Personal Branding for Middle Managers: Build Authority Without a Promotion

Don’t wait for a title change to build your personal brand’s influence in your industry and internally.

Being a Middle Manager can sometimes feel like being a middle child. If you’ve been with your business for a while, you’re no longer the recently hired new young gun in the office. And while you grind away, you might lack some of the glory (and bigger bucks) senior managers get for platforming all your hard work to the most powerful decision makers in the office. 

But, being a Middle Manager is also a wonderful place to build your personal brand and set your career up for success. The key is to leverage the opportunities available to you.

1. Leverage LinkedIn to build your professional brand online

LinkedIn is the world’s biggest networking platform for professionals. If you’re not building your personal brand on LinkedIn, you’re missing out on building your reputation not only among your existing colleagues and peers, but in your industry at large. 

Perhaps, your skills and expertise aren’t as recognised in your workplace as you’d like them to be. On LinkedIn, you’re in control of your professional personal brand. Don’t keep trying to tell Senior Management how talented and knowledgeable you are. Show them. 

Publish thoughtful posts on LinkedIn, long-form articles or videos. Show the depth of your expertise and critical thinking. While showing passion for your workplace is admirable, don’t forget to demonstrate the value of your expertise in the industry as a whole. Build your personal brand outside of just your current title and workplace. When your employer sees you as valuable to an industry, you create more leverage for your professional personal brand.

Building your personal brand on LinkedIn can also have a financial return for your employer as well. It’s estimated that 80% of B2B leads are said to originate from LinkedIn, making it a leading lead generator. If your relationships bring in the big bucks for your business, you become more valuable to your workplace in direct dollars as well. 

2. Build your professional brand internally

Don’t be so focused on building your personal brand internally that you neglect demonstrating a passion for your position and current work. Optimise opportunities presented to you as a Middle Manager to not just do your job, but go above and beyond your job description. 

Depending on the size of your organisation and its internal communication platforms, one of the most powerful ways to do this is by contributing regularly to your internal newsletter. This was one of my favourite things to do as a Middle Manager in Marketing, well before I even had the words ‘personal brand’ in my vocabulary.

First, contributing to your company newsletter, for all staff to see,  holds you accountable to the entire organisation. Second, it helps address that all-too prevalent issue in workplaces of people feeling like they aren’t across something or weren’t communicated with. As a Middle Manager, you likely represent an entire area of your organisation. See your contribution as a weekly column to get your organisation engaged with your team’s strategies, activities and vision. 

If your organisation doesn’t have an all-staff newsletter, recommend one. Lead its publication if you have to - show your passion for collaboration and communication. Alternatively, take the same approach to contributing regular updates to your intranet or regular reporting. In many of my marketing and communications management roles, I have also shared weekly reports to senior managers on key activities, as I know senior leaders have a vested interest in being in the know on key business activities. Whatever your approach, find a way to communicate formally at least weekly. Think of it like publishing for your professional brand (and team) internally, like you would a social media schedule. 

In addition to publishing, consider joining or leading committees or task forces. This is a great way to foster cross-functional relationships in your business and get noticed by senior management for your commitment to broader business goals. 

3. Build your professional brand externally 

While internal communication is important, remember to build your personal brand outside of your current workplace and current title. Building your personal brand in the industry acts as an insurance policy for your professional personal brand and career prospects. 

Think outside of the box of simply building your personal brand online. What committees or groups can you join? If you have an impressive title and qualifications, leverage them while you have them. While you may not be joining as a representative of your organisation, an impressive title is more likely to stand out in the application process for committees or Boards. 

A common missed opportunity I see with personal brand clients I work with is that they have spent most of their career entirely focused on excelling in their 9-5 job, yet have neglected contributions to the broader industry or community. For example, by joining groups of industry leaders or participating in mentor programmes. 

As an idea, you might start with your alumni network if you’re part of one. Can you join a committee or mentoring programme? Or, consider associations that govern or support your overall industry. What opportunities do you have to get involved? Instead of waiting for a promotion, create authority for your personal brand by association. Partnering your personal brand with a reputable organisation creates trust by association. And it reminds your employer that you’re valued in the marketplace.

4. Create a portfolio of proof or a digital home for your personal brand

LinkedIn is the obvious place to start for building your professional network. But, don’t just do the obvious.

In his book, The Slight Edge, Jeff Olson says: 

“Successful people do what unsuccessful people are not willing to do.”

Create a personal brand website. Publish a blog (re-purposed from your LinkedIn article), share videos (these might be embedded from your YouTube channel), and curate your professional profile. Building your personal brand on a social media platform is building on borrowed land. 

Creating a personal brand website is a place where you can pull together your professional portfolio of proof in one place. With even just a link on your resume, it can add volumes to your value. It can show your employer that you mean business about the business of You, your profession and your industry. 

So, don’t wait for your promotion, pay rise or the recognition you’ve been craving. Don’t rely on validation from your current employer or boss alone. Instead of seeking validation, create real value in your industry. Serve your community. Your promotions, pay rises, and opportunities will flow from there.