Marketing pessoal como diferencial competitivo: estratégias para construir uma imagem profissional de valor no ambiente corporativo

Abstract

Personal marketing has increasingly gained prominence as a strategic tool for enhancing professional image and enabling individuals to stand out within organizational environments. The objective of this study was to identify the most effective strategies for consolidating a consistent personal brand, considering elements such as posture, communication, behavior, and alignment with organizational values. The research adopted a basic methodological approach, with a qualitative design, supported by a systematic literature review based on the analysis of twenty scientific articles retrieved from academic repositories. This methodological strategy made it possible to understand how different authors address personal marketing, professional image, and their implications in the corporate context. The results indicated that personal marketing involves planning, authenticity, clear communication, continuous development, and strategic digital presence. It was also evident that appearance, posture, behavior, and credibility directly influence professional perception. The analyzed studies confirmed that professionals who effectively manage their personal image tend to achieve greater visibility and increased career growth opportunities. It is concluded that personal marketing constitutes an essential tool for professional development and for building a strong, coherent image aligned with organizational demands. As a suggestion for future research, quantitative field studies are recommended in order to measure the impact of these practices in different organizational contexts