Gershon, a professor of anthropology at the University of Indiana, Bloomington, spent a year interviewing and observing job seekers and employers in Silicon Valley and around the US. Her new book, Down and Out in the New Economy: How People Find (Or Don’t Find) Work Today explains that branding is largely a boondoggle advanced by inspirational speakers and job trainers. It doesn’t help people get jobs. But it does make us more accepting of an increasingly dehumanized job market that treats workers as products rather than people. […]
When people think of themselves as brands, they are speaking the language of reputation, appearance, and marketing. It’s hard to switch from that to a discussion of moral responsibility. […]
“Maybe instead of thinking about people as property or businesses, we could think of people as craftsman.”
So the conclusion was your personal brand won’t help you get a job. But it may make you more accepting of dehumanization in the postmodern economy.
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