Forget writing your résumé – what you need is a job search video – and your own personal brand.

“Companies don’t hire people, they hire personalities. That’s why you need to highlight your personality when you’re looking for a job,” said Patrik Ekman of the Just Recruit Me online employment service.

According to Ekman, a strong personal brand may even trump experience or training in the service sector or creative field.

Katariina Mäkinen, a researcher who has studied personal branding in employment has speculated that the phenomenon has grown in proportion to an increase in the number of jobs in the services sector and other areas requiring a vibrant personality and strong social skills.

“On the other hand economic changes and a new liberal philosophy can be seen in the fact that nowadays people are very individualistic and focused on the individual. This is what branding is about, trying to succeed at work as an individual,” Mäkinen said.

Job seeker as product

Personal branding is already being taught in employment and educational programmes. A talented brander knows how to market his or her skills in many channels and to harness the power and reach of Facebook and Twitter in the job search.

“The idea is to make oneself an easily marketable product, in which the history, characteristics and skills set form a whole,” Mäkinen added.

Often many qualified candidates may apply for the same position. The candidate who engages in personal branding tries to stand out from the rest.

“Because working life is changing all the time, employers look for people who are flexible. Instead of being the type who has one skill that they know very well, you should be someone who can adapt to new situations and continuously learn new things. Maybe the perfect candidate has just these qualities,” Mäkinen said.