This paper explores the benefits and urgency of personal branding in the librarian profession. Through library research methods that use descriptive, interpretive, and reflective data analysis, the researchers find and present the concept of the librarian's business in confirming the role and benefits of the job in responding to various challenges in the era of disruption. The challenges and work dynamics that arise from different communication technologies require librarians to have good personalities always to learn, change, and develop. The success of librarians in serving the community's information needs and the use of media in delivering various information in the library will be a positive personal branding and further confirm the benefits and urgency of librarians in the era of the industrial revolution 4.0.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.