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Why Your Online Personality Is a Brand (Whether You Like It or Not)

In an era where digital footprints are scanned more frequently than CVs, your online personality has evolved into something far more strategic than just personal expression—it’s a brand. Whether you’re actively curating content or casually engaging online, every post, comment, like, or share helps construct a digital narrative. One that’s increasingly used by employers, collaborators, and brands to assess your values, interests, and even your potential.

We now live in a world where scrolling has become second nature and digital first impressions often precede real ones. That clever tweet, the TikTok duet you posted last night, or even the brands you support online;they’re all part of your personal brand. Like it or not, you’re marketing yourself every time you show up online. And people,especially recruiters and companies,are watching.

The Digital You Is the Real You (to Everyone Else)

A 2023 study by CareerBuilder revealed that 70% of employers use social media to screen candidates during the hiring process, and more than half have chosen not to hire someone based on what they found. Your Instagram aesthetic, LinkedIn comments, or even your story highlights offer a curated—albeit sometimes accidental—view of who you are. And that curation? It’s branding.

Platforms like TikTok and X (formerly Twitter) don’t just showcase your personality,they also indicate your values, interests, and even your communication style. All of this data contributes to how people;especially potential employers, collaborators, or clients perceive you.

Online Influence ≠ Follower Count

You don’t need to have 50,000 followers to be influential. Micro-influencers (people with 1,000 to 100,000 followers) often have more engaged audiences and are increasingly being tapped for partnerships and campaigns. According to a 2022 Nielsen report, micro-influencers generate up to 60% more engagement than macro-influencers.

Translation? Your well-thought-out LinkedIn post about leadership or your honest Instagram story about burnout could make you more appealing to a brand than a heavily curated feed with no personality.

What You Like Also Speaks Volumes

Think your likes are private? Think again. Platforms track your engagement and people do too. Supporting controversial content or resharing problematic takes can impact how others view you. Just look at the recent backlash some public figures have faced for quietly engaging with polarizing content.

All-in-all, brands and companies are becoming more cautious about who they align with, often scanning social accounts for alignment in values before making partnerships. In a digital world, your likes and retweets are just as much a public statement as your bio.

From Digital Identity to Career Currency

The line between personal and professional branding is blurring. With the rise of portfolio platforms like Notion, personal newsletters, and even TikTok resumes, people are turning their online selves into business cards.

If you’re not curating your digital footprint intentionally, someone else will interpret it for you…and possibly misinterpret it. Your posts, captions, and comments are real-time PR statements. Are they saying what you want them to say?

So… How Do You Own Your Online Brand?

  1. Audit your accounts. Go back and clean up posts that no longer reflect your current views or professional standards.
  2. Be intentional. Share content that aligns with your values and what you want to be known for.
  3. Engage with purpose. Comments and DMs count, too. Be known for thoughtful input, not just trend-following.
  4. Show your work. Whether it’s a personal project, a new idea, or something you learned,document and share it.
  5. Know your platforms. Not everything belongs everywhere. Tailor your tone and content to suit each space.

Final Thought: You’re Already a Brand. Now Make It Work for You.

Whether you’re an entrepreneur, student, freelancer, or corporate professional, your digital presence is a living resume. You don’t have to be performative,but you do need to be aware. Because in this digital-first world, who you are online is who people think you are.

Luyanda is a digital marketing & SEO professional. She is a part of the Minority Business Review digital marketing team. She is a Boston Media House Graduate who obtained a Diploma in Media Practice majoring in Digital Marketing.

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