Rachel Brown is the assistant provost for University Career Services.

I’m writing in response to the column, “Don’t be consumed by personal branding,” by Sydney McKinley (Sept. 22, p. 4).

I agree with the argument that students should not be overwhelmed by personal branding, nor should they approach it thinking “presentation” is more important than content.

At the Center for Career Services, we emphasize developing an online professional presence as an effective tool for students, especially undergraduates, to begin working on early – even if they haven’t yet decided a major or career path. Showcasing professional experience, leadership in student organizations, classwork and language ability is a key component of the job-search process. Your potential employers see these as things that help show who you are – they don’t think they define everything that you are. Think of it as your professional snapshot.

We would never want students to view creating their personal brand as a chore, and they should not feel overwhelmed with a need to be present on every social media channel. When you’re pulled in every direction, the last thing you want is to add a “draining” task to your to-do list. Our career coaches are available to help you develop a personal brand that works for you and is part of your overall My Career Success Plan, which starts with knowing yourself.