Personal Branding and Job Applications

Developing a strong personal brand is one of the most powerful investments you can make in your career. It's what makes employers want to work with you, seek out your opinions, and recommend you to others.

What Is a Personal Brand?

Your personal brand is how you present yourself and how others perceive you. It's built on authenticity—being genuinely you, not adopting a false persona. People can't sustain a false image throughout their working life, and authentic personal brands are essential for building meaningful professional relationships.

Discovering Your Brand

"Creativity and curiosity is becoming increasingly valuable and, therefore, understanding how you operate, what your purpose and passions are makes it easier for you to be visible in a world where employers can use the digital global infrastructure to identify talent anywhere in the world." (Royston-Lee, Storey, 2023, ch. 1)

Start by reflecting on these questions:

• How do people perceive you professionally? Are you the organized one, the creative problem-solver, or the passionate advocate?

• What are your genuine strengths and values?

• What causes inspire you?

Your answers reveal the themes that should run through your professional presence. Remember: being curious and committed to self-improvement is itself a hallmark of a strong professional brand.

Application Forms and the STAR Model

When completing applications, understand the difference between the job description (what you'll do) and the person specification (the skills and qualities required). Many employers use applicant tracking systems that scan for keywords, so mirror the language from the person specification in your responses.

The STAR Framework

Use STAR to structure your answers:

• Situation: Set the scene

• Task: Explain what was involved

• Action: Focus on your individual contribution

• Result: What happened as a result of your actions

• Reflection: What did you learn? What would you do differently?

This model works brilliantly for tough questions about mistakes or challenges—it demonstrates a growth mindset and resilience.

Writing Tips

• Use active verbs: "I drove the project forward" not "I was involved in..."

• Embed skills within examples: Don't just list "communication", show where you developed it

• Hit the word count: That's how much detail the employer expects

• Always ask yourself: What is my personal brand? How am I suited to this role? What value do I bring?

The Bottom Line

Your personal brand is an evolving reflection of who you are and what you contribute. By understanding it deeply, presenting it authentically, and demonstrating it consistently through your applications, you'll stand out to employers looking for people like you.

References

Royston-Lee, D. and Storey, S. (2023) Brand You. Third edition. Harlow, England: Pearson Business.