Some people miss a key point about personal branding – they think of it as spin, as untruthful, as a big ego-trip. But personal branding is not large or oversized, it's just who you are -- but "who you are" identified and leveraged.
A strong personal brand is not "in your face." It's a force that attracts and repels exactly because of its strength. And that's exactly what it should do. It attracts the people and opportunities that appreciate and need it and it repels those that don't.
Candidates and companies are so used to seeing hires in terms of “what can you do to make money for my company” that they often don’t consciously realize that the “who you are” and the “how you do what you do” are just as important for optimum hiring.
Yet, a Korn Ferry survey from a year or so ago discovered that once a candidate was on the short list, the things that got the candidate the job were chemistry and fit.