... Individual marketing is a tool for survival in the market. However difficult it is to consider the possibility. In a war in which everybody uses this weapon, you cannot avoid it. “But one thing is personal marketing”, says José Caetano Silva, Partner at Talent Search, a company specialising in executive recruitment. “Another thing is misleading advertising”.

How you sell your image has to be proportional to what you are worth. “Some people think that what is enough to each one is to circulate false information about themselves among a network of contacts”.

Personal marketing starts with a good CV. “I hate the ones that are a set of visiting cards stapled together”, says José Caetano Silva. “A CV should show work performed”.