How to Make a Positive Professional Impression Even Before You Meet in Person  

I work in the world of communication, information, and marketing, and over the last several years, the industry practice of branding has crossed over into mainstream use. Branding is no longer reserved for million-dollar corporations. As Amber Ushka notes, everything that applies to a traditional, commercial brand applies to you as a brand.

We have always known that image, first impressions, and reputations are important. But technology and social media have given the world a digital glimpse into each of our lives, and it’s more important than ever to focus on first impressions, especially when they may happen before you ever have a conversation with a potential client, employer, or professional colleague.

Women at every stage of their career can benefit from a brush-up on branding. Whether or not you have a digital presence, you can stand out among your professional peers with just a little polish.

Make a Favorable Digital Impression 

Nearly 60% of employers are using social media to screen potential employees. That means it’s highly likely that potential clients, co-workers, and industry peers are taking a look, too. I usually do a quick check of social media and a Google search before interviewing potential new employees, and there has been more than one occasion when a social media faux pas has led me to rethink a candidate’s fit.

Are you on social media? Take a few hours to do an audit of your social media presence. Here are a few branding building blocks:

• Make good use of privacy settings. If you are using your social media pages primarily for personal use, be sure to use the built-in setting so your content is accessible only to the people you want to see it.
• Filter your content. Not all social media platforms allow you to strategically target your audience, so be careful about posting pictures of your rowdy birthday party, suggestive photos, or anything that can be interpreted as discriminatory. Also, avoid posts that criticize your employer or co-workers. If you will criticize your current employer, the impression is that you’ll do the same to your new employer. Remember, you don’t control all content, and friends can tag you, or friends of friends may see posts you didn’t intend for their eyes. Be selective with your social sharing.
• Search yourself. I’m not talking about soul-searching–I am talking about Google searching. What are people saying about you online? What are the top links that pop up when you Google your name?

While there isn’t a lot you can do to get rid of content that doesn’t showcase your professional persona, you can do a few things. First, a lot of social media sites, even private and blocked ones, will show up when you Google a name. Delete old, inactive social media accounts and clean up your current ones. Second, volunteer to participate in professional conferences, webinars, case studies, news interviews, or contribute to an industry blog or website. Often, this content will show up online and showcase your skill set to potential searchers.

Once you’ve made the changes necessary to ensure you won’t give a bad impression, you can start rebuilding your social image. If you are comfortable with social media, use at least one or two platforms to showcase your talent and abilities. One of the best platforms for this is LinkedIn; it’s specifically created to highlight your work and create professional connections. Here are some branding building blocks:

• Perfect your profile. LinkedIn allows you to fill in a profile of your work experience, education, awards, and community service. It’s basically a digital résumé. Take advantage of all of the modules within this platform. Upload photos, presentations, videos, or any other visual that highlights your skills. Ask for recommendations and share your experiences working with others.
• Get your good side. Use a professional and appropriate photo on your profile picture. You don’t have to spend a lot of money; in fact, one of my profile pictures is a selfie, but it does the trick. (Read more on Professional Headshot Tips)
• Be sure your uniqueness shows. “Highlight your originality and individualism at work.” Read more on Your Unique, Personal Brand
• Connect, collaborate, and curate content. The people and organizations you follow are a very visible insight into your interests and dedication to continued education and collaboration. 

Enhance Your Paper Presence 

We may live in the digital age, but for the most part, potential employers, clients, and organizations want to see your accomplishments on paper. According to a study released by an online job search site, recruiters spend on average six seconds looking over a résumé. I’m guilty of quickly scanning résumés when I have dozens or even hundred of applicants.

One way to make your résumé stand out is to reflect your professional style and creativity on paper. Of course, every field is different and a banker may not have the same creative license as a web developer, but everyone can experiment with color, texture, font, or even the weight of the paper to make a résumé stand out.

My go-to for creating résumés, letterhead, and other business documents is www.Canva.com. Canva has free and low-cost templates you can use to give your business documents a creative boost.

Your reputation will always precede you, and while you have done some great work to put your best foot forward before anyone even meets you, there are other things you can do. Building your brand does not stop at the first impression; your body language, speech, the way you dress (read what your professional wardrobe – Spring Cleaning Your Brand), and the way in which you showcase your goals, expertise, and achievements are all a part of your brand.