In the competitive global job market, having the right skills isn’t enough. International students, in particular, face unique challenges like visa sponsorship, cultural differences, and unfamiliar recruitment practices. Amid these hurdles, one overlooked tool can change everything: personal branding. And few understand this better than Farhoon Asim.
With a growing LinkedIn following of over 79,000 and a track record of helping 150+ international students land visa-sponsored jobs in the UK, Farhoon has become a leading advocate for authentic self-marketing. His philosophy is clear: “You’re not just a job seeker—you’re a brand.”
Why Personal Branding Matters for International Students
Most international students believe that if they have good grades and submit enough job applications, they’ll eventually succeed. However, this passive approach often leads to frustration.
Farhoon argues that today’s employers are not just hiring skills—they’re hiring stories, values, and potential. Personal branding is how candidates communicate these elements effectively.
What Is Personal Branding?
According to Farhoon, personal branding is the strategic process of positioning yourself in the job market. This includes:
- Highlighting your strengths and values
- Differentiating yourself from other applicants
- Building visibility on platforms like LinkedIn
- Creating a consistent narrative across your CV, cover letter, and interviews
For international students, who often come from diverse academic and professional backgrounds, personal branding helps clarify their identity and unique value in foreign job markets.
Farhoon Asim’s 4-Part Personal Branding Framework
Over the years, Farhoon has distilled his philosophy into a 4-step model:
1. Identify Your Brand Pillars
Farhoon encourages students to start by identifying 3–4 core themes that define their strengths. For example:
- Problem-solver with a data mindset
- Passionate about fintech innovation
- Strong communicator and collaborator
These become the foundational pillars that guide their CV, LinkedIn summary, and interview responses.
2. Build a Compelling Online Presence
Farhoon places a heavy emphasis on LinkedIn. He teaches students to:
- Write a results-driven headline (e.g., “Data Analyst | Helping firms turn insights into action”)
- Add an impact-oriented About section
- Share weekly insights, job search tips, or project highlights
- Engage with industry professionals to increase reach
Many of his mentees have landed interviews simply because of their consistent, value-driven posts on LinkedIn.
3. Craft a Signature Story
Personal branding is rooted in storytelling. Farhoon trains students to frame their backgrounds as stories of growth and resilience.
He teaches:
- The Hero’s Journey framework (struggle → learning → triumph)
- Emphasizing results over tasks
- How to answer “Tell me about yourself” with a narrative punch
4. Stay Consistent Across Touchpoints
From CVs to job interviews, consistency matters. A candidate who claims to be “detail-oriented” must show that same attention to detail in formatting, grammar, and interview prep.
Farhoon insists that students:
- Match LinkedIn profiles with CV content
- Rehearse brand-aligned stories for interviews
- Use design tools to create custom, branded CVs
Success Stories From Students Who Rebranded
“After applying to 90+ jobs with no replies, I followed Farhoon’s branding method. Within 3 weeks, I had 4 interviews and 2 offers.” — Krishna, Business Analyst at HSBC
“LinkedIn used to be just a resume dump. After learning how to share my story, I started receiving DMs from recruiters weekly.” — Sara, Marketing Graduate at Unilever UK
These stories underscore a simple truth: personal branding increases visibility and makes candidates more memorable.
Debunking Personal Branding Myths
“It’s only for influencers.”
Farhoon counters this by saying, “Branding is not about being famous. It’s about being findable.”
“It takes too much time.”
He offers batch content strategies and a weekly checklist that takes under 90 minutes to maintain.
“I don’t have anything special to say.”
Everyone has a unique story. Farhoon helps students dig into their experiences, cultural perspectives, and aspirations to craft narratives that resonate.
Tools and Templates Farhoon Recommends
- Canva for visual CV design
- Notion to map brand pillars and job search activity
- ChatGPT (yes, like this!) to brainstorm personal stories
- LinkedIn Creator Mode to enable follow buttons and insights
He also provides custom templates inside The UK Job Institute platform.
Why Branding Builds Long-Term Career Capital
Farhoon emphasizes that personal branding isn’t just about landing the first job—it’s about shaping a career trajectory.
Professionals who brand themselves effectively:
- Attract mentors and collaborators
- Are more likely to be headhunted
- Can pivot industries more easily
- Build credibility that compounds over time
Farhoon’s Advice for Starting Today
- Write a one-line personal mission statement.
- Choose 3 brand words (e.g., Analytical, Empathetic, Driven).
- Update your LinkedIn About section with a narrative intro.
- Create your first content post—even if it’s just a reflection on a challenge you overcame.
“Don’t wait to feel like an expert,” says Farhoon. “Start building your brand today, and you’ll grow into it.”
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