BS in Journalism
The following study investigates how to develop and maintain a personal brand in order to further career development and success. With the current state of today’s job market, it is becoming increasingly difficult for individuals to differentiate themselves from competitors. Personal branding is an important tool for jobseekers as it helps define their strongest attributes and sell themselves to companies. As defined by Labrecque, Markos, and Milne (2011), “personal branding entails capturing and promoting an individual’s strengths and uniqueness to a target audience,” (p. 38). This study focuses on the best practices to create and manage a professional self-image in order to achieve career success.