INTHEBLACK December 2025 / January 2026 - Magazine - Page 34
F E AT U R E
“It is best to avoid using stock photography and
actually make it all about the real humans who people
will be connecting with.”
BE CONSISTENT
There is a branding concept, coined the “3-7-27 law”,
which suggests that people need to see a brand
three times before they recognise it, seven times
before they remember it, and 27 times before they
trust and engage with it.
Taylor says that it is not enough to just post every
now and then or share an article without a comment.
“You need to post something at least three times
a week,” she explains. “You might think that people
will get sick of you, but the reality is that they won’t
see all your posts. You need to be consistent in
sharing value-driven messages, tips and tools —
with photos attached — to build trust and make
a connection, which is so important in building
a career profile or sustaining a business.”
It is a concept that Coe has embraced. She posts
regularly on a variety of platforms including LinkedIn,
Facebook and Instagram, to connect with both
customers and business networks.
“When I see business founders sharing the highs,
the lows and the vulnerabilities, it makes it real for me.”
While high frequency and vulnerability are largely
seen positively, there is nuance to the type of content
shared. Sharing irrelevant content or “overselling”
34 INTHEBLACK Dec 2025/Jan 2026 SPECIAL EDITION
that you have a new job, for example, can be less
engaging and less authentic, says Ang.
“The aim should be to project a profile naturally,
without being too pushy or constantly trying
to sell something. Look for opportunities to
contribute, like sharing a podcast you have been
involved in or a conference you spoke at, which
helps add to the conversation about a particular
topic,” he adds.
Another way to think about your online presence
is to treat it as a 24/7 résumé, adds Rathod.
“If someone’s choosing between you and another
candidate, and your digital footprint shows your
expertise, voice and style, then you’re already one
step ahead. We make decisions every day based
on who we recognise and feel aligned with.
“I remind people that you never know who
is watching,” Rathod says. “Many people won’t
engage with your content, but I guarantee that
they’re paying attention.” ●
READ
an article about personal
branding tips that work
LISTEN
to a podcast episode
on a leader’s guide
to social media
