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Dominant Communication Strategies and Digital Platforms for Personal Brand Management in the “Post-pandemic” Job Market

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Marketing and Smart Technologies (ICMarkTech 2022)

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 344))

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Abstract

The objective of the article is to investigate what are the most appropriate communicational strategies for social media in the context of personal brand management, which digital platforms are dominant and how they can be used in the “post-pandemic” job market of COVID-19. To this end, data collection was conducted with professionals specializing in personal branding, the process responsible for personal brand management, in the scenario of Portugal and Brazil. The research seeks to contribute to fill scientific gaps concerning the personal branding theme and provide the labor market with an updated vision aligned with the best practices used by market specialists, from the countries under analysis, in addition to the use by society in general.

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Author information

Authors and Affiliations

  1. Iscte—Instituto Universitário de Lisboa, CIES-Iscte, Lisboa, Portugal

    Evelin Machado

  2. Escola Superior de Comunicação Social IPL, CIES-Iscte, Lisboa, Portugal

    Sandra Miranda

  3. Digital Media and Interaction Centre, Universidade de Aveiro, Aveiro, Portugal

    Vania Baldi

Authors
  1. Evelin Machado
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  2. Sandra Miranda
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  3. Vania Baldi
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Corresponding author

Correspondence to Evelin Machado .

Editor information

Editors and Affiliations

  1. University of Maia-ISMAI, Maia, Portugal

    José Luís Reis

  2. Universidade de Santiago de Compostela, Santiago de Compostela, Spain

    Marisa Del Rio Araujo

  3. University of Porto, Porto, Portugal

    Luís Paulo Reis

  4. University of Maia - ISMAI, Maia, Portugal

    José Paulo Marques dos Santos

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© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Machado, E., Miranda, S., Baldi, V. (2024). Dominant Communication Strategies and Digital Platforms for Personal Brand Management in the “Post-pandemic” Job Market. In: Reis, J.L., Del Rio Araujo, M., Reis, L.P., dos Santos, J.P.M. (eds) Marketing and Smart Technologies. ICMarkTech 2022. Smart Innovation, Systems and Technologies, vol 344. Springer, Singapore. https://doi.org/10.1007/978-981-99-0333-7_14

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  • DOI: https://doi.org/10.1007/978-981-99-0333-7_14

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-99-0332-0

  • Online ISBN: 978-981-99-0333-7

  • eBook Packages: EngineeringEngineering (R0)

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