摘要：Until now, research on personal branding is still relatively rare. Empirical evidence has found that early recruitment practices can be used to externally market brands (Collins & Stevens, 2002) and that personal branding has benefits in terms of increasing the quantity and quality of applicants (Collins & Han, 2004). Devos & Banaji (2005) states that the boundaries between the cultural groups are getting thinner, the more interaction, there will be mixing. Furthermore, Fischer & Smith (2006) stated that workers from different social cultures bring different careers and aspirations to their work. Workers are influenced differently by the perceptions of fairness depending on their value orientation (Fischer & Smith, 2006). The findings of some of these phenomenon’s are the author's reasons to investigate more deeply and also suspect that no researcher has yet examined the influence cultural competence to form personal brand of worker. Therefore, it is important to foster cultural competence for the workforce and knowledge of the similarities and differences of culture for the success of the company strategy.
