ABSTRACT
PERSONAL BRAND & THE BRANDING PROCESS: FROM HYPE TO ACTUAL
BENEFITS FOR HUMAN RESOURCES AND TALENT MANAGEMENT
LEADERS
Bouvier Williams
Sharon M. Ravitch
Personal branding has grown over the last two decades into an area of
significant interest for individuals looking to realize their career aspirations. This
is evidenced by the proliferation of self-improvement books, articles, websites,
blogs, and consultancy services focused on the topic. While much has been
written about how a person benefits from developing a strong personal brand, the
prevailing literature has little to say about organizational benefits. This
exploratory qualitative research explored this topic with the goal of accomplishing
two main developments for the field. First, based on critical scrutiny of prevailing
literature and practice, the research supports the development of a conceptual
framework for personal brands by reviewing the emergence of the personal
brand movement and examining relevant theories (such as identity, image, and
reputation). Second, it creates the opportunity to explore potential connections
between personal brand concepts pertaining to individuals and organizational
interests managed by senior human resources and talent management
executives. The secondary objective was particularly important as the research
findings suggest that human resources and talent executives are able to make
viii
more effective decisions about employee development programs and processes
that leverage the brands of staff members in the organization.
ABSTRACT
PERSONAL BRAND & THE BRANDING PROCESS: FROM HYPE TO ACTUAL
BENEFITS FOR HUMAN RESOURCES AND TALENT MANAGEMENT
LEADERS
Bouvier Williams
Sharon M. Ravitch
Personal branding has grown over the last two decades into an area of
significant interest for individuals looking to realize their career aspirations. This
is evidenced by the proliferation of self-improvement books, articles, websites,
blogs, and consultancy services focused on the topic. While much has been
written about how a person benefits from developing a strong personal brand, the
prevailing literature has little to say about organizational benefits. This
exploratory qualitative research explored this topic with the goal of accomplishing
two main developments for the field. First, based on critical scrutiny of prevailing
literature and practice, the research supports the development of a conceptual
framework for personal brands by reviewing the emergence of the personal
brand movement and examining relevant theories (such as identity, image, and
reputation). Second, it creates the opportunity to explore potential connections
between personal brand concepts pertaining to individuals and organizational
interests managed by senior human resources and talent management
executives. The secondary objective was particularly important as the research
findings suggest that human resources and talent executives are able to make
viii
more effective decisions about employee development programs and processes
that leverage the brands of staff members in the organization.
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