By Taylor Villeneuve, Case Manager for the YMCA Employment Access Centre
Navigating the job market in a new country or industry can be daunting. Whether you're a newcomer to Canada or a skilled professional looking to stand out, cultivating a strong personal brand is a powerful strategy. But what does personal branding mean, and how can it help you in your job search or career development?
Personal branding is the practice of marketing yourself and your career as a brand. It’s about defining what makes you unique, showcasing your skills and values, and consistently communicating your value to potential employers, clients, or collaborators. For newcomers to Canada a personal brand is very important.
Canadian Employers form their first impression of you through written materials like resumes, cover letters, or LinkedIn profiles. A clear, concise, and consistent message across all of your applications, portfolio, and LinkedIn profile makes you more memorable and credible. That means using the same style of writing across all documents, ensuring you avoid run-on sentences, keep any fonts and bullet points the same, use consistent graphics and coloring, and using specific examples of times you displayed specific skills in the workplace.
Steps to Build a Strong Personal Brand
- Your personal brand should tell a compelling story about who you are as a professional. Ask yourself:
- What do I want to be known for in the workplace? Such as innovative ideas, skills in website design, ability to write clear emails, or can I problem solve calmly?
- What are my strengths and values? These can include both hard and soft skills in which you excel.
- What makes me unique in my field? Do I have education and certificates that set me apart? Do I speak multiple languages? Was I a previous manager with leadership skills?
For example, a
civil engineer specializing in sustainable construction might build a brand around eco-friendly solutions and modern building practices that reduce environmental impact. They may also highlight any projects on their LinkedIn with an eco friendly focus. Lastly, when they are talking in person, they may discuss how their education and certificates help make them knowledgeable in environmentally focused projects.
2.
Tailor your resume, cover letter, and portfolio to reflect the brand and image you want to present to employers. Highlight experiences and skills that align with your career goals and the job’s requirements.
- Use a consistent format, clear language, and professional design. Avoid flashy fonts or colors, which can distract from your achievements
Ask yourself, “does my resume, cover letter, and
LinkedIn profile tell a cohesive story about who I am as a professional?”. Have someone else review your resume to see if it reflects your intended personal brand.
3. Platforms like LinkedIn are essential tools for personal branding. Ensure your profile has:
- A professional photo, compelling headline, and a summary highlighting your unique skills
- Consistency in tone and style with your resume and other materials
- Updated regularly with posts, articles, or insights relevant to your industry
For example, a construction project manager could share updates on completed projects, before-and-after photos, or tips on managing complex timelines.
4. From your online profiles to in-person interactions, ensure your style, tone, and appearance align with your personal brand.
For example, if your brand emphasizes professionalism and organization, opt for neutral, polished attire at interviews or
career fairs. If your brand has a creative edge, consider adding subtle pops of color or unique accessories.
5. Perfect Your Elevator Pitch:
An elevator pitch is a brief, persuasive speech summarizing who you are, what you do, and what makes you unique. Tailor it to reflect your personal brand and practice it until it feels natural. If you are curious to learn more, read
Build ON’s blog about how to construct an elevator pitch.
An important tip is to adjust your pitch based on your audience. Research the company or person you are speaking to and align your pitch with their values and needs.
6. Utilize LinkedIn, Facebook, and Instagram. Share your skills and knowledge through content like articles, case studies, or videos.
- Skilled trades professionals can post on LinkedIn before-and-after photos, explain techniques, or share project highlights
- You can create a professional Instagram page showing an online portfolio of all of your recent projects. You can also include customer testimonies
- Engineers might write about industry trends, problem-solving approaches, or innovative solutions on LinkedIn as well
- Join industry professional groups on Facebook and LinkedIn, and try to be active on these groups
- Electricians could create videos explaining energy-saving tips or recent code changes to demonstrate expertise and reliability
7. Use online tools to enhance your brand:
- Canva, Capcut, or Adobe Spark: Create professional visuals, like project highlights or infographics
- Portfolio Sites: Use platforms like Wix or Squarespace to showcase your work in the format of a blog, photo gallery, or information forum where you showcase your career journey and knowledge
- Certifications: Display online relevant credentials to reinforce your expertise.
8. Personal branding also extends to how you connect with others:
- Utilize career fairs, industry specific events, and any other networking events
- Sign up for your industries union, as they often host events and trainings
- Attend any voluntary training or certifications that can help enhance your skill set and align with the direction you want to go in with your field of work
- No matter what event you attend, make sure to have intentional conversations with industry professionals. prepare questions, research, or general information about an industry or company in order to help show your knowledge and interests – known as your personal brand
Tips for Newcomers to Canada
- Canadian employers’ value clear, concise writing. Tailor your resume and cover letter to address the key points in job ads
- Career Fairs are excellent opportunities to make personal connections. Dress appropriately, use open body language, and deliver a confident elevator pitch
- Research Canadian workplace norms and expectations to better align your brand with what Canadian employers’ value
Your personal brand should be developed as you grow in your career. Refine your brand to reflect new skills, experiences, and goals. A strong personal brand can help you build credibility, connect with the right opportunities, and achieve your professional goals. Your brand is your story—make it a memorable one!