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Num ambiente global cada vez mais competitivo, tanto empresas quanto indivíduos
enfrentam o desafio de se destacarem. No mercado de trabalho atual, os profissionais
precisam de antecipar necessidades e de se evidenciar para conquistar boas oportunidades e definir um plano de carreira. Para os estudantes que se aproximam do início da vida profissional, é fundamental construir e gerir uma reputação sólida que garanta uma empregabilidade duradoura. É, por isso, importante, que estes jovens compreendam a sua identidade, desenvolvam o conhecimento de si próprios e saibam comunicar ao mercado de trabalho o que os distingue pessoal e profissionalmente dos restantes candidatos a emprego.
Nos últimos anos, o interesse pela marca pessoal cresceu, especialmente na área do
marketing. Marcas são atribuídas a produtos e serviços para melhorar sua competitividade, e as mesmas técnicas podem ser aplicadas para ajudar indivíduos a estabelecer uma identidade forte e uma reputação positiva. Políticos, celebridades, cientistas, e empreendedores são exemplos de como uma marca pessoal pode ser benéfica.
Com a crescente competitividade no mercado de trabalho, a seleção de candidatos
torna-se mais rigorosa, com um foco nas competências que permitem maior adaptação às dinâmicas do setor. Os alunos dos Cursos Técnicos Superiores Profissionais (TeSP) e de Licenciatura, estão na fase de desenvolvimento dessas competências e a elaboração de um plano de marca pessoal é vital para o seu sucesso profissional.
Este manual foi desenvolvido para apoiar estudantes da Unidade Curricular de
Integração na Profissão dos Cursos TeSP do Politécnico de Leiria, com o objetivo de
capacitá-los na criação de um plano estratégico de marca pessoal que os auxilie na tomada de decisões sobre o mercado de trabalho. O primeiro capítulo aborda o conceito e a importância da marca pessoal. O segundo capítulo descreve as etapas de desenvolvimento de um plano estratégico de marca pessoal. Por fim, são discutidos os desafios na gestão da marca pessoal, acompanhados de um exercício prático para a elaboração de um plano de marca pessoal.
In an increasingly competitive global environment, both companies and individuals face the challenge of standing out. In today's labour market, professionals need to anticipate needs and stand out in order to win good opportunities and define a career plan. For students approaching the start of their professional lives, it is essential to build and manage a solid reputation that guarantees lasting employability. It is therefore important that these young people understand their identity, develop self-knowledge and know how to communicate to the labour market what distinguishes them personally and professionally from other job candidates. In recent years, interest in personal branding has grown, especially in the marketing field. Brands are assigned to products and services to improve their competitiveness, and the same techniques can be applied to help individuals establish a strong identity and a positive reputation. Politicians, celebrities, scientists and entrepreneurs are all examples of how a personal brand can be beneficial. With increasing competitiveness in the labour market, the selection of candidates is becoming more rigorous, with a focus on skills that allow greater adaptation to the dynamics of the sector. Students on Higher Professional Technical Courses and Degree Programmes, are in the process of developing these skills and drawing up a personal branding plan is vital to their professional success. This handbook was developed to support students of the Curricular Unit of Profession Integration of the Courses of Higher Professional Technical Courses of the Polytechnic of Leiria, with the aim of enabling them to create a strategic personal branding plan to help them make decisions about labour market. The first chapter discusses the concept and importance of personal branding. The second chapter describes the stages in developing a strategic personal branding plan. Finally, the challenges of personal brand management are discussed, along with a practical exercise for drawing up a personal brand plan.
In an increasingly competitive global environment, both companies and individuals face the challenge of standing out. In today's labour market, professionals need to anticipate needs and stand out in order to win good opportunities and define a career plan. For students approaching the start of their professional lives, it is essential to build and manage a solid reputation that guarantees lasting employability. It is therefore important that these young people understand their identity, develop self-knowledge and know how to communicate to the labour market what distinguishes them personally and professionally from other job candidates. In recent years, interest in personal branding has grown, especially in the marketing field. Brands are assigned to products and services to improve their competitiveness, and the same techniques can be applied to help individuals establish a strong identity and a positive reputation. Politicians, celebrities, scientists and entrepreneurs are all examples of how a personal brand can be beneficial. With increasing competitiveness in the labour market, the selection of candidates is becoming more rigorous, with a focus on skills that allow greater adaptation to the dynamics of the sector. Students on Higher Professional Technical Courses and Degree Programmes, are in the process of developing these skills and drawing up a personal branding plan is vital to their professional success. This handbook was developed to support students of the Curricular Unit of Profession Integration of the Courses of Higher Professional Technical Courses of the Polytechnic of Leiria, with the aim of enabling them to create a strategic personal branding plan to help them make decisions about labour market. The first chapter discusses the concept and importance of personal branding. The second chapter describes the stages in developing a strategic personal branding plan. Finally, the challenges of personal brand management are discussed, along with a practical exercise for drawing up a personal brand plan.
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Keywords
marca pessoal plano de marca pessoal mercado de trabalho competências proposta de valor personal brand personal brand plan labour market competencies value proposition
Citation
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Politécnico de Leiria