Importance of Personal Branding at work
Figure 01 Personal Branding I ndividuals need to become significantly more market-oriented due to the modern work environment and rise in flexible work arrangements (Lair et al., 2005; Manai and Holmlund, 2015). Personal branding, defined as “a strategic process of creating, positioning, and maintaining a positive impression of oneself, based in a unique combination of individual characteristics, which signal a certain promise to the target audience through a differentiated narrative and imagery” (Gorbatov et al., 2018, p. 6), is one idea that embodies such a personal marketing orientation. Social capital (Gandini, 2016; Paivi and Back, 2017; Tarnovskaya, 2017) Since its introduction into the realm of organizational and vocational studies as a proactive work behavior, the notion of personal branding has its roots in marketing research (Keller, 1993; Keller and Lehmann, 2006). (Crant, 2000, p. 436). According to the definition, personal branding is a proactive work behavior that u...