Online reputation and personal branding

“Personal branding” is a process whereby someone defines their unique strengthens (knowledge, skills, style, character, ability, etc), creating their own personal brand which they then communicate in the way deemed most effective.

You’ll find some useful advice below on how to best manage your “online image”

To start, try typing your name and surname into Google and see what it comes up with. Ask yourself whether the search results are really what you want to show to potential HR teams. If you are embarrassed about certain content then remove it or make it private.

Which platforms can you use to improve your personal image?

Generally speaking, it’s best to choose professional social networks, such as LinkedIn or Twitter and blogs.

While Facebook, Instagram, Pinterest, Snapchat and other social networks are used for more personal aspects.

Where you can build your reputation

  • LinkedIn 
  • Twitter
  • Blog articles

Start gradually: focus on one social network before thinking about using more than one. Don’t forget to be original to make yourself stand out.

Standardise your online profile:
use the same description (bio) and the same photo (which should be professional) on LinkedIn and Twitter.

Complete your profile with the right keywords:
recruiters might use keywords to search for candidates; it is therefore important to choose the keywords that identify your profession.

Be proactive: increase your online influence by contacting people directly. For example, use LinkedIn or Twitter search engines to identify and discuss subjects on your professional area.

Look after your personal “brand” in real life: your professional life continues in your real life. So, take part in conferences or other professional events to meet up with people who you perhaps met online.


One of the key factors for your digital reputation lies in building an engaging profile on a professional social network such as LinkedIn.

Your profile is not only your professional identity card, it is much more than that: being on LinkedIn will also help you get in contact with professionals and showcase your expertise.

Your profile should:

  • have a professional photo;
  • be as complete as possible, without copying and pasting your CV; for example: to highlight your work, show any results achieved (use the Project section on LinkedIn) and add links to posts or videos   
  • promote your profile by asking for references from your contacts.

Once your profile is completed, expand your network:

  • find people in your field to discuss work-related issues;
  • take part in expert groups in your field; sharing articles you find on the web will raise your profile.


Many companies have a strong presence on Twitter, so it could be a highly useful platform for getting news on your professional field.

How to be effective on Twitter

Let’s begin with your profile bio: go for a short bio to present yourself in a concise manner. Begin with an introduction to yourself without being too formal, specifying whether it’s your own personal account or whether you tweet for your company.

Username: go for your real identity. It’s difficult to improve your image while using a pseudonym.

Profile photo: go for a professional photo. You can also add a dash of originality, but be careful not to be too eccentric.

Your tweets: photos are very important because they capture the attention of Internet users. You can upload between one and four photos. 140 characters is not a lot, but you can share links or convey your idea through an image. Remember to add one or two hashtags and to mention other accounts. 

Blog articles

There is nothing better than a blog article to demonstrate your point of view on a specific subject connected to your professional field. If you don’t have a personal blog or can’t write on someone else’s blog, you can use LinkedIn Pulse, the LinkedIn blogging platform.

It is important that your articles offer points of view and current developing trends in your field or share your impressions on new business tools.

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