Personal Brand Audit

What does Google say about you?

70% of employers search candidates online before interviewing. 54% have rejected candidates based on what they found.

Platform-by-Platform Audit

Go through each platform and check these items

💼
LinkedIn
  • Professional headshot (not a selfie, crop, or logo)
  • Custom URL (linkedin.com/in/yourname)
  • Headline beyond just job title
  • About section written in first person
  • All experience has descriptions
  • Skills section has 50+ endorsements
  • At least 3 recommendations
  • Contact info is current
  • Featured section showcases work
  • Activity shows engagement (not dormant)
📘
Facebook
  • Profile is private OR professionally acceptable
  • No embarrassing public photos
  • No controversial political posts visible
  • No complaints about employers visible
  • Tagged photos are reviewed/untagged if needed
  • About section doesn't reveal too much personal info
📸
Instagram
  • Account is private OR content is professional
  • Bio doesn't contain anything inappropriate
  • No drug/excessive alcohol content visible
  • Highlights don't reveal unprofessional content
  • Username isn't embarrassing
🐦
Twitter/X
  • Bio is professional and current
  • No tweets that could be taken out of context
  • No angry rants at companies/people
  • Retweets reflect well on you
  • Follows/likes aren't embarrassing (sometimes visible)
  • Old problematic tweets deleted
🎵
TikTok
  • Account is private OR content is appropriate
  • Username doesn't link to your real name
  • No work-related rants
  • Liked videos aren't publicly visible (check settings)
💻
GitHub (for tech)
  • Profile has photo and bio
  • Pinned repos showcase best work
  • Contribution graph shows activity
  • README.md profile is set up
  • No secrets/API keys accidentally committed

Immediate Cleanup Actions

Priority 1: Remove Damaging Content

  • Delete embarrassing photos you posted
  • Untag yourself from others' problematic photos
  • Delete old tweets/posts that could be misread
  • Remove complaints about employers (even if valid)
  • Delete political rants and controversial takes
🔒
Lock Down Personal Accounts
Facebook: Settings → Privacy → Who can see your posts → Friends Only. Instagram: Settings → Privacy → Private Account.
🗑️
Delete Old Accounts
That MySpace, old blog, or defunct Twitter? Delete or at least private them. Use JustDelete.me for instructions.
📧
Google Yourself Regularly
Set up a Google Alert for your name: google.com/alerts
🕵️
Check Data Broker Sites
Sites like Spokeo, WhitePages, BeenVerified may have your info. Most offer opt-out (tedious but worth it).
🔗
Claim Your Name
Register yourname.com if available. Even a simple landing page helps you own search results.

What You CAN'T Easily Remove

  • News articles: Contact the publication, but they rarely remove
  • Court records: Public record in most cases
  • Others' posts about you: Ask nicely, report if harassment
  • Cached pages: Request removal via Google, but takes time
  • Wayback Machine: Can request removal at archive.org

The Best Defense: Positive Content

You can't always remove bad results, but you CAN push them down by creating positive content that ranks higher.

Building a Positive Online Presence

Content you control that ranks well in search

1
Optimize Your LinkedIn
LinkedIn profiles rank extremely well. Use our LinkedIn Optimizer to maximize it.
2
Create a Personal Website
Even a simple one-page site at yourname.com. Free options: Carrd, About.me, GitHub Pages.
3
Publish Content in Your Field
Medium articles, LinkedIn posts, or industry blogs. Creates positive search results.
4
Get Featured/Quoted
Respond to journalist queries on HARO (Help A Reporter Out). Easy way to get press mentions.
5
Speak or Present
Webinars, podcasts, meetups. Often recorded and indexed by Google.
6
Contribute to Open Source / Pro Bono
GitHub contributions, volunteer work, nonprofit boards. Creates positive mentions.

Personal Website Essentials

What to include on your personal site

  • Professional headline: What you do, who you help
  • About section: Your story, background, expertise
  • Work samples: Portfolio, case studies, or project list
  • Testimonials: Quotes from colleagues, clients, managers
  • Contact: Professional email, LinkedIn link
  • Resume/CV: Downloadable PDF
  • Blog (optional): Shows expertise and keeps site fresh

Content Ideas by Industry

Tech/Engineering

  • GitHub with well-documented projects
  • Technical blog posts or tutorials
  • Stack Overflow contributions
  • Conference talks or workshop recordings

Marketing/Creative

  • Portfolio site with case studies
  • Behance/Dribbble profiles
  • Content marketing examples
  • Campaign results and metrics

Sales/Business

  • LinkedIn thought leadership posts
  • Industry podcast appearances
  • Published articles in trade publications
  • Speaking engagement videos

Healthcare/Legal/Finance

  • Professional association memberships
  • Published research or white papers
  • Conference presentations
  • Expert quotes in news articles
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Chester's Analysis