Because working life is no longer straightforward, linear and dull: career moves can now be up, sideways, even diagonal (down, too, if you're unlucky). It's enough to make your head spin.
All this new found freedom comes at a price (and not just in terms of no pension or free gym membership): your personal brand has to be up to scratch if you are going to make it, and you can no longer rely on your job title or employer's good name to look after it for you.
You have to brand yourself - and that's where personal branding consultants come in.
In the age of Facebook, Twitter and LinkedIn everyone is a microceleb and every pitch for work is an audition. A personal branding coach is like a performer's agent, helping clients to present themselves in the best light to attract the right kind of professional attention.
What should I say when people ask me what I do at parties? How do I parlay my contacts into paid work? How can the likes of Instagram or Pinterest land me a job?
A good coach has the answer to all these vital but often unasked questions that can make the difference between winning and losing in the gig economy. You will also need to be a good listener with strong EQ to get clients to offer up their innermost hopes and fears.
And plenty of tissues.
A background in marketing and/or social media might help, as might a psychology degree or coaching experience.
But really this is one of those roles where you have to bootstrap your way to the top. Because if you can't do it yourself, why should anyone hire you to help them?
The small print
It sounds like exactly the sort of non-job that parents warn their children about. But what do they know? The truth is that in future most of us will be doing some sort of non-job anyway. As far as fees go, anything from £200 to £5,000 an hour is possible - the only limit is your own chutzpah and the depth of your clients' pockets.