O impacto do marketing pessoal na performance profissional como diferencial competitivo no mercado de trabalho

Abstract

This article analyzes the impact of personal marketing on professional performance as a competitive advantage in the job market. In a globalized and highly competitive scenario, it is highlighted that technical training alone is not enough to achieve professional prominence. Personal marketing emerges as a strategic tool that, when applied ethically and strategically, strengthens one’s image, increases visibility, and promotes career advancement. The research adopts a qualitative, exploratory, and bibliographic approach, aiming to understand how personal marketing strategies influence the construction of professional identity and market positioning. The theoretical framework is based on authors such as Doin (2006), Goleman (1995), Slivnik (2013, and Robbins (2014), who address behavioral competencies, effective communication, emotional intelligence, and personal branding as fundamental pillars for success. The article demonstrates that building a strong personal brand requires the alignment of values, behavior, communication, and digital presence. Tools such as self-image projection, networking, and mastery of interpersonal language are presented as essential to consolidate authority and generate perceived value in corporate environments. Examples of public figures such as Barack Obama, Ana Paula Padrão, Luiza Helena Trajano, Mari Maria, and Bruna Tavares illustrate how image management can be decisive in building successful careers. It is concluded that personal marketing goes beyond self-promotion; it is a process of self awareness, positioning, and continuous development. Professionals who apply it consciously stand out not only for their technical skills but also for their ability to create impact, communicate value, and build a sustainable career path in the market.