Home / Craig McAlpine


Craig McAlpine

Post Graduate Diploma (Business) University of Auckland

Founder and Principal:

Executive Career Coach, Lead for Personal Branding and Marketing.

Auckland, Northland, International.

e. craig.mcalpine@MyCareerBrand.net

Craig founded MyCareerBrand in 2011 to deliver a clear point of difference in career coaching for job seekers who are serious about taking a more structured approach towards securing their next role. He specialises in working with job seekers to build quality marketing assets including CV's, LinkedIn profiles, interview skills and value propositions. Craig’s focus is to position job seekers to more effectively secure not only their next job but to also have the confidence to negotiate appropriate remuneration through self awareness and value recognition.

With over 20 years leadership experience within various sectors Craig is able to apply his key learning's to position his senior level executive clients to win the right opportunity.

Since its inception, Craig has grown MyCareerBrand’s reach beyond New Zealand  to include career coaching for job seekers in Australia, Singapore, the United Kingdom and other countries.

“At the heart of everything we do is the objective of positioning our clients to win the right job opportunity with the right employer.”

Based on solution selling and opportunity capture methodologies, Craig has developed a unique set of career coaching, marketing tools and templates which enable job seekers to articulate compelling value propositions to prospective employers. The tools enable job seekers beyond their immediate engagement with MyCareerBrand to apply and adapt their career coaching for any future career opportunities. The reality is that today simply getting your CV written is no longer an effective job search and acquisition strategy – that’s why Craig provides so much more.

“My methodology is based on solution selling. Every job seeker is a solution provider, and is positioned to sell themselves as the solution to the hiring managers problem”

In addition to working one-on-one with his career coaching clients Craig designs and facilitates MyCareerBrand job seeker seminars and workshops. He is a regular guest speaker, presenting topics such as how to work effectively with recruiters, building compelling CV’s, optimising LinkedIn profiles, and compelling interview skills. He is also a regular publisher on LinkedIn Pulse, presents Asia Pacific webinars and is a guest on United Kingdom podcasts for job seekers.

“It’s about positioning the job seeker through innovative career coaching to better leverage their experience and capability”

Specialist Areas:

  • Job Search Strategy and Execution
  • Value Proposition Development
  • CV and Resume Development
  • LinkedIn and Social Media
  • Interview Skills


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