Identity Development in Personal Branding Instruction

Increased technology, integration of the global economy, and the shift from investing in long-term employees to hiring temporary contract workers have spawned pervasive employment insecurity. This trend has led to a growing industry of career and marketing professionals, who have found a career niche in helping job seekers create personal brands and apply marketing tactics to their personal identities. This article looks critically at the use of narrative identity development activities in materials used to teach personal branding to emerging adults and some of the challenges personal branders face in marketing an extended self in virtual space.