How to build a personal brand while you have a full-time job

When people think about creating content, they often imagine influencers chasing viral fame or negotiating brand deals. However, Jack Appleby’s story challenges that narrow view. 

With a modest Twitter following of 40,000 people, Jack built a business generating $500,000 per year.

Jack spent over a decade in advertising, working with major brands like Beats by Dre, Verizon, and Spotify. 

He didn’t set out to be a content creator—or even to build a personal brand—but through small, intentional steps, posting on social media became a powerful tool for advancing his career in unexpected ways.

"Everyone should start a personal brand—even if it’s just to meet people in your industry." - Jack Appleby

Here’s how Jack used content to move beyond the corporate grind, grow his personal brand, and create opportunities to become a full-time creator working for himself while working a 9-5  job.

You don’t have to quit your job to start building your personal brand

"I didn’t just wake up one day and quit my job to become a creator. I fought against it." - Jack Appleby

Jack began posting on Twitter with a simple goal: to meet more people in his field. As Jack mentioned in a recent interview on our podcast, "I figured if I met more people in my industry, I’d have a better network for future jobs." 

Over time, the tweets about social media strategy resonated beyond his circle, giving him visibility he never had in corporate roles. When Jack was laid off during the pandemic, his personal brand filled the gap. 

If you’re in a corporate job, you don’t need to quit to start building a personal brand. Jack’s advice is to begin small: Post on LinkedIn about your industry. Share your thoughts on Twitter. Talk about what you’re learning or working on.

Content creation allows you to build a reputation beyond the walls of your office, giving you more leverage when opportunities arise. The key is to focus on what you enjoy creating. 

“You need to get dopamine hits from the content you make. If you love it, you’ll stick with it.” - Jack Appleby

What you can do: Start posting on LinkedIn and Twitter today

1. Reflect on a recent challenge or win: Write a short post (around 150-300 words) summarizing a situation you experienced at work. You can try structuring the post  like this:
   • What happened: Grab attention with a relatable statement. Example: "Ever struggle to get your team aligned on a tight deadline? Same here."
   • Your solution: Share what action you took or how you contributed.
   • The lesson learned: Highlight the insight that others might find useful. Example: "Breaking the task into 3 phases gave everyone clarity—and we delivered a day early while reducing churn by 40% month-over-month."
   • Call to action: Ask a question, invite engagement, point people to a link, or provide a direct callout to DM you. Example: "How do you keep your team on track under pressure?"
2. Use hashtags wisely: Stick to 3-5 relevant hashtags to increase visibility. For example, use #MarketingStrategy or #LeadershipTips if you’re posting about work-related challenges.
3. Comment intentionally: Identify 5-10 people in your industry and consistently engage with their posts. This builds visibility and encourages them to engage with your content in return.

Your personal brand can help you land your next dream job

"I tweeted that I was available, and 12 minutes later, Twitch DMed me. Three months later, I was working there." - Jack Appleby

Jack didn’t have to pound the pavement with endless job applications when he was laid off—his personal brand had already done the work. 

His consistent online presence and valuable insights positioned him as an expert in his field. Companies like Twitch took notice, and they reached out directly.

His reputation as a knowledgeable voice in the social media space meant that companies were already paying attention.

“Twitch reached out because they had followed my content. The same thing happened with other roles—half a million dollars in agency business came in just from Twitter connections.” - Jack Appleby

What you can do: View your content as your living resume

• Post once a week about a recent achievement or challenge: Use a consistent day each week (e.g., “Tuesday Tips”) to create a habit.
  Example: "Last week, I streamlined our content approval process by cutting two unnecessary steps. Now we’re publishing 20% faster."
• Pin your best post on LinkedIn or Twitter: Make it easy for potential employers or clients to see your expertise right away. Keep this post up-to-date with your latest accomplishments or hot takes.
• Create a 30-second “elevator pitch” post: Introduce yourself, your expertise, and what you’re working on in a short, engaging post. Update it every few months to reflect any changes..

Related: 7 simple steps to build a personal brand in 90 days

Create content for leverage—not to go viral on social media

"The least safe thing you can do is rely on a boss to pay you." - Jack Appleby

One of the biggest misconceptions about content creation is that it only works if you go viral. Jack’s experience proves otherwise. 

Jack Appleby chose to diversify his personal brand. His revenue didn’t come from selling merchandise or relying on ad revenue but from stable brand deals, consulting gigs, speaking invitations, and more.

For Jack, creating content wasn’t about achieving internet fame—it was about gaining visibility, building relationships, and staying top of mind in his industry. 

“Even if you’re not planning to switch careers tomorrow, sharing content makes you more visible. It increases the chances of cold outreach and opens doors you didn’t expect” - Jack Appleby 

What you can do: Cultivate meaningful connections to people in your industry

• Send 5-10 personalized messages per week: Use LinkedIn or Twitter to connect with new people. Start with a simple message. Example: "Hi [Name], I’ve been following your work on [topic] and really liked your post about [specific insight]. I’d love to stay connected!"
• Host one virtual coffee chat each month: Reach out to a connection and suggest a brief 15-minute chat. These chats create deeper relationships and open doors to potential collaborations.
• Create a networking calendar: Schedule time weekly to engage with others online—whether that’s commenting on LinkedIn posts or following up on messages. Consistency builds stronger connections.

Create content for yourself first, then let the opportunities follow

"The more you write, the more it becomes you. Make things you like first, and the right audience will find you." - Jack Appleby

Make content for yourself first. You don’t need to chase trends or try to be someone you’re not to build a personal brand. 

Instead, focus on creating content that reflects your interests, skills, and experiences. 

What excites you? What do you enjoy talking about with colleagues? When you share what feels natural to you, the right opportunities will come—just like they did for Jack Appleby.

When Jack started making joke basketball videos, he wasn’t trying to build a brand. "The third video I made hit a million views. I realized there was something there, but I was still just making content for me," he said.

By following his interests, Jack found a way to create content that felt authentic and engaging. And because it was rooted in his passions, he was able to sustain it over time.

When your content reflects who you are, it draws the right people to you—whether that’s potential employers, clients, customers, or collaborators.

What you can do: Leverage specificity over virality by calling out your ideal audience

• Narrow your focus on niche topics you can speak to from experience: Document what you’re already doing to combat creative blocks. Example: “To SaaS founders—here’s a 3-step framework for reducing churn through onboarding emails.” This approach draws in relevant connections and opportunities.
• Engage key decision-makers with targeted posts: Speak directly to the audience you want to reach, whether that’s potential clients, employers, or collaborators. Example: “For eCommerce CMOs—how to cut abandoned carts by 15% using personalized SMS campaigns.”
• Lead with data to add credibility to your claims: Share content with statistics or case studies that directly help your audience. Example: “Nonprofit marketers—here’s a breakdown of why typical Google Ads strategies won’t work for you and what to do instead.”

Start building your personal brand today with Teachable

If Jack Appleby’s story teaches us anything, it’s that creating content isn’t just for influencers.

Whether you want to explore new career opportunities, grow your visibility, or create leverage beyond your 9-5, content creation is a powerful way to open doors. 

But you don’t need to quit your job or wait for the perfect moment to start—just begin sharing what excites you and let the opportunities come.

For those ready to take the next step, Teachable makes it easier than ever to turn your ideas into something meaningful. 

With Teachable, you can build a personal brand with monetization in mind through online courses, coaching, or digital downloads; no tech experience required. 

You don’t have to be a viral star or influencer to start—just someone who wants to share what you’re passionate about and get paid for it.

Join thousands of creators who have already used Teachable to launch new careers, build sustainable businesses, and create the freedom they’ve always wanted. With our actually free plan, you’ll have all the tools you need to begin sharing your expertise and earning on your terms.

Create your free Teachable account today and see where your ideas can take you.