Personal brand of a high school teacher: factors of formation and influence on the effectiveness of professional activity

the article is devoted to the current topic of the formation and development of a teacher's personal brand in modern higher education: the phenomenon of a teacher's personal brand is considered in the context of modern educational requirements. The study analyzes the concept of a personal brand in the context of teaching, examines the key factors influencing the formation of a personal brand, its components, as well as the influence of the brand on the effectiveness of a teacher's professional activity and demand in the labor market. Such factors of forming a teacher's personal brand as professional competencies, communication skills, reputation, etc. are highlighted. The survey, which was attended by 189 university teachers, showed that 67% of respondents believe that a personal brand is necessary, but only 23% present themselves on social media as teachers, and only 10% conduct social media regularly.The article examines the objective reasons for the need to form and develop a personal brand of a higher school teacher, as well as pays special attention to the problems, difficulties and dangers faced by teachers in this process, such as lack of digital literacy, lack of systematic support from university management, insufficient motivation of teachers and the risks associated with online presence and inconsistency of the personal brand of professional activity. The conclusion is made about the connection between the personal brand and the effectiveness of the professional activity of the teacher.

personal brand, high school teacher, professional effectiveness, reputation, educational activity, marketing in education