As our professional lives have become increasingly virtual, developing and refining an effective online brand is an important tool for advancing your career.
Janet Adetu FCCA, a Nigeria-based executive coach, image consultant and etiquette expert, says that for young accountants wishing to make the move to a larger firm, it’s about much more than technical skills.
‘These are of course important, but if you want to stand out it has to do with your entire persona – and having a presence is key,’ she says. ‘In building your brand, it is important to get out there and be recognised, and for the right reasons. It has to do with your appearance, but also with your attitude, behaviour, conduct and ability to communicate.’
Who are you?
South African reputation and leadership expert Janine Hills says that it is important to first assess who you are, what you stand for and what you want to achieve. Then, once you have done that, you need to think about how you convey that impression.
‘It is not enough to say you work hard, believe in education, are honest, act with integrity and live your life to the fullest; you’ve got to show that,‘ she says. ‘You have to walk the talk. These days, with social media, the world is watching us.’
Research the people you admire and try to build up a network that works for you
Jennifer Oyelade, a human resources specialist and author based in Nigeria, agrees. ‘Recruitment is not so much about pushing CVs anymore; I want to know about what’s not written on the CV, and the best way to find that out is to go onto social media.’
Be strategic
LinkedIn is widely acknowledged as a fantastic tool for reaching out to people and a great platform to showcase achievements. However, Oyelade says it’s about much more than how many connections you have.
‘It’s about the quality of those connections. Ask yourself: how can this person add value to me? How can I add value to this person? Research the people you admire and try to build up a network that works for you,’ she says.
Tapping into alumni networks to access experienced professionals who can help advance your career is a useful strategy.
‘Building your brand online is not something you do overnight,’ Oyelade adds. ‘The more consistent you are, the more strategically you place yourself, the more opportunities will come to you.’
Hills agrees that caution is crucial when deciding who to connect with. ‘You need to be a strict gatekeeper of your reputation because you will be judged by association,’ she explains.
Hills believes posting on Instagram and Twitter can also be useful, but it’s important not to weigh in on controversial or overtly political topics, or to be too casual in your approach, she says.
‘It goes without saying that you shouldn’t write in text speak or slang, or message after 10pm; and do check your spelling,’ she says. She also warns against over-posting – ‘once a day is fine’ – or using too many hashtags.
‘Remember: this is your banner. Every time you post, you’re building your brand and your reputation of trust. Show respect and people will share their knowledge with you,’ she says.
It goes without saying that you should be careful, too, about the type of picture you post on social media, as Adetu warns. ‘You only get one chance to create a good first impression, so be extremely mindful of how you come across,’ she says.
For more experienced accountants looking to further their careers, investing in professional photographs and a well-written profile helps to create the right impression. These can be used for social media platforms and also provided to media outlets and organisers of speaking engagements, for example.
Time to diversify?
Finally, don’t forget to broaden your offering. The pandemic has provided the perfect opportunity to diversify your skills – especially in areas employers might value, such as project management and business analysis.
‘People are not just looking for any old accountant, financial adviser or internal auditor,’ Oyelade says. ‘They are looking for people with diversified skill sets who are able to add value.‘
How to network in the age of Covid
Executive coach Janet Adetu FCCA says that even under pandemic constraints it is still possible to build up a successful network virtually, via online webinars and meetings.
‘We are all speed-networking these days in online breakout rooms. But in that one minute, you can still create a great impression and leave something in the minds of those you interact with that will make them want to get in touch,’ she says.
Her rules for online networking include:
- Dial in well before the meeting starts, and have a pen, notebook and glass of water to hand.
- Turn your camera on – people need to see who they are networking with.
- Dress as if you’re going to a physical meeting.
- Ensure your positioning in the frame is correct and your lighting is good.
- Do contribute – while you are there to listen and learn, you will only make an impression if you get noticed.
