Personal branding of managers in service companies

Weronika Muszyńska


Personal branding in the last ten years has been gaining significantly in popularity - especially in the business environment (Gehl, 2011; Wee & Brooks, 2010). Meanwhile, the literature still recognizes the need for empirical research on personal branding that examines how various professions experience personal branding. Managers are increasingly aware that the activities they perform as part of personal branding affect how the organization they represent is perceived. The aim of this article is to identify the process of building personal brands by managers. To achieve this goal, a literature review and qualitative research were carried out in the form of individual in-depth interviews. The choice of the research method is justified by the subject of the analysis. The study covered a group of nine people with at least two years of experience in a managerial position and employed in service companies located in Greater Poland. As a result of the conducted research, it was found that personal branding is perceived as a multi-stage process in which social media is credited with increasing use. In addition, organizations only support building personal brands by managers and executives. The article is a field for further exploration of publications and research.

Keywords: personal branding, branding, personal brand, managers, contemporary organizations


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Weronika Muszyńska

The author is a PhD student at the Warsaw School of Economics. She completed a master's degree in business communication and human resource management. Her research interests relate to the subject of the personal brand, employer brand and organizational culture. She participates in national and international scientific conferences, and actively works for the community of doctoral students.

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The article is in the printed version on pages 53-60.

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Muszyńska, W. (2021). Personal branding of managers in service companies. e-mentor, 5(92), 53-60.