Employer-oriented personal branding: methods and skills for Indian business school students
21 Feb 2020-Higher Education, Skills and Work-based Learning (Emerald Publishing Limited)-Vol. 11, Iss: 1, pp 48-58
TL;DR: In this article, the authors provide a framework of methods and skills for employer-oriented personal branding among business school students to create an effective digital curriculum vitae for employment and to test the students' awareness of personal branding techniques.
Abstract: The purpose of this paper was to provide a framework of methods and skills for employer-oriented personal branding among business school students to create an effective digital curriculum vitae for employment and to test the students' awareness of personal branding techniques.,This was a mixed methods study which followed an exploratory model, where the findings of the qualitative first stage helped develop the hypotheses for the second (quantitative) stage of the study. The rich detailed data collected from the qualitative phase were used to develop the instrument for stage 2. Responses based on Likert scale were used in stage 2 to test the hypotheses.,The study tested hypotheses relating to personal branding, demonstrating that most of the skills and methods studied are held in high esteem by business school students. The study clearly establishes that these students possess a high degree of awareness about the need for employer-oriented personal branding and use various methods and skills to build their brand, validating our hypotheses.,This study focused only on two top-tier Indian business school students. A larger and more inclusive study in other emerging market nations may validate its findings. Students from non-business disciplines could be studied to find out differences in approaches to employer-oriented self-branding.,Students may be able to brand themselves better through the use of the methods and skills tested in this study. Within the business schools, faculty mentors can use this methodology to support students in further consolidation of their brand with the help of social media profiles such as LinkedIn, Facebook and others. The skills learnt in the business school will stand the student in good stead, and the company will benefit from their personal branding efforts translating into commercial benefits for the firm.,This paper provides a structured approach towards employer-oriented personal branding of students, missing in earlier studies.
Citations
More filters
TL;DR: In this article , the authors identify the relationship between employee-generated content (EGC) and firm generated content (FGC) in the form of LinkedIn posts, employer brand perception, and the effect of employer attractiveness and corporate reputation on this relationship.
Abstract: PurposeThe aim of this study is to identify the relationship between employee-generated content (EGC) and firm-generated content (FGC) in the form of LinkedIn posts, employer brand perception, and the effect of employer's attractiveness and corporate reputation on this relationship.Design/methodology/approachThis study comprises two phases. In phase 1, the focus was on stimuli selection through an online questionnaire on favourability. In phase 2, for the main study, data were gathered through an online survey from 214 information technology (IT) employees via a survey. Multiple linear regression and mediation analyses were conducted.FindingsThe results show that EGC and FGC have a positive influence on employer brand perception, and the relationship is positively mediated by employer attractiveness and corporate reputation. These findings suggest that organizations can strategically use their own as well as employees' LinkedIn accounts, and encourage employee advocacy initiatives to attract new talent, enhance attractiveness and corporate reputation.Originality/valueThe study covers two different categories of content – employer and employee-generated – and examines both content types' influence on employer brand perception. It adds to the body of literature regarding employee branding and paves the way for further research in employee advocacy.
3 citations
TL;DR: In this article , the authors explore Generation Z's personal branding on social media when job seeking and find that Gen Z perceive online personal brands as a crucial tool to gain more advantage in job markets.
Abstract: PurposeThis research aims to explore generation (Gen) Z's personal branding on social media when job seeking.Design/methodology/approachGen Z students, in their final year of university, were interviewed about personal branding, as well as recruiters and career advisors to gain insights into the recruitment process and expectations of online personal brands. Before interviewing, Gen Z students' LinkedIn profiles were examined, and then fed into the interview process.FindingsUsing impression management theory, the findings show that Gen Z perceive online personal brands as a crucial tool to gain more advantage in job markets. A gap was found between desired and perceived selves in Gen Z's online personal brands. Strategies such as effective self-reflection, authentic communication, self-promotion processes, awareness of risks and constantly controlling digital footprints were suggested to build stronger and more coherent personal brands. Gen Z are in favour of a more dynamic, interactive, work-in-process of authentic personal brands.Originality/valueThis research demonstrates the importance of authentically building online personal branding strategies and tactics to bridge the divide between Gen Z's desired and perceived images in personal branding on social media when job seeking.
1 citations
01 Jan 2023
TL;DR: In this paper , the authors focus on self-branding as situated employable identity performance in terms of difference and sameness at the time of labour market entry and provide a rarely adopted critical approach to selfbranding and contributes to new theoretical-methodological understandings of current manifestations of employability by introducing an interaction-oriented narrative approach to identities.
Abstract: Abstract The chapter focuses on self-branding as situated employable identity performance in terms of difference and sameness at the time of labour market entry. The chapter provides rarely adopted critical approach to self-branding and contributes to new theoretical-methodological understandings of current manifestations of employability by introducing an interaction-oriented narrative approach to identities. Drawing from detailed analysis of 27 interviews with Finnish business degree graduates, the study shows the various ways graduates strive to accomplish, reaffirm or contest specific versions of themselves in relation to the ideals around employability and the discourse of self-branding. As the graduates present themselves as credible labour market actors, they also strive to solve the moral dilemmas associated with self-branding, that is, authenticity versus fabrication, in the context of Finnish working life.
References
More filters
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Abstract: The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...
12,021 citations
Book•
15 Jul 1992
TL;DR: The authors provides a systematic and accessible overview of the internal logic of Bourdieu's work by explicating thematic and methodological principles underlying his work, including a theory of knowledge, practice, and society.
Abstract: Over the last three decades, the French sociologist Pierre Bourdieu has produced one of the most imaginative and subtle bodies of social theory and research of the post war era. Yet, despite the influence of his work, no single introduction to his wide-ranging "oeuvre" is available. This book, intended for an English-speaking audience, offers a systematic and accessible overview, providing interpretive keys to the internal logic of Bourdieu's work by explicating thematic and methodological principles underlying his work. The structure of Bourdieu's theory of knowledge, practice, and society is first dissected by Loi c Wacquant; he then collaborates with Bourdieu in a dialogue in which they discuss central concepts of Bourdieu's work, confront the main objections and criticisms his work has met, and outline Bourdieu's views of the relation of sociology to philosophy, economics, history, and politics. The final section captures Bourdieu in action in the seminar room as he addresses the topic of how to practice the craft of reflexive sociology. Throughout, they stress Bourdieu's emphasis on reflexivity--his inclusion of a theory of intellectual practice as an integral component of a theory of society--and on method--particularly his manner of posing problems that permits a transfer of knowledge from one area of inquiry into another. Amplified by notes and an extensive bibliography, this synthetic view is essential reading for both students and advanced scholars. Pierre Bourdieu is Professor of Sociology at the Colle ge de France. Loi c J. D. Wacquant is a Junior Fellow, Society of Fellows, Harvard University.
8,465 citations
TL;DR: In recent years evaluators of educational and social programs have expanded their methodological repertoire with designs that include the use of both qualitative and quantitative methods as discussed by the authors, which can be classified into three categories: qualitative, quantitative, and qualitative.
Abstract: In recent years evaluators of educational and social programs have expanded their methodological repertoire with designs that include the use of both qualitative and quantitative methods. Such prac...
5,578 citations
Book•
01 Jan 1991
TL;DR: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships as discussed by the authors.
Abstract: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap storythe transformation of Datsun to Nissanthe decline of Schlitz beerthe making of the Ford Taurus
3,201 citations
TL;DR: The authors found that people are more likely to purchase gourmet jams or chocolates or to undertake optional class essay assignments when offered a limited array of 6 choices rather than a more extensive array of 24 or 30 choices.
Abstract: Current psychological theory and research affirm the positive affective and motivational consequences of having personal choice. These findings have led to the popular notion that the more choice, the better--that the human ability to manage, and the human desire for, choice is unlimited. Findings from 3 experimental studies starkly challenge this implicit assumption that having more choices is necessarily more intrinsically motivating than having fewer. These experiments, which were conducted in both field and laboratory settings, show that people are more likely to purchase gourmet jams or chocolates or to undertake optional class essay assignments when offered a limited array of 6 choices rather than a more extensive array of 24 or 30 choices. Moreover, participants actually reported greater subsequent satisfaction with their selections and wrote better essays when their original set of options had been limited. Implications for future research are discussed.
2,502 citations