Curating a Professional Online Presence

She was visible in the room but invisible online. A client said to me recently, “In person, people know who I am and what I bring. But online? You’d never know it.” And she was right. In person it was clear she had decades of credibility. She was the person people turned to when decisions needed to be made, things needed to get done, problems solved, or trust established. Her peers knew it. Her clients knew it. Her team knew it. But when someone Googled her, her LinkedIn profile came up, and the message simply didn’t match. 📉 A profile that undersold her expertise. 📉 Inconsistent or non-existent activity. 📉 A digital first impression that didn’t reflect the reputation she’d earned. And here is the challenge with this - people don’t separate offline from online anymore. ✨ The client meeting you tomorrow has already looked you up today. ✨ The board member you’re pitching to has already scanned your profile. ✨ The graduate considering your firm has already checked your team’s presence. ✨ The investor you’re meeting next week has already searched your name. ✨ The client referral you haven’t even met yet has already formed an impression. If your online presence doesn’t reflect your offline reputation, it creates disconnect before you even enter the room. “Are they really the expert?” “If their business is as strong as they say, why can’t I see it here?” You’ve worked too hard to be invisible. The good news? You don’t need constant posting or flashy campaigns to close that gap. What you need are the right foundations: ✔️ A profile that communicates value, not just a job title. ✔️ Consistent, purposeful activity that mirrors how you show up in person. ✔️ A digital presence that builds trust before the first handshake. Because your reputation shouldn’t depend on which version of you people happens to find first. Make sure the person people meet online is the same one they already trust in the room.

Does “Packaging” still matter? The other day, a former client reached out, looking for a particular service provider. I immediately thought of someone I’d heard great things about—word of mouth was solid. They were known for doing excellent work. So I went online to find links to their social media pages and that’s where the problem started. Instagram? Mostly personal and church-related posts. Now, there’s nothing wrong with that, but there was little to nothing about their actual work. LinkedIn? Worse. There was no clear positioning, no compelling proof of expertise, nothing that would make an executive take them seriously. So, messaged them directly to ask for links showcasing their work. When they finally sent me something, the content itself was decent, but the packaging was off. The visuals were subpar. The presentation lacked polish. It just didn’t exude credibility—it didn’t match the standard that decision-makers are used to. And sure enough, when I sent it to the executive, the response was lukewarm. Here’s the thing: executives, especially baby boomers who built their reputations in a pre-digital era, need to understand that in today’s world, “packaging” is just as important as substance. People are accustomed to: ✅ High-resolution images that showcase professionalism ✅ Well-designed brochures that exude credibility ✅ Polished social media pages that demonstrate thought leadership If you’re a serious professional or entrepreneur looking to attract high-level clients, partners, or board roles, your digital presence must reflect the level of excellence you bring to the table. 4 Ways to “Package” Yourself for the Digital Era 1️⃣ Polish Your Online Presence • Your LinkedIn and Instagram should be aligned with your expertise. • Remove outdated, blurry, or irrelevant posts that don’t contribute to your professional brand. • Have a clear, compelling bio that tells people exactly what you do and who you serve. 2️⃣ Invest in Professional Visuals • First impressions matter. Your headshots, brand assets, and marketing materials should reflect quality and attention to detail. • Hire a photographer for high-resolution images and invest in clean, visually appealing designs. 3️⃣ Create Content That Demonstrates Credibility • Don’t just post about your work—package it in a way that resonates with decision-makers. • Share client testimonials, case studies, and industry insights in a structured, easy-to-digest format. 4️⃣ Make It Easy for Others to Refer You • If someone wants to recommend you, do they have high-quality links, a website, or a brochure they can send effortlessly? • Have an up-to-date portfolio, a polished LinkedIn profile, and a professional one-pager so people can confidently introduce you to their networks. Perception shapes opportunities. You might be amazing at what you do, but if your packaging doesn’t reflect that excellence, you’ll struggle to get the attention you deserve. Do you agree or disagree?

The personal brands blowing up with thousands of likes and tens of thousands of followers for posting memes or lighthearted jokes every day? That’s not the personal brand you should be building if you have serious career or business goals attached to your presence online. (Don’t hate me for this POV, I'm not trying to start a fight in the comment section, this is just my observation being in the personal branding space for a long time.) You log onto LinkedIn, a post with 400+ likes catches your eye. It’s funny, super clever, 400 likes in 1 hour. You click back to their profile and see 40,000 followers and endless posts that pop off because they hit the humor button. And you think to yourself: “I’m not that funny. I could never create that kind of content.” I’ll be the first to admit. I love meme accounts. I follow them, I enjoy them, they brighten my week. And here’s the disclaimer: post what you want. If you genuinely enjoy creating one type of content, then do it. Fulfillment matters more than strategy. But if you’re here because you want a personal brand that moves the needle on landing a new job, a promotion, industry recognition, or credibility as an expert, then memes won’t get you there as quickly. You need a holistic brand. That means content that blends: Thought leadership (your perspective on where your industry is going) Industry expertise (practical takeaways, commentary, frameworks) Professional stories (wins, failures, lessons learned) Personal insights (the human side that builds trust and relatability) A lighthearted touch here and there Here’s why this matters: Humor grows followers, but not necessarily the right audience. If your career goal is to land a leadership role in sales, does a meme account signal to a hiring manager that you’re the best candidate? Followers ≠ authority. I can enjoy someone’s posts but have no idea what they do for a living, or why I should trust them as an expert. Discovery matters. If a recruiter or investor is searching LinkedIn for someone with your skills, your profile (and posts) need to align with those keywords, not just jokes. This is why I always recommend starting with a balanced, well-rounded content approach. One that allows you to show range, credibility, perspective, AND personality. It not only accelerates your growth, but it builds the kind of reputation that opens doors. A follower count is vanity. A reputation attracts the right opportunities. 

I met with a college senior facing today's brutal job market — her struggle revealed the career strategy most professionals are still missing. I had coffee with a Skidmore senior last week who landed a job — but only after applying to hundreds of positions. She asked me, "What advice would you give your younger self about standing out?" My answer? Build a web presence — immediately. When I was job hunting post college, I had to learn WordPress code. It took hours of troubleshooting to build my online presence. Today? You can launch a professional site in an afternoon. Yet most professionals — not just new grads — are still hyper-focused on: - Polishing resumes - Work experience bullets - Awards and honors that mean little in the market (GPA, company trophies) Here's the key point: after your resume opens the door, recruiters and hiring managers start Googling you. In the final interview stages, the search results become key. What shows up in can set you apart. Pro tip: Don't wait to be discovered. Include your website, portfolio, or digital projects directly in your application materials. In that case, you're literally inviting them to see the work that sets you apart. What struck me most from my coffee with this soon-to-be grad? This lesson from the tough job market is for everyone — new grads to experienced executives. We're obsessing over the wrong things while neglecting what actually makes us discoverable. You don't need anything fancy to start: - A simple portfolio site (Squarespace, Wix, etc.) - Or even just an optimized LinkedIn profile that tells your story I hate saying "I broke into tech" — but in my case, I absolutely did. And my digital presence was the key that unlocked that door and continues to help me every time I level up my career.

Last week, I was reviewing a LinkedIn profile for a potential client. Talented coach. Great experience. But their profile? Generic. Bland. Forgettable. It reminded me of a story... Once upon a time, there was a village with a leaky bucket problem. They'd go to the well, fill their buckets, but by the time they got home, half the water was gone. Frustrating, right? The same thing happens with your brand. If your message is unclear, your value proposition is weak, and your online presence is forgettable... You're leaking clients. You're leaking revenue. You're leaking POTENTIAL. Here's the data (from over 50 LinkedIn audits I've conducted): - Only 50% of coaches and consultants truly understand their ideal client's pain points. - A mere 40% can articulate their unique value proposition. - While 60% TRY to stand out - And 40% feel they effectively communicate their offer on LinkedIn. Unfortunately, the consequences of a weak brand are: - People don't quite "get" what you do. - Your marketing efforts feel like a waste of time. - You start to question your expertise and value. - Potential clients choose your competitors instead. - Your business stagnates, and your dreams feel out of reach. The good news? You CAN fix those leaks. You CAN build a brand that's strong, magnetic, and unforgettable. Here's how: 1️⃣ Clarify your message - Who are you? - What do you do? - Why should anyone care? 2️⃣ Identify your ideal clients - Who do you serve BEST? - Where do they hang out online? - What are their wants, needs, frustrations, irritations, aspirations, challenges, goals, and desires? 3️⃣Create a consistent online presence - Your website, LinkedIn profile, and content should all tell the same story. The payoff? - Higher client conversion rates - Increased visibility and engagement - A thriving business that reflects YOUR efforts I recently wrote a guide about how to leverage your strategic thinking to make your brand stand out - read more here 👉 https://lnkd.in/gX8amumJ

🙌🏾 4 of my professional roles came directly from LinkedIn Whether it was a hiring manager or a CEO who discovered me through LinkedIn—or even through my YouTube channel which led them to my profile—these opportunities completely transformed my career. Out of those four roles, one was a full-time position (where I stayed for over 3.5 years), and the other three were lucrative contract positions. One of those contracts? I had the absolute privilege of being a curriculum developer for Google's Advanced Data Analytics Certificate on Coursera—a project I thoroughly LOVED! But my story doesn’t start there. My very first "real" job as a high school teacher came right out of undergrad when a parent of one of my tutoring students called the school and told them, "You need teachers like her." That one phone call led the school to reach out to me directly. That was my first lesson in the power of networking and showing up authentically. So why am I sharing this with you? To emphasize the importance of networking and online branding in building a career. I was passionate about education and data, so I began making YouTube videos teaching people about data—this showcased both my technical and educational skills. From there, I built credibility. I created projects, attended conferences, and shared my work online. I participated in speaking engagements with organizations like DataCamp, Women in Analytics (WIA), Magic EdTech, The Data Stack Show, WaveMakers.io, and more! Here Are My 3 Main Takeaways: ✅ Your online presence matters. Whether it’s LinkedIn, YouTube, or another platform, showcase your skills and passions in a way that reflects your expertise. ✅ Build credibility through action. Create projects, participate in conferences, and share your knowledge. People are watching—even when you don’t realize it. ✅ Networking goes beyond a handshake. It’s about showcasing your authentic self and being consistent in your passion. The right people will notice. 👉🏾 My Call to Action for You: If you’ve been hesitating to post about your work or share your ideas, start today. Whether it’s a project you’re proud of, an insight you’ve gained, or a learning experience—put it out there. You never know who might be watching or what opportunities might come your way. ------------------------------------------ Comment below one way you plan to start branding yourself 👇🏾 Repost ♻️ Follow ➕ #learningwithjelly #onlinebrand #networking #professionalgoal #branding

Old Thinking ❌: Be careful what you post online—your future employer might not like it. New Thinking ✔️: Post frequently reflecting your vision and brand—only you can show who you are beyond the résumé. Years ago, we heard this loud and clear: “Be careful what you post online— your future employer will look you up before making a hiring decision.” It was a wake-up call about our digital footprint. A warning that stuck with us. And it’s still relevant today. HR teams are out there right now. They’re combing through your profiles. They’re running background checks. They’re screening for culture and values. But it’s not just about avoiding mistakes. Your future employer wants to know more. They’re looking beyond a clean record. They’re trying to understand who you really are. They’re asking questions your résumé can’t answer like... Who are you as a person? What does your network look like? What projects have you brought to life? What’s your personal brand? What does your voice sound like? What’s your vision for solving problems? Who are you beyond that piece of paper? Old thinking says to play it safe. Be careful. Avoid the risks. But we’re in an incredible time now. People are landing opportunities—huge ones— because a vision went viral. That’s what gets monetized today. Not just a linear path through the job market. Your ideas turn into production. There are services out there— background checks and screening tools. They’ll find what doesn’t align with a company. They’ll spot the clashes in culture or values. But...there’s no system or tool that can screen... - a high quality voice. - OR a valuable mission. That’s where you step in. Don’t just be careful about what you post online. Be intentional about it. Your online presence isn’t a trap to avoid. It’s your stage to own. ----- 👩💻 I’m an AI and business intelligence consultant, dedicated to helping companies and people seize opportunities for growth and expansion in tomorrow’s markets using today’s cutting-edge technologies. If this post struck a chord with you, I’ve got a tip to help you take control of your online presence and make it work for you. 🤖 Dump your résumé into a GPT and ask it to build an ontology around you—a clear map of who you are. Then, let it ask you some personal questions, things you’re comfortable with the world knowing, like what you’re passionate about. Next, have it craft a vision and mission board for you. Finally, ask it what kind of content could boost your online presence and connect you with the right audiences—posts that truly reflect the real you. Try it out, and watch your digital footprint start to spark a unique impact in the world around you. 📲 Follow 📝Jacqueline DeStefano-Tangorra, CPA, MBA, CFE📊 for more content like this.

When I first ventured into building my online presence, I wasn’t sure where to start. It felt like I needed to project a flawless version of myself, which was exhausting. 😮💨 But over time, I found that what resonated with people wasn’t perfection—it was authenticity. The moment I shared my firs t post about a challenge I overcame at work, the response was overwhelming. People connected not because I had the perfect story but because I shared my real experience, including the lessons I learned along the way. 💜 Here are some tips for crafting your online professional image: Start with Your Story. Your LinkedIn summary shouldn’t just list your skills; it should reflect who you are and why you do what you do. I rewrote mine to share a bit about my journey as a first-generation college graduate and the values that drive me. Engage with Purpose. Comment on posts that resonate with you and share your perspective. This is how I built connections without even meeting people in person. I remember when a simple comment I left turned into a conversation that led to a professional collaboration months later. Post Authentically and Regularly. Your posts don’t need to be long essays. Sharing a short insight or experience can show your thought leadership and personality. The key is consistency—engage regularly to build visibility. Building your professional brand online is about letting people see who you really are. It’s not about curating a perfect image; it’s about being present, sharing, and learning from others. PS. Happy Thanksgiving, see you all MONDAY