Features of Personal Brand Positioning of Process Business Consulting in Social Media on the Territory of the Russian Federation

The purpose of this work is to develop recommendations for a strategy for positioning a personal brand of a process business consultant in social media on the territory of the Russian Federation. The task that is posed directly in this empirical study is to determine whether the personal brand of a process business consultant, positioned in social media, is an important factor for his choice by a company that needs this kind of service, and also to make recommendations for improving the strategy of such positioning. Thus, the empirical object of this study is business consultants, and its subject is the elements of positioning their personal brand in social media. 1. Research methodology. As a method, a quantitative study was chosen, namely, a survey of clients of business consultants. Based on a review of theoretical sources, as well as a detailed analysis of the personal brands of three popular consultants, carried out earlier as part of the course work, the following hypotheses were formulated to be tested using quantitative research: Hypothesis 1. An active social media presence is an important factor when choosing a consultant. Hypothesis 2. An active social media presence has a positive effect on the level of satisfaction with the counselor's work. Hypothesis 3. An active social media presence has a positive effect on the desire to recommend a consultant. Hypothesis 4. Small business consultant hiring decision makers pay more attention to an active social media presence than mid-sized businesses. Hypothesis 5. The most important information from a social media consultant is case / portfolio information, as well as information about education and achievements. Based on the data obtained, after testing the hypotheses, it is proposed to form appropriate recommendations to improve the strategies for positioning the personal brand of a business consultant. The analysis of the information obtained and the verification of the hypotheses were carried out using the methods of univariate analysis, comparison of the significance of the mean, as well as correlation analysis (at the significance level of 0.05). Data analysis was technically performed using the statistical packages Microsoft Excel and IBM SPSS Statistics.