How to Build Your Personal Brand as an EA or PA: and Why It Matters More Than You Think

There’s a common misconception in the EA and PA world: that personal brand is something reserved for entrepreneurs, influencers, or people who want to be visible for a living. That it’s somehow at odds with the nature of a role built on discretion, support, and working behind the scenes.

We’d gently push back on that.

In 2026, your personal brand isn’t about self-promotion for its own sake. It’s not about becoming an influencer, posting every day, or plastering yourself across every platform you can find. It’s something far more nuanced than that. It’s about being known, by the right people, for the right things, so that your career moves forward on your terms rather than by accident.

What personal brand actually means for an EA or PA

Your personal brand is simply the impression you leave. It’s how colleagues describe you when you’re not in the room. It’s what comes up when a potential employer searches your name. It’s the professional narrative that follows you from role to role.

For EAs and PAs, that narrative is often invisible. Not because it doesn’t exist, but because most professionals in this space haven’t been intentional about shaping it.

The good news? That’s an opportunity. In a competitive job market, the EAs and PAs who have taken time to build a clear professional identity consistently stand out, at interview stage, in salary negotiations, and when it comes to referrals and recommendations.

Why it matters more than ever right now

The EA and PA job market has changed. Roles have become more strategic, more complex, and more competitive. Businesses are looking for professionals who understand their value and can articulate it, not just in a CV, but in how they show up professionally.

At the same time, the talent pool is deeper than ever. If you’re not making your experience and expertise visible, there’s a real risk of being overlooked. Not because you’re not good enough, but because nobody knew you were there.

A well-built personal brand changes that equation.

Where to start: five practical steps

1. Get clear on what you want to be known for

Before you think about LinkedIn or anything external, spend some time on this question: what do you do exceptionally well, and what kind of work do you want more of?

Maybe you’re the EA who is brilliant at project management and stakeholder communication. Maybe you’re the PA who has built a real specialism in supporting C-suite leaders through periods of significant change. Maybe you’re transitioning toward a Chief of Staff role and want to be seen through that lens.

Clarity here shapes everything else.

2. Tidy up your LinkedIn profile properly

LinkedIn is the first place a recruiter, hiring manager, or peer will look for you. And a half-finished profile sends a message, even if you didn’t intend it to.

Your headline should go beyond your job title. Your about section should tell a human story, not just list responsibilities. Your experience section should speak to impact, not just tasks. And a professional photo matters more than most people think.

Think of it less as an online CV and more as a first impression you can control.

3. Share your perspective, in your own time and in your own way

This is the part where most people hesitate, and we get it.

The first post on LinkedIn is always the hardest. There’s that moment of vulnerability before you hit publish, that worry about what people will think, whether it’s good enough, whether anyone will care. It’s completely normal to feel that way.

But here’s a useful way to reframe it: what’s the worst that actually happens? The people with the largest followings and the most respected voices in any profession all started with a first post. Nobody arrived with an audience. They built one, gradually, by showing up consistently and saying something genuine.

The aim isn’t to become a content creator or rack up followers. It’s simply to exist professionally in a space where decisions about your career are increasingly made. Occasionally sharing a thoughtful observation, something you’ve learned, a challenge you’ve navigated, or a view on how the profession is evolving, builds credibility quietly over time.

You don’t need to post every week. You don’t need a content strategy. You just need to start.

4. Invest in your development and talk about it

Whether that’s completing a course, attending an industry event, gaining a qualification, or engaging with a professional community, showing that you take your own career seriously makes others take it seriously too.

At Lily Shippen, we work closely with eavolve, who offer professional development courses specifically designed for EA and PA professionals. If you’re looking to formalise your skills or build confidence in a particular area, it’s worth exploring what’s available.

5. Let your network work for you

Some of the most powerful personal brand moments are invisible. A recommendation from a previous principal, a referral from a peer, a conversation at an industry event that leads somewhere unexpected.

Nurturing your professional relationships, staying in touch, being generous with your knowledge, showing up for others in your network, builds a reputation that travels ahead of you.

A note on visibility and discretion

Many EA and PA professionals feel uncomfortable with the idea of being visible. There’s a deeply held sense in this profession that good support is invisible support, and that instinct comes from a good place.

But there’s a meaningful difference between oversharing and being professionally present. You can maintain complete discretion about your principal, your organisation, and the work you do day to day, while still being visible as a capable, thoughtful professional with a clear identity.

The two are not in conflict. Personal brand, done well, is not about volume or performance. It’s about being intentional with the impression you leave, and making sure it reflects the professional you actually are.

We can help

We also offer a Personal Brand Studio for EA and PA professionals: a tailored service designed to help you present yourself with confidence and clarity, whatever stage you’re at in your career.

Get in touch with the team or explore our current roles to see where your next chapter might take you.