The Impact of Organizational Leaders' Personal Branding in Today’s Digital Age

Abstract

Organisational leaders are significant stakeholders in the current world, and this research focuses on the usefulness of personal branding in career progression and job security. Based on three exploratory studies from a total of four empirical research, this study advances the understanding of personal branding as a promotional concept practised through identifying oneself, networking, and creating an online profile, as well as integrating with organisational culture. This research reveals that a strong and enhanced personal brand beneficially impacts the employer brand perception and recruitment and is beneficial in one’s career path. For instance, the use of LinkedIn or other social networks can also be viewed as a way to manage personal branding and gain more visibility to create new opportunities on the spot, which is an efficient way of managing personal branding. Moreover, consistent personal branding efforts yield tangible organisational and personal advantages such as career advancement, job security, and acknowledgement. Strategic personal branding recommendations for organisational leaders include personalised branding goals, engagement in the effective use of social media, integration and communication of personal branding goals with the organisational goals, and lastly, personal branding as a lifelong learning process. This paper establishes that personal branding helps in managing employees and in creating affinity for organisational values within an overall corporate strategy in the modern work environment. The study findings also underscore the importance of incorporating personal branding with company goals and objectives to improve leadership performance while assisting with the issues of talent acquisition and organisational integration.