A modest segment of internet users have jobs that require them to market their name on the internet or make information about themselves available online. Of those who are currently employed (some 62% of the adult population), one in ten say they need to market themselves or make information about themselves available online as part of their current occupation. That translates into roughly 6% of the total adult population and 11% of all adult internet users who are expected to post information about themselves online as part of their current profession. The range of professions among these “public personae” varies widely (everything from musicians to ministers to lawyers) but those who have careers in education and real estate were among the most represented occupations in this group.

Public Personae: The 11% of adult internet users who have jobs that require self-presentation or self-marketing online.

Men are marginally more likely than women to say that their job requires some form of online promotion; 12% of working men report this, compared with 8% of working women. Those with the highest education levels report a greater tendency towards managing their professional presence online. Fully 18% of working college graduates report that some form of self-marketing online is part of their job, compared with just 5% of working adults who have a high school diploma.