The article discusses how to develop an online personal brand that draws the attention of executive recruiters and clients. It suggests that professionals should create a personal brand in the Internet that differs from other people vying for the same position or project. It cites several key elements, including the appearance, the personality, competencies and differentiation, in maintaining a positive reputation on the Internet. In addition, some methods and communication channels, such as search engines, avatars, social networks, blogs, podcasts, and forums, that can be used in creating an effective personal brand have also been described.