Building a Personal Brand in Tech

Most people in tech believe career growth is all about getting better at your craft. And don’t get me wrong- skills do matter. But here’s the uncomfortable truth: It’s not just about how good you are. It’s about who knows how good you are. Some of the most talented engineers I’ve worked with stayed stuck in the same role for years, not because they weren’t skilled, but because no one outside their immediate circle knew the impact they were making. Meanwhile, others who actively shared their work, spoke at events, collaborated publicly, or mentored others; they became the names that came up in rooms they weren’t even in yet. That’s what visibility does. For me, building visibility has looked like: 🤝 Sharing what I’m learning- not just what I already know. Posting takeaways from AI research papers, experiments with new tools, and real-world lessons from building systems. 📱Posting behind-the-scenes of projects, including the messy drafts. Sharing wins is easy. Sharing your process builds trust. 🎤 Speaking at meetups, podcasts, and panels Every small talk leads to bigger rooms. It’s all about building reps, and getting more people hear your thoughts. 📚Turning complex technical ideas into simple frameworks. Think: diagrams, cheat sheets, carousels. If people can learn from you easily, they’ll remember you. 🌎 Collaborating publicly and giving credit. Tag teammates, mention mentors, share lessons learned together. Visibility is not a solo game. 👩🏫 Mentoring early-career professionals. Teaching makes your knowledge visible, and it pays forward the support you once needed. 📝 Documenting your journey authentically. Not just “look at this big launch,” but “here’s what I learned this week,” or “here’s where I’m stuck and what I’m trying next.” 👥 Being active in the community- both online and offline. Whether it’s commenting on posts, joining Slack groups, or attending AI meetups, showing up consistently makes a difference. It’s not about becoming a “thought leader.” It’s about becoming someone people remember when opportunities come up. Because at the end of the day: Skill × Visibility = Career Growth If you’re already learning, building, and solving problems, start showing it ❤️ That’s how you grow beyond your current role.

This isn’t a post about whether dopamine culture is good or bad. (I have plenty to say on that…) However, it is about marketing because, fundamentally, marketing is about meeting your audience where they are. And, today's audience is in their dopamine-culture era. For too long, B2B companies have relied on the same old content marketing playbook: churn out whitepapers (often gated behind forms!) and blog posts, rinse and repeat. But in the world of dopamine culture, plus the rise of AI, that alone is not enough. To win at content marketing today, B2B brands need to step up their game in several key ways: ↳ Develop a Strong, Authentic POV. In a sea of generic content, having a unique, authentic perspective is more critical than ever. What does your brand stand for? What insights and opinions can you bring that no one else is? Your POV is your secret weapon. ↳ Cultivate a Consistent Brand Voice. Is your content instantly recognizable as coming from your brand? Do you have a cohesive voice, personality, and style that shines in everything you publish? If not, it's time for a refresh. A distinct brand identity fosters trust and memorability. ↳ Get Creative With Formats. Blogs and whitepapers are great, but don't stop there. Diversify with engaging formats like video, interactive tools, data visualizations, podcasts, and more. Give your audience exciting ways to learn. ↳ Optimize for Recommendation Engines. It's no longer just about ranking in search (though that's still important). You must also optimize for recommendation engines on social media, audio/video platforms, and more. How "shareable" and algorithms-friendly is your content? ↳ Leverage AI-Powered Tools. Use AI strategically to streamline your content operations, personalize content experiences, extract deeper audience insights, and experiment with new AI-generated formats. Be proactive. When I started Zen Media almost 16 years ago, content marketing was 90% content and 10% marketing. Today, it's the reverse. Before we create an article for a client, we develop their POV, have a brand voice document at the ready, and have a distribution plan in place because we know the truth: for every one person who reads the article, ten other people will read the summary on social platforms. Image Credit: Ted Gioia, The Honest Broker,

If you over-curate & overthink your personal brand to perfection, your engagement will be dead! You see them everywhere—polished, poised, and perfectly positioned personal brands. Yet, their engagement is flat. Their audience? Passive. This is the"Perfect Persona" Effect—where people curate an online brand so flawlessly that it becomes unrelatable. And science backs this up. 📌 A study from Harvard Business Review found that leaders who share their struggles increase trust by 66% compared to those who only share polished success. 📌 Social psychologist Dr. Elliot Aronson’s "Pratfall Effect" proves that people perceive those who show vulnerability as more likable than those who appear perfect. The brands that win aren’t the ones that look flawless. They’re the ones that feel real. This is how we work this out with SackBerry clients: 1. Show the process, not just the results. ❌ “We grew our business 10x in a year!” ✅ “We struggled for months with zero sales—here’s what finally worked.” People relate to struggles, lessons, and real journeys. Share the how, not just the highlight. 2. Write like you talk. The easiest way to sound human? Read your post out loud. If you wouldn’t say it in a conversation, rewrite it. 3. Share your unpopular opinions. The fastest way to stand out isn’t to blend in. Take a stance. Challenge industry clichés. Say what others won’t. 4. Use the “3-Post Rule” to create trust. Your content should rotate between these formats: A personal story (human connection) An actionable insight (expert credibility) A polarizing take (sparks discussion) 5. Don’t fear the “mess.” -Not every post needs to be perfect. - Test new ideas. - Share drafts. - Build in public. People love watching something unfold in real time. So, tell me—what’s one thing you wish more people shared online? #PersonalBranding #Authenticity #BuildingInPublic #ContentMarketing

Over the last 6 months at Triangle, we’ve reviewed the performance of dozens of our Executive and Founder LinkedIn posts across all sectors. We pulled together reach, engagement, and story-type metrics, and three consistent patterns emerged. (1) Cultural hooks drive visibility. Posts that lead with a recognisable figure or big event attract high impressions. By tying in to these topics, you get broad distribution and big numbers. Then insert your idea, offer, company within this. Example: A tech leader building in the AI space opened with “Mark Zuckerberg wanted to buy Google.” The post reached 3.2M impressions. (2) Use proof points to build credibility. Executive posts that point to a real outcome (a campaign delivered, a deal closed, a client story) bump engagement rates significantly. Fewer eyeballs, but more meaningful interaction. That’s the kind of peer-recognition that moves you from “someone who talks” to “someone you want to buy from.” Example: A founder of a UK-based speaker bureau shared that they booked an Olympic gold medalist for a client. The post generated 26k impressions with 15 qualified MQLs. (3) Personal narrative and spotlighting others deepen the connection to your readers. When executives share a lived experience, like hardship, change, lessons learnt or they deliberately make someone else the hero, engagement spikes. You build trust at scale and deepen the connection with your audience. Example: A founder reflecting on 8 years of building their company reached 3.7k impressions with 1.57% engagement. Another spotlighting a client’s book launch hit 2.5k impressions and achieved 5.86% engagement. Actions you can take • Use a mix of formats rather than a single style. • Use a cultural hook when you need to amplify reach. • Use proof posts when you want to underpin your capability. • Use personal stories when you want to humanise your brand and deepen trust. • Track not just impressions but meaningful engagement: comments from peers, ICP engagement, follow-ups, profile views, DMs initiated. The difference between executives who get seen or not – is down to having a system in place. At Triangle, we build that system. Turning your ideas, proof points, and stories into a consistent flow of credibility, reach, and opportunity.

"Be more visible" is one of the most misunderstood pieces of career advice. The mistake is thinking visibility comes from doing more of this: • Speaking more in meetings. • Scheduling more coffee chats. • Attending more networking or social events. That's treating visibility as the input. But it isn't. Visibility is an output. It's what happens when people understand your work and recognize its value. They see how it helps them or the organization. And they know how to build on it. Here are four behaviors that naturally create visibility: 𝟭. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘆𝗼𝘂𝗿 𝘄𝗼𝗿𝗸 𝘁𝗼 𝗼𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝗲𝘀. Help people understand not just 𝘸𝘩𝘢𝘵 you delivered, but 𝘸𝘩𝘺 it matters and how it contributes to the outcomes the organization is trying to achieve. 𝟮. 𝗦𝗲𝗲𝗸 𝗳𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗯𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂𝗿 𝘄𝗼𝗿𝗸 𝗶𝘀 𝗳𝗶𝗻𝗶𝘀𝗵𝗲𝗱. People gain visibility into your thinking, not just the final deliverable. The work also gets better through their input. 𝟯. 𝗦𝗵𝗮𝗿𝗲 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂𝗿 𝘁𝗲𝗮𝗺 𝗹𝗲𝗮𝗿𝗻𝗲𝗱. Use demos, town halls, or brown bags to teach others what worked, what didn't, and how they can apply or build on your approach. 𝟰. 𝗥𝗲𝗰𝗼𝗴𝗻𝗶𝘇𝗲 𝘁𝗵𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗵𝗼 𝗰𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝗱. Giving credit helps others understand how the work came together, strengthens relationships, and creates visibility for the entire team. One last thing, intent matters. If your goal is to get noticed, people usually see right through it. If your goal is to help others understand your work, recognize its value, and build on it, visibility becomes a natural outcome. How do you interpret the feedback, "be more visible"? --- Follow me, tap the (🔔) Omar Halabieh for weekly Leadership and Career posts

My recent post for new grads went viral - the biggest lesson was your career needs to be outbound before it becomes inbound. Now here’s how to actually do that ⬇️ 👉 Believe in yourself. Imposter syndrome holds us back. Humility is important, but don’t feel like you need to wait in the shadows for your turn. 👉 Ask for opportunities. Referrals, resume reviews, coffee chats, mentorship side projects, ownership on the team etc. Expect a ton of nos (like at least 80%) but get into the habit of asking. 👉 Create content. If you press publish every single day or week for a year, I guarantee your life will change. Start with things you know - what are you known as, online or among friends? what could you talk about all day? What brings you joy or pisses you off? Or if you’re working on or creating anything, document the journey (Day 5 of doing X). It doesn’t even have to be LinkedIn. 👉 Engage online - for every career path, there are online communities on Slack, Discord, LinkedIn etc. You should be in them and be visible. Share insights, help others out, become known. 👉 Go the extra mile - I don’t condone unpaid work, but sometimes you have to prove yourself. When interviewing for a job, present new ideas for how the company could grow. If you’re looking for freelance work, customize your pitch. Here’s a few hypothetical examples: 1. Associate Product Marketer → Startup Offer via Thought Leadership Started a weekly LinkedIn series breaking down viral product launches (e.g. Duolingo's TikTok strategy). After 6 weeks, a founder of a B2B SaaS company DMed them, impressed by their insights. They got a freelance project, which turned into a full-time offer. 2. Entry-Level Designer → Consulting Gig via Spec Work Redesigned the mobile app UI for a fitness startup they admired, posted it on Behance and Twitter with a thoughtful case study. The startup’s head of design saw it, reached out, and hired them for a paid project. 3. College Senior Studying CS → FTE Role via Twitter Networking Replied to a tweet by a founder who was struggling with page load times. Offered to review their site’s performance for free. After a quick Loom audit, they were invited to consult, then offered a full-time engineer role once the startup raised funding. 4. Early Career Consultant → Career Transition via Cold Pitch Pitched a local restaurant chain business with a 5-step business plan to improve growth. Met with founder then hired as advisor then head of strategy. 5. Aspiring VC → Job via Hosting Events Started a monthly “Future of [industry]” dinner series in NYC, inviting founders, operators, and junior VCs. Built a newsletter around event recaps. Met a partner at a VC firm through the event who later offered them a role as an analyst. The inbound opportunities will come — but you can accelerate the timeline by going outbound. #socialmedia #careers #linkedin

You’ve spent hours crafting the perfect campaign. The design is flawless, the message is clear, and everything feels on point. But the results? Meh. The numbers barely budge. Every marketer’s fear is creating something that gets noticed but doesn’t connect. Because attention alone isn’t enough—it’s emotional resonance that drives action and builds loyalty. 🌱 Here’s how to create content that resonates: → Understand your audience’s why Go beyond demographics—tap into psychographics by learning what drives your customers. What problems keep them awake at night? What aspirations push them forward? → Focus on stories, not facts People are wired to connect with stories. Stories humanize your brand and turn abstract concepts into relatable experiences. Rather than listing product features, share a story of how your product solved a customer’s real problem or made a difference in their life. → Speak their language Choose language that aligns with your audience’s emotions and experiences. Whether it’s light-hearted humor or a sense of hope, using intentional language helps your content resonate with readers on a deeper level. → Be authentic in sharing your journey, objections, and goals Your audience can sense what’s real. Share your challenges, goals, and even vulnerabilities to build trust and reliability. → Invite meaningful dialogue and understand what defines their ideas Encourage your audience to interact with your content—ask questions, invite opinions, or run interactive campaigns. When people feel involved, they develop a sense of connection with your brand, making your message more impactful. It’s not about grabbing attention—it’s about making it matter.

I've been thinking a lot about the kind of content brands put into the world. Some of it sparks conversation and strengthens brand connection. Some of it...just fills the feed. Most B2C brands are great at chasing engagement, but not always at building brand meaning. When I mapped it out, the content that matters most always ends up in the upper-right quadrant: High Engagement + High Cultural Relevance / Emotional Impact. 🟩 The Sweet Spot This is content people actually interact with and that strengthens brand connection: • User-Generated Storytelling (not just reviews, but authentic, emotional UGC) • Lifestyle & Aspirational Content (travel inspo, fashion, wellness — fits seamlessly into how people see themselves) • Viral TikTok/Reels Trends (when done authentically and in sync with culture) • Influencer Collaborations (especially when creators embody your brand values) • Community Challenges / Hashtag Activations (identity-driven and participatory) This is where loyalty gets built. Where campaigns outlive algorithms. Where engagement means something. ⸻ 🟧 What to Watch Out For (Low/Low) • Generic Product Ads (feature dumps without story) • Random Sales Promotions (uninspired discount graphics) • Forced Trend-Jacking (when brands hop on memes without fit) 👉 These pieces don’t move the needle on culture or engagement. ⸻ 🟪 The Trap (High Engagement / Low Relevance) • Giveaways / Sweepstakes (quick hits, low equity) • Funny Memes / Low-lift Humor (attention-grabbing but not tied to your brand) • Clickbait-y Hacks (drive views without deepening connection) • Flash Discounts (transactional, not relational) 👉 Yes, these light up the metrics — but they don’t build lasting brand affinity. ⸻ The takeaway? Don’t just chase clicks. Make more content for the upper right: where engagement fuels cultural relevance, and cultural relevance and emotional impact fuels long-term brand love. 𝙄𝙛 𝙮𝙤𝙪 𝙝𝙖𝙫𝙚𝙣’𝙩 𝙨𝙚𝙚𝙣 𝙢𝙮 𝘽2𝘽 𝙢𝙖𝙩𝙧𝙞𝙭, 𝙘𝙝𝙚𝙘𝙠 𝙞𝙩 𝙤𝙪𝙩 𝙝𝙚𝙧𝙚: https://lnkd.in/d7DXQDMB 𝙄’𝙡𝙡 𝙙𝙞𝙫𝙚 𝙙𝙚𝙚𝙥𝙚𝙧 𝙞𝙣𝙩𝙤 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙞𝙣 𝙪𝙥𝙘𝙤𝙢𝙞𝙣𝙜 𝙄𝙣𝙨𝙞𝙙𝙚 𝙎𝙤𝙘𝙞𝙖𝙡 𝙈𝙚𝙙𝙞𝙖 𝙇𝙚𝙖𝙙𝙚𝙧𝙨𝙝𝙞𝙥 𝙣𝙚𝙬𝙨𝙡𝙚𝙩𝙩𝙚𝙧𝙨. 𝙎𝙪𝙗𝙨𝙘𝙧𝙞𝙗𝙚 𝙝𝙚𝙧𝙚: https://lnkd.in/d28dna4K

Here's a reality check if you believe "engaging with your ICP's content" will help you generate business. Only 1% of LinkedIn users post regularly. For technical audiences like engineering leaders? That number is even lower (probably closer to 0,05%). This creates a fundamental problem with most B2B content strategies targeting technical buyers: You're building an engagement engine for an audience that doesn't engage. I see this constantly in GTM plans: • "We'll monitor their activity and engage with their posts!" • "Our CEO will comment on their content!" • "We'll build relationships through social engagement!" But when your ICP is a VP of Engineering or CTO or Chief Scientist, there's often nothing to engage with. This doesn't mean content is worthless for technical audiences. It means we need to be realistic about how it works: Content for technical buyers is primarily consumption-based, not engagement-based. They read. They evaluate. They rarely comment. So what actually works? Instead of spreading yourself thin across dozens of lightweight content pieces hoping for engagement, here's what I'd do instead: 1) Spend time on creating one or few research-heavy content pieces that demonstrates deep technical understanding, but also communicates a clear POV. You'll want them to take you seriously, but it needs to be interesting first. »This might take weeks/months and you actually need to put in the work«. E.g. assemble data across your target industry that will actually be useful to your target buyer. 2) Highly personal outreach that shows you have done your research, understand their tech stack. That's almost impossible without involving a subject-matter expert btw. 3) Focus on building a trusted relationship first via communities and events, rather than pitch-slapping. Tech-first buyers are often tinkerers and like to give new tech a shot, but they are also put off by commercial fluff. The best technical content isn't designed to generate likes and comments. It's designed to make someone think: "These people actually understand our problems." And then used in sync with your outreach. That won't show up in your engagement metrics. But it will show up in your pipeline.

Let me save you 3 months of trial and error. Because I’ve already done the hard part — so you don’t have to. If you’re a freelancer struggling to land your first (or next) job on Upwork, read this slowly: I know what it feels like… Refreshing your feed 10 times a day. Sending proposals that get zero views. Wondering if this “Upwork thing” actually works. It does. But only if you stop doing the wrong things. Here’s what you should be doing instead: 1. Stop applying to jobs that already have invites. If a client has invited others, chances are they already have someone in mind. Don’t waste your connects. 2. Target jobs posted within the last 5–10 minutes. Fresh jobs = less competition. Speed is your secret weapon. Yes, a client might still send invites after you apply — but it’s a risk worth taking because clients hang around few minutes after posting a job so there are high chances of getting your proposal viewed. 3. Apply to jobs that request a short video intro (1–2 mins). Most freelancers skip these. Don’t. Even if it’s not required, send a short video anyway. Especially for new clients — it builds instant trust and sets you apart. 4. Don’t ignore clients with new accounts. Yes, some may be shady. But many are real — and ignored. Fewer applicants = higher chances of being noticed. 5. End every proposal with a strong CTA. Guide the client on what to do next. Instead of: “Let me know when you’re free.” Say: “Are you available for a quick call now?” You can also ask: “Can you share your biggest challenge with this project? I’ll come prepared with a plan.” 6. Add a P.S. at the end of your proposal. The P.S. section gets read more often than the main message. Use it to: ♦️Reinforce your motivation ♦️Add urgency ♦️Include a second CTA ♦️Share a bonus insight Example: P.S. I’ve worked on a similar project before — happy to share a sample if that helps speed up your decision-making. 7. Check your profile visibility. Go to Settings → Profile Settings → Visibility. If it’s set to Private, no one can find you in search. Fix that now. 8. Align your categories with your actual skills. Wrong categories = Wrong traffic = No invites. Make sure your selected categories reflect what you actually offer. 9. Start your proposal with a hook that speaks to pain. If the first sentence doesn’t grab attention, nothing else will. Example: “Tired of hiring VAs who overpromise and underdeliver? I get it — here’s how I do things differently…” 10. Track what works. Analyze your proposals. Improve your openers. Test different CTAs. Tweak until you see results. 11. Be consistent. Upwork success isn’t magic — it’s method. Show up daily. Apply to at least 1 job a day. If you don’t have connects, log in and save jobs that match your skills. It signals the algorithm. Got questions about Upwork? Drop them in the comments — I’ll answer. Found this helpful? Repost to help another freelancer cut through 3 months of confusion.