Personal brand building has become increasingly important in today's professional landscape, and for those of you moving from the military into a civilian role, it’s no different. In fact, without any civilian experience, we’d say it’s vital that you start building your personal brand as soon as you [service leavers] think about signing off.
Why? The military values teamwork and unit cohesion over individual recognition. That’s not the case in the civilian world, where a personalised approach is needed for career progression. If you’re not convinced, take a look at these statistics:
- 82% of consumers are more likely to trust a company when its senior executives are active on social media (Entrepreneur)
- 77% of consumers are more likely to purchase from a company if its founder has a robust social media presence (LinkedIn)
- 71% of professionals believe that a strong personal brand leads to increased career opportunities (LinkedIn)
- 60% of consumers are more likely to do business with a company that has a strong personal brand (LinkedIn)
Translating Military Experience
Many civilian employers won’t understand the value of military experience. A strong personal brand will help you articulate your unique skills, leadership experience, and problem-solving abilities in terms that resonate with employers on civvie street.
Standing Out: Unlike the structured promotion system in the military, civilian career advancement often depends on individual visibility and reputation. A personal brand will help you, as a veteran, differentiate yourself in a crowded job market.
Adapting to a Different Culture: It’s different. Very different. The civvie workplace values self-promotion and individual achievements more so than the military. A personal brand will allow you to show off your accomplishments in a way that aligns with civilian professional norms. It feels weird to start with, but you’ll get used to it.
But where to start?
Your brand is the unique combination of skills, experiences, and personality that you want the world to see. It's the telling of your story and how it reflects in the way you present yourself.
Building an Effective Personal Brand
- Define Your Unique Value Proposition (UVP)
Your unique value proposition (UVP) is what sets you apart from others in your field. It's the special sauce that makes you, well, you. To define your UVP:
- Identify your strengths, passions, and the problems you solve
- Consider your target audience (this could be people within a certain industry, for example) and what they value
- Craft a clear, concise statement that encapsulates your UVP
Example: "I help small businesses create engaging social media content that converts followers into customers."
- Establish a Consistent Online Presence
In our digital world, your online presence is often the first impression you make. To make it count:
- Choose platforms aligned with your goals and where your target audience spends time (e.g., LinkedIn)
- Use consistent profile pictures, bios, and messaging across all platforms
- Regularly update your profiles and engage with your audience
- Create and Share Valuable Content
Content is the currency of the digital world. By creating and sharing valuable content, you position yourself as an expert in your field. Consider:
- Identify your area of expertise and topics you want to be known for
- Mix content types (articles, videos, podcasts, infographics)
- Focus on providing value, not just self-promotion
- Network Strategically
Networking isn't just about collecting business cards or LinkedIn connections. It's about building meaningful relationships that can lead to opportunities. To network effectively:
- Identify key players and influencers in your industry
- Engage thoughtfully with their content online, via comments, likes and shares.
- Attend industry events and build meaningful relationships.
- Look for ways to add value to your network.
(if you want to learn more about networking, check out this article)
- Cultivate Authenticity
In a world where people are constantly bombarded with carefully curated content, authenticity stands out. So be real:
- Share your journey, including failures and lessons learned. It’s a good way to showcase your military experiences in a way that non-military folk will understand.
- Express genuine opinions and let your personality shine through
- Be consistent in your values and actions across all platforms
Optimising Your Online Presence
LinkedIn Profile
- Use a professional, approachable profile picture
- Craft a compelling headline beyond your job title
- Write a summary highlighting your UVP
- Include rich media and ask for recommendations
Consistent Tone of Voice
Maintain a consistent tone that reflects your personality and resonates with your audience across all communications. It could be that you want to come across as laid back, funny, etc.. Or, if you feel it’s more suitable for your career, you can present yourself with a professional, well-spoken tone.
It depends on your goals and how you’d like to be perceived.
Leveraging Your Personal Brand
It’s not all air too. Having a strong personal brand is essential, and will help you in your career switch from the military into a civilian role.
A strong personal brand can lead to:
- Increased Trust and Credibility
- 83% of consumers trust recommendations from people they know (LinkedIn).
- Consistent value delivery builds a reputation for reliability and expertise, it’s all about your positioning.
- More Career Opportunities and Higher-Profile Projects
- Become the go-to person in your area of expertise
- Command higher rates or salaries
- Thought Leadership Potential
- 45% of decision-makers use thought leadership content to vet organisations (LinkedIn).
- It can eventually lead to speaking engagements, or consulting opportunities
- Enhanced Influence and Visibility
- Amplify your message and increase your reach
- Create opportunities for partnerships and collaborations
Remember, building a strong personal brand is an ongoing journey that requires consistent effort, adaptation, and growth. The sooner you start, the better. Get going with your profile on Redeployable, and meet veterans who will open doors in your career. Go to the community here.
