Information Professionals between Personal Branding, Mental Image, and Digital Footprint

A Literature Review

Abstract

The field of Library and Information Science (LIS) is evolving rapidly under the influence of technology and digital change. In this shifting landscape, LIS professionals are increasingly expected to develop and refine their personal brand, mental image, and digital footprint. A strong personal brand helps individuals highlight their unique strengths—both visible skills and subtle qualities—making them stand out and improving their chances in a competitive job market. The mental image, on the other hand, reflects how others perceive the professional based on their interactions and presence, which plays a key role in shaping reputation. Meanwhile, the digital footprint—the traces left online through professional activity—has become an essential part of one’s identity, directly impacting credibility and visibility in the digital space. This study takes a Literature Review approach to examine existing literature on how these three dimensions affect LIS professionals. The findings show that cultivating a strong personal brand can open doors to better job opportunities, enhance career growth, and boost both confidence and personal satisfaction. Similarly, maintaining a positive mental image fosters trust among peers and employers, paving the way for meaningful collaborations. Finally, managing one’s digital footprint with awareness and strategy can significantly improve online presence and engagement, helping professionals connect with wider audiences and share their expertise more effectively.