Personal and Employer Branding has become one of the most crucial aspects of the modern corporate world, but also one of the most oversaturated and difficult. It is crucial to obtain a diverse and proficient understanding of this and luckily, Ms. Linda Ndungane is the woman you have been looking for to teach! She is an Employer Branding Specialist, author, and podcast host & producer passionate about helping young professionals with their brand and to thrive. With over 15 years of experience in branding, communications, marketing, and talent strategy, she is dedicated to reimagining how purpose-driven brands attract and grow talent especially in the public sector. Through her platform the ‘Art of Thriving’, Ms. Ndungane empowers graduates and women to show up boldly, brand themselves intentionally, and build careers with meaning.
In this edition of Calculated Conversations I had the privilege to talk to her about employer and personal branding and what new skills students should equip themselves with in order to succeed in the modern corporate landscape.
This is what she had to say:
1. Your role as an Employer Branding Specialist is crucial for attracting and keeping talent. For young professionals just starting their careers, how important is it to understand and engage with a company’s employer brand, and what can they do to identify organizations that truly align with their values?
It is absolutely important to understand a company’s employer brand. This is now an essential, a must for young professionals. It’s not just about a salary and benefits anymore, it’s about purpose, culture, and long-term alignment. For young professionals, the employer brand gives clues about how people are treated, how leaders lead, and how talent grows in an environment.
With the evolution of Employer branding or modern employer branding, it tells you this about a company. It exposes what it feels like to work for the company, its influenced by how leaders set the tone for internal culture (how things are done, the written and unwritten rules are amplified) it gives a sense of transparency. This is how you can note if you will be the right fit in the company.
My advice? Do a vibe check beyond the careers page. Look at how the company shows up on LinkedIn, their public activations or social engagements, how their employees speak about them, and what their graduates say six months into their employment. Then ask yourself this question: “Can I see myself thriving here, not just surviving?” If the answer is yes, then you are on the right track.
2. You’re passionate about empowering young graduates and women, especially those facing socioeconomic challenges. What’s one practical piece of advice you’d give to a young person from a disadvantaged background on how to effectively build their personal brand and stand out in the job market?
Start where you are. We are all connected to someone that knows someone who has made strides in their career or professional journey. Teachers are a good example, they have taught many who can mentor, connect and upskill. There are opportunities in joining development clubs for debating, public speaking or community initiatives where professionals are accessible in some disadvantaged areas or available for those who are from disadvantaged backgrounds. This is the first step to building presence, sharing one’s aspirations and connecting for valuable opportunities.
Young people or aspiring professionals don’t need to start with a fancy job title or a perfect LinkedIn profile to start building a reputable brand. Your story, your resilience, and your values are your brand first before you show up online.
Here’s two practical tips:
Be intentional about a growth plan and research career paths in order to map one that can be followed and tracked. With a plan that is structured it makes it easier to be target driven. Targets by timeline; when and what achievement looks like and by companies and people, who to look up to (brand icons of the industry or profession) and who can support the journey? Coaches, tutors, recruiters and more.
When interested in opportunities, applying or networking educate people about who you are, what challenges shaped you, what keeps you going, and how you have shown up with consistency. Allow people to feel your potential before they see your CV and possibly the lack of experience.
3. With over 15 years in communications, marketing, and branding, you’ve seen a lot of changes. How has the rise of digital media and storytelling transformed the way organizations attract talent, and what new skills should students be focusing on to succeed in this landscape?
Digital has rewritten the playbook. Employer branding today is less about controlled messaging and curated visuals it is more about authentic storytelling by those who live and breathe the company brand daily. Platforms like TikTok, Instagram, and LinkedIn now give talent the power to see, feel, and question a company’s culture and people in real time.
What used to be frowned upon is now the best-selling points for potential talent to make their decision because they watch someone live their work-life online. It has made it easy to build talent pipelines through building community and loyalty at pre-graduate level and for passive job seekers.
I would say that what students should focus on is?
Learning how to show up online, whether it’s through writing, speaking about what they have studied and how they want to contribute to the future economy in video or forums and projects that professional bodies and associations host, or thoughtful engagements that will be published.
Practice storytelling, not just content creation.
And most importantly, develop digital curiosity: try out AI tools, understand analytics, build a presence that feels true to you. In this era, your digital presence speaks before you do.
4. Beyond your professional role, you’re also an author of a children’s book and a podcast producer. How do these creative pursuits outside of your main job complement your work in employer branding, and what lessons from one area do you apply to the other?
I believe we all thrive when we operate at the intersection of purpose and creativity. Writing children’s books and producing podcasts keep me rooted in storytelling, community, and legacy.
These pursuits sharpen my skills in empathy, audience engagement, and emotional connection skills I directly apply in employer branding. Whether I’m telling a brand story or helping young talent find their voice, it’s all about connection. Creative work keeps my approach human, heartfelt, and hopeful.
I also believe we are all multi-talented. This part of Linda allows me to show young people that you can pursue more than one thing; you can thrive in different facets of life.
5. You aim to create a positive impact on the financial services industry and society through various initiatives, including diversity and inclusion. Why is DEI so vital for young professionals entering any industry today, and how can they contribute to fostering more inclusive environments from the start of their careers?
Diversity, Equity, and Inclusion isn’t a corporate checkbox, it is a people issue. It’s about creating space where everyone, regardless of background, feels seen, safe, and supported. For young professionals, it’s vital to understand that inclusion doesn’t start at the top it starts in everyday actions: who you mentor, who you listen to, how you challenge bias, and how you amplify others. The tone is set at the top, however each one lifts one and ensures that DEI is not just good on paper.
My call to young professionals?
Use your voice early. Ask tough questions. Be intentional about who you include in your networks. DEI is a shared responsibility, and your voice can shift rooms.
Ms. Linda Ndungane has given us a wealth of wisdom, simplifying the often complex nuances of personal and employer branding. Her emphasis on authentic storytelling, proactive skill development in the digital world, and the critical role of understanding company culture offers a clear roadmap. For students and young professionals aiming to succeed, the message is important: your unique story and commitment to inclusive values are the cornerstones of a thriving career in the modern corporate landscape.
A huge thanks to Ms. Ndungane for sharing this wisdom with us! Feel free to connect with her over LinkedIn or check out her personal website !
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