Importanța branding-ului personal în situația crizei pandemice

Abstract

Personal branding is increasingly used in both: entrepreneurship and intrepreneurship. Exceptional situations prove once again that success means flexibility and differentiation, and consumers become more interested in the "man behind the brand". This crisis has increased the economic risk of companies and resulted in a change in priorities in the personnel structure, and the development of a personal brand significantly mitigates and reduces these risks for the benefit of both parties: employers and employees. JEL: B55, B55, M12, M31.