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

Episode notes

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.