More people are relying on their personal brands to help them in the job market

An ASU marketing expert discusses the importance of authenticity and storytelling when building a personal brand.

In this story published Nov. 15, 2024, on KJZZ:

I think there's no hiding anymore, and what I mean by that, it sounds like a negative strange thing to say, but what I mean by that is that somebody puts your name into a search, there's gonna be all kinds of things that come up. So, I think a big challenge is, how do you curate that message? How do you frame your brand in a way that's authentic, but also is shielded from a lot of the noise that's gonna come across?

– Nancy Gray, clinical assistant professor of marketing