How to build a personal brand while working inside a company

Executive overview

Profit sharing isn't the only way to retain top talent. What keeps exceptional people isn't always money — it's visibility, equity, autonomy, or growth.

Cameron Herold stayed at 1-800-GOT-JUNK not for profit sharing, but because the role built his public profile. Titles have inflated over 25 years; pay and responsibility must match the actual role, not the label.

Tailor retention to what each individual actually values — not a one-size compensation package.

Compensation and title alignment

• COO-level pay today: $450k–$500k for a sizable company; $2.7M base at Sprint's #82-ranked firm
• A COO earning $120k–$150k is functionally a director of operations
• Title inflation has eroded meaning — match title to actual scope and strategy contribution
• Ask: what level of autonomy, KPIs, and strategic input does this person genuinely own?

Personalised retention beyond money

• Retention tools vary by person: ROWE, extra vacation, more responsibility, spin-off leadership, equity, phantom stock, MBA support, or free time
• Identify the 3–5 people you cannot afford to lose and handcraft what keeps each one
• At a growth-stage company optimising for brand over profit, visibility can outweigh a cash bonus

Building a personal brand inside a company

• Take on speaking engagements and media interviews on behalf of the business
• Be the outward-facing voice so your name becomes associated with the company's brand
• This visibility compounds over time and can be worth more than profit sharing