How Recruiters Can Build Better Brands — and Why They Should Even Bother

In a nutshell, your personal brand is your reputation. It is how you promote and present yourself as a recruiter. In a busy world where everyone is competing for attention 24/7, a personal brand is critical for cutting through the noise to reach candidates and prospective clients.

For independent recruiters, your personal brand is the foundation of any and all business development efforts. However, corporate and thirdparty recruiters also benefit from building strong brands because doing so helps you engage with candidates.

With the power and importance of personal branding established, let's dive into some tips for building your brand from the ground up:

Establish a Niche (at Least While You're Starting Out)

Today, people can find recruiting specialists for virtually every industry and field. This is very appealing to companies in need of recruiting services. For example, why would an automotive manufacturer turn to a generalist recruiter for help when it could hire an automotive recruiting specialist?

Specialization is even more highly valued in industries that revolve around niche expertise and particular skill sets that outsiders may have trouble understanding. For example, in the tech field, a recruiter who knows the difference between Java and JavaScript would wipe the floor with someone who mixes up those languages.

When you're working to establish the foundation of your brand, start by picking a niche. It is much easier to build out your network when you know you want to gain a reputation as a tech recruiter or a finance recruiter, for example. Once you've made a name for yourself in a particular field, you can start branching out into others.

Tighten Up Your LinkedIn Profile

Before anyone hires you, they're going to search for you on Google and LinkedIn. In fact, they will probably research you before you even get a chance to speak with them. For that reason, you want to make sure your LinkedIn profile makes a stunning impression.

Strengthen your headline with a catchy description that highlights what you do and the value you bring to companies in your niche. A simple, but effective headline might read something like this: “[Industry] Recruiter Helping Companies Land Top Talent.”

You have 2,000 words to use for your summary. Make the most of them with a detailed description of what you offer companies, your experience, and why you're the best recruiter for the job. Work in keywords related to your niche so that you rank high in the results when someone looks for a recruiter in your chosen area of expertise.

It's easy to overlook the experience section of your profile, but it is just as vital as any other section. Under each entry, highlight your accomplishments with concrete results: “Landed X number of positions in Y months,” “Achieved a 90 percent submittal-to-interview rate,” etc. Don't forget to weave keywords related to your niche throughout your experience section!

Get Social and Add Value to Communities

So far, we've covered how to present yourself effectively. However, in order to build a reputation, you must get your name in front of the right clients and candidates. One of the best ways to do that is to get involved with user communities online. Join groups on LinkedIn and other forums and social media sites related to your niche.

To make a name for yourself, you need to add value to these communities, so the best thing to do here is contribute. Create and share your own useful content, like articles and videos. Even something as simple as a 30-second video about a hot topic recorded on your iPhone can help you connect with people more easily.

In these user groups, people are always asking for others' thoughts on problems they're facing. These are perfect opportunities to build some connections, so get involved in the conversations and provide genuine advice.

If you don't have enough subject-matter knowledge to contribute, ask questions! Start conversations about how different trends and developments in the industry are affecting people's roles. Through these discussions, you can become familiar enough with the industry to start contributing and building a name for yourself. You may never become as much of an expert in the field as the people who work in it, but you can become an expert on recruitment and employment in the industry — and that is just as valuable.

In addition to participating in user groups, post relevant content to your own LinkedIn page and other social media profiles. Avoid simply using your social media profiles to share job ads. It can make you look like you don't care who gets the job as long as you get to cash a commission check.

Lastly, take your networking efforts offline when you can. Check out networking events and conferences in your area. People are more likely to remember someone they shared a handshake with than some stranger online.

Be Authentic

I know that sounds like something out of a self-help book, but bear with me. No one wants to follow a phony on LinkedIn who is always showing off their perfect life and flawless career. People are more drawn to those who are honest and genuine!

Try not to put on too much of a show. Be yourself. In fact, people love content where you admit to a recent mistake and demonstrate how it helped you learn a lesson.

In all your interactions, try to have an opinion. Don't be afraid to take a bold stance on certain issues. It's better to make a strong impression on 90 percent of the crowd and offend 10 percent than it is to be forgettable to 100 percent!

I won't sugarcoat it: You won't build a brand overnight. Building a strong personal brand is a long journey that involves a lot of experimentation and trial and error. What works to build a brand for one recruiter might not work for another, so you'll have to find the promotion style that fits your unique brand. If you keep at it, however, you will certainly earn a following!

Steve Lowisz

Steve Lowisz is a keynote speaker and CEO of Qualigence International.