Effect Of Personal Branding On Contemporary TV Presenters

Today’s competitive society has made it increasingly difficult for individuals to distinguish themselves from competitors. Personal branding as an important tool for professionals helps define their strongest attributes and sell themselves to companies. Indeed brand identity is relevant not just for companies, but for individuals as well. This study investigates personal branding as it relates to the furtherance of career success of employees at the workplace. Little empirical evidence exists on personal branding at the workplace. This study therefore sought to address this gap by establishing the effect of personal branding on career success of Contemporary Tv Presenters. The study adopted a cross sectional survey design with Arise Tv Presenters as the target population. A survey instrument developed around five personal branding tactics of self-promotion, ingratiation, exemplification, supplication and intimidation was used. A representative sample of 200 respondents from a population determined using both proportional and random sampling techniques. Chi square test used to determine personal branding differences among respondents. The results show that respondents consider personal branding important and that there exist differences between male and female respondents on the importance of personal branding. Whereas most females strongly agreed on its importance, most male respondents agreed it was important. Only self-promotion tactic was found to have a positive and significant association with career success. All the four likert scale items on this construct had mean response scores> 3.00 indicating a tendency toward favourable responses. The highly rated item being, I let others know that I am valuable to the organization. Generally, respondents viewed their context on this construct as being favourable with an overall mean response score of 3.4. Implication being employees applied self-promotion as a strategy for career success.