Self-promotion and building a personal brend in the beauty industry

Samopromocija je proces izdvajanja pojedinca od pretrpanog tržišta rada. Učinkovitom samopromocijom te uspješnim kombiniranjem elemenata osobnog brendiranja pojedinci si osiguravaju povrate investicija ulaganja u sebe na nekoliko različitih polja: ljudskim kapitalom, društvenim te ekonomskim. Uspješan osobni brend u 21. stoljeću predstavlja vođu javnog mišljenja, poznatije nazvan – influencera. Ovaj rad se temelji na osobnom brendiranju u industriji ljepote, s naglaskom na djelatnost manikure i pedikure - nail industrije. Empirijski dio istražuje način vođenja društvene mreže Instagram u korist širenja poslovanja, a rezultati istraživanja pokazuju što odabrane influencerice izdvaja od ostalih – uredna estetika profila, aktivno postavljanje videozapisa i fotografija te storyja.Self-promotion is the process of distinguishing an individual from a crowded labor market. Through effective self-promotion and the successful combination of elements of personal branding, individuals ensure returns on investments in themselves in several different fields: human capital, social and economic. A successful personal brand in 21st century represents an leader of public opinion, better known as an influencer. This paper is based on personal branding in the beauty industry, with an emphasis on the manicure and pedicure - nail industry. The empirical part investigates the way of running the Instagram social network for the benefit of business expansion, and the results of the research show what sets the selected influencers apart from the rest - neat profile aesthetics, active posting of videos and photos, and stories