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HR leaders have historically been "really poor" at developing a professional brand and using it to wield influence, and now is the perfect time to change this, according to a leadership expert.

A professional brand "clearly articulates to the world what you know, who you help, how you add value and why you're different", says Mark Hodgson.

"These are quite difficult questions to answer, and there's quite a lot of work to do to succinctly answer those. Most professionals need a professional brand, yet most professionals don't have one."

HR practitioners can be "quite self-effacing and tend to play... rightly or wrongly, in a support role or a partnering role rather than a leadership role", Hodgson says...