Perhaps the best advice is that because there's nothing you can do about it anyway, you might as well be yourself. There's something liberating about the idea that you don't really have to perform, to pretend to be something you're not.
"Personal branding is not about presenting a false image. It is about understanding what is unique about you--your accomplishments, experience, attitude--and then using that to differentiate yourself from other job hunters. Your brand is your edge in the job market." --Levinson and Perry
The Rand report concludes that, although adequate data and accurate assessments of labor market conditions are important for many different parties, early career and prospective scientists are especially vulnerable.