Many Nigerians in their late 20s and early 30s struggle to find stable, well-paying jobs. Despite years of work experience, they often remain in entry-level positions or switch between industries without clear direction. Folasade Abimbola, a top PR expert and the founder of Prime88 Concepts, saw this pattern firsthand while hiring for a Digital Marketing intern.

“I expected most applicants to be in their early 20s, but to my surprise, six were above 30, three were between 27 and 30, and only one was 22,” Abimbola shared. “Even more surprising was that many had worked in completely unrelated fields. It was clear they were taking any job they could find just to survive.”

Seeing how widespread this issue was, she decided to act. She launched a career-focused class titled “Above 28 & Struggling with Entry-Level Jobs,” designed to teach professionals how to use personal branding and visibility to position themselves for better opportunities.

“Traditional job applications may not be enough anymore,” Abimbola said. “Employers are looking for people who stand out, who show expertise in their field before they even step into an interview.”

The class focused on practical strategies, building an online presence, leveraging content, and using storytelling to highlight skills and experience. Instead of teaching like an HR professional, Abimbola used her expertise in PR and strategic communication to help participants understand how branding works in career growth.

She spoke from experience. Before founding Prime88 Concepts, she successfully transitioned into a managerial role in Digital Marketing and Public Relations by positioning herself as an industry expert.

“I didn’t just rely on my CV,” she explained. “I made sure the right people saw my work, my thoughts, and my skills. That visibility changed everything.”
Participants left with new insights on career positioning. Many admitted they had never considered personal branding as a tool for job searching. Others were excited to start implementing the lessons from the session.

Folasade Abimbola who is fundly called The Personal Branding Goddess believes this class is just the beginning. “I want more Nigerians to understand that they don’t have to wait for opportunities, they can create them,” she said. Abimbola works with founders, CEO and professionals to build authority in their industries.

For many struggling with underemployment, personal branding might be the missing link. By shifting from job-seekers to industry voices, they can take control of their careers and attract the right opportunities.