You are a brand – that’s a thought that circulates on LinkedIn from time to time. It has popped up now and then for a few years, and right now there’s a post making the rounds again. Personally, I find it a repulsive idea.
In defense of the brand advocates, it’s of course true that employers and clients check up on who they’re dealing with—on social media or in other ways. It’s also probably true that if you’ve been involved in some scandals, it’s hard to get a job. Nobody is particularly eager to hire Paolo Roberto or Alexander Bard right now, are they?
Always think about what you say, show what you want to show. Just like the big brands do. That’s the advice people give.
At the same time, I find that the advice given to large brands is the opposite. Don’t put up a façade—be real, be genuine. Our own philosophy at Brath is always authenticity. We work with that in our employer branding, even though I personally struggle with the concept. As long as Employer Branding isn’t about pretending to be someone else, I can accept it—that’s why we do it the way we do.
It’s the façade that puts you in situations where you don’t belong.
Imagine applying for a job at a company with your strong LinkedIn brand. You both have façades. How likely is it that the job will actually be the right fit? You’re pretending to be someone, and the company is pretending to be something.
Maybe it’s the case that Paolo Roberto and Alexander Bard focused too much on being brands instead of being human?
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.