Reputation and Personal Branding in the Platform Economy

In this chapter we look at the consequences of the generalization of personal branding logics beyond the traditional domain of white-collar work. In particular, we argue that emergent forms of low-skilled platform labour, such as ride-sharing or delivery, entail a fair amount of personal branding. This consists into forms of invisible labour that workers are required to perform as a result of the metrification of the work performance that platforms put in place, these being ‘points of production’ within which personal reputations play a relevant role for purposes of monitoring and control