Online Brand

Why Having An Online Brand Matters


If you’re looking to build a career in a specific field you need to use all of your resources to let hiring managers and recruiters know about all of your professional talents and why you’re the right man or woman for X job in Y field. Since recruiters keep using social media to check for a positive online presence among candidates, and will continue to, building your online brand matters now more than ever for anyone trying to establish themselves as a professional.

First Impressions Begin Online

In an article titled “Take Charge of Your Personal Online Brand” by social media and personal branding journalist, Patricia Kitchen, the author points out that nowadays, recruiters can look at all kinds of information about you on your online profiles, which essentially, “give potential employers, clients and business partners an impression of who you are professionally.” Because of this, monitoring what you publish on the web is now essential for every job seeker.

An employer’s first impression of a job candidate no longer starts at the interview, but by what they find about you on the web.

Google Yourself

According to an article published in the Brand Yourself Blog, “Google Yourself: Why You Need To See What Others See About You Online,” over 30% of employers have rejected a potential employee for hire based on what they’ve seen about that candidate on the internet.

Googling yourself will allow you to see the things you’ve posted and the things others posted about you. Monitor your social media accounts and cleanse them from any negative images or descriptions about yourself. You won’t be considered a professional if there are several pictures of you doing keg stands or showing off all of the beads you earned during spring break.

Be Consistent

If you want employers to believe in what you’re about, you have to be consistent across all online platforms. Job search expert, Amanda Augustine, writes in her article Overhaul Your Online Brand, “however you choose to represent your name, make it consistent across every professional online profile and resume.”

She goes on to say that if you have a common name, try adding a middle initial to separate yourself from others. If you have personal social profiles change the security settings so that only you and your non-professional friends can see what you do in your own time. Creating professional social sites or profiles such as a blog or a Twitter account could also help in creating your brand as a professional.

Our increasing technologies have made it easier for us to market ourselves to employers, but they’ve also made it challenging for us to distinguish ourselves from many other job seekers out there, and making sure you have a positive online brand is definitely a step in the right direction.

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Photo Credit: Shutterstock

Belen Chacon

Belen is a journalism graduate student at California State University, Northridge. She spends her time interning wherever she can and tweeting her heart out. You can follow her @journobelen.


  1. Great article and spot on. In today’s technological age some people may never get the chance to make a first impression because of what they post online.

  2. I guess I kind of agree with this, but at the same time, brands are for cattle. If a job recruiter wants to get my attention, they can start with setting me up for an interview, and getting into job-specific questions, maybe even talking about a try-before-you-buy situation in which employer and employee go through a trial employment period, where you get to strut your stuff in a temporary capacity. If you can do that, then you might be considered for permanent employment, that kind of thing. All this social networking-stuff, smacks of politics, and frankly, unprofessional spy-stuff going on in the HR office. Hey, there’s either a job, or there’s not, you either need somebody, or you don’t, if you don’t…why all the song-and-dance? We’re all kind of looking to pay our bills, here, stuff of life, and I’m at the point where I’m evaluating employers as much as being evaluated myself. I may be at a disadvantage as a job seeker, but I’m still a free citizen of this country, and if I don’t like what I see, I’m going to keep looking. I’m also free to ask questions, research, and communicate with other people, to try and find something that looks like a reasonable facsimile of a paying livelihood. I don’t have a lot of time to waste, do you? That’s my ‘brand’, I guess. If you want someone who’s a hard worker, shows up daily, gets stuff done, is willing to learn, then try me on for size. If you like to play TV reality show psychology games with your captive audience/employees, please don’t consider my resume for your position. What are YOU made of, Mr/Ms. Prospective Employer, and what kind of outfit are YOU running? What’s the online scuttlebutt about YOUR place of business? Do YOU have a good reputation, should I even be applying with you to begin with? Many questions.

  3. I agree too many people are not paying attention and managing their online presence. Such an important part of today’s employment strategy. Thanks for the reminder!

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