In a very cluttered online world, how can you set yourself apart but still maintain your authenticity? And by being authentic, does that mean you put everything out there without a filter? These are questions I'm often asked.
As much as authenticity is the foundation of a great personal brand, appealing to your audience in a relatable and respectful manner is just as important. Whether you’re just starting out in your career or you’re a seasoned professional, when you set out to establish your unique digital dress code, you need to do some filtering, since first impressions will be formed online without an opportunity for you to correct a misinterpretation.
What Is A Digital Dress Code, And Why Does It Matter?
Your digital dress code is how you present yourself online. Just like in the offline world, individuals create a visual representation (dress code) of themselves through clothing and accessories, how they speak, brands they endorse, people they associate with, etc. In-person meetings are rare today, so first impressions are often being made online. It’s up to you to shape your digital dress code so it’s representative of your true self. Presenting a transparent brand both online and offline is what will lead to brand credibility. Your digital dress code provides a foundation of what your brand is and gives insight into who you are. It's the first step in building rapport with someone who is meeting you for the first time. When this foundation is firmly entrenched, the more relatable your brand is to your audience.
Four Steps To Establish A Unique Digital Dress Code
Step 1: Determine a baseline.
A study by SHRM showed that at least 84% of organizations are currently using social media for recruitment and 9% of those that don’t are planning to.
Take note of your digital footprint to understand how your brand is represented, and take note of what you're seeing. This is where people will first meet you. Do you have a recent professional photo? Is your LinkedIn profile updated and reflective of your brand and career goals? Do you have content that embodies your point of view, strengths and expertise? Should inappropriate content or images be deleted? These questions are how hiring managers are assessing you.
Step 2: Develop a content strategy.
Know who your audience is and where they are so you can communicate your uniqueness on a regular basis. Think about what makes you unique and how you can articulate it. What is your point of view? What are your strengths? Is your headshot updated and does it reflect your brand (color choices, wardrobe style, etc.)? Do you have a video that captures your personality as well as your expertise? Think about every detail, even down to your comments on blogs. I’ve seen professionals damage their reputation by inappropriate comments made on these sites.
Step 3: Engage.
Now that you have mapped out your content strategy, it’s important to commit to consistency and engage with your audience on a regular basis. Remember, you don’t have to be everywhere, just where your audience is. Be present so you become top of mind for them. Ask your audience for insights, provide insights, and support your audience, whether it’s a comment on their work or a like on Instagram, LinkedIn, etc. Make sure you are focusing on nurturing that relationship throughout your career journey.
Step 4: Become a manager of your brand.
Just like corporations hire brand managers to help them maintain their brands in an ever-changing world, you need to do the same for your brand. Keep Googling your name to make sure nothing pops up that could potentially damage your brand.
Honing your digital dress code takes focus and commitment, and it’s something you have to think about on a daily basis. It will lead you to live a more fulfilled life both personally and professionally.
