Whatever your professional position, you have no doubt taken care to optimise your LinkedIn profile according to your career path and your objectives. You may even be active on Instagram, X, or other networks. But have you realised the importance of personal branding? In a complex and constantly changing professional environment, you'll be surprised by the effectiveness of this method. Our digital marketing expert Brigitte Neveu-Dérotrie takes stock.
Personal branding is a method inspired by marketing design techniques. It can help you to :
- create a distinctive identity to stand out and make a difference in your sector;
- put in place a communication strategy aligned with your core values and motivations ;
- Gain recognition in your field of activity, on the projects you are developing and on the communication channels favoured by your target audiences;
- Attract new opportunities and save time by focusing on your priority objectives.
Personal branding: inspirational figures
We all have in mind personalities, business leaders and influencers whose positions we follow with interest. They have seized on a theme, asserted their values, to boost their profile and that of their company. This reputation is not the result of chance, but of a well thought-out strategy to make their image coherent, specific and differentiating.
A few examples
Frédéric Mazzellafounder of BlaBlaCar, embodies entrepreneurship in the collaborative economy and sustainable innovation. Very present on social networks and in the media, he continues to promote his company with an image of an innovative and visionary leader.
Isabelle Kocher de LeyritzHer personal brand remains that of an innovative leader committed to sustainable development. Her personal brand remains that of an innovative leader committed to sustainable development.
Justine Hutteau is the co-founder of Respire, a natural and sustainable hygiene products company. She has taken full advantage of her image as a young sportswoman and her strong bond with her community to promote the launch of her brand. Her initial Ulule campaign is a textbook example of effective, well-mastered personal storytelling, just as entrepreneurs such as the founders of Michel & Augustin have done in the past.
Inès LeonarduzziThe President of Digital for the Planet has made a name for herself as an expert in sustainable development and responsible digital technologies. She has established herself as a benchmark in the field of eco-responsible tech.
These leaders share a common strategy: well-constructed, consistent communication. A shared vision and solid values to enhance their influence, strengthen their reputation and increase the value of their company. They are a source of inspiration for any professional wishing to use personal branding to make themselves visible and attractive, both within their company and externally.
Managing your online presence in a complex and competitive environment
Lack of availability on a day-to-day basis, doubts about the value of social networks or your own legitimacy: perhaps you have understandable questions about how to deploy your personal brand?
Take the time to think in depth about your strategy and action plan, taking objective account of your assets, your current network, whether physical or online, and your motivations.
It's not just a matter of regularly publishing content on networks such as LinkedIn, but of building an online presence that reflects your expertise, your vision and your commitments, and putting them to work for your company and/or your career. This means building an image that sets you apart, sharing value and engaging in conversations that reinforce your credibility in your field.
Build your personal brand in 4 steps
1. Perform a 360° self-diagnosis
Take stock of your current image. Google yourself, the results may surprise you... Assess your skills and achievements, but also your aspirations. Think about your core values and how you embody them professionally. Analyse your career path, take stock of your technical and personal skills, and ask your network for feedback. Also analyse the opportunities, trends and prospects in your sector and your objectives.
2. Define your unique DNA
Your professional DNA is what sets you apart. It could be an innovative vision of your business, niche expertise, mastery of very specific software or perfect knowledge of a sector. Clarify your vision, your professional mission and what gets you up in the morning. How is your profile unique and can it stand out from the crowd?
3. Building your e-reputation
On LinkedIn and, if applicable, on other major networks in your sector, make sure that your profile is complete, but also that it reflects your expertise and your successes. If necessary, carry out a semantic analysis to identify the key themes of the moment.
For example, when you search for your job title in the LinkedIn search engine, which profiles come up best? Have you included the possible variants in your title: director and/or manager, CFO and/or administrative and financial director? If you're an architect or a lawyer, which business or sector expertise will help your profile stand out? You can also look at the themes of conferences in your sector and the topics of conversation in your peer groups. Are there any predominant or recurring topics? Your profile is not "set in stone"; you can develop it further. Contribute to exchanges within your network and share your expertise. Finally, publish regularly. Set yourself targets that you can stick to, with an original and diversified content strategy.
4. Drawing up an action plan
Consistency is the key to a successful personal branding strategy. Establish a publication calendar, determine the subjects and formats that engage your audience most (articles, videos, infographics, etc.) and that you can produce most easily.
You can prepare this calendar using Excel, Google calendar or a template provided by Trello, for example. In this way, can you anticipate important upcoming dates for your company or profession, such as trade fairs that you can publicise "before/during/after"? Does it help you plan articles with your expert point of view?
Setting up a monitoring system can also help you to identify "trendy" subjects on which to communicate. If possible, plan to ask a few of your colleagues to react quickly to your publications in order to raise their profile. You will, of course, be doing them the same service in return.
Number of views, comments, likes: track the impact of your actions through analysis of LinkedIn data to adjust your strategy if necessary.
In conclusion, what personal branding strategies inspire you? In a fast-paced, complex and competitive environment, a visibility strategy needs to be built with perseverance and regularity. Think about your "DNA", the essential values that guide you, your vision and the specific features of your career and expertise. What messages do you want to put across? What topics are your audience currently interested in? Which ones do you want to be visible on and are you most inspired by? What is your next action plan to make yourself more visible? Finally, don't forget to build your community, by commenting on and supporting the visibility of your peers on social networks.
