National Careers Week 2025 Personal Branding Australian Style

By Sue Ellson

Topic: Personal Branding Australian Style
Date: Wednesday 14 May 2025
Time: 12:00pm – 12:45pm AEST time (UTC+10)
Venue: Zoom
Handout and Recording: Will be sent to everyone who registers to attend
Tickets: $29.95 (with five digital books) or Free
Register: https://personalbrandingaustralianstyle.eventbrite.com.au
Listed Online:
National Careers Week https://careersweek.com.au/events/?state=&delivery=Online Archive.org
LinkedIn https://www.linkedin.com/events/7291717854075269122
Facebook https://www.facebook.com/events/1246612259748249

Details

Resume, Check.

LinkedIn Profile, Check.

Own Name Website – Say What?

Where is personal branding heading for high achievers looking for work?

We are living in the world of artificial intelligence and do you know where people are ‘looking’ for someone like you for a new position or even a promotion where you are now?

The hard truth is that you need to be referred and verified. The referrer could be a person or some form of technology, but when you are ‘found’ you need to be ‘verified.’

Having your own name website allows you to provide a showcase of what you know, your values, your skills, your digital competency and so much more.

Agenda

Introduction to Personal Branding in Australia
Understanding resumes in a digital world
Understanding the power of a completed LinkedIn Profile
Understanding the value of your Own Name Website
What to do next

Inclusions

comprehensive slides that you can use as a road map before asking for extra assistance
video recording of the session
opportunity to purchase my five digital books at a discount
access to further career or digital mentoring with Sue Ellson
avoid making rookie mistakes and wasting your time and money!

This will be an inclusive workshop for all ages and abilities and there will be time for questions as well.

Slides

20250514-personal-branding-australian-style-by-sue-ellson Download

Text from Slides

Agenda

Introduction to Personal Branding in Australia
Understanding resumes in a digital world
Understanding the power of a completed LinkedIn Profile
Understanding the value of your Own Name Website
What to do next

AI Top 10 LinkedIn Specialists
https://sueellson.com/blog/artificial-intelligence-ai-branding-and-linkedin-top-10

Personal Branding is all the rage – but what if you don’t want to be vulnerable?
https://insidesmallbusiness.com.au/marketing/branding/personal-branding-is-all-the-rage-but-its-not-for-everyone
By https://www.linkedin.com/in/katewrightbrandigniter

1. Introduction to Personal Branding in Australia

Tall Poppy Syndrome
Hero to Zero (when coming from elsewhere)
Need to be work capable not just job ready
https://www.youtube.com/playlist?list=PL7HSPnTFVAuGIvlqOOZOBrY7LELTCag-Q (listed in reverse order – The Business of English)
Local experience – highly valued
Achievements – state clearly, predictor of future
Need a reputable digital presence (everything is public)
Need to be verifiable (Recommendations and Reviews)
Not getting interviews – application process not working
Not getting offers after interviews – not a fit (ignore their reason)
Senior Leader or in Business, need your own name website

2. Understanding resumes in a digital world

Applicant Tracking System ATS friendly – plain text
Must list Primary Keywords (see myfuture.edu.au)
Include Secondary Keywords (make it ‘mobile’ and ‘scan’ friendly)
Start with Skills – Professional, Technical, Personal (not Education)
Can include Industries, International Experience, Interests
Career Snapshot – Month & Year Dates, Job Titles, Employer, Location
Each Experience – Achievements Past Tense, Tasks Present Tense
Do Not Include – Photo, Age, Full Home Address, References
Seek Professional Advice for your Industry https://www.cdaa.org.au/CDAAWebsite/Web/About-Career-Development/Find-a-Career-Specialist-Landing.aspx

3. Understanding the power of a completed LinkedIn Profile

Change Profile URL to appear in LinkedIn, Online and AI Search Results
Headline (underneath name) for Primary Keywords
Job Titles – include Keywords
Skills – About, Experience, Licenses & Certifications, Education, Projects,
From Digital Literacy towards Digital Competencyhttps://sueellson.com/webinars-and-recordings
6+ Recommendations Given and Received (24/7 view time)
20+ Endorsements for Main Skills
65% of view time looking at your photo – NOT a passport photo
Connect, Engage, Publish
Network and Ask For Referrals – complete Informational Interviews

Career Research – Senior Project Manager Construction, Commercial Property, Infrastructure Builds
Various

I am currently undertaking Career Research and am interested in roles in:
> Senior Project Management
> Construction
> Commercial Property
> Infrastructure Builds

I am also
> completing some online micro credentials and short courses
> updating my professional and personal skills
> attending outplacement appointments
> completing outplacement related workshops
> attending industry networking events
> networking online and asking for referrals
> completing industry research
> meeting with possible mentors and referral sources
> doing some part time work on a casual basis
> providing professional consulting services
> continuing my voluntary work in the local community
> supporting my family and friends

I welcome contact and connections here on LinkedIn
+61 402 243 271 sueellson@sueellson.com

4. Understanding the value of your Own Name Website

Own story, own way
Multiple aspects of ‘you’
Only thing you own
Publish anything you want (only LINK for copyright issues)
Needs to include About, Contact and Privacy Policy Pages
ISBN authors get extra!
Can start for free yourname.wordpress.com and Export later
Buy your domain name and domain name privacy (not extra domains)
Publish on your website first then share content on social media
Still need to have a Google Business and Bing Places profile
Still need Google, Facebook and own website reviews
Blog section can be categorised
Only one video per page or post
One featured image per page or post (1280 x 720)
300+ words (ideally) with internal links
Full summary record of your ‘whole’ brand
Call to action ‘above the fold’

5. What to do next

Need to be found for your name “Sue Ellson”
Need to be found for your keywords “LinkedIn Specialist”
Need to provide an easy to find “Call to Action”
Need “social proof” via Recommendations and Reviews
Need to show up in person semi-regularly (three networks)
Need to show up consistently online (once a month or week)
Ideally appear in resume search, LinkedIn, online and AI results

Recording

Testimonials and Reviews

“great practical advice, good onsight to the stuff I didn’t know” Robyn Black (Google Review)

“Insightful. Sue has lots of practical tips and insights into how to get the most out of your LinkedIn profile. You will come away with actionable steps on how to improve your branding.” Philip Divilly (Website Review)

More reviews on Google, Facebook and the Reviews Page on my SueEllson.com website

Feedback Survey Results

What did you find most helpful?
Strategies
The way each section was organised
LinkedIn information and ensuring your profile page is updated and the areas to focus on!
Sue provided lots of practical tips which could be implemented immediately, with helpful advice for how to go about meeting our individual goals.
Clear, practical steps to take

What do you plan to do next?
Update my LinkedIn profile more often and make it relevant
Update my LinkedIn
Look at my key words on LinkedIn and ensure all information is updated!
I have identified several key areas of improvement I can make in my personal brand website and in how I network.
Update LinkedIn, domain and me and privacy and get web page happening
Sort out the url and get a WordPress website instead of the one I have
Use a resource from Sue to optimise my LinkedIn account.
Create the wordpress one

What else would have been helpful?
It was great
Perhaps more on engaging on LinkedIn – How and who with (Check out this LinkedIn Engagement Webinar)
A 10 point guide
Nothing – it was great.
Would be nice to be able to learn how to better update my CV/resume so that I’m even considered for a role. You touched lightly on ATS but I’d be very curious to hear more about this and how it works (I will be sending out an ATS Friendly Resume to everyone who attended)

AI Summary Provided By Zoom

Quick recap

Sue Ellson, an independent LinkedIn specialist, hosted a webinar on personal branding in Australia, discussing the importance of balancing technology with human elements in professional settings and providing tips for building an effective online presence. She addressed cultural differences in personal branding between Australia and the US, emphasizing the need for clear communication and local work experience for career success in Australia. Sue offered practical advice on optimizing LinkedIn profiles, creating professional content, and maintaining a positive digital presence across various platforms to enhance personal branding and visibility in search results.

Next steps

Attendees to update their LinkedIn profiles, especially focusing on keywords and optimizing their headlines.
Attendees to consider purchasing their own domain name and setting up a personal website.
Attendees to aim for consistent online presence, posting at least once a month on social media platforms.
Attendees to seek out and join relevant professional networks in their industry.
Attendees to gather and publish online reviews and recommendations on various platforms (LinkedIn, Google, Facebook, personal website).
Attendees to create a Google Business profile and a Bing Places profile.
Attendees to ensure their resumes are applicant tracking system (ATS) friendly.
Attendees to consider writing and publishing content on their own websites before sharing on social media.
Sue to send digital copies of her LinkedIn book to attendees who connect with her on LinkedIn and mention the webinar.
Attendees to follow up on Sue’s upcoming webinar on LinkedIn for sales on 30 July 2025.

Summary

Sue began the webinar by addressing participants and discussing the use of comprehensive slides with text to support neurodivergent learners. She mentioned upcoming events, including a recording of a session by Nia Lloyd and a meeting with Andrew Rimington in Bendigo. Sue encouraged participants to share their personal branding goals and emphasized the opportunity to ask questions anonymously. She also acknowledged the presence of Yvonne and Tanya, and welcomed new attendees to her webinars.

Personal Branding in the Digital Age

Sue Ellson, an independent LinkedIn specialist, hosted a webinar on personal branding in Australia as part of National Careers Week. She emphasized the importance of balancing technology with the human element in sales and leadership, noting a decline since COVID-19. Sue shared her personal journey, including her experience with media appearances and the challenges of personal branding for introverts. She provided tips on building a personal brand, including creating a name website, leveraging LinkedIn, and managing social media presence, while acknowledging the need for vulnerability in the process.

Australian Career Success Strategies

Sue discussed the cultural differences between Australia and the US regarding personal branding and achievement recognition, highlighting the tall poppy syndrome in Australia where modesty is valued over self-promotion. She advised that while Australians appreciate achievements, excessive self-promotion should be avoided, and emphasized the importance of clear English communication and local work experience for career success in Australia. Sue also recommended maintaining a professional digital presence, writing down achievements for interview preparation, and suggested that job seekers who aren’t receiving interviews should revise their application methods rather than making assumptions about rejection reasons.

Optimizing Digital Presence for Leaders

Sue discussed the importance of having a digital presence for senior leaders and business professionals, emphasizing the need for a LinkedIn profile as a minimum. She advised on creating a comprehensive resume in plain text for applicant tracking systems and suggested using AI with caution. Sue recommended optimizing LinkedIn profiles by changing URLs, using keywords in headlines, and including skills, achievements, and a career snapshot. She also advised on using a professional photo and filling out all sections of the profile to appear digitally competent.

Personal Branding and Online Presence

Sue discussed the importance of personal branding and online presence, emphasizing the need for individuals to have their own domain name and website. She shared her own experience of building an online presence through content creation and networking. Sue advised on creating professional and solution-focused content, avoiding controversy, and maintaining a positive online presence. She also provided tips on optimizing LinkedIn profiles, updating websites, and engaging consistently online. Sue encouraged attendees to take action and implement the strategies discussed to improve their personal branding and visibility in search results, LinkedIn, and AI.

LinkedIn and Content Strategy Updates

Sue discussed her LinkedIn profile improvements and book availability. She shared her content strategy for blog posts and social media, emphasizing the importance of teaching search engine robots about her online presence through interlinked content across platforms. The session concluded with Sue providing technical guidance on LinkedIn background images and discussing various platforms for sharing animated work.

Frequently Asked Questions

I can’t attend live, but if I register, will I still receive the slides and the recording?
Yes, everyone who registers will receive the slides and recording via email

Can I ask quick questions before or after the webinar?
Yes, just email sueellson@sueellson.com

Can I ask questions anonymously during the webinar?
Yes, just message Sue Ellson directly in the chat and your name will not be announced

How can I find out more about the presenter, Sue Ellson?
Visit the About page on Sue Ellson’s website at https://sueellson.com/about – this includes a lot more information about Sue’s education, qualifications, memberships, skills and experience

Can you tell me more about Sue Ellson’s books?
Yes, they are written in a conversational and practical style with stories that you can relate to based on Sue’s extensive lived experience. Each book has a comprehensive Index so that you can go back to something specific of interest at any time. Learn more at https://sueellson.com/books

Can you tell me more about Sue Ellson’s digital mentoring?
Yes, Sue works with individuals and enterprises to help them achieve their digital goals. Whether you are just starting your digital journey or you have been online for years, Sue shares actionable wisdom that is aligned with your goals and focuses on building digital assets with lifetime returns

Follow Up Personal Assistance

– Book a personal appointment with Sue Ellson

Service examples https://sueellson.com/services-and-pricing – please Contact Sue

How to say Thank You Sue

If you find any of the information in this free webinar helpful, please consider writing an informative review via one of the following links:
Google Review https://g.page/sue-ellson-author/review
Facebook Review https://www.facebook.com/sueellson2/reviews
Online Review https://sueellson.com/reviews (no login required)
LinkedIn Recommendation https://www.linkedin.com/in/sueellson (we need to be connected)

And if you haven’t already, please follow or subscribe to my social media channels listed below and connect on LinkedIn

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