Case Studies Personal Branding & Career Development – Case 3


A young ex-army officer who desperately wanted to become an HR professional.


Despite his great efforts and impressive referrals, following a long string of unsuccessful job interviews, he had not made the hoped for transition.


To design and complete a customised and comprehensive personal branding program over three months.


  • Within 16 weeks of his personal branding program, he was recruited by one of the Big Five consulting firms.
  • In addition to learning some of the skills highlighted in the two previous cases, he also made a real breakthrough when he shifted from a ‘selling’ (push) to a ‘strategic marketing’ (pull) mindset. In practice, this meant that he started to ‘attract’ the desired opportunity, as opposed to ‘applying’ for it.