How to Build a Personal Brand to Recession Proof Your Career
In this episode, we’re diving deep into personal branding, career ownership, and the power of visibility with marketing strategist and LinkedIn expert Portia Obeng.
Why Personal Branding Matters More Than Ever
In today's volatile job market, the old advice of "keep your head down and let your work speak for itself" no longer applies. With over 300,000 Black women losing their jobs since December, it's clear that we need a new strategy for career security. The answer? Building a personal brand that positions you as the LeBron of your industry—someone who can take their talents wherever they choose.
Personal branding isn't about bragging or self-promotion. It's about strategically positioning yourself so opportunities come to you. It's about being able to call two or three people when you need a new role and instead of starting from scratch.
What Is Personal Branding, Really?
Your personal brand is how you want people to perceive you in your career. It's your professional North Star that guides every decision you make, from which projects you take on to how you show up online.
The key is developing a personal brand statement that reflects how you want to be perceived. Are you the reliable expert? The innovative problem-solver? The best presenter in your organization? Once you're clear on this, you can evaluate every opportunity against it.
Overcoming the "I Don't Want to Brag" Mindset
The biggest pushback to personal branding comes in two forms:
"I don't want to brag too much"
"I don't want to look like a fool"
Here's the truth: You're not bragging if you've actually done the work. You're simply communicating your accomplishments. If you're not telling your story, someone else will tell it for you; or worse, no one will tell it at all.
Using LinkedIn To Build Your Personal Brand
LinkedIn is no longer just a job board, it's a content platform where deals are made and reputations are built. Yet many professionals are making critical mistakes:
Headline Errors: Don't just list your job title and company. Include keywords from your industry. LinkedIn's recruiter version is keyword-heavy, so think of your profile like SEO for your career.
Third-Person About Sections: Write in first person. Your about section should tell people what you do, how you do it, and why you're so good at it. Bios don't typically make people think, "We need to hire this person” but your LinkedIn about section should.
Vague Experience Bullets: Your bullet points must reflect impact and results. "Attended meetings" isn't enough. "Attended meetings with C-suite executives to shape company strategy" tells a different story.
Pro tip: Keep a wins folder to track your accomplishments throughout the year. When it's time to update your profile or prepare for performance reviews, you'll have everything documented.
Networking in Real Life
You cannot build a strong professional network from your couch. Here's how to get strategic:
Check your local convention center website for upcoming conferences
Volunteer at conferences to meet attendees and speakers
Get on local listservs
Attend at least one professional event per quarter
Create a calendar of networking opportunities for the year
The key to networking is consistency. You need at least one work bestie and one person who will advocate for you. These relationships should span different parts of your organization or industry.
Set calendar reminders to check in with your key contacts three to four times per year. Don't wait until you need something to reach out maintain the relationship consistently.
Owning Your Career as a Black Woman
Building a personal brand isn't just about job security, it's about joy and ownership. Sometimes you need to step away, enjoy your hobbies, and come back refreshed.
But increasingly, Black women need to consider entrepreneurship with the capacity to hire other Black women. Whether it's consulting, digital products, or service-based businesses, now is the time to explore what you can offer beyond your 9-to-5.
Federal employees especially have valuable knowledge. While creating a digital product isn't as simple as online gurus make it sound (you still need to market it, set up systems, and handle sales), there are abundant free resources to help you get started.
The Bottom Line
Your personal brand is your insurance policy in an uncertain job market. It's not about being inauthentic or overly promotional. It's about making sure the right people know about the excellent work you're already doing.
Whether you're looking to climb the corporate ladder, transition to a new industry, or build a business, a strong personal brand opens doors. The time to start is now, not when you're scrambling after a layoff notice.
Remember: You've already done the work. Now it's time to make sure people know about it.
Want help building your LinkedIn profile or developing your personal brand strategy? Connect with Portia on LinkedIn and visit her website to learn about one-on-one coaching and profile audits.
