Personal branding in conditions of uncertainty and career instability

Abstract

The paper examines personal branding as a strategic response to uncertainty and career instability in the modern labor market. The weakening of traditional career models, the growth of project-based employment, digital competition, and the transfer of career responsibility from organizations to individuals have increased the importance of professional visibility and reputation. The study emphasizes that personal branding is not limited to self-promotion, but represents a deliberate process of forming and communicating a professional identity based on competencies, values, experience, credibility, and distinctive contribution.