How to build a brand that lands your dream role, with Laurie Macpherson

If you’re building a personal or leadership brand - whether you’re an entrepreneur, a consultant, or an exec thinking about your next move - LinkedIn and how you present yourself matters.

In this episode I speak with Laurie Macpherson about making your personal brand employer-friendly, standing for something specific, and using simple, repeatable actions to be seen by the right people. 

These are practical signals that directly affect whether you get hired, promoted, or invited to collaborate.

Three key areas we covered :

✳️ Leadership brand vs. business brand - Why employees need their own “home base” online (LinkedIn) and how frequency of exposure builds reputation inside and outside organisations.

✳️ Profile signals that attract employers - The headline, the About section, examples of impact, and the need to fill gaps so recruiters and hiring managers can quickly understand your fit.

✳️ The BOLD method + practical career moves - Build, Own, Land, Distinguish - a simple way to plan next steps, own your achievements, tailor applications, and increase your visible credibility.

Three actionable takeaways (do these this week)

✨ Optimise one profile signal now - Update your LinkedIn headline to answer: Who do you help? What do you do for them? Add a one-line “how” so people instantly know your fit. (Small change, big signal.)

✨ Turn achievements into proof - Pick one recent project and write 2–3 bullet points that show the outcome (numbers or concrete change). Use those bullets in your About, CV, and one LinkedIn post.

✨ Make targeted outreach part of your routine - Pick three people who could help (former manager, peer, or small-business contact). Send a short message offering value (comment on their work, share a useful link) and ask one simple question. Repeat weekly.

https://www.lauriemacpherson.com/

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