Working It: Managing Professional Brands in Prestigious Posts

The authors address the challenges individuals face when managing their professional brands while working in “prestigious posts” (high-profile jobs in established organizations) and striving to maintain career mobility. Using a case study approach and drawing on sociological field theories, the authors identify two types of tensions (resource-based and identity-based) that are triggered by prestigious posts and four practices conducive to mitigating tensions and maintaining mobility. Beyond extending prior theory on person brands to include consideration of career mobility, this work has implications for better understanding the complexities of affiliations between professionals and the brands they work for. It suggests that individuals who are managing their professional brands while holding prestigious posts need to strike a balance between benefiting from the affiliation in the eyes of external stakeholders and at the same time maintaining their professional independence to maintain career mobility.

• 저널Journal of Marketing · 85(2) · 110–128
• 토픽Management and Organizational Studies · Organizational Behavior and Human Resource Management
• DOI10.1177/0022242920953818
• 저자Marie‐Agnès Parmentier, Eileen Fischer