– Not everyone must be creators. But Everyone should know how he is seen and influence it, instead of leaving it to accident – says Adrian Gamoń, brand communication strategist, LinkedIn expert and business trainer.
Only a few years ago it was enough to be good at what you do. Today it is often not enough.
– The professional world works more and more like a recommendation system. Recruiters, partners, even customers – before they contact you, check who you are online. A personal brand is a filter: either you go through it or not. If your profile does not provide clear information about who you are and what you do, you can be omitted – even if you have great competences – explains Adrian Gamoń.
For competitions that rely on commands and recommendations, a strong personal brand is particularly important – this applies not only to specialists and managers, but also physical professions – emphasizes the expert. – Hydraulics, builders – all these professionals need a brand, because the strength of their work is often based on the fact that people talk about them and recommend them, building trust in their services.
The basic tool for building personal branding is today Social Media, among which LinkedIn stands out the most business profile. The report “LinkedIn in Poland and in the world in 2025”, whose author is Adrian Gamoń, shows the scale of the phenomenon: over the past year there has been a record 1.4 million. new Polish users of this platform, and there are already over 8.1 million of us.
The growing number of users means that without actively building visibility, the chances of seeing us by others decrease. What's more, only 1.73 percent Users were published in December 2024 at least one post. This means that over 98 percent people on LinkedIn remain passive.
However, building a brand does not have to mean an increase in popularity or range. – It's about recognition in a context that is important to you. You don't have to have a thousand likes – all you have to do is get to the right people – he adds.
Not only for presidents and experts
Contrary to appearances, personal branding is not only a topic for top managers or freelancers. – It works at every level, only differently. Junior can build a brand as a committed person, learning, asking good questions. Senior – as an expert, mentor, leader of thoughts. Everyone can show their value – regardless of experience – emphasizes Adrian Gamoń.
What stops people from actively building their brand? The expert indicates some key obstacles: – The most common excuse is the lack of time, but this is only the tip of the iceberg. Underneath there are deeper fears: a fraudster syndrome, lack of self -confidence, fear of public speaking. It's completely natural – every expert started with uncertainty. The key is action despite anxiety – he explains. – The most important thing is to build a coherent image – one that answers the question: what do I want to be known/known from?
Some people think that they do not need such self -promotion. – But when they look at it differently, that sharing what is done is something natural and brings value to others – the perspective changes – emphasizes the expert.
Brand without standing – is it possible?
– You can build a strong brand without publishing posts – says Adrian Gamoń. – It is enough that we are active, we comment on valuable content, provide ourselves in private messages or discussion groups, we support others. Regular providing thoughtful answers in industry discussions, or asking questions to people from the contact network are also actions that build recognition. Sometimes one accurate comment can open the door to new possibilities.
The expert also warns against pretending to be someone you are not. – Personal branding is not a creation. It's a disclosure of what you already have. And the ability to show it in the right way – he adds.
In his opinion The biggest errors in building a personal brand are: no strategy, lack of consistency and excess self -promotion. “Either someone disappears completely or only talks about himself.” Meanwhile, the brand grows when we give value to others – knowledge, inspiration, support. Sometimes a comment or a message with congratulations is enough to be remembered.
What works in 2025?
The standard of publishing content on LinkedIn is changing, we are increasingly using AI support. Adrian Gamoń does not demonize them, but he points out: – By nature they look better, because language models can improve and edit them. But it has its shortcomings – the content is structurally better, but they lose their authenticity and personalities – notes Adrian Gamoń. – At the end of the day, however, the most important thing is whether the recipients see the value in the content, not how it was created. AI can be support, but should not replace an authentic voice.
There is also more and more talk about emotions – including difficult ones. LinkedIn ceases to be a place only for professional smiles and corpoma. More content appears that express doubts, frustration, uncertainty. And this also builds a brand – because it shows that we are people.
– Personal branding is not a lajki race. It is not about being louder than others, but to be recognizable for the right reasons. One thoughtful, authentic publication is enough for someone to notice you. Sometimes it opens the door that we haven't seen before – sums up the expert.
Where to start?
Adrian Gamoń offers a few steps for those who want to get out of the “invisible” group. First of all – realize why you want to do it and what you want to achieve. Then ask yourself: who am I, what I can, what makes me stand out? Complete your profile – take care of the photo, experience and education. Start building a network of contacts with people with whom you on the way. You don't have to create your own posts immediately – start by commenting, likeing and reacting. And if you feel readiness – reach for your own publication.
Finally, it reminds: – It's not about presence everywhere. What matters is to be where you need – and be there yourself. Because consistency and authenticity build trust, and it is the currency of the 21st century.
