“If you are not on Linkedin, you don’t exist professionally!”

“Build your personal brand on Linkedin!”

These lines sound familiar, Right? LinkedIn, the so-called professional playground, is flooded with polished success stories, viral career hacks and too many inspirational posts. But here is the real question – Is personal branding truly a game changer or is it just an overhyped scam?

What is personal branding? In theory, personal branding is about differentiation and shaping your online presence so that clients, recruiters and industry peers see you as an expert in your respective field. It can further lead to networking opportunities, career growth and even dream job offers sliding into your DMs.

Where Reality Takes a Backseat

Let’s break down some classic personal branding tactics:

The “Fake It Till You Make It” Trap

Have you ever felt that you are falling behind while you scroll through LinkedIn? Everyone seems to be “honoured,” “humbled,” and “grateful” for their success stories – be it partnerships, promotions or awards. But here’s the truth: not everything is as it seems.

In this world of personal branding, perception is often more powerful than reality. As of 2025, over 1 billion people in the world use Linkedin. Many professionals feel pressured to present an exaggerated version of their careers—whether it’s boosting job titles, overstating achievements, or making their entrepreneurial journey seem smoother than it actually is.

Hyping up your personal brand may help you with getting the right job opportunities in the short term. But what happens when people expect you to deliver on those big claims? Therefore, instead of boasting about what you do, try sharing real challenges and lessons from your journey. Be real; reality beats hype every single time.

Whenever you feel like exaggerating, stop for a while and ask yourself – “Would I say this in an actual job interview?” or “If someone fact-checked this, would it still hold up?”

The Overuse of Buzzwords

“Innovative disruptor in the AI-driven digital transformation space.”

“Results-oriented strategist leveraging synergies for scalable growth.”

What do the above sentences really mean? If you have read it twice and still don’t get it, what’s the point of using these buzzwords? Many LinkedIn “thought leaders” cram their profiles and posts with fancy jargon that sounds impressive but says absolutely nothing. It’s like they’ve swallowed a corporate dictionary.

Nowadays, the attention span of the people is declining. If your message isn’t clear, people will not stop and read your post, instead, they will scroll past. Furthermore, the overuse of heavy and vague words often hints towards a lack of real expertise. Therefore, instead of using too many buzzwords, stay clear and authentic. This will help them understand what you do and further build trust in your skills and capabilities.

The Trend of Virality

If you want your LinkedIn post to go viral, start with a bold statement, add an emotional hook, sprinkle in life lessons and end with a question. If you follow this properly, people will definitely engage and comments will start flooding in.

If you want to engage people through storytelling, you can! But don’t dramatise your stories. If you do that, your profile will look less professional and more like a reality show. Therefore, stick to facts. Viral posts bring short-term attention, but if your personal brand is built on exaggerated stories, it risks losing credibility.

Viral formulas may get you likes, but genuine insights build trust. And trust—not just engagement—is what creates real opportunities.

So, Is Personal Branding a Scam?

No, personal branding is not a scam entirely. If it’s done strategically and with utmost honesty, it can open many doors. The problem is the pressure to curate a perfect online persona, often at the expense of reality. Warren Buffett, the famous Investor & Philanthropist, has rightly said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

You don’t need to post daily to be taken seriously.
You don’t have to brand yourself as an “expert” if you’re still learning.
Authenticity is the key. Stay authentic.

LinkedIn is a great personal branding tool, with 77% of recruiters using it to reach potential candidates. If you genuinely share insights, engage in meaningful discussions, and build real connections, your personal brand will develop naturally—without the need for manufactured success stories.