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Personal Branding is a Must for Women in Today's Job Market

By Karin Freeland

If you look at the 2024 US Labor Market Forecast from SHRM, it’s tempting to be discouraged by today’s job market (regardless of gender). 

 At the beginning of 2024, experts warned job seekers that hiring would slow and unemployment would rise. Even with the news of a recession being less likely, it’s hardly something to cheer about if you’re stuck in a job that undervalues you or that no longer feels fulfilling.    

But if you’re a woman the odds might seem to be stacked against you even more. Why, you ask? According to a recent article in Forbes, women are still faced with a significant gender pay gap and often spend more time doing unpaid tasks like caregiving, which prevents them from taking on positions with higher time demands, such as in management or in leadership roles. 

Have I totally bummer you out? Don’t worry, here comes the inspiration and empowerment you were seeking! 

Despite all of these challenges, women can reclaim their power and take control of their career trajectory with one simple strategy: A strong personal brand!  

That’s right, personal branding is no longer a buzzword. It’s as necessary as having a polished resume or a sponsor to vouch for you. Gone are the days when professional success relied strictly on qualifications and experience. In this digital age where first impressions are often made online, personal branding plays a crucial role in shaping how women are perceived by potential employers, clients, and industry peers. 

Here are ways a personal brand can help you stand out and attract the success you deserve:  

  • Differentiation: In competitive job markets, like we’re seeing today, women need to stand out from the crowd and make a memorable impression. By crafting a distinct personal brand, you can highlight your expertise and personality in a way that resonates with your target audience. Whether you’re leveraging your LinkedIn profile, creating a posting strategy that increases visibility and thought-leadership, or networking to expand your reach, a strong personal brand helps rise above other candidates.

  • Influence Perception: We all have a sphere of influence, the people and groups we impact on a daily basis. The idea is that by having a well-crafted personal brand, we can more effectively shift perceptions of our personal image and how others view us.  Several of the client’s I’ve supported have use this approach to set themselves up for career advancement and promotions or to seamlessly change industries. I personally benefited from my strong brand when I left corporate to start my own coaching and consulting business by showcasing my unique strengths and value proposition.  


  • Credibility: Trust and credibility are paramount in today’s marketplace. Hiring managers and HR staff members are bombarded with resumes and don’t have time to sort through every single submission they receive. They’ll very quickly be able to tell from your online presence (or lack thereof) if you live up to your claims. A polished LinkedIn profile, professional website, or compelling portfolio can enhance your credibility and make a positive impression on stakeholders. Authenticity is everything! Employers can sniff out a fake so never misrepresent yourself or lie on your profile. It’s not worth the risk to your reputation. 

  • Meaningful Relationships: With a thoughtful brand, you’ll be able to facilitate networking and career opportunities digitally. If you’ve never attempted to create a digital relationship this might feel awkward at first, but some of my best friends and biggest champions have blossomed from online connections. Thanks to Author, Porter Gale, I was taught early on in my career that your network is your net worth. With that in mind, women are advised to reach out and connect with other professionals, mentors, and potential collaborators. You never know where your next opportunity will come from, but chances are someone in your network holds the key to unlock the door. 

As you’ve seen, a personal brand will positively impact your career, regardless of what reports and stats say about the job market. So, are you sold on finally taking ownership of your personal brand? I hope so, because here comes the tough love for any stragglers: All things being equal, you’ll be beat out by someone who has a stronger personal brand every time.

How’s that for motivation? 

In all seriousness, a personal brand is truly your opportunity to buck all the stats and move through your career with ease. You’ll feel totally in control of your destiny and earn the pick of your opportunities. It’s worth the time and financial investment to get this right.   


Karin Freeland is a certified Life Reinvention Coach focused on helping women transform their lives and achieve their dreams by using the lessons she learned in her 15 years in the corporate sector. Award-winning author of “Grab Life by the Dreams “and podcast host of “Rock Your Reinvention,” learn more about her and her company Karin Freeland Coaching & Consulting, LLC at


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