Personal marketing and personal branding of a specialist in the communication sphere as a condition of competitiveness improving in the labour market

The article considers a current labor market, the requirements of an employer to the professional and personal qualities when hiring a specialist in the sphere of communication. Such concepts as marketing, personal marketing, brand, personal branding, marketing of labour power, ego marketing are examined. The author refers to the analysis of their essence and gives definitions of related concepts, namely, self-imaging and self-introduction. The special attention is paid to the importance of these processes in the competitive environment in the modern labour market. The author reveals different views and approaches to these processes, stages of carrying it out, and effective methods of personal marketing and branding. Referring to the notion of “career”, the author describes the stages of its building, its modern types and peculiarities of its creating. The author shares own experience of teaching students of personal marketing and branding; proposes the algorithm of actions.