Create a Strong Professional Brand

No matter where your job search takes place, the employment market is likely to be competitive. You may be competing against jobseekers who have a better command of the local language or more experience working within the local market. Do not be discouraged! You bring your own unique set of skills. Determine what sets you apart from other jobseekers to establish an impressive professional identity, or brand, which you can present to potential employers.

Your professional brand is a brief statement that summarizes your unique strengths and how you differ from your competition. It assists in defining who you are, what makes you great, and why you should be hired. Your brand communicates your reputation and value to an employer. For example, a project manager’s professional brand might be: I’m a deadline-driven projects manager with the ability to achieve an optimal mix of The 3 P’s: People, Process, and Products.


Professional branding is the public expression of who you are. Your brand builds your online presence, which is a key tool to ensure a successful international job search. Recent research on work trends by the Adecco Group* shows that LinkedIn is the most used online resource for professional branding, while Facebook is most used for personal branding. Your activity on social media sites such as these will give you the opportunity to reach out and connect with employers in other countries.

Your transition coach can assist you with creating a strong brand and a positive, powerful 60 second presentation statement. A presentation statement is useful when you want to tell someone about your background and experience. Think of this presentation as a brief description of your career objectives and the strengths you offer a potential employer; it is a verbal version of your resume/CV. Developing a presentation statement that is approximately one minute in length will allow you to tell others about your capabilities and achievements without losing their interest. The primary goal is to persuade others that you have valuable skills, traits, and experiences. Including personal history is optional and might not be appropriate for the country you live in.

Remember to think carefully about what you want your brand to be – how do you want people to perceive you? Your brand should be ever evolving as you develop your strengths and skills. Once you can clearly communicate those strengths and skills to others, your opportunities will increase.

*Adecco Group, Work Trends Study