The neoliberal culture promoted the idea that the professional success is directly related to a personal marketing work, similar to that developed by a company to make its brand visible and successful. In this context, success or failure is recognized as the exclusive responsibility of the professional, which directly points to the issue of meritocracy and posture in the face of success. Taking into consideration that LinkedIn is seen as an important tool for personal brand management, the posts on this platform are a privileged locus to examine the extent to which the subjectivity of the professional aligns with the principles that characterize neoliberal rationality and to what extent there is consensus on the sense of merit and meritocracy. The approach integrates the Goffmanian theory of face and narrative analysis. The results reveal the internalization of the values associated with the type of desirable worker in a market, governed by the principles of quality and competitiveness. It also reveals that, in a highly unequal society, such as the Brazilian one, there is no consensus on the sense of merit and meritocracy or on the accepted posture of those who exalt their own merits.