Introduction/objective: professional visibility on digital platforms increasingly depends on algorithmic recommendation and ranking systems. This study synthesizes academic evidence on how personal branding practices interact with algorithmic authority to shape digital professional positioning.

Methodology: a PRISMA 2020-guided qualitative systematic review was conducted using Scopus and Google Scholar, with ResearchGate as a full-text access source. Two reviewers independently applied eligibility criteria, a document-type quality rubric, and thematic synthesis (κ = .83).

Results: forty-nine studies (2002–2025) were included. Findings cluster into three themes: strategic identity/reputation building, algorithmic mediation of visibility, and platform-specific integrative strategies. An interpretive framework —the brand-algorithm cycle— is proposed, in which algorithmically mediated visibility functions as digital capital translating expertise and narrative coherence into labor-market and reputational outcomes.

Conclusions: the review suggests that effective personal branding increasingly depends on translating identity, credentials, and relationships into signals readable by both algorithms and audiences. Research gaps remain regarding linguistic bias, algorithmic transparency, and employability outcome measurement, particularly in Latin American contexts.

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Keywords:
Personal branding,
algorithmic authority,
visibility,
digital platforms,
LinkedIn,
professional positioning.

09_RSN_17(37)_69_Marca_personal

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