{"id":849646,"date":"2023-06-30T15:01:52","date_gmt":"2023-06-30T13:01:52","guid":{"rendered":"https:\/\/talenti.pl\/materialy\/jak-budowac-marke-w-zgodzie-ze-soba-personal-branding-na-linkedin\/"},"modified":"2025-09-16T17:19:54","modified_gmt":"2025-09-16T15:19:54","slug":"jak-budowac-marke-w-zgodzie-ze-soba-personal-branding-na-linkedin","status":"publish","type":"materialy","link":"https:\/\/talenti.pl\/en\/materials\/jak-budowac-marke-w-zgodzie-ze-soba-personal-branding-na-linkedin\/","title":{"rendered":"How do you build a brand consistent with you and your values? Personal branding on LinkedIn"},"content":{"rendered":"\n

Many of us shudder at the phrase: ‘building our own brand’. Maybe we think it’s too difficult a process, or that it’s impossible to stand out? Nothing could be further from the truth. We’ll help you ask yourself a few questions, so that you can take your first steps on LinkedIn or improve your profile, which will give you a competitive edge during recruitment.<\/strong><\/p>\n\n\n\n

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Personal branding. How do you build a personal brand in line with yourself?<\/figcaption><\/figure>\n\n\n\n

The phrase ‘personal branding’ comes up in many articles, podcasts or industry videos. Sometimes it even screams at us in the headlines. What is the hyped ‘personal branding’ really about?<\/p>\n\n\n\n

“Your brand is what people say about you when you leave the room” Jeff Bezos<\/em><\/p>\n\n\n\n

Start with WHY<\/strong><\/h2>\n\n\n\n

Personal branding is the process of creating your own brand. Why do you really need branding on LinkedIn? It’s valuable to realise your purpose, for example job searching, more conscious career building or a desire to stand out from the crowd. By doing so, you can impact what other people say about you. It’s not as difficult as you (may) think.<\/p>\n\n\n\n

Your benefits of personal branding<\/strong><\/strong><\/h2>\n\n\n\n
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  • greater visibility in the job market or in a particular field,<\/li>\n\n\n\n
  • more people will learn what you do,<\/li>\n\n\n\n
  • your credibility and trust towards you increases,<\/li>\n\n\n\n
  • your sense of agency increases and you feel the power of development,<\/li>\n\n\n\n
  • it’s about your career development, better working conditions or finding a job.<\/li>\n<\/ul>\n\n\n\n

    How do you handle personal branding?<\/strong><\/strong><\/h2>\n\n\n\n

    Beginnings are the most difficult. Don’t set unrealistic expectations for yourself. It is difficult to compete straight away with people who have already spent a long time shaping their position.<\/p>\n\n\n\n

    Personal branding is a lifelong process. It can start at any time. It involves thoughtful action and adjustments on social media, as well as beyond them. You can get down to it on LinkedIn (especially if your primary goal is finding a good job, building professional relationships), on other social media and offline (conferences, events, relationships with former and current employers, clients).<\/p>\n\n\n\n

    Personal brand: where to begin?<\/strong><\/h2>\n\n\n\n
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    1. Type your name into Google. Is what you see to your liking?<\/li>\n\n\n\n
    2. Think about what you would like to read about yourself.<\/li>\n\n\n\n
    3. What do you want to share, what side of you do you want to show?<\/li>\n\n\n\n
    4. What will draw the attention of the people you want to speak to?<\/li>\n\n\n\n
    5. Choose the tool that is most convenient for you.<\/li>\n\n\n\n
    6. Take the first step!<\/li>\n<\/ol>\n\n\n\n

      Personal branding on LinkedIn<\/strong><\/h2>\n\n\n\n

      Worldwide, the platform has 850 million users and counting. In Poland, there are 5 million members, half of whom are active.<\/p>\n\n\n\n

      On LinkedIn, you will find professionals, freelancers, business owners, mostlt professionals with office jobs. Note that 87% of recruiters use LinkedIn to check out a candidate. Originally, LinkedIn served mainly recruitment purposes, but now it has many more functions:<\/p>\n\n\n\n

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      • building your own image,<\/li>\n\n\n\n
      • developing a network of professional contacts – up to 100 per week,<\/li>\n\n\n\n
      • attracting business partners and customers,<\/li>\n\n\n\n
      • increasing the company’s brand visibility,<\/li>\n\n\n\n
      • development and sharing knowledge.<\/li>\n<\/ul>\n\n\n\n

        Building a profile on LinkedIn step by step<\/strong><\/h2>\n\n\n\n

        We have subdivided the profile into sections. Look into each one of them with us.<\/p>\n\n\n\n

        Step one<\/strong><\/strong><\/h2>\n\n\n\n

        We start with the target audience profile, as in any form of communication. Who is our target audience<\/strong>, what are their needs, what might they lack? If we determine our target audience’s needs and pains<\/strong> precisely and find a way to address them<\/strong>, our message will carry itself, people will recommend it to each other, etc. The way we communicate – if we know who we are talking to, we also know how to do it. When we write to CEOs or CFOs, we will use appropriate language<\/strong>, different than to festival organisers. This is also where we decide whether we communicate in Polish or English<\/strong>, or perhaps in yet another language.<\/p>\n\n\n\n

        Your profile – what can’t be missing?<\/strong><\/strong><\/h2>\n\n\n\n

        The profile picture is, of course, a must-have.<\/h4>\n\n\n\n

        It should be professional, but friendly – somewhere “between” a FB photo and a passport photo. Since in most interactions our photo will appear as a thumbnail, close-up photos, that is from the shoulders up, work well. There are all sorts of interesting ways to make yourself stand out through your profile photo, for instance, cutting out the background and inserting a strong colour or some sort of distinctive frame.<\/p>\n\n\n\n

        Background photo<\/strong><\/h4>\n\n\n\n

        This space is worth using to adding an interesting photo in line with your personality, rather than one that Linkedin puts up automatically. This is also a place where we can display our branding<\/strong>, if we have any. This is where we encourage people to read on, we show depth.<\/p>\n\n\n\n

        Listing 5 top skills, a photo of an important professional event with the caption “See if I can help your business, too”, or a catchy phrase.<\/p>\n\n\n\n

        Professional headline.<\/strong><\/h4>\n\n\n\n

        It is very important and often the deciding factor in whether a person browsing various profiles will explore ours. It has to be specific, that is express how you can help someone, or what you do best. Until recently, people used to put the job title here, but it doesn’t always say what you actually do. Skills are worth hifhlighting: SEO Copywriting | Public Relations | Client acquisition etc. You can also add icons here.<\/p>\n\n\n\n

        Description “about me”.<\/strong><\/h4>\n\n\n\n

        If you regret that you could not write at length in the headline, here is the space to do so. Here you can tell the tale of your professional history<\/strong>, while still paying attention to the objective of this profile.<\/p>\n\n\n\n

        It’s best not to approach it as a report, so “first I worked here, then there”, but to let others get to know you with this description and stand out. Example: One of our talenties – Patrycja won a competition on our FB group and had the opportunity to consult 1:1 with Paulina Stefaniuk. The woman has many years of experience in education, but wants to become a project manager. She used the “about me” space to show her journey. She uses verbs such as “supervised”, “managed”, “led” and shows how these experiences in school help her in project work. If you are rebranding – tell us why<\/strong> \/ Looking for a job – tell us what kind of job and why.<\/p>\n\n\n\n

        Experience<\/strong><\/h4>\n\n\n\n

        Let this section be the evidence of what you have written about yourself so far, a confirmation of competence<\/strong>. For example, if the name of your previous company is immediately associated with your coveted industry, include it. If the companies are not as well-known and your experience is better evidenced by your job title – add exactly that.<\/p>\n\n\n\n

        It may be the case that the company you have worked for and the position do not really reflect the nature of your work. Then it is worth writing down your main responsibilities, such as project management. Especially if these are “versatile” skills.<\/p>\n\n\n\n

        Skills and recommendations.<\/strong><\/h4>\n\n\n\n

        It encourages first interactions with our network of contacts.<\/p>\n\n\n\n

        Social proof<\/strong> is a very powerful phenomenon in the field of social psychology. Social proof of legitimacy – meaning if people recommend it, it is probably good. A recruiter or potential client will be looking for confirmation of our skills. Therefore, I strongly encourage you to ask friends, current and former colleagues, or your boss for recommendations and confirmation of your skills.<\/p>\n\n\n\n

        Technical issues: only 3 skills are shown in the profile + you do not have to publish received recommendations if they do not suit you.<\/p>\n\n\n\n

        Summary of activity on LinkedIn<\/strong><\/h2>\n\n\n\n
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        1. We attract with the headline.<\/li>\n\n\n\n
        2. We encourage further reading with the background photo.<\/li>\n\n\n\n
        3. We explain more in the “about me” section.<\/li>\n\n\n\n
        4. We confirm all of that with experience or education.<\/li>\n\n\n\n
        5. With a word of recommendation from others, we prove that we can be trusted.<\/li>\n<\/ol>\n\n\n\n

          In addition, it is worth following others (individuals and companies, subject-matter groups, etc.), searching for jobs and, of course, posting and commenting.<\/p>\n\n\n\n

          Are you ready? Then let’s get down to work!<\/strong><\/strong><\/p>\n\n\n\n

          This article is based on the recording of the webinar “A successful profile on LinkedIn” with Paulina Stefaniuk and Agnieszka Czmyr-Kaczanowska, organised by talenti – see the full video here! (PL)<\/p>\n\n\n\n

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