Personal branding can make it easier and more difficult to get a job in different ways, as explained below:
Easier: Personal branding can help job seekers stand out from other candidates by showcasing their unique skills, experiences, and personality traits. For example, a graphic designer who has established a strong personal brand through a portfolio website, social media presence, and positive reviews from clients may have an advantage over other designers who have not invested as much effort into their personal branding. This can make it easier for the designer to attract potential clients and job opportunities that align with their brand and expertise.
More difficult: On the other hand, personal branding can also make it more difficult to get a job if it does not align with the employer's values or expectations. For instance, a candidate who has a strong personal brand on social media but shares controversial or offensive opinions may not be considered for a job that requires a professional and respectful demeanor. Additionally, if a candidate's personal brand is too strong or dominant, it may overshadow their qualifications and experience, leading potential employers to perceive them as self-promoting or arrogant. This can make it more difficult for the candidate to convince employers that they are a good fit for the job based on their skills and achievements alone.