Personligt varumärke : Personers uppfattningar och erfarenheter av det egna personliga varumärket, dess byggande och dess plats i sociala medier

Competition in the labor market has grown and today when people change jobs more frequently than previously personal brands have become a strategy to differentiate oneself from competitors. Researchers emphasize the importance of a personal brand to achieve career goals and encourage people to use the social media to build a personal brand.The purpose of the study was to examine people's perceptions and experiences of their own personal brand, its construction and its place in social media. The first research question was how individuals perceive their own personal brand. The second research question aimed to describe individuals’ experiences of building their own personal brand. The third, and final, research question aimed to describe individuals’ experiences of their own personal brand in social media.Data was collected through interviews with individuals and analyzed in several steps. Personal brand is described as a collection of strengths and personal characteristics. Education, language skills, clothing and charisma are part of the personal brand and basically it is about how we are perceived by others. The personality, which consists of own values and beliefs, is an integral part of the personal brand and reputation.A personal brand is built through self-knowledge. Determination and a desire to develop and grow as a person are key success factors. Social media is considered to be a powerful personal branding tool but it is also time consuming and difficult due to the inevitable collision between private and professional.Validerat; 20140626 (global_studentproject_submitter