Translating professionalism and leadership into a web presence

While most managers and executives know how crucial personal branding may be in positioning themselves, they often don't know how to extend that concept to the web when presenting their profile. Being business savvy does not necessarily translate to competence in the online positioning of their professional image, which may put them at a disadvantage.

Lax presentation in social media

The approach many people have to social media is the "after five" attitude, with the tone of their discourse and the design of their profiles being too casual. This is in part influenced by the rise of social media and its encouragement of accessibility and interaction by members of a community. Top executives often present themselves more like a ‘beer buddy’ than a strategic thinker who can contribute a lot to an organization. It is recommended that professionals revamp their Facebook and Twitter pages and join LinkedIn as the first steps to building a professional online profile.

Poor business and personal websites

From ‘slap-dash’ design, to mediocre content, an ill-prepared web profile may give the impression that the individual lacks competence. This could translate into a bad impression for potential recruiters in that it suggests a careless nature and even poor decision-making abilities in the real world. It is thus advised that websites be created by web professionals.

Protect higher purpose in the web profile

An effective approach to information sharing on the web is to treat it as an opportunity to promote one's business vision. Instead of a bare listing of facts about career and background, it is recommended that one organise the content on their page to demonstrate competency.  This changes the dynamic of what the online profile was minimally expected to do and makes it an effective leadership tool.


Being mindful of these elements can result in an online presence that is attractive to recruiters and projects a professional personal brand.