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# 4. Refresh Your Personal Brand
- URL: https://www.mattrutherford.co.uk/refresh-your-personal-brand/
- Published: 2025-09-28T15:53:59.000Z
- Updated: 2025-09-28T16:19:48.000Z
- Author: Matt
- Tags: jobhunt playbook

Once you know your direction and target market, it’s time to make sure your professional brand tells a clear, up-to-date story.

Think of this as a full tune-up for everything employers will see: your CV, LinkedIn profile, and any work samples.

A strong personal brand gets you noticed and makes interviews easier.

## Update Your CV for Today’s Hiring Systems

Most companies use Applicant Tracking Systems (ATS) to screen CVs. To tackle these systems, your CV needs to be clean, accurate and scannable. 

These systems scan for keywords and structure.

- Use a **clean** layout, no tables, headers, or unusual fonts.
- **Match** key skills and terms from the job description.
- Lead with **measurable** results, not just duties.
- Keep it to two pages unless you have extensive senior experience.

**Start with a master CV that lists all achievements. Then you are prepared to create tailored versions for each role.**

## Check Your Online Presence

Most recruiters will Google you.

Review what they’ll see:

- **LinkedIn profile**. Including headline, photo, skills, and recommendations
- Public **social** accounts: check privacy settings and old posts
- Any **blogs, articles, or talks** you’ve shared

*Make sure it all reflects your professional brand. Take steps to remove anything that doesn’t.* 

## Sharpen Your LinkedIn Profile

Recruiters and hiring managers check LinkedIn almost every time. Your LinkedIn profile MUST be up-to-date and clear about your skills and experience. 

- Write a **headline** that goes beyond your current title (e.g. “Customer Success Leader | Scaling SaaS Teams”).
- Use a friendly, **professional** photo.
- **Craft** a short “About” section that tells your career story and direction. Refer back to your Career Story in #1\.
- Add **rich media or project links** where possible and if appropriate for your role.
- Collect recent **recommendations**. Don't be afraid to ask for them from key stakeholders in your career.

*Treat LinkedIn as a living brochure for your professional life.*

## Optional: Create a Simple Portfolio or Work Sample Pack

For creative, product, or consulting roles, show rather than tell.

- **Prepare** case studies with your role, actions, and measurable outcomes.
- Include **screenshots**, presentations, or short write-ups.
- **Remove** confidential details.

This can be a private PDF, a Dropbox folder, or a password-protected page.

It doesn’t need to be fancy. Clarity matters more than design.

## Refresh Your References

Strong references are often the final hurdle to an offer.

Don’t wait until the last minute:

- **Identify** two or three people who know your work well
- Check they’re **happy** to provide a reference
- **Update** them on your current goals so they can give focused feedback

Even if employers don’t call them early, having names ready shows organisation.

## Align Your Brand with Target Roles

Review your CV, LinkedIn, and portfolio against the market research you did earlier.

- Are the most **relevant** skills easy to spot?
- Do **keywords** match common job descriptions?
- Does your **story** point naturally toward the roles you want?

Small wording changes can make a big difference in search results and recruiter interest.

## Add Fresh Proof of Expertise

A few quick wins can signal that you’re current:

- **Publish** a short LinkedIn post on a recent project or insight.
- **Join** an online panel or webinar in your field.
- **Complete** a short, credible course and display the certificate.

*These actions show you’re engaged and learning, without requiring months of effort.*

## 💪🏼 Exercise

Check your Online Brand.

Take one focused hour for this important exercise:

1. Search your own name online. Note anything outdated or unfit for purpose.
2. Update your CV and LinkedIn headline to match your career story.
3. Collect three proof points (case studies, data, or endorsements) and store them in a single folder.

**By completion, you’ll have a sharper, more consistent professional profile.**

## 💡 Key Takeaways

- A refreshed personal brand makes recruiters’ jobs easier and gives you control over your narrative.
- Consistency across CV, LinkedIn, and work samples builds trust.
- A short, clear career story brings your achievements to life.
- Small actions like fresh posts or short courses keep your profile looking current.

**With your personal brand polished, you’re ready to connect with people and start targeted applications.**