The Age of New CVs, Personal Brand Marketing & the Influence of Social Media in the Job Market

“Aap apni naukri rakh lijiye ... main apna attitude rakh leta hoon” is the famous dialogue from the movie 3 Idiots. But what if we could bring the attitude in to actually land a job? That’s the direction personal branding takes, an approach adopted by many, to stand out from a sea of job applicants.

In today’s competitive job market, just submitting a traditional CV doesn’t cut it anymore. How you present yourself—through personal branding, creative resumes, and an active social media presence—has become just as important as your skills and experience. Whether you're a homemaker, a struggling actor, or a professional, personal branding is changing the way we approach job applications. Stories of individuals creating unique CVs or reaching out on social media for job opportunities show how the game has evolved. It’s no longer just about qualifications; it’s about how you market yourself in the crowded job market using the right platforms and strategies.

The Rise of Personal Branding in India

You should definitely consider Ritu Didi 👩‍🍳 HSR's MasterChef

She's been amazing at her job—her simple, homely meals are the best!

I even made a resume for her because she deserves the spotlight. 😎

Here's a bit about her: https://t.co/PkPDyTDHDg pic.twitter.com/t2aSNkGBGA

— Varun ✦ PERU (@varunperuu) November 26, 2024

Personal branding is the art of presenting yourself as a unique and memorable individual in the job market, both online and offline. It’s about showcasing not just your qualifications but also your personality, skills, and values in a way that makes you stand out. This concept has gained considerable traction in India, where the competition for jobs is fierce and employers are increasingly looking for more than just the right skills.

Take, for example, a recent viral case where a X (formerly Twitter) user created a professional CV for their house help. The CV highlighted skills such as time management, attention to detail, and multitasking, elevating household work into a respected profession. This creative take on a traditionally undervalued job garnered applause from netizens, sparking a conversation about how any profession can be marketed with the right approach. The professionalisation of domestic work through personal branding underscores how CVs can be a tool for recognition and respect, no matter the job.

When Social Media Leads to Job Offers

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Inspite of stringent policies, and and a no-refund policy for cancellations, more than 4 lakh perfectly good orders get canceled on Zomato, for various reasons by customers.… pic.twitter.com/fGFQQNgzGJ

— Deepinder Goyal (@deepigoyal) November 10, 2024

Ever thought a casual tweet could lead to a job offer? Well, that’s exactly what happened when Zomato’s CEO, Deepinder Goyal, introduced a new food rescue feature and received feedback from Bhanu, a startup Product Manager known for sharing suggestions with brands. Impressed by Bhanu’s ideas, Goyal invited him to share more about himself, turning a simple Twitter exchange into a job opportunity. This is a perfect example of how having the right skills and being active on social media can open doors in unexpected ways. Could this be the start of a new era in recruitment, where opportunities arise from conversations that happen outside of LinkedIn?

Homemakers Going Viral with Their CVs

In another inspiring example, a woman’s CV, which detailed 13 years of experience as a homemaker, went viral in 2023. The CV didn’t simply list daily tasks; it emphasised valuable skills like crisis management, budget management, and emotional intelligence. This not only challenged traditional notions about homemaking but also showcased how one can apply the concept of personal branding to roles that have often been overlooked. The viral success of this CV sent a clear message: personal branding can transform any role into a marketable skillset, regardless of how unconventional it may seem. And that not just highlights the creativity of the individual, but draws into light the very real issues of the challenges faced by women when rejoining the workforce after a break.

Supporting Domestic Workers: A New Way of Seeing Every Job

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A post shared by Danish sait (@danishsait)

In today's job market, personal branding isn’t just for office workers or freelancers; it’s reshaping how we view all kinds of work, including roles like domestic help. During the COVID-19 lockdown, many domestic workers lost their jobs, leaving them without income. Instead of ignoring their struggles, people found creative ways to support them, showing a new perspective on work. For example, Ankit Vengurlekar, a content creator from Bengaluru, helped his cook Saroj, who was struggling with a loss of clients during the lockdown. Rather than offering temporary financial aid, Ankit shared a video of her making an amazing Mangalorean-style Crab curry, which went viral. This led to orders pouring in from across Bengaluru, showing how a simple act of recognition can help elevate someone's work. Similarly, actor Archana Puran Singh took to social media to share her experiences with her house help, Bhagyashree and even gave her financial advice to help her achieve her goal of buying a house. Comedian Danish Sait also showed his respect for domestic help by offering transport to his maid, Geeta, highlighting how treating workers with dignity can make a huge impact. These examples reflect how society’s view of all types of work is shifting, making it clear that personal branding isn’t just about marketing yourself, but also about acknowledging and valuing every role—big or small.

Anupam Kher: Embracing Authenticity on LinkedIn

Who knew that the ‘Bend It Like Beckham’ and ‘DDLJ’ star would end up posting on LinkedIn, like the rest of us? The idea of using personal branding to market oneself has also been embraced by celebrities, such as actor Anupam Kher. Recently, Kher took to LinkedIn, not to boast of his accolades, but to label himself a "struggling actor" in search of work. This raw, honest post connected with many, showing that vulnerability and authenticity could be just as powerful as showcasing achievements. Kher’s self-deprecating approach was not only a display of personal branding but also an opportunity for him to remain relevant in a highly competitive industry. In a world where self-promotion is often glossed over with achievements, Kher’s approach was a refreshing reminder that staying true to oneself is a critical part of building a personal brand.

Neena Gupta: The Power of Social Media for Career Growth

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A post shared by Neena Gupta (@neena_gupta)

Bollywood veteran Neena Gupta, who shined in movies like ‘Mandi’, ‘Jaane Bhi Do Yaaron’ and ‘Badhaai Ho’, also embraced the power of personal branding when she took to Instagram to publicly ask for work a few years ago. Her bold move led to an outpouring of support and even inspired other Bollywood stars like Priyanka Chopra. Gupta’s honest appeal for roles on social media not only enhanced her personal brand but also showed how leveraging platforms like Instagram can be a game-changer for career advancement. In a digital age where personal interaction is more accessible than ever, Gupta’s story is proof that direct, authentic outreach can open doors, whether you’re a well-established star or just starting your career.

The Importance of Personal Branding in Today’s Job Market

Experts say that in today’s competitive job environment, standing out is more important than ever. Personal branding allows you to differentiate yourself from the pool of candidates vying for the same job. Employers are not just looking for technical skills anymore; they are increasingly seeking candidates who can demonstrate a unique personality, vision, and set of values. Personal branding is the key to presenting these intangible qualities in a way that resonates with potential employers.

An essential aspect of personal branding is developing a strong online presence. With platforms like LinkedIn, Instagram, and Twitter, it’s easier than ever to shape how you’re perceived. Whether you’re sharing industry insights, showcasing your achievements, or simply engaging with your network, your online presence is an extension of your personal brand. In fact, many employers now conduct a deep dive into candidates’ online personas, so it’s crucial that your profiles reflect the image you wish to project.

The Impact of Personal Branding and Social Media on Hiring Decisions

Local Samosa talked to Lavanya Aneja, Founder & CEO of Lea Clothing Co. She said that the way a unique CV or an out-of-the-box Social Media / LinkedIn post affects hiring decisions is definitely very industry and field-specific. “If I’m hiring for my marketing, social media, or partnerships team, personal branding can definitely have an impact on hiring decisions. In those spaces, you’re looking for someone with a unique creative voice, who is able to think out-of-the-box and ideate an impactful strategy to stand out in crowded spaces, especially for D2C brands," says Aneja.

Similarly, even for Founder’s Office roles, a presence on LinkedIn indicating expertise (or at least basic interest in) the field they’re looking to shift into is a definite plus when making hiring decisions. Personally, for me, proactiveness in utilising these platforms is what makes the biggest difference. Whether that’s reaching out via mail when applying for roles on LinkedIn, or tailoring your CV to highlight the most relevant aspects for the role you’re applying for, anything that indicates real interest in and commitment to the role”, she explained.

How to Build Your Personal Brand 101

Building a personal brand takes time, effort, and consistency.

1. Define Your Brand  

Think about what makes you unique. What are your strengths, passions, and values? Your personal brand should highlight what sets you apart from others in your field. Take time to define your identity before starting to market yourself.

2. Develop an Online Presence  

Create and maintain professional profiles on platforms like LinkedIn. Be sure your social media profiles align with your professional identity. Use high-quality images and consistently present yourself as a polished, skilled professional.

3. Share Your Expertise  

Demonstrating your knowledge is an excellent way to build credibility. Share your expertise through blogs, articles, or social media posts. This will help you gain recognition and establish yourself as an authority in your field.

4. Network  

Networking is essential for building your personal brand. Attend events, connect with professionals in your industry, and engage in online discussions. The more people who know you and your work, the stronger your brand becomes.

5. Be Authentic  

Authenticity is key in personal branding. Don’t try to be someone you’re not. Being genuine and transparent will attract the right opportunities and help build long-term trust with employers and clients.

The future of career growth lies in personal branding, where creative, authentic self-presentation opens doors to new opportunities beyond traditional CVs.