AN INTEGRATIVE CAREER SELFMANAGEMENT FRAMEWORK: THE PERSONAL-BRAND OWNERSHIP MODEL

This article proposes a career self-management framework for building and strengthening a personal brand as part of a broad career-development perspective. The aim is to provide abetter understanding of the individual’s changing role in creating and maintaining apersonal brand within the changing world of work. Suggested is a three-stage integrativemodel of personal-brand ownership. Stage 1 is perceptual, acquiring an “ownership”perception of the individual regarding their own career development. Stage 2 comprises theactual self-branding activities. Stage 3 involves measuring and evaluating the self-builtpersonal brand. Ownership is a key concept in the suggested model. The process involvesacquiring beliefs and attitudes according to which an individual takes ownership of theircareer and directs it based on personal desires, values, and subjective definition of whatsuccess is. It continues with actively shaping a personal brand, one that is based on personalvalues and attached to one’s personal goals. The process ends with continuous measurementof the personal-brand equity.