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A personal brand is the total experience of someone having a relationship with who you are and what you represent as an individual; as a leader. 

If your teammates and/or colleagues don’t know what your personal brand is, the fault is yours and not theirs. Having a personal brand is a leadership requirement.  It enables you to be a better leader, a more authentic leader that can create greater overall impact.  In fact, those who have defined and live their personal brand will more naturally demonstrate executive presence and as such may find themselves advancing more quickly at work

"This is a new era where everyone needs to have a voice, and you want to leave a digital trail of yourself," says Ms. Siff.

After recruiters and job seekers find each other over Twitter, more traditional means of hiring usually take over: Candidates may tweet a link to a résumé or a more complete social-media profile, followed by phone or in-person interviews.

A tweet, she explains, "is the new elevator pitch."