Personal brand
A personal brand is the impression someone forms of your professional judgement before ever speaking to you. In international remote hiring it substitutes for a local network: if a recruiter abroad can read you and understand how you think, you stop being an unknown who represents risk.
It is not about posting constantly. It is about there being a coherent, findable trail of your judgement in a specific area. For a technical profile, a handful of well-argued articles or talks outperforms a year of generic posting, because what is being assessed is judgement, not consistency.
Also called: personal branding, professional reputation