Why Every Chef Should Build a Personal Brand (Yes, Even If You Hate Social Media)

Written By Matt Payne

Tips for chefs on creating a standout professional profile — and why it matters more than ever in a competitive job market.

Let’s be honest — most chefs would rather be plating up than posting online. The last thing you want after a 14-hour shift is to fire up LinkedIn or battle with Instagram’s algorithm.

But in today’s hospitality world, talent alone doesn’t always get you noticed. Whether you’re going for your next big role, pitching for pop-ups, or looking to go freelance — a strong personal brand can make all the difference.

And no, that doesn’t mean becoming a full-time influencer or hashtagging every risotto. It just means being intentional about how you present yourself to the industry.

1. Why a Personal Brand Matters (Even If You’re Not “That Kind of Chef”)

In a competitive market, employers and collaborators are doing their homework. They’re not just looking at your CV — they’re Googling you, checking your socials, and asking around.

A personal brand helps you:

  • Stand out from the crowd
    What’s your style? Classic French technique? Wildfire BBQ? Modern British with a plant-based twist? Own it.

  • Control the narrative
    If someone’s searching your name, give them something worth finding — not just an old job listing or your mate’s tagged photo from five years ago.

  • Open up new opportunities
    From guest chef spots to brand partnerships, people are more likely to reach out if they know what you’re about.

2. You Don’t Need to Be “On” All the Time

If the idea of constantly filming yourself at the pass makes you recoil — good news. A personal brand doesn’t require a ring light or a TikTok strategy. Start small and build from there:

✅ Polish Your Online Presence

  • Update your LinkedIn (yes, chefs are using it now — and not just recruiters).

  • Google yourself and see what comes up — clean up anything off-brand.

  • Have a consistent bio across platforms — short, sharp, and says what you do.

✅ Choose One Platform and Stick With It

Hate Instagram? Fine. Use LinkedIn. Prefer visuals? Focus on your Insta grid. Just pick one and post occasionally but intentionally. Even one great post a month is better than none.

✅ Showcase Your Work

  • Share your food photography (phone pics are fine — just don’t use filters from 2009).

  • Talk about your process: how you create dishes, what inspires you.

  • Celebrate wins: new role, event, training, or a killer special.

3. Think Beyond Photos — Your Brand Is Bigger Than That

A personal brand isn’t just food pics. It’s how you speak, what you stand for, and the values you bring to a kitchen.

Are you known for calm leadership? For mentoring younger chefs? For banging out 200 covers without breaking a sweat? These are all part of your story — share them.

You can also build your brand offline:

  • Be active in local food communities or chef forums.

  • Attend events and network with suppliers or fellow chefs.

  • Say “yes” to opportunities that align with your style — they’re the stories you’ll tell later.

4. It Helps You Take Control of Your Career

At the end of the day, your personal brand is a tool. It helps you define what kind of chef you want to be — and makes it easier for others to see that too.

When you’re clear on your identity, you’ll attract the roles, kitchens, and opportunities that actually fit — rather than settling for what’s available.

Final Thoughts: Your Brand, Your Rules

You don’t have to become a viral sensation. You just need to be visible, consistent, and a little bit brave. Because in today’s industry, great chefs aren’t just judged by what they cook — but how they show up.

So, whether you’re a rising sous or a seasoned exec chef: put your name out there. Even if it’s just one post at a time.

Matt Payne https://www.makethejump.uk
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