Self-Branding Practices of Digital Workers in a Resurging Gig Economy

The digitally-enabled gig economy is characterized by a precarious and flexible lifestyle in which online freelancers must continuously secure gigs in order to ensure a livable income. Consequently, their self-presentation is crucial as they must differentiate themselves from competitors. By analyzing 39 interviews from digital workers on the freelancing platform Upwork, we identified five key self-branding strategies: boosting a profile via algorithmic manipulation, showcasing skills, expanding presence, maintaining relationships with clients, and individualizing brand. These strategies were analyzed using Goffman’s dramaturgical theory. Lastly, we conclude that the primary goal of personal branding directly challenged the very nature of precarity and anonymity that comes with being a digital worker, as the majority of participants chose to self-brand themselves in order to be recognized — and perhaps even appreciated by — clients.