Why your digital reputation matters, and what you can do to strengthen it
Most students are familiar with the ins and outs of Facebook, Twitter, and Instagram. But how many have really thought about what the total package of their online presence says to the world? What will a Google search of your name reveal to an admissions officer at your dream college or an HR rep for a potential employer?
Social media is a crucial aspect of your digital persona, but your personal brand — your reputation, everything that shapes how people see you, according to communications strategist and author Kathryn LeBlanc — requires care and cultivation, as well as a solid plan to highlight your unique traits and abilities and present yourself online in the best possible light.
We’ve all heard cringe-worthy stories about individuals whose past bad social media choices have come back to haunt them. Perhaps in response to something they disagreed with, they fired off an angry — and inappropriate — tweet, or they posted one too many late-night party pictures, all of which likely should have been deleted instead of shared with friends, let alone the world. Either of these scenarios could cost you a chance at your dream job because, according to the results of a recent national survey, 70 percent of employers use social media to screen candidates. Of those, 54 percent have decided not to hire candidates based on their social media profiles.
Think it’s better to play it safe and simply stay away from social media altogether? Not necessarily. That same survey found that 57 percent of employers are less likely to interview a candidate they can’t find online. In addition, taking the time to develop a positive online image can grab the attention of employers and possibly sway their hiring decision in your favor: 44 percent of the survey respondents indicated they found content on a social networking site that caused them to hire a particular candidate.
“This shows the importance of cultivating a positive online persona,” says Rosemary Haefner, chief human resources officer at CareerBuilder, the survey’s sponsor. “Job seekers should make their professional profiles visible online and ensure any information that could negatively impact their job search is made private or removed.”
Who Are You?
At first glance this might seem to be an easy question. But if you were to try to sum up who you are (where you’ve come from, what makes you tick, and what you want to accomplish) in just a few words, could you? Crafting a genuine, accurate representation of yourself to share with the world is the first step in developing a personal brand.
The next step is living the brand. Do you want to be known as an expert in field X? Then consider contributing in areas related to field X. Even as a student it’s not too early to create a LinkedIn profile. Start networking, connecting with experts in your field, and joining — and contributing to — LinkedIn groups. At some point, you might also publish an article or two. Posting to LinkedIn not your thing? Join student or professional associations. Attend (and participate in) campus and networking events. Find a mentor — or be a mentor. Present your STEM research (orally or in a poster presentation) at the annual AISES National Conference. As you can see, plenty of other options exist for building both relationships and your brand.
One bit of caution: Amid the frenzy of creating a carefully curated picture of yourself that’s smart, driven, and competent, don’t forget to let your personality shine. The essence of you — the qualities and traits that make you “you” — is downright cool, and including that uniqueness as part of your personal brand will differentiate you from the millions of other college students who are equally smart, driven, and competent.
A personal brand doesn’t happen overnight. It requires time and thought and commitment. The effort you invest now will pay off later. Says LeBlanc, “Improving your personal branding is akin to preparing for a job interview months in advance.” Starting to develop your personal brand while you’re still a student will give you a head start on others who are gaining knowledge from their courses and completing their degrees just like you, but perhaps spending their free time taking a few too many selfies.
Mike Lockrem, director, university marketing and communications, at South Dakota State University, shares his insights on personal branding and provides tips for students who want to develop their own brand online.
How do you define “personal brand”? Why is it so important?
Pretty simple – a personal brand is a reflection of an individual and a validation of who they are.
Are a personal brand and a social media or digital presence the same thing?
Social media and a digital presence must represent and enforce your brand. They are not exclusive of each other, but one cannot exist without the other.
Can you offer some tips for a student who wants to develop his or her personal brand and is unsure where to start?
Don’t try to create or be something you are not. Establish your goals and objectives in life and work toward those. Your personal brand will develop as part of that. Remember that the strength of your brand will be much different at 40 years old than it will be at 20.
Does it make sense for a student to create a LinkedIn profile?
It is never a bad idea to share your experiences with others in your field or those that are looking for individuals with your experience. Be transparent and accurate. Your profile is who you are and represents your brand.
Does anyone come to mind as an example of an impressive personal brander?
There are lots of examples of good personal brands. One that jumps out at me is Kobe Bryant, mainly because I think his personal brand has gotten stronger after retiring from the NBA than it was in his last few years.
Do you have any additional tips?
I would just reiterate that the strongest personal brands are the ones that are most honest. Be who you are and don’t cut corners. A strong brand takes time to build and can be tarnished in a matter of minutes if not managed correctly.
