THE INFORMATION SCIENCE PROFESSIONAL AND MARKETING: getting a position in the João Pessoa´s libraries

Abstract

The Personal Marketing has been fortifying the personal and professional growth in the work market, attracting and keeping relationships and generating satisfaction for the performance of the professional segments. The professional of the Information Science – librarian – is trying to get its position and to establish its image as the one that acts in the process of informational cycle. Thus, we question: how has the librarian been using the personal marketing to overlap other professions and be evident in the market? Which are the strategies they use to remain itself in prominence in the work market? Objective to verify the use of the Personal Marketing for the librarian as a tool to get in the work market, consolidation of the profession and professional ascension in the city of João Pessoa/PB. It is observed some professionals from seven units of information, representatives of the diverse types of library. It is adopted the non-participant observation and the questionnaire as the methodology of data collection. The result obtained was a profile of the managers of the libraries which in the majority was women, aged from 20 and 35 years and, generally, only graduated, working at specialized and university libraries of private institutions. Concerning the aspects of Personal Marketing, it was observed that such professionals use it to the Inter-professional promotion, establishing a kind of communication between the pairs and postponing a promotion in the market. To get in the market, the librarians are worried about the transmitted image, differentiating itself for the Intellectual Potential. To remain in the same market, they look for satisfying the internal customers, but they forget the external ones. The used strategies summarize it spreading, satisfaction, net of relationship and communication, and point out to a tendency towards endo-marketing and knowledge marketing. One can conclude that it is necessary the personal planning and the development of strategies to project the professional of the information science to the market. It is suggested, then, the application of the Personal Marketing through actions that make possible the register of the “mark” of this professional, contribution for its entrance, permanence, consolidation and professional development in the market.