your Personal Brand?

Times are tough. If you take a look at the numbers: hiring is down, salaries are down, opportunities are not as plentiful as they used to be and competition for top jobs is increasing. If this scenario doesn’t concern you, check out this article from The New York Times: Many With College Degree Find the Job Market Humbling.

I don’t bring up all this doom and gloom to paint a sobering picture of your future – but because the ‘liquidity’ in the job market is drying up. The opportunities that do exist will go to the people who are connected and have put the time into building their brand and networking effectively.

Would your brand make someone want to call you in for an interview? If you can’t honestly answer “yes” to this question – then it’s time to get to work. Make sure your online brand portrays who you are and why you would be a good fit for any job you would consider applying for.

It will take some time, and you will need to ask yourself some tough questions, but building your brand will be worth it if you invest the proper amount of time. I can almost promise you that. The cost of ignoring your brand (while others build theirs) will become increasingly detrimental.

What happens if you don’t build your personal brand? You won’t want to find out.


Jonathan has broad ranging experience and currently works in eMarketing at Thomson Reuters in the Twin Cities area.  He is a recent graduate of Oklahoma State University where he majored in Marketing.  Prior to returning to Thomson Reuters, where he had an internship during college, he worked for Expedia in an account management role for their North American lodging business. Jonathan is an avid enthusiast of all things marketing, economics, and travel. And, he is a veteran of the United States Marine Corps.  Connect with Jonathan on Twitter (@jonathanpetrino), LinkedIn, and his website.

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2 Responses to “What If You Don’t Build Your Personal Brand?”

  1. avatar Lew Sauder says:

    Excellent points. If you aren’t branded, you are generic. Organizations that hire generic workers probably hire them for just as unexciting jobs. Being branded on the other hand will have hiring organizations looking for you as much as you are looking for them.
    To brand yourself effectively, show your expertise by writing a blog (you can get up and running on within minutes). Submit articles to online ezines. You could even write a book. Getting a blog, article or book published is easier than it has ever been. Developing a presence on LinkedIn and obtaining quality contacts increases your chances even more.
    Lew Sauder, Author, Consulting 101: 101 Tips For Success in Consulting (

  2. Lew – you are so right. Building a brand creates demand and earns you more fulfilling work.

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