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The purpose of this paper is to make a conceptual argument for considering interactive work – i.e. work made up of micro-level exchanges or social interactions with third parties such as customers, patients or citizens – as a distinct analytical category in employment-related research. The argument is underpinned by the core role played by interactive work in valorisation.

This is a conceptual paper, with its argument based on key findings from the debates on symbolic interactionism, service work and interaction work. These are merged and combined with a valorisation perspective.

“Social interactions” and “work” have mostly been considered separately by theoretical sociology and the sociology of work. The author contends however that the two concepts should be viewed together, as social interactions at work are a constitutive feature of many occupations, jobs and tasks. This implies studying both exchange and social relationships between the different parties and their embeddedness in specific (multi-level) contexts. Moreover, there are two reasons why interactive work relates to specific working conditions: first, it involves customers or similar groups as third parties; second, it is key to valorisation. To systematically study interactive work, context-sensitive approaches spanning multiple (analytical) levels are recommended.

The article contributes to advancing the understanding of interactive work as a distinct form of work as yet under-theorised but deserving to be considered as a separate analytical category.

Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media managers’ personal branding.

In-depth qualitative data is drawn from 20 semi-structured interviews with social media managers and supported by three years of orienting fieldwork in Toronto, Canada.

Social media managers are responsible for managing and executing organizations’ brands and presence on social media and digital platforms. As lead users of social media, social media managers provide critical insight into the emerging practices of personal branding on social media. “The future audience” is introduced to describe how individuals project a curated brand for all future unknown and unanticipated audiences, which emphasizes a professional identity. Due to workplace uncertainty, social media managers embody the mentality of being “always-on-the-job-market”, which is a driver for personal branding in their attempt to gain or maintain employment.

While personal branding is largely discussed by industry professionals, there is a need for empirical research on personal branding that examines how various employee groups experience personal branding. This research fills this gap by analyzing how people working in social media brand their identity and how their personal branding is used to market themselves to gain and maintain employment. The development of “the future audience” and “always-on-the-job-market” can be used to understand other professions and experiences of personal branding.