Personal branding: The key to standing out in Switzerland’s job market

"When I first moved abroad, I quickly learned that having a solid CV was not enough", recalls Dominic Junghänel, a career and mental health coach who today lives in Zurich. 

Dominic lived in Japan for over a decade, where he had to start over more than once, switching jobs and industries while living in a culture very different from his own. "Each time, I realised that what opened doors was not only my skills, but how I managed to present myself, my personal brand", explains the 46-year-old native Swiss, who started his company Mindful Career after his return to Switzerland five years ago.

Talk to Dominic and see how he can help you find your brand

Why personal branding matters more than ever

Whether in Japan or Switzerland, expats face the same challenges: a different cultural environment, unknown local expectations, and the feeling that their experiences are not fully recognised. Understanding your audience is essential to being able to effectively position yourself, and as a newcomer, you might find that what used to resonate in one country doesn’t have the same impact in another.

What’s more, in Switzerland, many positions are not publicly advertised. “Networking and referrals often play a bigger role than sending out dozens of applications”, explains Dominic.  This is where personal branding can make a difference, helping others remember and recommend you when opportunities come up.

Make your application human

AI tools can generate flawless cover letters and polish CVs to perfection. That means hiring managers often receive hundreds of applications that all look equally professional. To truly stand out, it’s no longer enough to rely on a sleek résumé. "What makes the difference is you", Dominic points out, "your values, your authentic story, and the way you communicate it."

Since much of the application process today is automated, many job seekers mistakenly assume personal branding matters less. While lots of companies use applicant tracking systems and AI tools, remember that, at some point in the process, a real person will hold your CV and motivation letter in their hands, and it is that person who decides whether or not to invite you for an interview.

How Mindful Career can help

With over 15 years of international experience in marketing and communication, Mindful Career combines Dominic's expertise with coaching to help professionals establish strong personal brands. Using guided reflection exercises, personality assessments, and practical examples, he leads his clients through a structured process built around three pillars:

• Authenticity: Defining who you are at your core and what you stand for. This includes exercises to help you discover your core values, personality and key motivators.
• Assets: Identifying the strengths, skills, and unique experiences that set you apart. This can be challenging to do on your own, as we often have blind spots in our self-awareness.
• Communication: Learning how to express your brand in a clear, compelling way that feels true to yourself. This includes creating a personal brand statement that you can use in CVs and cover letters, as well as learning the art of storytelling to leave a strong impression in job interviews.

The importance of core values

When supporting clients in creating a personal brand, Dominic puts a lot of focus on core values. "For me personally, discovering my own core values marked the beginning of the biggest transformation in my life: it eventually led me to start my own coaching business", Dominic shares. "Supporting others in overcoming their challenges and helping them reach their goals is work that is fully aligned with my values. It provides me with a sense of purpose I never had in any of my previous jobs."

If you’re an expat professional in Switzerland looking to grow or change your career, Mindful Career can help you create a personal brand that helps you stand out. It can also support you in discovering your core values to gain clarity and direction for your next steps.

Interested in exploring this for yourself? Schedule a free, informal chat with Dominic to find out how he might support you.