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The passage of name, image, and likeness (NIL) laws in individual states within the United States has provided intercollegiate athletes opportunities to potentially profit from their personal NIL in a free marketplace. Concurrently, the NCAA (National Collegiate Athletic Association) also allowed college athletes to utilize their NIL rights. Thus far, most college athletes' NIL deals for payments are for posts on the athletes' own social media channels for products, including their own self-promotion in relation to brands, or promotion of brands such as fast food and auto dealerships. Notably, published scholarly work on NIL itself is sparse since it was not until 2021 that the NCAA enacted NIL rules for college athletes. Published scholarship on NIL and social media is even rarer. Therefore, this commentary provides recommendations for potential future scholarship related to NIL and social media, focusing on three potential frameworks: (a) agenda setting, (b) relationship marketing, and (c) personal branding. [ABSTRACT FROM AUTHOR]

With the ever‐increasing digitalization of society, a growing number of people are inspired to start up their own digital ventures. Within this context, a specific aspect of content entrepreneurship stands out—social media influencers. These influencers attract brands due to their attentional capital and persuasive power. Currently, the development of such influence is not instantaneous but a progressive journey, with influencers exhibiting varying degrees of influence at different stages. For brands aiming to foster effective collaborations, understanding these stages is crucial. However, existing literature lacks a comprehensive theoretical structure that encompasses the full spectrum of the influencer's journey. As such, drawing from the entrepreneurship literature, this paper proposes a model that delineates how social media users develop and enhance their brand as influencer‐entrepreneurs and how their roles transform across the various stages of entrepreneurial progression and facilitate strategic marketing engagement. The proposed model comprises five stages: influence potential, influence formulation, influence competence, influence monetization, and influence reward. In light of the collaborative dynamics between influencers and brands, the model further provides strategic guidance for brand managers and marketers on engaging with influencers at various stages of their journey. [ABSTRACT FROM AUTHOR]

In the era of globalization, social media is considered an effective tool of mass communication. In this study, a qualitative approach is employed to analyze the Instagram account of Gantar Surapati using a visual approach methodology. The results show that the visual communication techniques employed in this study are essential for understanding, reading, and interpreting the meaning behind images, photographs, videos, and other forms of visual communication. The research demonstrates how content can shape a positive personal brand and provides practical guidance for influencers on improving their brand presence by resonating with their audience. This line of research could help further refine strategies for creating lasting and credible personal brands in the rapidly evolving digital landscape. This study contributes to the understanding of effective content creation for personal branding on social media, specifically Instagram. This is what attracts the researchers to study it and becomes the focus of problems in research related to the use of Instagram as a medium to build and improve personal branding. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Management Analysis / Revista Gestão em Análise is the property of Revista Gestao em Analise and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

With a decrease in student numbers, heightened competition among universities, and a shift in the student selection paradigm towards a professor-centric approach, the role of distinguished and respected professors in the success of universities and the attraction of talented students is on the rise. This research aims to identify the components influencing the personal brand of academic staff members. The research methodology is mixed exploratory. In the initial phase, employing qualitative thematic analysis, the components of the personal brand of faculty members were discerned through interviews with experts, and the thematic network was delineated. In the second phase of the research, a researcher-developed questionnaire was administered to 54 faculty members, and the impact of the identified components on the personal brand of faculty members was ranked. The research findings suggest that engagement with scientific social networks, intrinsic motivation, interpersonal relationships, scholarly publications, intelligence and talent, academic standing, rhetorical skills, personal knowledge, and teaching methodologies significantly influence the personal brand of university faculty members. In light of these findings, it is recommended that faculty members actively engage in online scientific networks and participate actively in scientific and industrial conferences by fostering interpersonal relationships. Moreover, through the enhancement of individual knowledge and the authorship of credible books and articles, and the development of expressive skills and the utilization of effective teaching strategies, they can elevate their personal brand. [ABSTRACT FROM AUTHOR]

Copyright of Almujtamae: Jurnal Pengabdian Masyarakat is the property of Universitas Djuanda and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research aims to analyze @viviatal's communication identity in forming personal branding on TikTok. This research was conducted using a qualitative approach. This research uses a case study type of research. The subject of this research is the content creator of book reviews, namely Cut Vivi Talita who has the social media account TikTok @viviatal. Data collection methods in this research are interviews, observation, literature study, and documentation. Data analysis in this research uses the Identity Communication theory proposed by Michael L. Hecht. The analytical method used in this research is based on the interactive model analysis technique of Miles, Huberman, and Saldana. The research results show that Cut Vivia, through her TikTok social media account @Viviatal, has a strong personal brand and never gives up even though she comes from an underprivileged family background. Cut Vivia builds personal branding through book review content about self-development which is then linked to her life journey to provide motivational value to the audience. Based on the content shared, Cut Vivia is a visionary as seen from her ability to express opinions regarding divorce even though it is known that she has never built a household before. [ABSTRACT FROM AUTHOR]

Copyright of Corporate Management Review is the property of College of Management, National Chiao Tung University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Personal branding is a crucial aspect of communication, particularly in social media. Someone who can influence others, usually referred to as an influencer, must have positive personal branding from the public perspective. An influencer can come from various industries besides entertainment, including politics and lifestyle. The research was conducted to examine personal branding as displayed by Maria Rahajeng and Tsamara Amany through their Instagram personal account, @tsamaradki, and @mariarahajeng, and to describe the alignment of their personal branding with the eight main concepts of Montoya's concepts. This study employed a postpositivist qualitative research methodology that focused on the personal branding phenomenon formed by the two influencers. This study uses eight main concepts of personal branding Montoya in analyzing content posted by the two influencers. Data was gathered from the influencer’s accounts through feeds, Instagram stories, reels, and comment features. Research results show that the personal branding displayed by Maria Rahajeng and Tsamara Amany differs according to the context of their work, where the two influencers show their respective advantages. Both influencers possess contrasting abilities in various aspects of Montoya’s eight main concepts in personal branding, setting them apart from one another.

Personal branding is a crucial aspect of communication, particularly in social media. Someone who can influence others, usually referred to as an influencer, must have positive personal branding from the public perspective. An influencer can come from various industries besides entertainment, including politics and lifestyle. The research was conducted to examine personal branding as displayed by Maria Rahajeng and Tsamara Amany through their Instagram personal account, @tsamaradki, and @mariarahajeng, and to describe the alignment of their personal branding with the eight main concepts of Montoya's concepts. This study employed a postpositivist qualitative research methodology that focused on the personal branding phenomenon formed by the two influencers. This study uses eight main concepts of personal branding Montoya in analyzing content posted by the two influencers. Data was gathered from the influencer's accounts through feeds, Instagram stories, reels, and comment features. Research results show that the personal branding displayed by Maria Rahajeng and Tsamara Amany differs according to the context of their work, where the two influencers show their respective advantages. Both influencers possess contrasting abilities in various aspects of Montoya's eight main concepts in personal branding, setting them apart from one another. [ABSTRACT FROM AUTHOR]

Pengabdian kepada Masyarakat ini dilakukan untuk memberikan sosialisasi kepada siswa SMA Negeri 10 Gowa tentang pentingnya memahami dan membangun personal branding. Permasalahan mitra yang disampaikan oleh pihak sekolah bahwa siswa yang ada di SMA Negeri 10 Gowa memiliki potensi/kompetensi untuk membangun usaha namun, mereka tidak mampu mengekspresikan potensi/kompetensi tersebut. Mitra kegiatan Pengabdian Kepada Masyarakat (PKM) ini adalah Siswa SMA Negeri 10 Gowa yang berada di Kabupaten Gowa Provinsi Sulawesi Selatan tepatnya di jalan dekat komplek BTN. Saumata Indah, Jalan Mustafa Dg. Bunga, Kelurahan Romangpolong Kecamatan Somba Opu Kabupaten Gowa. Adapun metode pelaksanaan kegiatan yang digunakan yaitu terdiri dari tiga tahapan: tahap persiapan, tahap pelaksanaan, dan tahap Monitoring dan Evaluasi. Hasil dari pelatihan ini mendapat respon yang sangat baik dari seluruh peserta. Strategi untuk membangun personal branding bagi siswa dapat dilakukan dengan mengarahkan mereka untuk memahami minat dan bakat mereka sesuai dengan kemampuan yang dimiliki dan diminati. Dalam kegiatan Pengabdian Masyarakat berikutnya, dapat diadakan pendampingan atau pembentukan kelompok belajar yang bertujuan merancang personal branding siswa, dimulai dari hobi hingga keterampilan yang telah dikuasai dengan memanfaatkan kegiatan ekstrakurikuler di sekolah. Setiap kelompok akan berdiskusi mengenai keterampilan tertentu (hard skill) yang sesuai dengan minat mereka, serta keterampilan komunikasi, kepemimpinan, dan berpikir kritis (soft skill) yang dibutuhkan. Dari diskusi tersebut, setiap siswa akan menyusun target yang harus dicapai untuk mengoptimalkan pengembangan soft skill dan hard skill yang berguna di masa depan.

How do colleges teach students to be entrepreneurial? For three years, we observed young entrepreneurs, most of them students at Virginia Commonwealth University. Drawing from interviews with 57 students and recent graduates and observations of entrepreneurship-related events, we argue that entrepreneurial training encourages students to embrace a future-oriented and relational form of human capital. This speculative self (1) requires a performed authenticity that conveys the individual's passion and relatability; (2) emphasizes potential for scalability and growth; and (3) is oriented toward the expectations of investors. Much of this work happens through the performance of the startup pitch, a well-crafted narrative of personal and commercial awakening. This study highlights three aspects of entrepreneurship training. First, students are encouraged to pitch continuously, the pitch serving as a means of affirming one's entrepreneurial identity. Second, students are trained to convey their devotion to their venture through a relatable narrative. Third, students learn to pitch for investors interested in their potential to become an investment with rapid market growth. This performance is not limited to university entrepreneurship programs, but speaks to a broader transformation of the ways that workers are asked to demonstrate their value to a world unsure about whether they are a worthwhile investment. [ABSTRACT FROM AUTHOR]

The changing context of contemporary knowledge work, including the massive adoption of home office work arrangements and a great resignation, calls for new research on the employability of knowledge workers. In this paper, we suggest that knowledge workers can no longer rely on developing their human capital and being intrapreneurial at work to secure their employability. With the aim to offer a new perspective, we test the incremental validity of personal branding in predicting employability over and above established predictors (i.e., human capital and intrapreneurship behaviours) and test the relationships in three studies (total N = 883), consisting of a supervisor sample (Study 1), a student sample (Study 2), and a time-lagged employee sample (Study 3). Results show that personal branding explains variance in employability over and above human capital and intrapreneurship behaviours. The results also show that the relationship between personal branding and employability is fully mediated by personal brand equity. The paper concludes with a discussion of the opportunities the concept of personal branding offers for employability research in the context of the contemporary world of work. [ABSTRACT FROM AUTHOR]

In the present society, people have become cautious about their online presence. By adopting a qualitative methodological approach, the study investigates consumers' approach to SMEB (Social Media Engagement Behaviour). Through the lens of the personal branding construct, it is understood that people seek to create a satisfying presentation of the desired self. A further concern is to maintain the public's perception of such an identity. Psychological experiences include the negative impact of self-disclosure, social phobia, and concerns for the brand of 'me'. The fear is not being perceived correctly or being associated with controversial opinions in the eye of the target audience that they regard as important. Going beyond career advancement, the study contributes to understand how concerns for personal brand impact Gen Y's SMEB. The findings assist commercial brands in gaining more knowledge of such consumer groups in terms of the future engagement process. [ABSTRACT FROM AUTHOR]

This study contributes to the limited literature on the personal branding of knowledge workers by revealing that a culture that incorporates knowledge, learning, and collaboration supports (explicit and tacit) knowledge sharing among employees and that sharing matters for knowledge workers' self-perceived personal brand equity. Analysis of 2,168 cases from the United States and Poland using structural equation modeling (SEM) showed that this knowledge-sharing mechanism differs by country and gender. Findings revealed that in the United States, the knowledge culture and collaboration culture are highly correlated and dominate the learning culture. In both countries, the mistake acceptance component of the learning culture is not supported by knowledge culture as strongly as is the climate component. These findings reveal a bias concerning the acceptance of mistakes as a potential source of learning observed if the culture of knowledge dominates. Moreover, this study uncovers some significant gender differences that might be caused by the gender stereotypes existing in STEM (science, technology, engineering, mathematics). Finally, the study confirms that knowledge workers' personal branding is a potent motive to smoothen and increase the knowledge-sharing flow in knowledge-driven organizations. [ABSTRACT FROM AUTHOR]

This study aims to uncover the interaction of intangible resources in personal branding, corporate branding, and open innovation in shaping the competitive advantage and continuity of culinary SMEs in developing countries. Financial moderation is a moderation variable in the relationship between competitive advantage and business continuity. Using a quantitative approach involving 216 respondents, this study with SEM PLS analysis has produced empirical information that knowledge and branding resources (personal and corporate) have convincingly influenced the formation of competitive advantage and business continuity. This study reinforces resource-based theory and practically becomes a strategic consideration for stakeholders related to culinary SMEs in maintaining their existence in competitive dynamics. [ABSTRACT FROM AUTHOR]

Personal branding is a proactive, planned, and strategic process one makes to communicate their unique value. Individuals engage in personal branding activities to manage their image and reputation that will help them stand out. With the development of digital technologies and platforms, individuals have increasingly taken their branding activities online. Although personal branding has been studied in various contexts, there is a lack of investigation into why and how organisational leaders develop their personal brands and the relationship between leaders' branding activities and organisational outcomes. Executive leaders of organisations not only represent themselves but also their organisations in personal branding communications. Thus, effective personal branding is beneficial to both the executive and the organisation. The current study aimed to explore the factors that drive executive leaders' personal branding efforts on professional social media platforms, specifically, LinkedIn. We also elaborated on strategies and tactics that leaders use to build their personal brands as well as different organisation-related outcomes from leaders' personal branding efforts. Through 25 in-depth interviews with senior organisational leaders in Lithuania, we were able to obtain insights related to the personal and business motivations behind leaders' personal branding activities, the process of personal branding, and benefits for organisations. [ABSTRACT FROM AUTHOR]

Personal branding has become a common practice in the business world. In a knowledge-based economy, this seems to be a natural direction for the development of individuals' professional activities. However, the diversity in the activities undertaken is significant. Therefore, it is important to examine not only the final results of the activities undertaken but also their internal variation and sources, which can influence the long-term development of the individual and the ability to maintain these activities in the long term. The purpose of this article is to present the results of research on the impact of an individual's start-up capital and occupation on the diversification of activities undertaken while building a personal brand. Literature research was conducted to identify the components of start-up capital and to establish the relationship between the personal branding process and the start-up capital possessed. The empirical research used a diagnostic survey method, a questionnaire technique. It was conducted among a representative sample of Polish internet users in May 2021. Analyses revealed relationships between individual components of start-up capital and the variation in personal branding activities undertaken, as well as among those in occupations requiring creativity, broad decision-making and dependence on individual performance. The study provides relevant information for the discussion on how the concept of personal branding can be practically applied among people from different social and professional groups. [ABSTRACT FROM AUTHOR]

This study delves into the dynamic phenomenon of "flexing" in personal branding, focusing on online store owners and their strategic utilization of this behaviour on Instagram. This study employs qualitative research methods to analyze the multimodal elements that constitute "flexing" and its implications within online store owners. Findings reveal that "flexing" is not merely an exhibition of wealth but a powerful tool wielded by online store owners to strengthen their personal branding efforts. This strategic use of "flexing" has the potential to increase brand recognition, customer engagement, and sales. The study not only contributes to the understanding of this aspect of online entrepreneurship but also underscores the importance of multimodal analysis in deciphering the complexities of digital personal branding. These findings will inspire further exploration in this field and encourage online entrepreneurs to harness "flexing" for enhancing their online presence and business prosperity. [ABSTRACT FROM AUTHOR]

The growth of creator content is a sign of how social media is developing, especially Instagram, which ranks fourth as social media with the most users. The presence of Instagram as a new medium is also able to build one's personal branding. Therefore, content creators must try hard to establish their brand image to be known. This research is a descriptive qualitative research. The descriptive method is used to find meaning, understanding, understanding of a phenomenon or event by being directly or indirectly involved in the object under study contextually and thoroughly. In this study, we will examine how the visualization of Sisca Kohl's personal branding on her Instagram account @siscakohl. This research refers to three visual research domains production site, self site, and audience site using Gillian Rose's visual methodology. The results of the study show that based on the results of analysis through content uploaded by Sisca on the @siscakohl Instagram account, it fulfills 5 personal branding laws out of 8 personal branding laws according to Montoya. namely specialization (the law of specialization), leadership (the law of leadership), difference (the law of distinctiveness), the law of visibility, unity (the law of unity). Of the 5 personal branding laws from Montoya, the most prominent are specialization (The Law of Specialization) and difference (the law of distinctiveness).

This paper studies whether social media personal branding (PB) improves a job candidate's labor market performance in the context of executive employment and compensation. We focus on executives employed by Standard & Poor's 500 constituent companies from 2010 to 2013 and evaluate their PB on social media by analyzing their Twitter accounts. To disentangle the effect of PB from that of personality traits, we exploit a (positive) shock to the effectiveness of PB caused by a series of technology upgrades by Twitter. Estimations from a two-sided matching model suggest that social media PB benefits executive candidates in job markets. This paper contributes to the literature by initiating the study of the emerging phenomenon of social media PB and testing its effect on job market performance. [ABSTRACT FROM AUTHOR]

Personal branding is essential for athletes and in particular professional golfers. Professional golfers employ various experts such as sport psychologists, fitness trainers and specialist coaches in order to improve their performance. As a result, this has significant financial implications for players and having an established personal brand may assist them in gaining sponsorships. However, there is a lack of research in the South African context regarding the personal branding of professional golfers. To address this research gap, the present study aimed to explore the importance of personal branding for professional golfers and identify the strategies that can be implemented to enhance their personal brand. The study participants comprised of Professional Golfers of South Africa (PGA of SA) members, teaching professionals, and golf administrators, who were interviewed using a semi-structured approach. The findings of the study confirmed that personal branding is a crucial factor in the success of professional golfers. The identified strategies to enhance personal branding included improving golfer performance, enhancing physical attractiveness and differentiation, marketing everyday lifestyle, and effectively using social media as a communication medium. The study highlights the need for players, coaches, and managers to become more knowledgeable about the concept of personal branding to ensure success in their professional golf and better sponsorship deals.

In modern business, personal branding (PB) is perceived as a ‘leadership imperative’. The main purpose of the present article is to analyse last-year students, often being professionals and market-entrant entrepreneurs, at the same time, attitudes towards PB’s role in business. Primarily, it is investigated whether they need to be taught principles, rules and tools of PB in the course of their studies. To achieve this goal, a qualitative, in-depth interview method is used. The data are analysed using the thematic analysis method. The results obtained supplement the knowledge of management sciences with issues concerning the perception of PB and state a significant set of practical implications for the authorities of universities and the authors of academic curricula.

This study aims to uncover the interaction of intangible resources in personal branding, corporate branding, and open innovation in shaping the competitive advantage and sustainability of culinary SMEs in developing countries. Financial moderation is a moderation variable in the relationship between competitive advantage and business continuity. Using a quantitative approach involving 216 respondents, this study with SEM PLS analysis has produced empirical information that knowledge and branding resources (personal and corporate) have convincingly influenced the formation of competitive advantage and business continuity. This study reinforces resource-based theory and practically becomes a strategic consideration for stakeholders related to culinary SMEs in maintaining their existence in a competitive dynamic.

The article discusses the development of a personal brand strategy to boost the new practitioner's career in pharmacy as of November 2023. Topics covered include the need to reflect on one's career aim, one's interaction with people, and one's capabilities, and the availability of digital technological advances to help define one's personal brand. Also noted is the importance of personal branding in an age of growing social media presence and virtual working environments.

This study examines the concept of personal brand equity (PBE) and the relationship between the constructs of personal brand (pb) and Personal Branding (PB). This article provides insight into the concept of PBE. The definition of the three main constructs and the corresponding key variables are reviewed based on the existing literature. The study defines the construct of Personal Brand Equity as the value added to an individual's reputation by their personal branding efforts. The systematic literature review is based on the keywords of "Personal Branding" AND "personal brand" AND "personal brand equity". This article proposes a framework for measuring PBE. The findings suggest that there are six groups of attributes that can best be measured using a Likert scale to estimate how strong one's personal brand is and what value it represents. This study contributes to understanding PBE, pb, and PB from a theoretical perspective and to interpreting the findings as a process with identified inputs and outputs. It is necessary to conduct further empirical testing to assess the reliability and validity of PBE before any conclusions can be drawn about the model's effectiveness. [ABSTRACT FROM AUTHOR]

The meaning of life is one of the important things in an individuals’s life. The meaning of life can be increased through several efforts, one of which is by maximing the abilities, potential, and talents possessed, including developing personal branding. The purpose of this study is to assist individuals in developing personal branding through Rational Emotive Behavior Therapy to increase the meaning of life. The research methoud use is a pre-experimental one group pretest posttest design with a sampling technique that is simple random sampling. The result showed that group counseling for the development of personal branding thrrough Rational Emotive Behavior Therapy was effective in increasing the meaning of life, that the significance value asymp sig (2-tailed) of Paired Sample T-test is 0,001 < 0,05.

This program is intended to increase the capacity of knowledge, understanding and ability to improve personal branding through digital content as well as digital literacy for MA Miftahul Ulum Puntir Purwosari Pasuruan students in utilizing information and communication technology, namely smartphones and social media in a positive and maximum way. The results of the service show that students' understanding of personal branding and digital literacy is still relatively low, this can be seen based on questions and answers with training participants. Furthermore, comprehensive training related to optimizing personal branding through digital contexts and understanding related to digital literacy was given by a community service team who are members of the Pasuruan ICT volunteer community, informatics study program and communication science study program Yudharta University of Pasuruan. The results of this training show significant changes related to understanding and increasing digital content processing capabilities for personal branding and digital literacy through interviews and testimonials to participants.

Artikel ini membahas hasil pengabdian kepada masyarakat mengenai pemanfaatan copywriting untuk personal branding. Peserta pelatihan ini terdiri atas 67% remaja dan 33% kalangan dewasa awal. Kegiatan pengabdian dilakukan secara daring melalui Zoom meeting sehingga peserta berasal dari berbagai daerah di Indonesia. Copy writing dalam personal branding dapat dilakukan dengan menyampaikan (a) alasan bertahan dalam sebuah konten, (b) cerita menarik, (c) argumentasi, (d) ajakan untuk mengikuti nilai atau value yang dikampanyekan. Materi copy writing untuk personal branding dapat dipraktikkan oleh peserta dalam melakukan personal proof di media sosial Instagram. Pelatihan copy writing untuk personal branding dapat mempermudah peserta dalam mengarahkan kontennya dalam menyampaikan pesan-pesan atau value yang ingin disebarkan kepada masyarakat.

Trash-talking Tante Lala on TikTokis a newphenomenon on social media. Its content can become a viral trend, and many TikTokusers like it. The viral trash-talking content of TanteLala shows that the dissemination that occurs involves the participation of TikTokusers. This study explores the motivations of followers who make trash-talking viral content, thedissemination’s wayof Tante Lala's trash-talking content, and TikTok's role in the media-making process. This study uses the virtual ethnographic method to explain the cultural behavior of trash-talking by TikTokusers. The results of this study show the various motivations of Tante Lala's followers in making a viral trend of trash-talking content. Furthermore, the trash-talking content of Tante Lala shapes personal branding as an entertaining TikTokaccount with a distinctive character. Meanwhile, TikTokis an effective digital tool for personal branding forTante Lala

Purpose: The purpose of this article is to increase knowledge of managers' evaluation of the phenomenon of narcissism in contemporary organisations and their identification of both narcissistic manifestations among individuals managing organisations and personal branding activities of narcissistic nature. Design/methodology/approach: The study was of a partial, ad hoc nature, and it was conducted in the form of a diagnostic poll, based on a self-constructed survey questionnaire. Findings: The vast majority of managers surveyed agree that the internet and new media have reinforced the narcissistic traits of many individuals, inducing an eruption of egocentric behaviour in society, and that the human personality has become a commodity with a certain market value. More than 40 per cent felt that in companies, managers surround themselves with uncritical or dependent 'claqueurs' who uphold their idealised self-image, and that it is mainly those who are "glamorous" yet not necessarily effective in achieving business goals who get promoted. The most questionable statement for them was that in the company there is an organisational culture being shaped that emphasises norms and values which eliminate narcissistic attitudes and behaviours among employees. The main manifestations of narcissistic attitudes of organisational managers included striving to dominate others and devaluing others, thus indicating narcissistic competition. In their view, self-indulgence, inconsistency and distortion of reality, excessive social media presence, boasting and focusing attention solely on oneself are all narcissistic actions used when building a personal brand. More than half of them create themselves as they want to be perceived by others, and one in five respondents admitted that they focus on constantly monitoring themselves and their image, trying to guess "what others think of me". Research limitations/implications: The empirical study was conducted using the purposive sampling method and the target group was managers - graduates of the postgraduate course "Manager's Academy". Due to the small research sample (68 responses), it is not possible to generalise the findings to the entire population. The findings obtained relate to the perception, subjective evaluation of the managers surveyed and are not based on methods known in the clinical field for measuring narcissism, which may be a certain limitation of this study. Practical implications: The findings obtained from the study may be useful for business owners and managers of various levels interested in conscious and consistent personal branding and who want to know what manifestations of narcissistic attitudes of individuals managing organisations are and which personal branding activities bear the hallmarks of narcissism. The findings may also be of interest to human resource professionals responsible for shaping an organisational culture that emphasises norms and values that eliminate narcissistic attitudes and behaviours among employees. Social implications: Raising awareness of narcissistic attitudes of managers who are building a personal brand as well as highlighting the phenomenon of narcissism in contemporary organisations. Originality/value: The article is of cognitive value for the development of knowledge in management and quality sciences, in the area of human resource management. [ABSTRACT FROM AUTHOR]

21st century era has strong competition in the world industry. Competition can be overcome by having self-ability. Soft skills are the main key in the world of industry that can be developed from an early age in school. Soft skills will help someone in pursuing a career in the future. Thus, this paper aims to analyze the knowledge of employee soft skills needed in the 21st century era to achieve personal branding. The data were taken through a literature review using several journals. By applying a strictly reproducible process, the method used was library research with analyzing peer-reviewed journal articles on soft skills needed in 21st century. This paper utilized scientific journals that focused on soft skills employee in 21st century keyword and personal branding for career keyword. The finding showed the core of employee skills were communication skill, critical thinking skill, and problem-solving skill. These core soft skills would lead to another soft skill, like creativity skill, negotiation, and decisionmaking skill. They could be formed and practiced by schools' learning through group discussion, debate, writing report, and presentation. Thus, through the implementation of core soft skills, personal branding would follow automatically as selfcharacteristic. This research made a significant contribution by providing an updated and convincing summary that could be built and applied in individuals. Thus, it has potential for future research or practice. [ABSTRACT FROM AUTHOR]