3 Personal Branding Mistakes Job Seekers Should Avoid

The best brands connect with you in meaningful ways. This is a given for large companies, where branding and marketing function as entire industries. But it’s just as true when you’re highlighting your personal brand and communicating the values ​​that drive you.

Done right, branding will use your authenticity and trustworthiness to set you apart from the many others doing the same type of work as you. (Pay special attention to the fact that 88% of consumers value authenticity when it comes to brand endorsements.) Done wrong, personal branding will drain you of the pressure to impersonate someone you’re not and leave people taking solutions disappointed that you didn’t live up to your own hype.

The good news is that building an honest, consistent image around your talents can garner positive attention in any environment—especially when it comes to job interviews. Anyone looking for a job can tell you that standing out from the crowd is critical to getting hired. When you’re competing against other similarly qualified job seekers, a unique, authentic personal brand will naturally set you apart and help you connect with your interviewers.

Every organization is looking to hire the best candidate for the job. A strong personal brand can make you that candidate.

Common Personal Branding Mistakes to Avoid

A successful job interview usually comes down to preparation, from looking professional to asking the right questions. But preparing talking points for your personal brand should be woven into it. Understanding your values ​​and how they align with the company, for example, gives the interviewer a clear picture of you. Showing these values ​​also shows how you can fit into the company culture or contribute to projects.

To showcase your brand during your job search, avoid these mistakes at all costs:

1. Letting go of what got you to where you are now.

One of the most important elements of a compelling personal brand is consistency. Consistent messaging over time builds trust. As Caroline Jerome, Partner and Chief Creative Officer at TBGA notes, Marvel has successfully relied on a long history of consistent storytelling to build a loyal, ever-growing fanbase: “Brands that excel offline and online have design as a bridge between those things said Jerome. “It’s really important to keep in mind that Marvel came from a visual form of storytelling, and that’s what’s still being used. That’s what resonates with people. That’s what builds brand trust.”

The consistent brand image is clearly working. But when job candidates rebrand themselves every time they change companies, careers or industries, unpredictability becomes one of their brand traits. Instead of avoiding your past experiences in an interview, present them as part of your brand story, highlighting the deep-rooted mindset you bring to any work environment. Don’t distance yourself from the early development of your skills and abilities. For example, if you’ve been a graphic designer for years, showcase your visual abilities while applying for IT jobs. Your experience is an asset, not something to throw away, and your personal brand includes the traits that have helped you make the most of that experience over the years.

2. Don’t consider your social media audience before you post.

It’s never been easier to share your personal brand with the world. Social media can be an incredibly valuable tool for communicating issues that matter to you—which could include your opinions, professional insights, recent work experience, new skill sets, or passions dear to your heart. This kind of transparent messaging goes a long way in building personal connections between you and your audience. As you introduce yourself, it’s a good idea to build a healthy social media presence around your brand – and remember that LinkedIn is the most powerful social media platform for personal branding.

First, you should always be attuned to whether your posts are in line with your branding strategy. If you’re branding yourself as a cutting-edge, independent writer, it probably doesn’t make sense to throw out commercial projects. If you’re aiming for a job at Chevy, it obviously won’t help to publicly applaud Ford, but it also won’t help to ignore the overlap between your traits and the branding philosophy at Chevy.

Also, there’s a fine line between over-promoting any achievement and under-promoting to the point of dropping out of social media altogether. Both can alienate your audience. The solution is to share the stage. Publicly praise team members who do their best. Exude authentic gratitude.

Most of all, you always want to remember that potential employers are Googling you. Make sure they don’t come across (or search for) old, immature posts on your social media accounts that detract from your brand’s luster.

Social media is a powerful branding tool when used in the right way. The key is to remember that all of your posts can become part of your professional messaging, even if you think your accounts are just for the “non-work” part of your life.

3. Working with mentors who don’t share your values.

Aligning with a helpful mentor can be a huge boost. Studies show that mentoring is directly related to career longevity and other markers of career success, such as promotions and raises. When it comes to building a cohesive personal brand, an experienced mentor can help you align your messaging and more. The benefit of experience simply cannot be overstated.

But it’s important to make sure there’s a strong brand connection between you and your mentor. Just because a mentor offers to take you under their wing, you don’t have to say yes. In fact, there is a risk of getting attached too soon to those that are not suitable. For example, a mentor who doesn’t take their own advice is a red flag. Ivan Misner, creator of global business networking site BNI, explains, “It’s like saying, ‘Here, take my advice; I do not use it. You have to find someone who talks.”

The other thing to consider is who is in their network. Are they related to the type of decision makers you admire? They may have the power to open doors, but do those doors lead to a place where you will truly thrive? Effective personal branding is not about becoming famous. It’s about becoming selectively famous within a well-defined circle of people who can offer value to each other.

Ultimately, maintaining your strong, authentic and differentiated personal brand will give you the competitive edge you need to stand out in any job search.

William Arruda is the keynote speaker, co-founder of CareerBlast.TV and creator of 360 Scope a personal brand survey that lets you get real insight into your professional reputation from those who know you.