In the age of AI and automation, authenticity is everything.
For aspiring C-suite leaders, particularly CFOs, powering up your presence has never been more important. Make no mistake: your personal brand is your most valuable asset (especially if you’re only one or two roles away from securing the top job).
Knowing how to optimise your image and your influence is critical.
Enter Robert Half’s Aspiring CFOs Series.
This compelling series recognises that today’s CFO requires more than just mathematical proficiency. A CFO must be a leader, a strategic partner, an agent of change, a driver of sustainable growth and an impactful innovator.
The way you project your personal brand can have a huge impact on your career. No one is more aware of this than the session’s two CFO panellists, Magdalena (Magda) Kosior-Molloy (Holman Webb Lawyers) and Tim Howard (SiteMinder).
A financial management expert and a multi-award-winning CFO, Magda is regarded for her thought leadership and wise counsel. With over 20 years of experience, Magda has held senior management roles spanning consultancy environments, professional services and corporate businesses, consistently bolstering the credibility of her finance teams.
Tim also carries more than 20 years of commercial and corporate finance experience in global technology companies, including Apple, and most recently, SiteMinder, the world's leading open hotel commerce platform.
Together with Robert Half panellists Eoin Dolan (Practice Director) and Gareth Whalley (Managing Director), Magda and Tim share their bespoke approaches for developing their brands, outlining the ways that can help you to secure your first CFO role.
Like many other senior finance professionals, you’ve probably found yourself asking, “How do I build my personal brand?”
With a growing need to define and communicate who you are as a leader, there’s never been a better time to consider just how others see you.
Read on to discover how to build your personal brand and boost your visibility in the competitive executive market.
Personal branding for CFOs
We live in a world built on brands. They’re everywhere – from the cereal you eat in the morning to the phone you use to set your alarm before bed.
These brands aren’t just brands, they’re shorthand for how companies summarise complex ideas such as their corporate values, product positioning and path to market. What these companies or products convey to the world will have a powerful impact on how they are perceived.
Consider Apple Inc. as an example. What is it famous for?
As Tim explained, “Apple Inc. isn’t famous for making the most products. Rather, it is famous for making the best products.”
Tim says this notion of garnering fame through skills and achievements is the basis for personal branding.
He says, “Like any brand in the marketplace, your brand drives your reputation. I’d encourage everyone, particularly aspiring C-suite leaders, to consider what they’re famous for. Are you famous for building the best small commercial teams or for optimising a 100+ finance team?”
In the context of CFOs, Tim emphasises that your brand goes beyond technical skills; rather, it encompasses leadership, communication and strategic thinking.
“You don’t have to achieve fame for the typical CFO reasons. Knowing how to build your personal brand at work comes down to differentiating yourself. Identify the skills or experience that you will need to build fame and then make a plan to achieve them.”
When asked about his personal brand, Tim says it centres around being forward-thinking.
“I’d like to think I’m famous for seeing what’s possible. Working in the finance sector, I need to be able to see all the angles, or as I like to say, ‘see around the corners’. I pride myself on being conservative and seeing the reason for not taking action.”
Like Tim, Magda believes that personal branding is the best way for aspiring CFOs to define and promote their unique identity and value proposition.
She says, “You’re more likely to be considered for senior roles with the right qualities. Don’t be afraid to project them. If you stay within your department and keep your head down, the leadership team may feel that they don’t really know you.”
Put forward as CFO of the year by CEO Magazine in 2017, Magda was runner-up – the only female out of four finalists. She credits this to her strong personal brand – one that honours those around her.
“People are central to my personal brand. Knowing how to bring people together to collaborate and develop, and having an understanding of how to invest in people, is what helps me to drive organisational success.
“I can really understand the business and help drive the change, not just in finance but across the whole business. My colleagues respect that and I’m honoured that people keep coming back to work with me, even when I’m moving roles between companies.”
The evolution of personal branding
When considering how to build your personal brand, it's important to acknowledge how the process has evolved in the digital age.
While relationship building is still critical, leaders like Magda can’t understate the importance of a strong online presence.
She says, “Traditional methods still have their place, but with more than half of Australia’s population on LinkedIn, it’s an invaluable resource for aspiring CFOs.”
Cultivating a strong online presence is something Magda believes will sharpen your competitive edge.
“Platforms like LinkedIn aren’t about ‘showing off’. They’re an opportunity to share what you’re learning while showcasing thought leadership to a virtual community. Tapping into these strategies can help you to harness the power and reach of LinkedIn to grow a public brand.”
A coveted public speaker, Magda reveals that her engagement with LinkedIn often drives her speaking engagements.
“I was recently invited to speak at conferences in London because my LinkedIn posts highlighted areas of interest, including some of the charities I’m involved with. Being active on the platform is certainly advantageous - commenting or liking posts and posting about industry events can help to get you noticed.”
According to Robert Half panellists, Gareth and Eoin, building genuine online and offline relationships is essential to expanding your network, forging connections and amplifying your voice.
Gareth says, “Platforms like LinkedIn are hugely important for search visibility. When recruiters are looking for candidates, they will trawl LinkedIn by company and job title, skills, industries and keywords. If your profile isn’t up to date, a recruiter won’t find you. A strong profile is essential for getting your foot in the door.”
Want to know how to build your personal brand as a CFO? The secret lies in balancing modern and traditional methods.
Below are the top tips shared in Robert Half’s Aspiring CFOs Series:
1. Cultivate social relationships
The importance of cultivating strong, genuine relationships with colleagues, industry peers and potential mentors cannot be ignored.
For Magda, meaningful connections have been paramount in her upward career trajectory.
“I believe that my first ‘big break’ came off the back of my ability to build rapport with people. I’d been working in hospitality for two years when a café customer offered me the role of accounting assistant at a change management consultancy. Within three years, I had climbed the ranks to become Group Financial Controller.
“While my roles have changed over the years, my connection with people hasn’t – it’s why I firmly believe in the power of networking. It’s important to meet people at your level, but also to connect with people one level above who can help build your career,” says Magda.
Knowing how to build your personal brand at work starts with connection.
Remember, you are not the work you do; you are the person you are – being the best version of yourself will pay dividends.
2. Employ empathetic leadership
Gareth and Eoin acknowledge that one of the top questions they receive is ‘how to build my personal brand’.
Gareth says, “We all have a perception of ourselves in the marketplace and in the office. Think strategically about that perception and craft it in a way that supports your CFO ambitions.”
While technical skills are important, there is growing value in empathetic leadership. It’s something that all panellists believe cannot be discounted.
As a powerful differentiator in the competitive CFO market, empathetic leadership
fosters trust, collaboration and a supportive workplace culture.
If you’re wondering, ‘how to build my personal brand around empathy’, consider the ways you can demonstrate emotional intelligence as a leader:
Actively listen
Show compassion
Focus on employee well-being
Understand the needs of your team
In doing so, you are more likely to build trust, inspire loyalty and encourage open collaboration to position yourself as an approachable leader.
As the panellists emphasised, you must remember that you are only as good as your team.
Finding the right balance between satisfying your responsibilities while taking the time to check in on others is critical.
Related: How to be a CFO beyond the numbers – leadership soft skills
3. Play the long game (and don’t forget about patience)
For aspiring C-suite leaders, it can be tempting to want to expedite your quest for an executive title.
As the adage goes, “Good things come to those who wait.”
Tim believes this principle is central to a strong personal brand.
“During my time at Apple, I was impatient. I believed I could become Managing Director in two years. It was my mentor who offered crucial advice, explaining the power of patience. It’s taught me to reimagine or reframe a role – how I do it, and how I see value.
“This advice has completely changed how I operate – it’s made me a better leader. I’d encourage aspiring CFO’s to harness a long-term approach with a focus on patience and consistent effort. It might sound counterproductive, but it can sharpen your competitive edge,” he says.
When Tim landed at the international tech giant, Apple, he needed to build his brand to be considered for internal CFO roles. He achieved this by playing the long game, spending the following five years learning as much as possible.
He says, “No one is going to give you points for saying things will take less time. Building great companies (and personal brands) takes time.
“Resist the urge to tick off boxes as fast as possible. The more time you spend at a company, the better you understand the business model. And developing your skills and knowledge is essential to back up your personal brand.”
4. Attend networking events
As all of the panellists agreed, mastering the art of networking is critical for any aspiring CFO.
While it can be tempting to skip industry events, they offer unmatched opportunities to grow your connections and establish yourself as a thought leader within the finance industry.
As Eoin and Gareth emphasised, “It’s a great way to learn from peers, get advice and become more visible to potential hirers.”
Tim says networking is his top recommendation for anyone wanting to know, “how to build my personal brand”.
He says, “It’s always been important for me to find ways to change how a company operates. To do this, I’ve leaned into cultivating strong relationships through networking events.”
Magda also acknowledges that networking is the top activity she uses to build her brand.
She says, “Formal industry events can bring CFOs (and aspiring CFOs) together to discuss important topics. Even informal networking can help you to meet people from other companies.
“Try heading out for a quarterly lunch or dinner and discuss your challenges. Talk to CFOs from other companies, who are higher up the hierarchy. You’ll get some great insights.
“Representing your organisation at external events matters. It can result in bringing in new business, which subsequently raises your profile,” she says.
Magda says networking can be intimidating at first, but it can pay dividends.
“Networking wasn’t always easy for me. Public speaking was not something I enjoyed, but my mentor recommended that I learn how to speak on panels and be a keynote speaker. This gradually saw a shift from attending networking events to speaking at them.
“Take it from me, stepping out of your comfort zone is worth it. If you don’t speak up and get involved, an external CFO will be brought in, and you will be heartbroken,” says Magda.
5. Build relationships with recruiters
Search jobs with Robert Half today
Gareth and Eoin made the important observation that all CFO roles are highly competitive.
As recruitment experts, they acknowledge that competing candidates are conscientious, hardworking and intelligent.
Their advice for anyone asking “how to build my personal brand”?
“Do everything possible to get an edge.”
Tim agreed, citing the importance of cultivating relationships with recruiters as valuable allies in your career journey.
He says, “Over time, I’ve learnt to focus many of my networking efforts on recruiters. This wasn’t because I was looking for a job, but rather to understand the market and learn about opportunities to get involved.”
I found that this also helped them to get a sense of my goals and my unique value, which was essential in my personal branding and my CFO progression.”
With recruiters having the pivotal role of connecting the right talent to the right executive position, proactivity is essential.
Gareth says a personal connection with a candidate is advantageous.
“Typically, our first port of call as recruiters is LinkedIn. Of course, resumes are still critical documents in assessing your profile. Without first-hand knowledge of a candidate, a recruiter’s first impression of your personal brand is shaped by the companies you have worked for.”
Recruiters hold significant responsibility in the quest for quality C-suite leaders. From identifying the company’s needs to sourcing candidates, interviewing them, to negotiating offers, recruiters are a fundamental third party.
Eoin says this makes it important to build a long-term relationship with your recruiter.
“I’d encourage aspiring CFOs to build a solid partnership with a recruiter. Give them the time and energy to learn about you and your goals so they can seek and secure the best opportunities for you.
“Make time to talk on the phone, especially when recruiters are in the process of job hunting on
your behalf. It reflects how you will act with your team and solidifies whether you are a good communicator,” he says.
Pick your recruiter wisely and let your personal brand shine.
Eoin says, “At Robert Half, we take the time to get to know each candidate to pair them with the perfect opportunities. We bring technology and people together to help you find new C-suite opportunities, faster.”
6. Learn from the market
If you’re wondering how to build your personal brand at work, know that complacency breeds failure and curiosity fuels success.
Tim believes being “a lifelong learner” has helped him to optimise his personal brand and his workplace contributions.
He says, “I’m a big believer in continued learning – I’m always looking at market trends and industry developments as a way to inspire strategic action.”
"Take my time at Apple as an example. I initially viewed it as a hardware company, but I later realised that it earns value as a software company.
"This is where return on investment becomes more of a multi-horizon profile where the CFO needs to think less about selling more units, and more on creating better value.
"Even after leaving Apple, I invested a lot of time in meetings on data, technology, AI, finance transformation and automation. I knew that I needed to do this to evolve my personal brand and my capacity to contribute to future CFO roles,” says Tim.
Eoin says an appetite to learn is palpable, giving your personal brand a distinct edge.
He says, “I’ve seen firsthand how a great personal brand and a commitment to ongoing learning can compensate for a lack of direct industry experience.
"One of my candidates had entertainment industry experience but applied for the CFO role in a construction business. In his resume, he highlighted many home DIY projects and interactions with builders regarding home renovations. It was enough for him to get his foot in the door, and after giving a really strong interview, he landed the job.”
Related: Is experience more important than education for aspiring CFOs?
7. Invest in reading and education
Tim’s passion for being a lifelong learner has made him a staunch advocate for continuous professional development.
He believes that education is the key to expanding your consciousness, your ways of working, and ultimately, your personal brand.
“Don’t be fooled into thinking that formal education is the only way to evolve your skills and knowledge. Investing time in reading industry publications can be a constructive way to boost your skill set to remain agile and adaptable in an ever-changing market.
“I’m an avid reader and I’m always seeking out new ideas. I find education programs such as certifications and workshops valuable too,” he says.
Tim’s insights on the value of education in building a personal brand include:
Complete an MBA – “It can be a big catalyst for growth and can spark networking opportunities with your classmates.”
Do a course every five years – “A short course, long course or mini-MBA are all great ways to keep your knowledge current and your skills sharp.”
Attach yourself to another institution – “Intentionally force yourself to go outside your own company. It enhances your expertise and signals your commitment to growth.”
Education’s power to inspire innovative thinking is something that Magda believes will set you apart from other aspiring CFOs.
She says, “I’d like to think I am an enthusiastic adopter of innovation. I’ve leveraged this in my time as a CFO, implementing systems that can be easily updated and driven by finance rather than by IT.
"I wouldn’t have been able to hone these skills without investing considerable time in my education. Completing a Master of Commerce degree has been essential in my ability to be a forward-thinking leader .”
Tim has sound advice for anyone wondering, “How to build my personal brand”.
He says, “Your personal brand can, and should, evolve.
“I’ve worked for some of the world’s biggest brands, and each has helped shape not just my personal values but also my personal brand. That said, you need to know when to leap to grow.
“In a fast-paced world of change, your brand can quickly become irrelevant. Candidates with the drive to review and adapt their brand are the ones who will stay relevant. Your brand over time becomes your ability to adapt. It is also your competitive ability,” says Tim.
Related: How do CFOs leverage technology for business growth
The recruiters' perspective
View the 2024 Personal Branding Discussion
Having worked with thousands of companies and candidates, Gareth and Eoin are experts in knowing what makes a robust personal brand.
Gareth says, “When it comes to weighing up candidates for a CFO role, there are several factors that are simply non-negotiable. The ones who can progress from a Financial Controller role to a CFO role are those who can sell themselves well.”
Let’s explore some of the key takeaways from Gareth and Eoin on how to build your personal brand:
Don’t mistake simple for optional
Eoin says, “Some basic steps are essential in terms of getting your foot in the door. Have a quality resume and a quality LinkedIn profile. Without them, it will be hard to get an interview for a CFO role.”
Gareth adds, “Your resume and your LinkedIn profile must be up-to-date and accurate. Both should soundly represent the experience you have acquired in your career to date. Ultimately, you should aim to craft both in a way that supports your ambition to be a CFO.”
Showcase your skills
Gareth says knowing how to promote yourself is critical.
“Things like month-end close and financial reporting skills are a given in your LinkedIn profile. However, the CEO is often looking for a commercial business partner, so highlighting commercial financial skills will separate you from the competition.
“Bear in mind, certain skills such as acquisition or transaction experience, are hard to find on LinkedIn. Be sure to highlight any niche skills in your profile,” he says.
Consider your collection of brands
Eoin encourages aspiring CFOs to consider how the brands of companies they have worked for will reflect on how they are perceived.
He says, “A big brand experience like Apple can open a lot of doors in your career.
“Apart from industries, it’s important to focus on themes like the size of the business, types of technology projects delivered and any sort of change or transformation project.
“Social aspects such as businesses that make a cultural impact may also be a consideration if this is a theme you wish to pursue throughout your career,” he says.
Perfect your public profile
While LinkedIn offers a huge opportunity to create a more public profile, Eoin and Gareth believe it requires the investment of time and good judgment.
Both advise that there are topics you should post about on LinkedIn, and others that are best left untouched.
Eoin says, “Posts regarded as safe include sharing your own commercial acumen, such as successful work projects, or discussing personal interests, such as sports clubs or charities.
“Expert posts on issues like market challenges, specific projects, or topics such as Bitcoin and other cryptocurrencies can also be a great way to engage with your audience. Or consider topics that are relevant and interesting.”
Gareth warns against certain ‘danger zones’ for aspiring CFOs.
“Steer clear of posting anything controversial, and stick to the classic dinner party rule – don’t post about politics, religion or money.”
Related: The 6 technical skills in finance needed to progress to CFO
While experience and qualifications are important, personal branding shines a light on the non-technical skills that can set you apart as a trusted leader, communicator and critical thinker. Consider it the compelling narrative that will help you to connect with colleagues, deliver results and rise to the top of the executive talent pool.
This is a brief excerpt from our 90-minute webinar with two leading CFOs. Contact your local Robert Half office if you’d like to work with us or attend our events. Stay tuned for our next session of the Aspiring CFO Series, where we deliver more essential advice for financial visionaries.
