Personal branding and personal marketing in the nursing job market: a scoping review.

OBJECTIVES

to map, characterize, and synthesize existing evidence on personal branding and marketing strategies employed in the nursing job market, especially in relation to professional visibility, employability, and professional identity development.

METHODS

a scoping review, based on searches in databases and Google Scholar, using descriptors and terms related to "nursing", "personal brand", "personal branding", and "personal marketing".

RESULTS

of the 16,122 titles retrieved, 16 were included in the final sample. There is a variety in the use of concepts employed when relating to the placement of nursing professionals in the job market in the construction of their strategies to establish their personal brands.

CONCLUSIONS

it is essential to advance the production of knowledge with well-defined conceptual objects and to deepen experiences regarding their employability. These advances strengthen professional identity, broaden visibility, and promote ethical practice in the nursing job market.