Having a positive personal brand has always been a good idea and is a way to get ahead in a competitive job market. The fact that profiles are now visible across so many channels, however, means consistency has become crucial for anyone serious about their career in 2013 and beyond.

Personal brands are no longer one-dimensional. It’s not just about your CV or how you present yourself to a potential employer. Your personal brand
spans your presence on social media, your relationships with past employers, your work and personal networks, and how you have worked with recruiters.

Your personal brand is your reputation – what you are known for – and harnessing this will help you demonstrate what you have to offer an employer long before you meet a recruitment consultant or potential new boss in person.

Businesses want to make sure that prospective employees don’t just have the right competencies required for a position, but are also a good cultural fit.
Social media makes it easy for employers and potential managers to check you out online, so it is imperative that you take control and actively create and manage your personal brand online and offline to promote yourself and your values.

Employers will be even more discerning this year, and articulating your personal brand will help demonstrate the value you would bring to an organisation if you are hired.

In our next article, I will detail exactly what steps you can take to ensure you have developed your winning personal brand.

Marc Burrage, regional director, Hays in Hong Kong