Your reputation arrives before you do

Hey ,

Something I've been thinking about recently is how much perception matters when you're trying to break into football - and how easy it is to damage it without realising.

It's not something that comes up all the time. But when it does, the impact is real. And it's worth being aware of before it becomes a problem.

Football is a small industry

Depending on the country, there are only so many professional clubs. The analyst at Club A today could be the Head of Recruitment at Club B next season. The intern you rubbed the wrong way at one organisation becomes the decision-maker at another.

People move. And they talk.

Every interaction you have - a message, a post, a conversation - either strengthens or weakens how people see you. But one bad impression hits harder than ten good ones, especially when you're starting out. And in football's small world, that impression follows you everywhere.

The outreach problem

One area where this shows up is cold outreach. Messaging people at football clubs asking for opportunities when there's no prior relationship or shared connection.

It's not necessarily wrong in tone or professionalism. The issue is usually the frequency and the lack of foundation behind it.

It's transactional networking. "What can I get?" instead of "Let me build something genuine first."

People working in football are time-poor. When someone they don't know messages asking for something, the easiest response is no response. And each repeated message without a relationship behind it reinforces the same perception: this person is a taker.

That becomes your identity to them before you've ever had a chance to show what you can actually do.

The better approach? Build the relationship first. Let people discover your work online. Attend events where they're speaking. Ask engaging questions. Follow up naturally. Let the relationship develop to a point where opportunities come up because of who you are, not because you asked.

The content problem

There's a second version of this worth thinking about.

Posting work that's low quality, lacks insight, or has no personal voice behind it. Maybe it's a scouting report with surface-level observations. Maybe it's analysis that doesn't go beyond what anyone could see from watching the highlights. Or maybe it's content that is obviously fully AI-generated - the emojis, the hashtags, the formatting, all the telltale signs.

In each case, the person thinks they're building visibility. But if the work isn't good enough, they're actually building a negative brand.

Two or three years ago, just posting your work online was a differentiator. Now everyone's doing it. The bar has shifted from whether you post to what you post and how much of you is actually in it.

There's nothing wrong with using AI to help you draft, organise ideas, or sharpen your thinking. But you need your own insights and contextual knowledge first. AI should be a thinking partner, not a ghostwriter. Feed it your thoughts and experience, then use it to solidify what's already yours. Don't let it replace you entirely. People can tell.

A personal lesson

I've been on the wrong side of this without realising it.

Earlier in my career, I went for promotions and didn't get them - despite having the experience, the knowledge, and the track record. I watched people I felt were less qualified get the roles instead.

It turned out a manager involved in the hiring process had formed a negative perception of me - loud, brash, immature. We'd never worked closely together. That opinion was formed from the periphery, not from direct experience. But it was enough to influence the decision.

My first reaction was disappointment. I felt it was being used as an excuse.

But honestly? It was feedback I needed. I changed how I showed up - more professional, more consistent in how I communicated. And I progressed into more senior roles as a result.

The principle is the same one at play here. People in football form opinions based on how you show up - your messages, your content, your interactions - without necessarily knowing your full ability. That perception becomes a ceiling before you've had a chance to prove yourself.

The good news

Perception isn't permanent. You can rebuild. Opinions change over time when your behaviour changes consistently.

But it's harder to rebuild trust than to build it right in the first place.

So be intentional about how you show up from the start. Think of your reputation as a compounding asset. Every touchpoint matters. Every interaction either opens a door or quietly closes one you didn't even know was there.

Trust is built brick by brick. It gets knocked down quickly and rebuilt slowly.

Start building now. Build it right.

Liam