CREATION AND PROMOTION OF A TEACHER’S PERSONAL BRAND AS A PREREQUISITE FOR SUCCESSFUL PROFESSIONAL ACTIVITY

Abstract

Summary. The article examines the issue of creating and promoting the personal brand of a higher education institution teacher as an important prerequisite for successful professional activity and career growth in the context of the digitalization of education and increasing competition in the educational services market. Scientific approaches to the interpretation of the concepts of “personal brand” and “individual brand,” as well as their interrelation in professional activity, are analyzed.

The necessity of creating and promoting a teacher’s personal brand in scientometric databases, professional communities, and social networks is outlined. It is substantiated that the main criteria for the effectiveness of a teacher’s personal brand include citation index, recognizability, participation in grants and projects, activity in social networks and professional communities, etc. The main concepts (target-oriented, psychological, trend-based, etc.) of creating a teacher’s personal brand are considered, and the need for its creation and promotion in scientometric databases such as Scopus, Web of Science, Google Scholar, Index Copernicus, and others is emphasized. Attention is focused on the importance of creating a researcher’s profile on social networks such as Facebook, Instagram, LinkedIn, and YouTube.

Examples of creating and promoting the personal brand of a young researcher are presented based on the experience of teaching the course “Imageology for Pedagogical and Academic Staff” to PhD students of the third (educational and scientific) level in specialty A1 Educational Sciences, educational and scientific program A1 “Educational and Pedagogical Sciences” at V. N. Karazin Kharkiv National University.

The scientific novelty of the research lies in the generalization of theoretical approaches to understanding the personal brand of a higher education institution teacher in the context of the digitalization of the educational space, identifying the main criteria for the effectiveness of a teacher’s personal brand, and substantiating the role of scientometric databases, digital platforms, and social networks in its creation and promotion.

It is substantiated that the purposeful creation and promotion of a teacher’s personal brand contributes to increasing competitiveness, professional self-realization, authority among colleagues and students, and also positively affects the teacher’s image and the reputational image of the educational institution.