Dip Business - University of Auckland.

Career Coach, Founder.

m. +6421666807

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LinkedIn

e. Craig.McAlpine@MyCareerBrand.net

I'm the partner in your
corner when you're looking for your next role.

Job hunting is one of the loneliest things you'll do in your career — and one of the highest-stakes. I built MyCareerBrand so you don't have to do it alone.

I work with you on the things that actually move the needle: a CV that gets read, a LinkedIn profile that gets found, and interview skills that get you the offer. But more than that, I'm on call. When a recruiter calls unexpectedly, when an interview goes sideways, when you're three weeks into silence and starting to doubt yourself — that's when you need someone in your corner, and that's when I show up.

Who I've worked with

Right across employment, I've coached CEOs and government cabinet ministers navigating high-stakes transitions, and I've coached grads sending their first CV into the world wondering if anyone will ever call back. Different stakes, same principle: most capable people are bad at explaining why they're worth hiring. That's not a character flaw — it's a skill gap, and it's the one I close.

Why I do this

I spent 20+ years in commercial, people leadership and recruiting roles before I founded MyCareerBrand in 2011. Somewhere in there I noticed a pattern: the people who got promoted, the people who landed the big roles — they weren't always the most capable people on the team. They were the ones who could articulate their value clearly enough that someone else could see it too. I got more energy from coaching that skill into people than from almost anything else I did in my career. So I made it my full-time job.

How I think about it

Every job seeker is a solution provider. Hiring managers have a problem; you're the person who can solve it. The job search is you making that case - clearly, credibly, and with evidence. Most people know this instinctively but can't put it into words under pressure.
I help you find the words, and I help you build the tools (CV, LinkedIn, interview stories, a real value proposition) so you can use them again, on your own, the next time you need to.

Getting a CV "done" isn't a job search strategy anymore. The market's moved. I keep MyCareerBrand's
tools and methods moving with it.

Beyond one-on-one coaching

I run seminars and workshops on
working with recruiters, building CVs that land, optimising LinkedIn, and
interview skills. I write regularly on LinkedIn, speak at webinars across Asia
Pacific, and have been a guest on UK podcasts for job seekers. I'm well
networked with recruiters and search consultants — which matters, because a lot of the job market never gets advertised.

Many regard me as the coach to see. It's why more than 90
% of people who engage me are referrals, and why I'm asked back as a regular guest on television, interviewed on careers and the state of the job market.

If you're looking for someone who'll tell you the truth about your candidacy, do the work with you, and stay in your corner until you've got the job — that's
what I'm here for.