I'm currently nearing the end of my degree and I'm going through the process of applying for various graduate programs in my field (technology).
A common question amongst all the companies that I've applied for is "What is your personal brand?" or some variant of this question.
I generally fumble through these kind of questions and answer with a couple of my personality traits and say that I'm passionate about my chosen field and progressing it even further. But I'm never 100% sure if this is what the interviewers expect when they ask for my "personal brand".
Most recently I've been invited to an assessment centre where I literally need to present to everyone in the room on the topic of "what is your personal brand?".
So, what is this concept of "personal brand" that companies are talking about and why is it so important to them?