Knowing a social-media presence can make you more employable in the advice sector is one thing, but building your personal brand online is another.
What are the kinds of things you should be saying? How much of your personality should you be sharing? What messages do you want your content to convey?
All these things can be a minefield, particularly when you are finding your feet in the early stages of a career. What do commentators in the financial services and marketing industries suggest?
Create the ‘right’ brand
Building a personal brand on social media can be a big advantage if you’re looking for work in advice.
“Potential employers may be interested in how candidates are already capitalising on channels like TikTok and Instagram, as well as LinkedIn, to build relevant relationships and showcase their skillsets,” says Gee Footit, partnerships manager at the St James’s Place Financial Adviser Academy.
“Financial advice is an entrepreneurial industry by nature, after all, so candidates who keep their credentials updated, share thought leadership and regularly engage with their networks will really stand out.”
However, it must be the ‘right’ kind of brand and that starts with authenticity.
“Sharing your personal experiences and how they help you do your job, the value you place on your colleagues and how both help you help your clients is great,” says Chris Ball, chief executive at international financial advice firm Hoxton Wealth.
“But not if you are suggesting that your way is the only way.”
Ball says that, dependent on tone and content, your social-media profile can demonstrate your ability to work effectively both in an advisory capacity as well as part of a team. Adding value in your content will also help to build the ‘right’ kind of brand.
“Being the person that is providing meaningful content through your social-media channels will make you the person whose profile others will want to visit again and again,” says Ball. This builds trust, providing a platform to promote yourself and your expertise to employers and clients.
Presenting yourself
Marketing experts say your personal brand on social media should reflect who you really are.
“It should showcase a well-rounded version of you. Show that you’re fun, organised and approachable,” says Lindi Mngaza, founder and managing director of Explode Social Media.
Mngaza suggests sharing a mix of family moments, past work achievements, hobbies and interests.
“Your feed should create a balanced, authentic vision of your lifestyle – it doesn’t need to be perfect, just real,” she says. “This helps employers see the full picture of who you are and decide if you’re a good fit for their business.”
Being clear on what you want to be known for can be a good place to start.
“Share content that showcases your expertise, whether it’s insights into financial advice, industry trends or even your approach to client care,” says Lucy Kemp, founder of employee experience consultancy Kemp & Co.
“Engage with others by commenting thoughtfully on their post and be consistent. Post regularly and keep your tone professional yet authentic,” says Kemp.
“Remember, personal branding is about demonstrating value and building trust. It’s not just about what you say, but how you interact and contribute to the online community.”
Liz Sebag-Montefiore, director at HR consultancy 10Eighty, says that, starting with LinkedIn, social-media profiles should be optimised by including a professional photo, a compelling headline and a summary that highlights expertise and achievements.
“Regularly sharing and/or engaging with insightful content about financial planning, market trends or client success stories can establish thought leadership and start to build up your brand,” she says.
With people increasingly using AI in their everyday lives, it may also be worth exploring tools like Chat GPT to help build your brand on social media.
Marketing firm The Movchan Agency suggests using ChatGPT to identify your unique expertise, how to communicate with your target audience most effectively and help build your personal story.
This will involve inputting things like your CV alongside key moments in your professional and working lives, then asking ChatGPT to analyse these and make appropriate suggestions, such as what thought leadership themes they should cover and how to tailor content for your defined target audience.
Achieving balance
Building a brand is not a passive and solitary exercise – networking on social-media platforms is also a part of it.
“Joining industry groups, commenting on posts from peers or influencers, and building relationships with professionals helps build visibility,” says Kemp. “Consistency across all platforms is key to creating a trustworthy and professional image.”
One thing that might not occur to people looking to establish themselves in financial advice is that a strong personal brand on social media could be seen as a drawback by some advice firms.
“A strong personal brand is often seen as an asset but, in financial advice, where client relationships are key, it could raise concerns. Employers might worry that a candidate with a highly visible brand could one day leave and take clients with them,” says Kemp. “The key is balance – show that your personal brand complements the company’s mission and values.”
During job interviews, Kemp suggests addressing this head-on by emphasising how your platform would benefit the business, such as building trust with clients and attracting new ones. “It’s about positioning yourself as someone who enhances the company’s reputation, not competes with it,” she says.
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