Invisible to influential: personal branding insights from Moja CEO Sophie Milliken MBE

For communications professionals, visibility and credibility are no longer optional, they’re career essentials. Few people understand this better than Sophie Milliken MBE, CEO of Moja Group and a recognised expert in personal branding. After starting out at John Lewis and later building and selling her first business, Sophie has made it her mission to help leaders amplify their voice and influence. She also hosts the popular podcast Beyond the Bio, diving into personal branding, visibility, and entrepreneurial journeys.

In our interview, Sophie shares practical lessons on building a personal brand including how it can open doors and the common mistakes comms professionals make. She explains how LinkedIn can be used strategically to strengthen reputation and industry influence.

1. Can you give us a brief overview of your career journey from John Lewis to founding Moja?

I began my career at John Lewis on the graduate training scheme, moving from selling manager roles into head office and latterly heading up graduate recruitment. I founded SRS, a business that worked with universities and employers to design and deliver assessment centres and employability programmes for students. I scaled SRS to become the leading supplier of large scale assessment simulations, before selling it in 2019.

That experience of building, scaling, and successfully exiting a company taught me so much - not just about business, but about the importance of visibility and credibility as a leader. Alongside running SRS, I wrote books, spoke at events, and built my own personal brand, which opened doors and created new opportunities.

In 2022, I founded Moja to help other entrepreneurs and business leaders do the same. Today, we focus on personal branding, publishing, and podcasts, helping our clients stand out for the right reasons and use their voice to make an impact.

2. What key lessons have you learned about personal branding while building multiple businesses?

One of the biggest lessons I’ve learned is that personal branding isn’t about self-promotion, it’s about clarity and consistency. You need to know who you are, what you stand for and how you want to be remembered and then make sure that comes across in everything you do.

I’ve also realised that your personal brand is one of the few things you truly own in your career. Job titles, companies, and roles can change, but your reputation and credibility move with you. That’s incredibly powerful when you’re going for a promotion, changing direction, or building something new, because doors open more quickly when people already know, like and trust you.

Visibility matters. Too many talented people stay hidden, but if you’re not sharing your story and your expertise, you’re leaving opportunities on the table. Building a strong personal brand means taking control of your narrative and that can make the difference whatever path your career takes.

3. How can corporate communications professionals build their personal brand while representing their company?

It can feel like a balancing act, but the two actually complement each other. As a communications professional, you’re already skilled at shaping messages and building trust so your personal brand is just about applying those same skills to yourself. Start by being clear on your values and expertise and then show up consistently in a way that aligns with your company’s reputation.

Sharing insights, joining conversations in your sector, or offering thought leadership on topics you’re passionate about strengthens both your credibility and your employer’s. The key is authenticity so when people see you as a trusted voice, it reflects positively on the organisation you represent. A strong personal brand doesn’t compete with the corporate brand; it amplifies it.

4. You are an expert on LinkedIn strategy – what’s the most impactful change you recommend professionals to make on their LinkedIn profiles?

If you only do one thing, make sure your LinkedIn profile is complete. Too many professionals leave sections half-filled or outdated and it immediately limits their impact. A complete profile with headline, photo, summary, experience and skills builds instant credibility and helps you get found in searches. Think of it as your online shop window: if it looks unfinished, people will move on, but if it’s clear and consistent, it works for you every day.

And once your profile is in place, it’s worth investing in LinkedIn training to build confidence and learn how to use the platform strategically. That’s exactly what we do at Moja, we help professionals maximise LinkedIn’s full potential so it becomes a genuine driver of visibility and opportunity. Imagine how much you could amplify your business if everyone acted as an ambassador for it on LinkedIn?

5. What's your view on how much personal content professionals should share about themselves publicly on LinkedIn?

I think it’s about balance and boundaries. LinkedIn isn’t Facebook, but it’s also not just an online CV anymore. People connect with people and sharing some personal content - whether that’s experiences, lessons learned or moments that show your values helps build trust and relatability.

The key is to be intentional. Ask yourself: does this post add value, spark conversation or help people understand me better as a professional? If the answer is yes, it probably belongs on LinkedIn. You don’t have to share everything, and you should always keep your own comfort levels in mind. The best personal brands strike that sweet spot where personal and professional meet in an authentic, consistent way.

6. What common personal branding mistakes do you see senior communications leaders making?

One of the biggest mistakes I see is inconsistency with senior leaders who only think about their personal brand when they need something, like a new role or speaking slot. Building a brand is about showing up regularly, not sporadically.

Another is hiding behind the corporate brand. Communications leaders are brilliant at positioning others but often neglect their own visibility. The irony is that by not telling their own story, they miss opportunities to amplify both their career and their company’s reputation.

7. What advice would you give to professionals who want to build more strategic networks and increase their industry influence?

My advice would be to approach networking with strategy rather than chance. Start by being clear on your goals - what do you want to be known for, and who do you need to know to make that happen? Once you know that, you can be intentional about where you show up, the conversations you join and the relationships you prioritise.

Focus on giving before asking. Share insights, make introductions and support others - when you’re generous, people remember you and are far more likely to open doors in return.

Remember that influence isn’t just about who you know, it’s about who knows you. Building your profile through speaking, writing or thought leadership means your network starts to extend beyond the people you’ve met directly and that’s where real opportunities begin

8. Which career milestone has been the most fulfilling for you?

Being awarded an MBE for Services to Business and Education was pretty special. What made it even more special was being able to take my parents and my daughter to Windsor for the investiture. Sharing that moment with them was something I’ll never forget. While I’m proud of milestones like founding, growing and selling my first business, and then launching Moja, receiving an MBE is a very personal highlight that I’ll always treasure.

9. What's the best piece of professional advice you've received?

The best advice I’ve ever received is to say yes to opportunities, even if you don’t feel 100% ready. So often we hold ourselves back, waiting until we feel completely prepared, but the truth is growth comes from stepping into the stretch zone. Some of the biggest turning points in my career have come from saying yes first and figuring it out along the way.

10. What or who inspires you and why?

I’m constantly inspired by my fellow board members at Smart Works Newcastle, which I have the privilege of chairing. They are an incredible group of women who give their time, expertise and energy to help unemployed women across the North East back into work. I always leave our board meetings energised and motivated - their passion and commitment are infectious, and it reminds me what’s possible when talented people come together with a shared purpose.

Thanks, Sophie!

To connect with Sophie and explore having her speak at your event or to learn how Moja can amplify your people, visit Moja or connect with her on LinkedIn.

Moja works with businesses and leaders to amplify their people through personal branding, LinkedIn strategy, publishing, and podcasts, helping them build visibility, credibility and influence.

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