The New Rules of Presence: How to Stand Out and Get Ahead

Why You Aren't Getting Noticed at Work

Apr 15, 2025

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We are thrilled to bring you a guest post by Lorraine K. Lee, keynote speaker and the best-selling author of Unforgettable Presence: Get Seen, Gain Influence, and Catapult Your Career. She also teaches popular courses with LinkedIn Learning and Stanford Continuing Studies. Lorraine is a LinkedIn Top Voice with hundreds of thousands of followers, and has a decade of experience leading editorial teams at top tech firms. Her insights have appeared in outlets such as CNBC, Bloomberg, and Fast Company.

In this post, Lorraine will walk you through crafting your EPIC career brand, upleveling your virtual communication, and enhancing your LinkedIn presence.

Pre-order Unforgettable Presence and unlock $500+ worth of bonuses here.

Follow Lorraine on LinkedIn and subscribe to her Career Bites newsletter.

"I do great work—so why am I constantly being overlooked for a promotion?"

I spent much of my 20s at LinkedIn as a news editor. I worked on high-priority projects (That news module you see in the top right of your feed? I moved to Hong Kong for a year to help launch that—I’d write and curate the news during my day, and the U.S. would wake up to fresh news), I was well liked by my colleagues, and I was even one of the original LinkedIn News team members.

But time and time again, I watched as others—sometimes less experienced, sometimes newer to the team—got tapped for leadership opportunities while I remained in the background.

It took a lot of conversations and a hard look at what I was doing to realize that getting noticed isn’t about just doing great work—it’s about being seen by the right people in the right places.

Ultimately, I lacked a strong professional presence.

That’s when I realized I needed to be intentional with my professional presence—both how and where I was being seen.

Too much advice focuses on “presence” in the traditional sense of the word—essentially how you show up in a room. But after 2020 forever changed the way we work, I knew it was time to create a new definition of "presence"--one that encompassed the digital spaces that we occupy as professionals.

So, how do you make sure you’re seen as a leader in the digital spaces we interact with others the most, including meetings, on Zoom, or on LinkedIn?

It starts by mastering three foundational skills: your career brand, your virtual communication, and your LinkedIn presence.

1. Crafting Your EPIC Career Brand

As a shy introvert, the idea that I might need to think about (or that I even had) a “personal brand” never crossed my mind.

Over time, I learned that it’s one of the most critical pieces of our careers: Unlike a job title or company name, your personal brand will stick with you no matter where you go. The phrase "personal brand" can feel slimy or disingenuous, but in reality, we all already have personal brands! You can think of your personal brand as your reputation and what others say about you when you’re not in the room.

So, this means the choice is yours: Do you want to be proactive and define it yourself, or do you want to let others define it for you?

Because the phrase “personal brand” can have such a negative connotation, I often refer to it as a “career brand”—because ultimately, my career is what my brand is meant to support.

When I began my time at LinkedIn, my brand was clear:

Hard worker
Strong executor
Reliable

And it worked—up to a certain point. Under tight deadlines, I was the go-to person for pushing projects across the finish line. When precision and accuracy were critical—like with GDPR compliance—colleagues relied on me for guidance. And when random assignments needed handling, I stepped up.

But as the years went on and I set my sights beyond a mid-level role, I hit a snag. Advancing into senior leadership required more than just execution—it required influence. Leaders aren’t recognized for simply getting things done; they are seen as:

Strategic thinkers
Connectors
Visionaries

I had developed dependability, but not visibility. I wasn’t actively shaping how others perceived me. Instead, I kept my head down, delivered results, got assigned more work—and the cycle continued.

How to Take Control of Your Career Brand

Many professionals don’t realize that they’re already known for something—but it may not be what they want to be known for.

For example, if leadership sees you as a dependable executor rather than a strategic leader, you’ll continue to be passed over for high-impact opportunities.

Your career brand is the key to standing out at work, but most professionals never take the time to think through it.

I can’t emphasize this enough: If you don’t shape your own career brand, others will do it for you.

Many professionals assume that hard work alone will get them ahead—but that’s not how visibility works. You might be overlooked because:

You’re stuck in execution mode – People know you as a reliable doer, but not as a strategic thinker.
You aren’t making your wins visible – Your work is great, but leadership doesn’t see the impact.
You lack a strong narrative – You haven’t clearly defined what you want to be known for.
You haven’t built a strong internal network – Promotions often come from sponsorship and visibility, not just performance.

If you’re getting overlooked, it’s not because you’re not talented—it’s because your career brand doesn’t signal leadership potential. That’s why I developed the EPIC Career Brand framework—to help professionals take control of their reputation and ensure they’re recognized for the right opportunities.

Start with EPIC: The Four Pillars of Your Career Brand

Experiences – What roles, projects, and expertise have gotten you to where you are today? What are the defining moments of your career (and life) that set you apart?
Personality – How do you communicate, collaborate, and lead? Why do others enjoy working with you?
Identity – What unique skills, strengths, or values set you apart? This can also include your background, cultural identity, or being part of an underrepresented group. How do these aspects shape your leadership style and career perspective?
Community – Who are the people in your network who reinforce your brand? More importantly, do they see you the way you want to be seen?

Each of these elements shapes how others perceive you, from your boss and peers to decision-makers and industry leaders.

Define Your Career Brand Statement

Once you’ve thought through your EPIC Career Brand, define yours in a single, clear statement.

Your answer shouldn’t be vague, like "hardworking" or "a team player." Instead, be specific:

"I am passionate about simplifying complex financial data into clear, strategic insights for tech executives."
"I am known for leading high-stakes marketing campaigns that drive brand awareness and revenue. I lead with empathy and deeply value relationships."
"I am a servant leader who builds high-performing editorial teams that create and curate content to educate and inspire global business audiences."

This statement becomes your career brand compass—helping you make decisions, communicate your value, and stand out for the right opportunities.

But your EPIC Career Brand isn’t just a single sentence—it’s the detail behind it all.

Think of it this way:

Your statement is your headline.
Your EPIC Career Brand is the story that backs it up.

Every time you talk about your work—whether in meetings, networking conversations, LinkedIn posts, or performance reviews—you’ll use these four EPIC elements to reinforce your reputation, build credibility, and create meaningful career opportunities.

And, by consistently living and communicating your EPIC Career Brand, you make it easy for others to advocate for you when you're not in the room—and recognize you as a leader before you even have the title.

💡 Bonus Tip: Don’t Forget the “C” in EPIC

Most people focus on their Experiences, Personality, and Identity—but they often overlook Community.

Your Community is how others perceive you and what they say about you when you’re not in the room. You may think you come across one way, but if your network doesn’t see you the same way, there’s a disconnect.

That’s why I always recommend asking trusted colleagues, managers, and mentors for honest feedback. Try asking a simple question like:

“If you had to describe me in three words, what would they be?”

Or:

“What’s one thing you think I’m known for professionally?”

Their answers may surprise you—and they may reveal gaps between how you see yourself and how others actually perceive you.

Bridging that gap is key to making sure your EPIC Career Brand is working for you, not against you.

Turn Your Brand Into Action

Your career brand isn’t just what you say—it’s what you do consistently.

If you’ve defined your EPIC Career Brand, the next step is ensuring that your actions are reinforcing it every day.

If you want to be seen as strategic, are you contributing insights in meetings or just executing tasks?
If you want to be recognized as a leader, are you mentoring others, leading projects, and speaking up in key moments?
If you want to be known as an expert, are you sharing insights publicly and building credibility beyond your immediate team?

Your EPIC Career Brand isn’t static—it evolves as you do. The more you refine it and align your actions with it, the easier it becomes for others to recognize your value, advocate for you, and open doors to new opportunities.

When you take control of how you’re perceived at work, you’re no longer waiting to be noticed—you’re actively shaping your path toward leadership and career growth.

2. It’s Not Enough to Know How to “Unmute”

Your virtual presence is just as important as your in-person presence.

Yet many professionals treat video calls as transactional—turning cameras off, multitasking, or blending into the background. This is a major reason people aren’t getting noticed at work. If leadership only sees you as another silent box on Zoom, they aren’t going to think of you as someone who’s engaged, strategic, or promotion-ready.

Here’s the reality: video is no longer just an occasional tool—it’s now the primary way many of us communicate. In remote and hybrid workplaces, our virtual presence is our professional presence.

My first wake-up call about the power of video came in 2018 when I was preparing for my first-ever video interview at LinkedIn. It was a formal, recorded interview, and I spent time thinking about how I presented myself on camera—my eye contact, tone, and body language. Even though this was different from an everyday Zoom call, it made me aware of something I hadn’t paid attention to before: video communication feels different, and it requires a different level of intentionality.

At the time, I was already attending virtual meetings (remember good ol’ Bluejeans?), but I wasn’t thinking strategically about how I showed up in them. Like many people, I focused on the content of what I was saying—but not how I was coming across on screen. I treated video meetings as just another call, instead of seeing them as an opportunity to reinforce my presence and influence.

In a twist of fate, I started a role at Prezi in late 2019—just months before the pandemic—right as the company was preparing to launch its first-ever video product for virtual meetings and presentations. Suddenly, my ability to communicate on video wasn’t just a nice-to-have—it was a career necessity. I had to step up, refine my on-camera skills, and coach others on how to show up effectively.

What I didn’t expect was how much this process would impact not just my visibility, but my confidence and communication skills as a whole. The more I practiced being intentional on camera—adjusting my tone, making eye contact with the lens, and engaging with energy—the more naturally these traits carried over into:

High-stakes conversations
Leadership moments
Public speaking

My strong virtual presence had a ripple effect, strengthening how I led meetings, sharpening my public speaking abilities, and establishing myself as a more influential voice in my field.

How you show up on camera shapes how others perceive your credibility, leadership, and influence.

The good news? It doesn’t take much!

By following the TEA Method—Technology, Energy, and Appearance—you can make a strong impression on video without adding extra stress every time you hit ‘Join Call.’

Technology

Nothing kills credibility faster than a bad video experience. If your audio is muffled, your internet cuts out, or your video is dark and blurry, it distracts from your message and makes it harder for people to take you seriously.

💡 Quick Fixes:

Prioritize audio first. People can forgive grainy video, but poor audio is a dealbreaker. If possible, use an external microphone or a pair of headphones with a built-in mic for better sound quality.
Check your lighting. The best lighting is natural light in front of you. If you don’t have that, an inexpensive ring light or desk lamp can make a huge difference.
Use tools like Speedify for high-stakes calls; it will act as a “superconnector” and combine multiple internet sources for a more stable connection.

(Get access to my Video Presence and Tools Checklist when you pre-order!)

Energy

One of the biggest mistakes I see on video calls is low energy. If you sound monotone, barely react to what others are saying, or keep a neutral expression the entire time, you will fade into the background.

The key to standing out isn’t being over-the-top—it’s matching (or ideally, elevating) the energy in the room.

💡 Quick Fixes:

Engage visually. On video, people rely on visual cues more than in person. Nod, smile, and use subtle facial expressions to show you’re engaged.
Use vocal variation. A flat, monotone voice makes it harder to hold attention. Emphasize key points, adjust your tone, and slow down or speed up intentionally.
Join the call with a smile. It sounds obvious but so many people don’t do it! Join the call with a smile and upbeat energy (which is hard to do when we’re relaxed at home in back-to-back meetings). This one takes more intentionality, but if done well, it will go a long way and make your presence more felt.

Appearances

Like it or not, how you present yourself affects how others perceive you. This doesn’t mean you have to wear a suit in every meeting—it just means you can and should make intentional choices about your appearance to reinforce your credibility.

💡 Quick Fixes:

Choose solid colors over busy patterns. Stripes and intricate designs can look distorted on camera due to something called a moiré effect. Solid, bold colors tend to work best.
Mind your framing. Your head and shoulders should take up most of the screen, with your eyes aligned near the top third of the frame. Too close = uncomfortable. Too far = you look smaller and less important.
Light yourself up. Taking a call from a dark room impacts how professional you look. Having a glare reflecting off your glasses is distracting. Make sure your space is lit up well so that you look clearer, brighter, and fresher.

3. The LinkedIn Advantage

I joined LinkedIn at a pivotal time—just as the company was expanding its content strategy with SlideShare and LinkedIn Pulse. Back then, many still viewed LinkedIn as just a job search site, but that mindset is outdated.

Today, one of the biggest career accelerators is mastering your LinkedIn presence.

LinkedIn is your virtual office, water cooler, and landing page—yet most professionals aren’t using it to their advantage. They do great work but remain invisible beyond their immediate teams. If you’re only known within your function, you limit your opportunities to move into new roles. LinkedIn allows you to:

Expand your visibility
Build credibility
Position yourself as a thought leader

I’ve seen this firsthand—not just in my own career but with countless professionals I’ve coached. Those who use LinkedIn strategically don’t just get noticed when job hunting; they attract opportunities while they’re still at a company. And companies that encourage employees to be active on LinkedIn don’t just elevate individuals—they strengthen their entire brand.

When I started posting on LinkedIn while working at Prezi, I didn’t expect it to change my career. I was simply sharing insights and engaging with my network. But soon, my career started to shift:

Colleagues recognized me
Leadership saw me as public-facing
I got tapped for high-visibility projects

None of this happened because I was the most senior person, but because I was visible.

LinkedIn wasn’t just a networking tool—it was a career accelerator inside my own company. And that’s what many professionals overlook: Your LinkedIn presence isn’t just for job searching—it’s about positioning yourself as a leader in your current role and making it easy for decision-makers to see your value.

And now’s the time to do it:

Reports cite that only 1% of LinkedIn’s monthly active users post on LinkedIn.
The platform has 8.2 million C-level executives on the platform (that’s not including all the other senior leaders and decision-makers).

Most people aren’t using LinkedIn strategically, so if you do, you stand out instantly.

In other words, the people who have the power to open doors - and become your future mentors, colleagues, and business partners - are already on LinkedIn. But your competitors probably aren't using it.

How Professionals Can Build Their Presence on LinkedIn

💡 Optimize Your Profile to Work for You

Your LinkedIn profile is your digital storefront—before people meet you, they meet your profile. It should immediately communicate your credibility, expertise, and what sets you apart.

One of my favorite stats illustrates this: 82% of buyers will look up a seller on LinkedIn before replying to prospecting efforts. We’re not all sellers, but we certainly have all had the experience of a message or connection request from a stranger. And what’s the first thing we do? Click on their profile to assess their credibility and legitimacy.

Here are quick, high-impact fixes you can easily make to ensure your LinkedIn presence reflects your professional brand.

Perfect the Basics

Make your headline more than just a job title. It should capture what you do and how you add value (Remember our EPIC Career Brand framework from earlier? Leverage your insights from there to inform your LinkedIn headline). When looking up examples of strong headlines for a LinkedIn training I was leading, it was shockingly difficult to find mission statements and headlines. This is a huge opportunity to stand out and to help people better understand what exactly you do.
- 🚫 Marketing Manager at XYZ
- ✅ Marketing Leader | Helping Brands Tell Stories That Sell
Craft a compelling ‘About’ section. Instead of a dry career summary, tell a story about how you ended up where you are and why you do what you do. Do not use a 3rd person bio that someone can find from a website. My favorite LinkedIn test: Can your bio be copied and pasted into someone else’s? If yes, it’s too generic and doesn’t show us enough about you.
Get social proof. LinkedIn’s recommendations feature is what I call “Yelp for professionals.” Visitors to your page are making quick assessments about you; make it easy for them to understand that you are an intelligent, wonderful person to work with by getting recommendations from those you’ve collaborated with.

Engage to Build Your Thought Leadership (Even If You Don’t Post Often)

You don’t have to post every day to be visible on LinkedIn—you just need to show up in conversations.

Doing this consistently is one of the most challenging parts about LinkedIn but if you can stick with it, the rewards will be great.

Start by commenting. Thoughtful engagement on other people’s posts is one of the easiest ways to build credibility and grow a following—without the pressure of needing to make your own post.
Repost with insights. Share an article or post with a short takeaway to spark discussion.
Post when you have something valuable to say. A simple reflection on a project, a trend, or a lesson learned can position you as a thought leader.

Read this LinkedIn post for more on comments

Final Thoughts

Your professional presence isn’t only built in meetings and presentations (although those are important channels that I dive into in my book).

It’s built in digital spaces, and it requires a level of intentionality we didn’t always need when we all showed up in the office.

Understanding how professional presence has changed—and how to be deliberate at every step—will ensure that yours is memorable, impactful, and works for you and your goals.

You have two choices:

Stay invisible. Rely on hard work alone and hope someone notices, risking staying stuck for years while others—sometimes less experienced or less skilled—are actively shaping how they’re perceived, getting tapped for leadership, and moving ahead.
Take control of your presence. Focus on defining your career brand and improving your visibility and virtual communication to create new opportunities, attract the right sponsors, and accelerate your path to leadership.

Your career is too important to leave to chance.

Thank you Lorraine for sharing your insights and stories.

Lorraine K. Lee is a keynote speaker and the best-selling author of Unforgettable Presence: Get Seen, Gain Influence, and Catapult Your Career. She also teaches popular courses with LinkedIn Learning and Stanford Continuing Studies. Lorraine is a LinkedIn Top Voice with hundreds of thousands of followers, and has a decade of experience leading editorial teams at top tech firms. Her insights have appeared in outlets such as CNBC, Bloomberg, and Fast Company.