The purpose of this study is to analyze self-branding strategies employed by women and men in the gig economy, with a focus on how these strategies differ on digital platforms. The research aims to highlight the importance of skill display in framing self-presentations, particularly in male-dominated fields.
Using a mixed-method approach, we analyzed 444 public profiles of professionals on digital platforms. The study identifies three key discursive frames – technological skills, creative skills and personal skills – through which self-branding strategies are constructed and compared between genders.
The analysis reveals that women and men employ different self-branding strategies, with a notable difference in the emphasis on convergent skills (STEM) and divergent skills (artistic fields). The findings suggest that integrating art and design into STEM could create new opportunities for women in traditionally male-dominated sectors.
This study is limited to the analysis of public profiles on selected digital platforms, which may not fully capture all self-branding strategies. Future research could expand to other sectors and explore the long-term impacts of these strategies on career development.
The study provides practical insights for digital platforms and training programs to support gender-specific self-branding strategies. By acknowledging the differences in skill framing, platforms can enhance visibility and success for both men and women in the gig economy.
This research contributes to the literature by examining the intersection of gender and self-branding in the gig economy, offering new perspectives on how women can leverage digital platforms to succeed in male-dominated fields.
