Why employers care who you are, not just what you can do

Getting the job is no longer just about skills and qualifications. Like it or not, in today’s competitive job market, your CV alone won’t open doors. What will? An authentic personal brand – a clear identity that communicates who you are, what you stand for, and why you matter. This may feel like egotism or even narcissism, but it’s not; it’s strategy. It’s how you build trust, attract opportunities and shape your long-term career path.

The art of storytelling

So how do you go about it? Tell authentic stories that reflect your values. Just like a good story leaves you with a takeaway, in a similar way your professional narrative – your personal experiences, motivations and achievements – should incorporate values that reveal the real you.

In your storytelling, focus on your ‘why’. What drives you to do this work? What problem do you care about solving? Avoid generic, over-used buzzwords such as ‘passionate about the environment’ or ‘results-driven’. Instead, show what you mean using concrete examples: ‘I led a campus campaign that cut single-use plastics by 60% in our cafeteria.’ Use plain, warm language that people can connect with. Corporate jargon such as ‘I optimised stakeholder alignment’ lacks the human touch.

Use real moments, not perfect ones. Share a challenge or failure, and what you learned from it. The goal isn’t to create a perfect, curated image, but an authentic one. Get feedback from people who know you. If your story doesn’t resonate with them, it won’t with employers. Update your story as you grow. Your values may evolve, especially after new experiences or roles, so revisit it every 6 to 12 months.

Most importantly, be selective in what you share. Your online presence is your digital handshake, so post with a goal in mind. Share content that aligns with your professional goals and values. But be warned: overly personal details or struggles can backfire. If what you’re sharing makes others uncomfortable, it will end up weakening your professional image instead.

Consistency is key

Consistency across platforms is non-negotiable. Whether it’s LinkedIn, Instagram or a personal portfolio, your message, tone and visual identity should be the same. Consider picking two or three core stories that reflect your values and repeating them across all your platforms. Also, update your LinkedIn headline to reflect your current focus, and use the same professional photo across platforms. Variety is not the goal. It’s about being unmistakably you, everywhere you are. This builds credibility and recognition.

Build your reputation

Finally, think long-term. Your personal brand is your reputation – and reputation takes time to build. The credibility you’re after doesn’t come from one viral post, but from sustained, authentic engagement.

Start sharing insights, commenting thoughtfully and contributing to conversations in your field. In time, your reputation will precede you – and open doors you didn’t even know existed.

Contact a EURES Adviser to refine your personal story (e.g. CV creation, job interview tips), or participate in a European Job Day to develop and showcase your online presence.

If you’d like more tips on how to get ahead in the competitive world of work, read about five must-have soft skills for 2026.

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Five must-have soft skills for 2026

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