There are some things that would not normally feature in a standard CV. What your hobbies are, your motivation, what drives you – even what football team you support.

James is a Spurs fan. Our new chair Ed Jones loves wine. SynergyMode advisor David Wilkinson plays water polo. Another advisor, Rakesh Shah, is a sci-fi aficionado. And our newest addition, David McCarthy, is a dedicated rock fan, having seen Led Zeppelin at Knebworth, Queen at Wembley, LiveAid, Guns & Roses at the Roxy.

You might ask – why is any of this important when looking for an advisor? Why should an advisor spend time promoting their personality on LinkedIn, rather than just sending their CV around?

A number of reasons. There needs to be a job to apply to, of which there are few; it doesn’t show who you are; and when you set out on a portfolio career, the expectation is that you have a certain level of experience – so everyone has a CV with a certain amount of professional success contained within it.

So what makes you stand out from the crowd? You.

It is you, your personality, your ethos and your past stories that make you stand out.

The beauty of LinkedIn is you can showcase who you are, what you are about and get in front of the companies you know you can help. It really is that simple. 

Take the example of Peter Whent. Both myself and James have, separately, realised we needed to connect with Peter as he is a perfect advocate of the SynergyMode way – branding, content and engagement.

I saw a post mentioning him, and I realised that I had been seeing his name everywhere. Similarly, it occurred to James in the middle of the night that he should speak with Peter. He had never spoken to Peter before but he, in his words, felt like he already knew him, his values and what he stands for. This is the power of LinkedIn.

In the same vein, James recently had a call in which the potential advisor said he already felt like he knew James and his values. Powerful stuff – and anyone can do it!

So why doesn’t everyone do it? It is not easy. It’s logical it’s what you should be doing, but it takes time, commitment and a certain amount of confidence – you’re putting yourself out there after all. You’re showing yourself and your uniqueness – it can feel relatively intimate.

You should only do what you feel comfortable with – videos are not for everyone! – but the results are clear. Ed, for example, posted his first article recently, and was blown away by the response that stirred up many conversations.

And of course, it is so much easier to be seduced by the false promises of jobs boards. We get it. But you will really struggle to get roles like this – your CV will just get lost, unless you are extremely lucky.

Content is just one step on the pathway to success, but it is critical one to show yourself as a personality and a thought leader.