Make your digital footprint work for your career

These days, recruiters don’t just read your resume.
They Google you.

And it’s not about catching you out. It’s just part of how hiring works now.

Before shortlisting or interviewing, most employers will search your name online to check for alignment, credibility, and whether you seem like the kind of person who’d fit the role.

That’s why your personal brand, especially your digital footprint, matters.

It doesn’t mean becoming an influencer. It means being intentional about what people find when they look you up because when you’re up against others with similar experience, your personal brand is what gives you the edge.

Here’s how to get it working for you.

1. Why your personal brand matters during a job search

Your personal brand is how people experience you both online and offline. It’s the impression you leave behind, the ideas you’re associated with, and how consistently your story shows up across platforms.

And in the context of a job search, your personal brand does three key things:

1. It builds trust. Hiring someone is a risk. A clear, consistent online presence helps employers feel confident that you are who you say you are.

2. It helps you stand out. When recruiters are comparing five candidates with similar experience, your personal brand is what makes you memorable.

3. It shows intention. A strong brand signals that you’re serious about your career, clear on your direction, and aware of your industry.

And perhaps most importantly, it keeps you in the running before the interview even begins.

2. Start by managing your digital footprint

Before you worry about posting on LinkedIn or refreshing your headline, take a moment to audit what’s already out there.

🔍 Step 1: Google yourself

Type your name into Google (try it in an incognito window). See what shows up.
Are the top results relevant and professional?
Is your LinkedIn profile one of the first links?

You’re not aiming for a perfect public profile but you do want to control the first impression.

🔒 Step 2: Lock down personal social media

You don’t need to delete your Instagram or stop using Facebook but you do need to adjust your privacy settings.

Recruiters don’t need to see your Saturday nights, your group chats, or what your mates are tagging you in.

Make these private:

• Facebook (especially past posts, tagged photos, and friend lists)

• Instagram (unless you use it for professional content)

• TikTok (if personal)

If you’ve posted anything controversial, overly political, or just not reflective of who you are professionally, consider archiving it or setting your profile to private.

✅ Step 3: Be consistent across platforms

Does your name, role, and general career narrative line up across LinkedIn, your resume, and anywhere else you appear?

This consistency builds credibility, especially in industries where reputation and alignment matter.

3. Make LinkedIn your professional home base

If there’s one platform worth getting right, it’s LinkedIn. This is the digital equivalent of your professional handshake.

Recruiters use LinkedIn daily to vet candidates, research their background, and get a sense of who they are beyond the resume.

What a strong LinkedIn profile includes:

• A clear, current photo – Professional, friendly, and reflective of how you show up in real life

• A strong headline – More than just your job title. Make it speak to your skillset or area of focus. E.g. “Operations Leader | Driving scalable systems for growth-focused teams”

• An engaging summary – This is your chance to speak in your own voice. What do you do? What do you care about? Where are you heading?

• Updated experience – Include relevant roles, impact statements (not just responsibilities), and a few measurable achievements where you can

• Skills & keywords – Use terms aligned with your target roles. This improves your searchability and relevance when recruiters are scanning profiles

If you’re unsure where to start, my LinkedIn Toolkit breaks this down with simple, actionable steps.

4. You don’t have to post daily but you do need to be present

A lot of people think that building a personal brand means constantly posting content. It doesn’t.

You don’t need to go viral. You just need to be visible.

Here’s how to show up without spending hours on the platform:

Easy ways to stay active:

• Comment on posts from people in your industry

• Re-share an article with a short insight or reflection

• Like and support updates from your network

• Share something small you’ve learned or observed in your work

Even one comment a week can keep you on people’s radar. It reminds your network (and recruiters) that you’re engaged, thoughtful, and part of the conversation.

This low-effort visibility builds familiarity, and familiarity builds trust.

5. Build a brand aligned with where you’re heading

Your personal brand should reflect who you are but also who you’re becoming.

If you’re trying to move into leadership, shift industries, or step into a more strategic role, your digital presence should signal that direction.

Ask yourself:

• What do I want to be known for?

• What kinds of opportunities am I aiming for next?

• Does my profile and activity reflect that direction?

This doesn’t mean faking it. It means being intentional about how you describe yourself, what you engage with, and what you highlight.

If you’re trying to position yourself as a future team leader, you might share insights on mentoring or cross-functional collaboration. If you’re transitioning into sustainability, start engaging with that space. Comment on thought leaders’ posts, share relevant content, and update your profile summary accordingly.

Your personal brand is most powerful when it connects your experience to your goals.

6. What recruiters notice at a glance

Most recruiters only spend 10 to 20 seconds on a profile before deciding if they want to learn more. Here’s what they scan for:

• Do you have a clear photo and headline?

• Does your profile summary match your resume?

• Are your most recent roles clearly listed?

• Do your skills and keywords align with the job description?

• Have you been active in the last month?

These aren’t hard to fix but they make a big difference in how your application is perceived.

For more on how this ties into interview prep, check out The truth about interview prep: how much time do you really need?.

7. Don’t forget the real-world connection

Online presence is important but it’s not everything. Personal branding is about how you show up online, in person, and in conversations.

Make sure you’re backing up your digital story with the way you write cover letters, show up to interviews, and talk about your experience.

In fact, some of the best personal branding happens in the room when your language, tone, and self-awareness match what someone’s already seen online.

This is also why your interview responses matter. When answering questions like “Tell me about yourself” or “What are your strengths?”, the way you frame your experience can reinforce your personal brand.

You can find more on that here:

• Turn your greatest strength into a job offer

• The hidden meaning behind interview questions

Final thoughts: personal brand = your advantage

Your personal brand doesn’t have to be loud. It doesn’t need to be perfect and it absolutely shouldn’t feel fake.

But it does need to be intentional because in a job market where people have similar experience on paper, it’s the small differences that help you stand out. Clarity, consistency, and showing up in the right places.

That’s how you create familiarity. That’s how you build trust. And that’s how your personal brand starts working for you.

Ready to elevate your career and ace your next interview? Join my community now for exclusive career and interview insights delivered to your inbox.