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Developing a personal brand isn’t just a priority for celebrities and influencers anymore. More than 90% of professionals surveyed said that developing a personal brand would have a significant impact on a manager’s success and make them more competitive in the job market, according to a 2022 study by the International Strategic Management Association.
The study identified Instagram, LinkedIn, Youtube and X (formerly Twitter) among the most important platforms for managers. While TikTok and even mainstream media exposure are more relevant than ever in the post-pandemic job market.
Forbes leadership strategy contributor Kate Vitasek, a professor at the University of Tennessee, writes that “building a strong personal brand can open new opportunities for growth — whether that be for your own status in the industry you work or for the growth of your firm.”
When it comes to monetizing your personal brand, experts suggest playing the long game. It may take years before you reap the financial rewards, which often come in unexpected forms, like inbound consulting gigs and university teaching opportunities.
Here are some tips for developing a personal brand while growing your career as a leader in your industry.
Grow Your Social Network On TikTok Or LinkedIn
How you choose to invest your time online depends on your goals. A Pew Research Center report last month found that 46% of TikTok accounts followed by U.S. adults qualify as mid-tier creators with 5,000 to 1 million followers each. And 38% of TikTok accounts followed by U.S. adults (including users older than 50) have fewer than 5,000 followers each. In short, you don’t need millions of followers to benefit from social media networking. A few thousand followers may be a sufficient and realistic goal.
Once you have an audience, you can start monetizing. Forbes creator economy contributor Emma Cortes Ellendt writes that offering downloadable e-books, accessible worksheets and coaching services are great ways for experts to earn extra money. The Amazon Influencer program is a relatively accessible way to get started with brand deals, Cortes Ellendt says.
You can charge for subscriptions to your content via Substack or Patreon, but you probably will make more from inbound sponsorships and consulting deals. Some industry leaders with full-time jobs prefer to start by creating content as a branding strategy rather than a primary source of revenue.
If you’re looking to switch jobs or gain corporate consulting clients, rather than sell products, then LinkedIn might be a better platform for you to invest your time.
“LinkedIn remains the go-to platform for recruiters, hiring managers, and professionals looking for potential candidates,” writes Forbes career contributor Joseph Liu. He advises LinkedIn users to have a professional color photo as their profile image.
Secure Speaking Gigs And Media Coverage
If your goal is to earn more money while staying in your current role, focus on slowly building your audience; securing speaking engagements and media mentions might complement your career growth plan.
In-person networking is still one of the best ways to land speaking gigs and media coverage. However, in a post-pandemic economy, there are more remote ways to quickly build your brand. AI tools like ChatGPT and Claude can help you identify conferences that might be looking for speakers and more easily let you customize your pitches to suit each opportunity.
Forbes contributor Alisa Cohn, a veteran TechStars mentor, says to use the prompt: “Based on my bio and LinkedIn profile and the goals of this conference, write an email positioning me as a perfect fit to speak at this conference.” ChatGPT can also help you create lists of conferences within a commutable radius.
Be sure to follow up promptly after conferences to make the most of networking opportunities. “Record what you learned that surprised you and act on any ideas you learned or connections you made,” writes Forbes leadership strategy contributor Jeanne Stafford. “Do so within the first 48 hours after the event if possible. Follow up with people who made an impact on you and tell them as much.”
For paid speaking opportunities, it may be best to showcase your presentation skills. Forbes leadership strategy contributor Cynthia Pong suggests that industry leaders create a speaker page on their websites, “with video clips showcasing your speaking style and presence.” Include the links when you reach out to three or four relevant conferences with a short list of possible topics or unique, signature talks that you would like to give.
In terms of media coverage, Vitasek writes that trade publications may be more approachable than editors at mainstream outlets like The New York Times or Wall Street Journal. Reach out to journalists at trade or niche publications that have podcasts as a way to get a foot in the door and start a direct relationship.
“Many trade associations and publishers host podcasts that tap into business professionals who are willing to share their expertise,” Vitasek writes. “One way to gain visibility for your personal brand is by being quoted in the press as an expert.”
You don’t need to hire a public relations firm to make this part of your career growth strategy. Creating a simple spreadsheet where you keep tabs on publications and journalists that cover your particular industry, including columns for their contact information, can help keep track of what they’re looking for and who you’ve already reached out to. Lots of journalists include their email and speciality in their social media profiles. While it’s uncommon for news organizations to pay for interviews, media coverage can help more people learn about your work or how to buy your digital products.
Setting aside a few hours a month to grow your personal brand can have a positive ripple effect for years to come. As Forbes contributor Benjamin Laker, a professor at the University of Reading, puts it: “Your personal brand is one of your most valuable assets in the workplace. It’s what makes you stand out, opens doors, and propels your career forward.”