In the diploma thesis, personal branding and the system of work regarding the professional dancers were researched. At the time of the growing importance of social networks, the establishment of personal branding was linked to the use of the social network called Instagram, which served as a platform for expressing a personal brand. Personal branding is a strategy that helps young professionals when it comes to the differentiation in the labor market, and it influences their employment opportunities. We were interested in how much professional dancers are aware of the importance of personal branding, building a personal brand and whether they act on it on a daily basis. From the above mentioned, a research question was derived - what role does personal branding play in the work of a professional dancer - which we answered with a content analysis and eight semi-structured interviews. Using the analysis of the obtained results, we concluded that all professional dancers are aware of the importance of the personal brand, which leads to greater employment opportunities in the labor market.
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