THE ROLE OF SOCIAL NETWORKS IN SHAPING THE IMAGE OF A PROFESSIONAL
The article discusses the role of social networks in the formation of a professional's personal brand. The analysis of advantages and disadvantages of this approach is carried out and the key factors that influence the attractiveness of personal pages of applicants for a position for employers are highlighted. It was revealed that employers are turning to social networks not only during the hiring process, but also when evaluating it, and there is a tendency to increase interest in personal pages. The main methods that were used are the analysis of research literature, methods of management theory, and organization theory. Based on the results of the study, the authors concluded that a personal page in a social network can not always help in building a career, since the development of a professional profile in social networks requires certain skills and practice.