career branding, in vocational psychology dictionary

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Dictionary of Vocational Psychology

Career branding

The process of creating and managing the various associations that create images and feelings about one's career brand. Such associations are transmitted through signals. Career branding is the process of creating signals that communicate to potential employers, clients, or customers how one's career brand is different and relevant. (For discussion of the career branding concept, see Adamson, 2006.)

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