Personal brand management in the workplace scenario of telework

Abstract

The purpose of this research was to analyze personal brand management in the telework scenario, through the study of psychosocial criteria that intervene in the creation of a personal brand, telework as a strategy in the management of personal brand and differentiation factors as an added value. The methodology used was qualitative, with a documentary design, supported by the bibliographic review from an interpretive perspective. The technique was document analysis, the instrument was the information collection matrix, following inclusion and exclusion criteria, the study units were specialized documents on the subject, reliability, triangulation, categorization and interpretation were performed. It was concluded that the psychosocial criteria determine the personality of the brand, the differentiation factors configure the content to be transmitted through teleworking. The personal brand has attributes, qualities, identity and positioning, based on communicational management and self-management of work. It is concluded that there is a synergy between the management of a personal brand and teleworking.