The role and importance of personal branding in career development

Abstract

The following thesis was conducted for DIGGID. It is start-up company located in Tampere, Finland that provides personal branding and promotion service.

In the thesis I explored the concept of personal branding and how it affects individuals in their professional life. Personal branding is a fast-growing trend which is slowly turning into a tool. I tried to find suitable ways for DIGGID to position personal branding services and what value it can bring to different target groups. At the very end, I outlined the main recommendations which would make a commissioning company stand out in its field.

In the research process I defined the personal branding concept, its current practice and at what degree it is been used so far. The big part of my research had an aim to familiarize the reader with main strategies of personal branding and how to utilize those. Towards the end of the thesis,I integrated one HR survey and one landmark study which showed one different perspective of personal branding and its importance in career development. Those two studies together with the research have given the following recommendations:

 separate strategies for each target group of the company  focus in specific aspects of personal branding  operation enlargement, new practices and new methods to be used  further development of marketing channels

All recommendations and conclusions author’s points of view based on findings in the thesis writing process.