In today's competitive job market, a strong professional brand isn't just a nice-to-have—it's essential. Whether you're consciously cultivating it or not, you're building your professional brand every day, especially through social media. Let's face it, we live in a world where your online presence can make or break your career. But don't stress—this is your opportunity to shine and show the world what you're truly made of.
 
HR professionals who master the art of personal branding don't just advance their own careers—they become industry powerhouses. You can inspire change, lead with impact, and create ripples that extend beyond your organisation. I’ve seen it time and time again; those who own their brand get the recognition they deserve. They build trust, not just within their companies but across the industry. They’re the ones people turn to for advice, the ones who set the trends rather than follow them.
 
Why your professional brand matters: Your professional brand is more than just a polished LinkedIn profile or a personal website. It's the total package—your reputation, your skills, your values, and how you present yourself to the world. For us in HR, it’s about more than just self-promotion. It’s about adding real value, forging meaningful connections, and leaving a lasting impression that resonates with others. Your brand should scream: “I’m here to make a difference.” Reflect on this: How does your current brand reflect your commitment to ethical practices, your passion for driving talent success, and your ability to influence organisational growth? If it doesn’t, it’s time to tweak it.
 
Aligning your brand with your values: Here’s where it gets personal. Align your brand with your strengths, values, and career goals. Share your stories—people connect with authenticity, not polished perfection. If you’ve been through struggles in your career, like I have, don’t hide them. Those stories of overcoming challenges resonate because they’re real, and people respect that. When I first started in HR, I was navigating some tough environments, often male-dominated and not always welcoming. I was excluded, underestimated, and had to prove my worth constantly. But those experiences shaped me into the leader I am today—resilient, assertive, and dedicated to supporting others through their own challenges. That’s part of my brand, and it’s something I’m proud to share because it shows that I’m not just talking the talk—I’ve walked the walk.
 
The HR Brand and the Employer Brand; a close connection: Now, let’s talk about something crucial — how your HR brand is intricately connected to your employer's brand. In many organisations, the employer brand is managed by marketing, but HR plays a pivotal role in shaping and sustaining it. Here’s the thing: As HR professionals, we’re often the first point of contact for potential employees. The way we communicate, the values we uphold, and the culture we promote are all reflections of the broader employer brand. Think of your professional brand as the personal touchpoint that humanises the employer brand. While marketing might craft the message, HR brings it to life. For example, if your employer’s brand is all about innovation and inclusivity, your professional brand should echo those values. When candidates interact with you, they should feel that they’re stepping into a company that truly embodies its public image. I’ve worked in organisations where the disconnect between HR and the marketing-managed employer brand was glaring. It creates confusion, mistrust, and ultimately, a damaged reputation. On the other hand, when HR professionals align their personal brand with the employer brand, it creates a seamless experience for candidates and employees alike. It reinforces the message that the company practices what it preaches, building trust and engagement.
 
Owning social media: Social media can be a game-changer if used right. At a bare minimum, ensure your LinkedIn profile is not just up to date but a powerful reflection of your journey. Regularly post insights, articles, or updates about HR trends. This isn’t about showing off; it’s about sharing knowledge and positioning yourself as a go-to resource. Consistency across platforms is key—your brand should be a clear, unified story wherever people find you. I’ve found that sharing stories about my experiences, the highs, and the lows, has created more engagement than anything else. People want to know the real you, so let them in.
 
The power of networking: Never underestimate the power of networking. This isn't just about swapping business cards at conferences—it’s about real, valuable connections. Attend industry events, join webinars, engage in discussions, and don’t just talk—listen. Learn from others, share your insights, and be generous with your knowledge. Remember, networking is a two-way street. It's not just about what you can get but what you can give. Offer support, share resources, and lift others up. That generosity will come back to you tenfold, and it will solidify your reputation as someone who is not just in the game for themselves.
 
Becoming a thought leader: Thought leadership isn’t just for CEOs. If you’ve got something to say, say it. Write articles, blog posts, or LinkedIn updates on topics you’re passionate about. It’s not as daunting as it sounds—start small, maybe with a post about a challenge you’ve overcome or a trend you’ve noticed. You’ll be surprised how many people will relate. Public speaking is another powerful way to establish your brand. I know, it can be nerve-wracking, but trust me, it’s worth it. I’ve spoken at industry events where I was the only woman on the panel, and let me tell you, it was empowering to share my perspective and see the impact it had.
 
Commitment to continuous learning: Your brand should scream, "I'm always evolving." The HR world is constantly changing, with new challenges, trends, and technologies emerging all the time. Stay on top of it—get those certifications, attend workshops, and never stop learning. This not only makes you better at your job but shows others that you’re committed to your growth and the growth of those around you.
 
Embracing growth and change: Your professional brand isn’t set in stone—it’s a living, breathing entity that evolves as you do. Don’t be afraid to take on new challenges or step outside your comfort zone. Each experience, whether a success or a failure, is a chance to refine your brand and show the world that you’re always moving forward.
 
The journey to a strong brand: Building a strong professional brand as an HR professional isn’t a one-off task—it’s a journey of self-discovery, continuous learning, and strategic networking. It takes time, effort, and commitment, but the rewards are worth it. A powerful brand opens doors, creates connections, and deepens your leadership impact.
 
So, how are you going to own your brand? What steps will you take today to align your professional presence with the leader you truly are? And how will you ensure that your brand and your employer’s brand work together to create a powerful, unified message?

Monica Watt is a seasoned HR and leadership consultant with over 20 years of experience across diverse industries, including tech, defence, and hospitality. As a former Group CHRO of an ASX-listed company, she brings deep expertise in strategic leadership, agile coaching, and managing complex, high-pressure environments. With over 20 years of experience shaking up industries from tech to defence. She has led with grit, navigating the chaos of corporate landscapes with a strategic edge and a passion for empowering leaders to rise above the noise. Now, she’s on a mission to help organisations cut through the corporate crap, build fearless teams, and drive real results—without the fluff. Monica now offers consultancy services focused on empowering organisations to enhance leadership effectiveness, streamline processes, and foster resilient, high-performing teams.