![]() ![]() ![]() With the technological advances bringing about the ease of communication across the Internet and numerous social media platforms, “careers have become personal brands that need to be managed in a virtual age” ( Gioia et al., 2014). More frequent career transitions require expanding and creating new networks of contacts, which, in turn, predicate more frequent personal rebranding activities ( Schlosser et al., 2017). Indeed, business changes in traditionally stable sectors push thousands of lifetime workers out of jobs, e.g., because of the “greening” of the energy sector, or massive job cuts in the call centers, and because of the advances in artificial intelligence. Among the key is a widespread shift of the responsibility for employees' careers from organizations to individuals ( Arthur and Rousseau, 1996 Arthur, 2014 Greenhaus and Kossek, 2014). Many reasons have prompted the emergence and penetration of the concept-personal branding-into the management discourse. Sitting at the junction of marketing, sociology, communication, psychology, organizational behavior, and some would claim even accounting ( Vitberg, 2010), personal branding has emerged as a means of attaining career success in the context of more temporary employment systems and project based work structures. Marketing-born and reared, personal branding has made its definitive headway into management science. In conclusion, we outline a further research agenda for studying personal branding as a critical career and organizational behavior activity in contemporary working environment. Finally, we discuss ethical implications of personal branding for both scholarly work and practice. ![]() The proposed model outlines the trends conducive to personal branding, as well as its drivers, processes, and outcomes. Further, we propose a theoretical model of personal branding summarizing the findings from the reviewed papers. Through our systematic literature review we identify the key attributes of the construct, establish its clarity by comparing it with similar concepts in its nomological network, and suggest the definitions of personal branding and personal brand based on the reviewed literature. To strengthen the foundation for future work, we review the extant literature and offer an integrative model of personal branding. This paper posits that this heterogeneity of extant research impedes theoretical and empirical advancement. Yet, with more than 100 scholarly papers published on the concept to date, it has developed into a fragmented area of research with a diversity of definitions and conceptual boundaries. Personal branding has become an important concept in management literature in recent years. Department of Management and Organization, Vrije Universiteit Amsterdam, Amsterdam, Netherlands. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |