How to build a personal brand on LinkedIn

This article is recommended for individuals at any stage of their careers

What is a personal brand?

A personal brand is the combination of skills, experiences, values, and personality traits that define an individual and set them apart from others. It is the way you present yourself to the world, both online and offline, and therefore influences how others perceive you personally and professionally.

Here are some key components of a personal brand...


Your personal brand reflects who you are, what you stand for, and what makes you unique. It encompasses your values, beliefs, and passions.


This includes how you present yourself visually, such as your appearance, clothing, and personal style. It also extends to your online presence, including your social media profiles and website, for instance.


Your personal brand often revolves around your knowledge and expertise in a particular field or industry. It's what you're known for and what people come to you for advice or information about.


A strong personal brand is consistent across all platforms and interactions. This means maintaining a coherent message and image in everything you do, from your LinkedIn profile to your in-person networking.


Your reputation is a crucial part of your personal brand. It's what others say about you when you're not in the room. Building a positive reputation is essential for a strong personal brand.


Understanding your target audience is crucial. Your personal brand should resonate with the people you want to connect with, whether they are potential employers, clients, customers, or colleagues.

Value proposition

Your personal brand should communicate the value you offer to others. What can people expect when they engage with you or your services? How can you make their lives better or solve their problems?


Effective storytelling can be a powerful tool in shaping your personal brand. Sharing your personal and professional journey, successes, failures, and lessons learned can help people connect with you on a deeper level.

A well-crafted personal brand can open doors for career opportunities, help you establish credibility in your industry, and build a strong professional network. It's an ongoing process that evolves as you grow and develop in your personal and professional life.

What is a personal brand?

How to build a personal brand on LinkedIn

How to build a personal brand on LinkedIn

Building a personal brand on LinkedIn can be valuable for career growth, networking, and professional visibility. Here are some steps to help you get started...

Optimise your profile

  • Use a professional, high-quality profile picture that showcases your face clearly with a smiling and approachable expression.
  • Customise your cover photo to reflect your personal brand or professional interests.
  • Craft a headline, using keywords that are relevant to your industry, that describes who you are and what you do. 
  • Write a summary that highlights your skills, experiences, and aspirations. 
  • List your relevant work experiences with descriptions of your roles and achievements using action verbs and quantifying your accomplishments.
  • Incorporate industry-specific keywords in your profile to make it more discoverable by recruiters and peers.
  • Keep track of your LinkedIn analytics to understand which content and strategies are most effective in growing your personal brand.
  • Update your profile with new skills, experiences, and accomplishments to keep it current.

Share high-quality content

  • Share content related to your industry, expertise, and interests such as articles, blog posts, videos, and infographics.
  • Engage with others' posts to foster connections and increase your visibility.
  • Write articles or create videos addressing topics relevant to your field which can position you as an authority in your industry. 
  • Maintain a consistent brand image across your profile, posts, and interactions including your tone, style, and messaging.

Network actively

  • Connect with professionals in your field, colleagues, alumni, and others who align with your interests.
  • Personalise connection requests with a brief message.
  • Engage in conversations within LinkedIn groups and through direct messages.
  • Respond promptly to comments and messages.

Recommendations & endorsements

  • Request recommendations from colleagues, supervisors, and clients to strengthen your credibility.
  • Endorse skills on the profiles of your connections.

Remember that building a personal brand on LinkedIn is a long-term effort. Be patient and persistent, and over time, you'll see your professional network and opportunities grow as a result of your work.

For further guidance on setting up your LinkedIn profile, read our blog post: How to get a job using LinkedIn.

Are you looking for a job?

Are you looking for a job?

Now that you better understand how to build a personal brand on LinkedIn, you should take a moment to check our current vacancies page.

At 11 Recruitment, we have a range of white-collar temp and perm jobs available. We're always on the lookout for top talent to place with our clients, so we encourage you to apply for any positions that are of interest.

If none of our current vacancies are right for you, you should register for job alerts. Then we’ll be able to notify you when we receive a position that matches your profile.

Christian Madsen

What are your thoughts?

I'd love to have a conversation with you about this topic - please leave a comment below if you have any thoughts or opinions 🙂

Christian Madsen

Managing Director of 11 Recruitment

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