NEW CHALLENGUES IN JOB GUIDANCE: SINCE WORK INSERTION PATHWAYS TO MAKE PROFESSIONALS BRANDING

The most innovative tendencies on employability and job placement point out on the construction of personal, unique and specific brands, through which each person gets added becames more valuable in relation to the job market. The goal is to overcome the conventional reality in which job market predetermines the professional requirements needed for a certain job. The new vision, more contemporary and adapted to the new socio- economical situation, is that the person builds his own professional identity which can be highly valuated in the job market, unique and, so, clearly different from the other candidates. In this sense, it is necessary a deep revision of the used procedures in job guidance placement by the public services of employments in order to adapt these procedures to a new reality. We have to change insertion pathways from providing resources, skills and competencies that were considered necessary and that the person didn't have, to helping the person to build a new "product", not established by job standards, attractive and from which origins the necessity. This paper proposes a theoretical reflection proposition regarding the need for a change of perspective to job guidance, as well as a possible method of work that demonstrates to adapt the proposed new approach to guiding practice.