In a digital-first professional world, how individuals present themselves online can shape everything from job prospects to leadership pathways. A national questionnaire conducted on behalf of Aurora University (AU) examined how professionals are curating personal brands across platforms like LinkedIn and personal websites. The findings reveal that for many, personal branding is no longer optional. It is a strategic tool for visibility, career growth, and even graduate school preparation.
Key Takeaways
- Half of American professionals (50%) say a strong personal brand matters more than a strong resume in 2025. That jumps to 61% among business executives.
- 38% of professionals say maintaining a personal brand has caused stress or burnout, and 40% have taken a break from visibility because of it.
- One in 10 professionals update their personal brand on a weekly basis.
- Nearly one in two professionals (49%) use their personal brand to prepare for grad school or leadership roles, especially Gen X (54%) and Gen Z (52%).
- Almost one in five professionals (18%) feel constant pressure to curate their online persona, and 46% have deleted or revised a post out of fear of judgment.
- 40% of Gen Z and 28% of millennials are actively repositioning their personal brand for a new stage of their career.
How Personal Branding Is Redefining Career Success
More professionals are viewing personal branding as essential, not optional.
According to the study, 50% of American professionals felt that by 2025, a strong personal brand will matter more than a strong resume. That sentiment was strongest among business executives (61%) and nearly half of director-level professionals (50%), who viewed branding as a key differentiator in competitive hiring environments.
LinkedIn was the top platform for personal branding, used by 64% of respondents. Others also relied on public-facing social media (30%), personal websites or portfolios (29%), and strategic bios or “About” sections (27%) to shape how they are perceived online. These efforts have been effective. Branding has helped professionals build stronger networks (34%), secure interviews (27%), and land new jobs (22%).
However, branding misalignment can cost opportunities. One in five professionals has missed out because their online presence did not align with their professional identity. Many have started updating theirs more frequently, with 32% doing so a few times a year, 19% monthly, and 10% weekly. Gen Z professionals led the way, with 28% updating their LinkedIn profiles quarterly, 23% monthly, and 9% weekly.
How often do professionals post on social media as part of their branding efforts? Over a third (39%) said they only post when something feels relevant. Nearly as many (35%) said they mostly just scroll through their feed, and only 12% post or comment strategically. Priorities on LinkedIn varied. Most emphasized demonstrating their skills and expertise (58%), while others focused on purpose or values (24%), career pivots (24%), or leadership potential (20%).
Rebranding for Career Change, Leadership or Graduate School
Many professionals are adjusting their personal brands to reflect new goals or changing industries.
Almost one in three American professionals (32%) were in the process of repositioning their personal brand to prepare for a new role, industry, or level. Gen Z professionals led among them, with 40% updating their brand to reflect career shifts, followed by 28% of millennials. The top reasons for rebranding included a desire for more purpose (27%), a career plateau (20%), burnout (17%), or a gap in employment (12%). Another 12% were preparing to move into leadership, while 5% were preparing for graduate school.
Personal branding is more than just a career tool. Nearly half of all professionals (49%) said they are using their personal brand to demonstrate readiness for graduate education or leadership roles. This was especially true of Gen X and Gen Z respondents, with 54% and 52% respectively using branding for this purpose, compared to 40% of millennials.
Graduate school planning was also on the rise: 9% of respondents were already enrolled in a graduate program, while another 18% planned to apply soon. Personal branding has also helped professionals validate less traditional paths: 39% said their brand has helped legitimize unconventional careers.
Learn How Crafting a Personal Brand Can Boost Your Career!
Explore how professionals are curating personal brands across platforms as a strategic tool for visibility, career growth, and even graduate school preparation.
Explore DegreesThe Emotional Cost of Personal Branding
While personal branding opens doors, maintaining it can be mentally and emotionally demanding.
Almost half of all professionals (49%) have held back from promoting themselves to avoid appearing arrogant or self-serving. Many felt judged for their self-promotion based on age (49%), gender (49%), personality traits like introversion (47%), or even industry norms (39%).
The effort to maintain a consistent online image can take a toll, with 38% of professionals saying that managing their brand has caused stress or burnout in the past year. Among Gen Z professionals, that number rose to 40%. For millennials, it was 30%.
More than one in three respondents (38%) said maintaining their brand feels like a second job. As such, burnout has led two in five professionals to pause their branding activities, such as content creation or networking. The average pause lasted about two months, but one in three who took a break said theirs lasted over three months.
Some platforms may contribute more to burnout than others. Over half of professionals who took a break cited blogging or contributing to their Substack (51%) as a source of pressure. Others pointed to public-facing social media such as Instagram, TikTok, or YouTube (47%), resumes with visual branding (46%), personal websites or portfolios (45%), and LinkedIn (41%).
Nearly one in five professionals (18%) said they feel constant pressure to present a curated, inauthentic version of themselves. Almost half (46%) have deleted or revised posts for fear they’d be misinterpreted by employers or peers. More than half (52%) admitted to hiding parts of their identity or background to maintain a more “professional” image.
Despite the challenges, professionals were highly aware of others’ perceptions of them online. Nearly three in four (72%) have Googled themselves at least once to see what potential employers or clients might find.
Balancing Visibility With Authenticity
Personal branding has become a powerful part of the modern career journey. Whether signaling leadership potential, legitimizing unconventional paths, or preparing for graduate education, professionals are using their digital presence to shape how they are seen.
However, this visibility comes with emotional demands that many are still learning to manage. As online identity continues to influence real-world outcomes, the ability to balance authenticity and strategy remains essential.
Methodology
A questionnaire of 1,000 American professionals was conducted on behalf of Aurora University to explore how U.S. professionals are building and broadcasting personal brands to gain visibility, unlock opportunity, and signal leadership potential. This is a non-scientific, exploratory study designed to explore behavioral and attitudinal trends. It is not intended to represent all MBA students (or the relevant audience).
The U.S. respondents were sourced using CloudResearch Connect. The average age of respondents was 39; 45% were women, 54% were men, and 1% were non-binary. Generationally, 3% were baby boomers, 56% were Gen X, 30% were millennials, and 11% were Gen Z. Due to rounding, some percentages may not total 100%.
About Aurora University
Aurora University offers online degree programs that help professionals build the skills and credentials they need to advance in today’s evolving workforce. With graduate programs in business, healthcare, education, and more, as well as access to expert faculty, career services, and flexible scheduling, you can elevate your personal brand and professional path on your terms. Whether you’re rebranding for leadership or preparing for graduate school, AU’s online programs are designed with your goals in mind.
Fair Use Statement
If you would like to share or report on these findings, you are welcome to do so for noncommercial purposes. Please include a link to this page and credit Aurora University as the source.
