With regards to personal branding. What aspect of personal branding do you look at most when reviewing a candidate or employee? What should shine and what should be avoided?

Starting my professional life in the 00's, there was never a need for personal branding unless you worked for yourself and had a particular skill. Now it seems to be almost as important as a resume. From me starting out professionally with employers saying "you may not want to get a Facebook account because it can be held against you when getting a job" to " you might not get a job if they can't find you on any social media" is a pretty big change. What makes or breaks a candidate with personal branding? What looks best? Should it incorporate a person's profession or is it better to see someone's passion projects and persona shine when personal branding?

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