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“It’s not what you know, it’s not who you know, it’s who knows you”. – Susan RoAne
In today’s increasingly connected and competitive professional world, how you’re perceived by others (both inside and outside your organisation) can have a significant impact on your career.
The good news? You can actively shape that perception. That’s where your personal brand comes in.
What is a personal brand?
A personal brand is essentially how you want people to see you. It can be influenced and shaped by every interaction you have, whether that is in person, in writing or online. Your words, appearance, shared content and even your social media activity all shape your personal brand.
Why is it relevant for you as a newly qualified accountant, especially now?
At the moment, there are plenty of opportunities available for qualified accountants. However, there are also lots of others like you in a similar position. Developing your personal brand is a strategic way to ensure you stand out from the crowd and secure the best opportunities.
Here are my top tips when it comes to your career and starting to develop your personal brand:
- Take a moment out to really think about it– Before you start working on developing your personal brand, take a moment to stop and think about how you want people to see you. What is it that is important to you? What are the values you adhere to? What do you enjoy? How do you see yourself in a professional capacity, and where do you want to be/progress to? The answers to these, and more, are the building blocks to your personal brand.
- Be authentic and true to your values – An authentic personal brand is built on your values, and what it is that is truly important to you and what you stand for. By zoning in and identifying your personal values, you can then integrate them into what you say, share, how you present yourself, etc. Not only will this help you stay authentic, but it will also help you to connect with like-minded individuals who share your values and to build a more sustainable network.
- Focus in on and leverage off your unique strengths– In a market where you are competing with other newly qualified accountants who have gained similar experience you may question how your skills and expertise are different to theirs, and how you can stand out from the crowd. The good news is that you absolutely can differentiate yourself. Yes, the work experience gained may be the similar to that of your peers, however your individual experience is different, and you as an individual have developed different skills from your peers. Take a moment to truly assess your unique and individual skills and expertise and play to these when sharing your knowledge and insights across your activity to build your personal brand.
- Be consistent– Not only consistent in your messaging, language and values, but also in your activity across the various channels and platforms you decide to use. There are many different ways in which you can communicate your personal brand to others…blogs, video, social media posts, interviews, getting involved in committees, attending events, networking etc. For success, consistency really is key and you need to continuously show up! For example, sharing an insightful post on LinkedIn once a week is plenty, however for real impact you need to do it each week consistently…this will help you to establish a clear and recognisable personal brand that people will easily connect with and remember.
- Be original, don’t just copy others – There is an enormous amount of information, content and insights out there that you can use to help build your personal brand. The easy route would be to simply copy what you like and share it out as your own, however people can easily see through that. To really be successful, identify what you like and use it as inspiration to craft your own information, content and insights. Not only will this be unique but will also be authentic to you. To enhance it even further where you can incorporate storytelling into your personal brand messaging and activity to make it more engaging, relatable and memorable and to develop a stronger connection with your network and audience.
For accountants, trust and credibility are critical. A well-managed personal brand not only highlights your technical strengths but reinforces the ethical and professional standards expected in this area.
In a competitive job market, your qualifications may get you through the door, but your personal brand will open new ones. By being intentional, authentic and consistent, you’ll create a professional identity that not only stands out but endures.
More about Siobhán…
Siobhán Sexton is an Associate Director with Barden’s Accounting, Finance and Tax Talent Advisory & Recruitment Practice, and she supports Recently Qualified Accountants. Contact Siobhán at siobhan.sexton@barden.ie or via LinkedIn.