Personal Brand: Features of Creation and Promotion

The study examines the relationship between personal branding in social networks and the level of employment probability on the example of young specialists in the Russian labor market. The issue of transformation of corporate communication processes into a digital format and gradual blurring of the boundaries between personal and business aspects of the life of young professionals is mentioned separately. Special attention is paid to the presentation of young specialists' behavioral characteristics and soft-skills with the help of an account on the social network Facebook. The empirical part of the research is represented by a series of expert interviews, content analysis and a survey focused on young job seekers. As a result of the conducted research, it was possible to reveal to what extent the presence or absence of personal branding in social networks influences the decision to hire a specialist, and also to form an idea of the main models of personal branding construction in Russia.