City of Durham

Sr. Business Systems Analyst | NIS

Sr. Code Enforcement Officer | NIS

Policy Analyst, Intern | General Services

Jonathan E. Rivera

Consultant

The Career Navigator

100+ professionals turn to The Career Navigator for help finding clarity, staying focused, and optimizing personal and professional growth.

Writer

Right Cleaning Solutions

Founder / Managing Owner

The Johns Hopkins University

Clinic Manager

Hi, I’m Jonathan—a public servant with a diverse background, driven to empower individuals and communities through self-belief, meaningful connections, and effective communication.

Jonathan E. Rivera, MBA

Personal Branding Strategist | Creativity is Intelligence having Fun

Your Name Should Open Doors Before You Walk Through Them.

Your brand should do the same.

Let’s build a brand that speaks before you do.

✦ Connect with me here.

𝐰𝐰𝐰.𝐩𝐛𝐟𝐨𝐮𝐧𝐝𝐢𝐧𝐠.𝐜𝐨𝐦

Kristina Klenina

You may not love being a personal brand. 
But it’s a powerful asset, and one of your competitors is gonna use this. 
And they are going to win.

In the Creator Economy, 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗰𝗼𝗺𝗽𝗼𝘂𝗻𝗱𝘀.

 • The corporate world is changing.

 • Decision-makers Google you.

 • Investors check your LinkedIn.

 • Clients scroll before they call.

If they don’t see proof of expertise,
they move to the next name.

Visibility = Trust.
Trust = Revenue.

𝗬𝗼𝘂𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗡𝗲𝗲𝗱𝘀 𝗔𝘁𝘁𝗿𝗮𝗰𝘁𝗶𝗼𝗻 𝘁𝗼 𝗦𝘂𝗿𝘃𝗶𝘃𝗲
Content Is Your Long-Term Strategy

You don’t need to become an influencer.
You need to become findable.
Recognizable.
Memorable.

𝗦𝘁𝗮𝗿𝘁 𝘀𝗶𝗺𝗽𝗹𝗲:

1. Clarify what you want to be known for.
2. Pick 3 content pillars.
3. Share three insights per week.
4. Show your thinking, not just your achievements.
5. Stay consistent for 90 days straight.

That’s it.
With time it becomes a habit, just like going to the gym.

And of course, the sooner you start, the earlier you will get to eat the fruits of it.

 • Attraction isn’t just about drawing people in - it’s about keeping them around.

 • Content builds relationships, and relationships build loyalty

 • A loyal audience is more likely to convert, refer others, and stick with you through ups and downs

𝗧𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗶𝘀𝗻’𝘁 𝘄𝗵𝗲𝘁𝗵𝗲𝗿 𝘆𝗼𝘂 𝗹𝗶𝗸𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴.
𝗧𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗶𝘀:

Do you want to control your narrative

or let your competitor control the market?

What’s actually stopping you from showing up consistently on LinkedIn?

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Kristina K.

𝗧𝗿𝘂𝘀𝘁 𝗶𝘀 𝗯𝘂𝗶𝗹𝘁 𝗶𝗻 𝗱𝗿𝗶𝗽𝘀, 𝗯𝘂𝘁 𝗹𝗼𝘀𝘁 𝗶𝗻 𝗯𝘂𝗰𝗸𝗲𝘁𝘀.

That’s why personal branding isn’t about one viral post.

It’s about showing up — every single day — with consistency.

Every post you share.
Every comment you write.
Every DM you answer.

It’s another 𝗱𝗿𝗶𝗽 into your trust bank.

💡 Many think personal branding is 𝗷𝘂𝘀𝘁 posting online.

But it’s more than content.

It’s:

- Your relationships.
- Your network.
- Your recognition in the press.
- Your online and offline presence.

It’s how you treat the waiter.
How you handle criticism.
How people talk about you when you’re not in the room.

In business, 𝗿𝗲𝗹𝗶𝗮𝗯𝗶𝗹𝗶𝘁𝘆 is the deal-maker.

Deliver on time.
Keep your word.
Follow through without being chased.

Reliability turns strangers into clients.

And clients into advocates.

Lose it, and even the strongest brand presence can crumble overnight.

Your reputation 𝗶𝘀 your brand.

Build it with intention.

Protect it like your life depends on it — because in business, it does.

And at the core of it all? 𝗬𝗼𝘂𝗿 𝘃𝗮𝗹𝘂𝗲𝘀.

They’re the invisible compass behind every action, word, and decision.

When your values are clear and consistent, trust isn’t just built — it becomes unshakable.

💎 What’s one core value you refuse to compromise on?

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𝗘𝘃𝗲𝗿𝘆𝗯𝗼𝗱𝘆 𝗹𝗼𝘃𝗲𝘀 𝘁𝗼 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲𝗺𝘀𝗲𝗹𝘃𝗲𝘀.

But few know how to brand themselves.

They post stories.
They list achievements.
They share lessons.

But their message gets lost.

Why?

Because talking ≠ branding.

Branding is clarity.
Branding is positioning.
Branding is strategy.

Here’s a simple framework I use with clients to move from noise to name:

1. 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆 – What do you want to be known for?

Clarify your strengths, values, and unique perspective. Skip the buzzwords.

2. 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 – Who is your audience, and why should they care?

Speak to a specific group with specific needs. Relevance is power.

3. 𝗡𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲 – What’s the story behind your brand?

People remember stories, not bullet points. Craft a transformation arc they’ll feel.

4. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 – Are you showing up with consistency and intent?

Use 3-5 content pillars to stay focused and repeatable. Don’t post just to post.

5. 𝗣𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻 – Does your online presence match your offline value?

Your profile, tone, visuals — everything should signal what you stand for.

If you’re sharing but not building, you're wasting attention.

Talking about yourself won’t get you noticed.
Branding yourself will make you remembered.

So ask yourself:

𝘞𝘩𝘢𝘵’𝘴 𝘵𝘩𝘦 𝘰𝘯𝘦 𝘵𝘩𝘪𝘯𝘨 𝘱𝘦𝘰𝘱𝘭𝘦 𝘴𝘩𝘰𝘶𝘭𝘥 𝘢𝘴𝘴𝘰𝘤𝘪𝘢𝘵𝘦 𝘸𝘪𝘵𝘩 𝘺𝘰𝘶𝘳 𝘯𝘢𝘮𝘦?

👇 Share in the comments

P.S. We've had so much snow this year in Hamburg 🤭

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Social media was never built to amplify companies' brands
Social media was built to amplify personal brands

And the data proves it.

People don’t follow logos.
People follow leaders.

Here’s what’s really happening:

 • You follow Elon Musk. Not Tesla.
 • You follow Richard Branson. Not Virgin Group.
 • You follow Steve Jobs. Not Apple.

Because people connect with people.

Not mission statements.
Not corporate language.
Not brand guidelines.

This is the shift most companies still don’t understand:

Personal brands create trust.
→ Trust creates attention.
→ Attention creates revenue.

Companies don’t grow because they post.
Companies grow because their people do.

𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝘆 𝗳𝗼𝘂𝗻𝗱𝗲𝗿-𝗹𝗲𝗱 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝘄𝗶𝗻.

When a founder speaks, the brand becomes human.
When a leader shares, the company becomes relatable.
When a person shows up, the company becomes trusted.

Social media didn’t create this dynamic.
It revealed it.

The companies growing fastest today have one thing in common:

They are powered by visible people.

The question is no longer:
“Should our company be on social media?”

The real question is:
Who is the face of your company?

And are they visible enough?

P.S. Photos from Pellicano Hamburg - Beautiful restaurant, great service, and amazing Italian cuisine - totally recommend 👌🏻

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I am turning 30 today 🥂🥳

And all I have to say — never have I ever

received so many birthday wishes, and we’re only halfway through the day. Thank you so much!

And all of that is because of the business I started 1.5 years ago.

To standardise this post for LinkedIn 😁 , here are 𝘁𝗵𝗲 𝟭𝟬 𝗹𝗶𝗳𝗲-𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝘁𝗵𝗶𝗻𝗴𝘀 𝗜’𝘃𝗲 𝗹𝗲𝗮𝗿𝗻𝗲𝗱 𝘀𝗼 𝗳𝗮𝗿:

𝟭. 𝗧𝗵𝗲 𝗳𝗮𝘀𝘁𝗲𝗿 𝘆𝗼𝘂 𝗳𝗮𝗶𝗹, 𝘁𝗵𝗲 𝗳𝗮𝘀𝘁𝗲𝗿 𝘆𝗼𝘂 𝗮𝗱𝗮𝗽𝘁 𝗮𝗻𝗱 𝗴𝗿𝗼𝘄. 
Stop learning only from books. Nothing has taught me as fast as these last 1.5 years of practising product development, sales, networking, hiring, and more.

𝟮. 𝗪𝗵𝗮𝘁 𝘆𝗼𝘂 𝗰𝗼𝗻𝘀𝘂𝗺𝗲 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘄𝗵𝗼 𝘆𝗼𝘂 𝗮𝗿𝗲. 
Your surroundings, your social media, your circle, and all the info you absorb daily directly affect how you see the world and how you react.

𝟯. 𝗠𝗲𝗱𝗶𝘁𝗮𝘁𝗶𝗼𝗻, 𝘃𝗶𝘀𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗮 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗽𝗹𝗮𝗻 𝗱𝗮𝗶𝗹𝘆. 
Your daily rituals shape your future. It gives you excitement and motivation for daily action. BE → DO → HAVE. It works.

𝟰. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝘀 𝗱𝗼 𝗻𝗼𝘁 𝗿𝘂𝗻 𝗮 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀. 
I used to be different. But the more stress life brings you, the less sensitive you become. In business, more emotion = less intelligence. Decisions must be made with a cold head. Daily actions must happen without motivation. Rejections are normal.

𝟱. 𝗟𝗲𝗮𝗿𝗻 𝘁𝗼 𝘂𝘀𝗲 𝘆𝗼𝘂𝗿 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗮𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲𝘀 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗰𝗮𝗿𝗲𝗲𝗿/𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀. 
Your upbringing, your beauty, your accent, your speed - learn how to use them to win. I made a whole post about it.

𝟲. 𝗜𝗳 𝘆𝗼𝘂 𝗮𝗿𝗲 𝘁𝗵𝗲 𝘀𝗺𝗮𝗿𝘁𝗲𝘀𝘁 𝗽𝗲𝗿𝘀𝗼𝗻 𝗶𝗻 𝘁𝗵𝗲 𝗿𝗼𝗼𝗺, 𝗶𝘁’𝘀 𝘁𝗶𝗺𝗲 𝘁𝗼 𝗹𝗲𝗮𝘃𝗲. 
Invest in networking. Surround yourself with smart, interesting people. Learn, adapt, and grow.

𝟳. 𝗦𝘁𝗮𝘆 𝗮𝗱𝗮𝗽𝘁𝗶𝘃𝗲. 
I perform best when I wake up at 5 and start working at 7. But many important events happen in the evenings. Instead of strict boundaries, I decided to become more open and adaptive - and I stopped feeling guilty for sleeping until 9 when I need to.

𝟴. 𝗗𝗲𝗳𝗶𝗻𝗲 𝘆𝗼𝘂𝗿 𝗻𝗼𝗻-𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝗯𝗹𝗲𝘀. 
Fixing daily non-negotiables for my business, measuring them, and tracking results is when I saw consistent results. My Excel table is my daily cheat sheet.

𝟵. 𝗠𝗼𝗿𝗲 𝗮𝗹𝘄𝗮𝘆𝘀 𝘄𝗶𝗻𝘀. 
You can obsess over quality, but studies show that focusing on quantity often improves quality over time. In business, speed is everything. The faster you move, test, the luckier you get. 

𝟭𝟬. 𝗜 𝗵𝗮𝘃𝗲 𝗹𝗶𝘃𝗲𝗱 𝗶𝗻 𝟯 𝗰𝗼𝘂𝗻𝘁𝗿𝗶𝗲𝘀, 𝟭𝟬 𝗰𝗶𝘁𝗶𝗲𝘀, 𝗮𝗻𝗱 𝟮𝟬 𝗮𝗽𝗮𝗿𝘁𝗺𝗲𝗻𝘁𝘀. 
Move places. Every new place expanded my creativity and perspective on life.

P𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗶𝘀 𝗮 𝗼𝗻𝗲-𝘄𝗮𝘆 𝘁𝗶𝗰𝗸𝗲𝘁 𝘁𝗼 𝘀𝘂𝗰𝗰𝗲𝘀𝘀. 

Have a beautiful day, everyone. Celebrate a little today. ☺️


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Sleep is for employees.

Founders run on adrenaline + anxiety. 🚀


Happy Friday 😁

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Your voice is not just content. It’s equity.

And equity should never be outsourced blindly.

Hiring a ghostwriter is not about “saving time.”
It’s about protecting leverage while increasing output.

⚜️ Hire a Ghostwriter When:

▪️ Your ideas are strong but trapped in your head
▪️ You’re scaling and visibility must stay consistent
▪️ You think in conversations, not captions
▪️ You’re willing to build an editorial system


⚜️ Don’t Hire One When:

▪️ You’re still clarifying your positioning
▪️ You don’t know your tone yet
▪️ You want someone to “sound smart” for you
▪️ You expect them to create your thinking

A ghostwriter amplifies clarity.
They don’t create it.

Read the Newsletter for the full breakdown.

#FounderVoice #AuthorityBrand #HighTrustContent #PBwithKristina

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View newsletter: PB, Business & AI w. Kristina 

Delegate execution. Protect identity. Welcome back to PB, Business & AI with Kristina 💎 Let’s address the tension. You want: ▪️ More output ▪️ More v

Open article: When to Hire a Ghostwriter (And When Not To) by Kristina K. • 2 min read

When to Hire a Ghostwriter (And When Not To)

I am looking for 𝟭𝟬 𝗽𝗲𝗼𝗽𝗹𝗲 who want to commit to their 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗕𝗿𝗮𝗻𝗱 in the next 6 months.

Not to “learn about it.”

Not to “think about it.”

But to actually build it.

Why? Because personal branding has become the new business card. 

The people you admire online aren’t “lucky” — they’ve built clarity, strategy, and visibility. And you can too.

Your brand is already speaking for you every single day - the only question is:

👉 Is it saying what you want it to say?

This is a unique chance to work on it with focus, clarity, and accountability.

If you feel this is your time, comment “PB” or DM me to learn more.

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taplio

The Battle

Jonathan E. Rivera, MBA

Kristina Klenina

Followers

Posts

Engagements

Likes

Performance ScoreKristina Klenina's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Jonathan E. Rivera, MBA

Kristina Klenina

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Kristina Klenina's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreKristina Klenina's LinkedIn Performance