The article clarifies the concepts of “business reputation” and “professional identity”. To a large extent, this is determined not only by the variety of factors that affect the reputation and identity of an employee, but also by the dynamics of these factors, their variability along with the variability of the person himself, teams and organizations. An important role in creating an employee’s reputation is played by both essential factors (directly related to this work activity) and accompanying factors (more related to informal communication in teams). It is shown that in different professions these factors affect both the reputation and identity of the employee in different ways. On this basis, two models are proposed, which can be taken as a basis for building new typologies of business reputation, as well as a basis for assessing and predicting changes in the status of an employee’s professional identity.