Personal brand - instructions of use. Do young professionals want and need to be taught personal branding?

• Authors: Joanna Macalik

Abstracts

EN

In modern business, personal branding (PB) is perceived as a 'leadership imperative'. The main purpose of the present article is to analyse last-year students, often being professionals and market-entrant entrepreneurs, at the same time, attitudes towards PB's role in business. Primarily, it is investigated whether they need to be taught principles, rules and tools of PB in the course of their studies. To achieve this goal, a qualitative, in-depth interview method is used. The data are analysed using the thematic analysis method. The results obtained supplement the knowledge of management sciences with issues concerning the perception of PB and state a significant set of practical implications for the authorities of universities and the authors of academic curricula.

Keywords

EN

personal brand; personal branding; economic education; labour market; entrepreneurship

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2023
• Volume: 48
• Issue: 2
• Pages: 41-60

Dates

published

2023

Contributors

author

Joanna Macalik

• Katedra Zarządzania Marketingowego, Uniwersytet Ekonomiczny we Wrocławiu, Wydział Zarządzania, ul. Komandorska 118/120, 53-345 Wrocław, Poland

• https://orcid.org/0000000339468834

References

• Allison, L., Blair, J., Jung, J. H., & Boutin, P. J. (2020). The impact and mediating role of personal brand authenticity on the self-actualization of university graduates entering the workforce. Journal for Advancement of Marketing Education, 28(2), 3–13.
• Baluku, M. M., Kikooma, J. F., & Kibanja, G. M. (2016). Psychological capital and the startup capital - entrepreneurial success relationship. Journal of Small Business and Entrepreneurship, 28, 27–54. https://doi.org/10.1080/08276331.2015.1132512
• BIPS. (2023). About BIPS. https://www.ue.wroc.pl/kandydaci/16198/o_programie.html [access: 31.05.2023]
• Boddy, C. R. (2016). Sample size for qualitative research. Qualitative Market Research, 19(4), 426–432. https://doi.org/10.1108/QMR-06-2016-0053
• Boyatzis, R. E. (2006). Using tipping points of emotional intelligence and cognitive competencies to predict financial performance of leaders. Psicothema, 18(1), 124–131.
• Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
• Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: Complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661. https://doi.org/10.1177/1744987120927206
• Chatterjee, N., & Das, N. (2015). Key psychological factors as predictors of entrepreneurial success: A conceptual framework. Academy of Entrepreneurship Journal, 21(1), 105–117.
• Culo, I., Tkalec, G., & Borcic, N. (2022, October 1–2). The role of personal branding in contemporary. https://doi.org/10.14596/pisb.2861
• Deloitte Access Economics. (2017). Soft skills for business success. https://www2.deloitte.com/au/en/pages/economics/articles/soft-skills-businesssuccess. html [access: 31.05.2023]
• Edmiston, D. (2014). Creating a personal competitive advantage by developing a professional online presence. Marketing Education Review, 24(1), 21–24. https://doi.org/10.2753/mer1052-8008240103
• Etikan, I. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1. https://doi.org/10.11648/j.ajtas.20160501.11
• Eurofound. (2022). Living and working in Europe. https://doi.org/10.2514/6.2008-800
• Frank, H., Lueger, M., & Korunka, C. (2007). The significance of personality in business start-up intentions, start-up rialization and business success. Entrepreneurship and Regional Development, 19(3), 227–251. https://doi.org/10.1080/08985620701218387
• Gibb, A., & Ritchie, J. (1982). Understanding the process of starting a small business. International Small Business Journal, 1(1), 26–45.
• Goffman, E. (1959). The presentation of self in everyday life. Doubleday.
• Goldberg, E. (2022). Burned out on your personal brand. New York Times. [access:31.05.2023]
• https://www.nytimes.com/2022/10/20/business/influencer-burn-out-jobs.html
• Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018, November). Personal branding: Interdisciplinary systematic review and research agenda. Frontiers in Psychology, 9, 1–17. https://doi.org/10.3389/fpsyg.2018.02238
• Ilies, V. I. (2018). Strategic personal branding for students and young professionals. Cross-Cultural Management Journal, XX(1), 43–51.
• Johnson, K. M. (2017). The importance of personal branding in social media: Educating students to create and manage their personal brand. International Journal of Education and Social Science, 4(1), 21–27.
• Jones, B., & Leverenz, C. (2017). Building personal brands with digital storytelling ePortfolios. International Journal of EPortfolio, 7(1), 67–91.
• Khedher, M. (2014). Personal branding phenomenon. International Journal of Information, Business and Management, 6(2), 29–40.
• Llopis, G. (2013). Personal branding is a leadership requirement, not a self-promotion campaign. https://www.forbes.com/sites/glennllopis/2013/04/08/personal-branding-is-aleadershiprequirement-not-a-self-promotion-campaign/?sh=85d1531226fa [access: 31.05.2023]
• Lorgnier, N., & O'Rourke, S. (2011). Improving students communication skills and awareness online, an opportunity to enhance learning and help personal branding. In5th International Technology, Education and Development Conference, 7–9 March, 2011, Valencia, Spain 1008–1015.
• Manai, A., & Holmlund, M. (2015). Self-marketing brand skills for business students. Marketing Intelligence and Planning, 33(5), 749–762. https://doi.org/10.1108/MIP-092013-0141
• McCorkle, D. E., & McCorkle, Y. L. (2012). Using LinkedIn in the marketing classroom: Exploratory insights and recommendations for teaching social media/networking. Marketing Education Review, 22(2), 157–166. https://doi.org/10.2753/mer1052-8008220205
• Montoya, P. (2002). The personal branding phenomenon: Realize greater influence, explosive income growth and rapid career advancement by applying the branding techniques of Oprah, Martha and Michael. Personal Branding Press.
• OECD. (2021). OECD skills outlook 2021. https://doi.org/10.1787/0ae365b4-en
• Perkins, R. (2015). Entrepreneurial leadership theory: An exploration of three essential start-up task behaviors. In C. Ingley, & J. Lockhart (Eds.), Proceedings of the 3rd international conference on management leadership and governance (ICMLG 2015) (pp. 215–223). Academic Conferences Ltd.
• Sebele-Mpofu, F. Y. (2020). Saturation controversy in qualitative research: Complexities and underlying assumptions. A literature review. Cogent Social Sciences, 6(1). 1– 17https://doi.org/10.1080/23311886.2020.1838706
• Shepard, I. D. H. (2005). From cattle and coke to Charlie: Meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21, 589–606. https://doi.org/10.1362/0267257054307381
• Stanton, A. D., & Stanton, W. W. (2013). Building "Brand Me": Creating a personal brand statement. Marketing Education Review, 23(1), 81–86. https://doi.org/10.2753/mer1052-8008230113
• Udemy Business. (2022). Workplace learning trends report 2022. https://business.udemy.com/2022-workplace-learning-trends-report/ [access:31.05.2023]
• Vallas, S. P., & Christin, A. (2018). Work and identity in an era of precarious employment: How workers respond to "personal branding" discourse. Work and Occupations, 45(1), 3–37. https://doi.org/10.1177/0730888417735662
• Wetsch, L. R. (2012). A personal branding assignment using social media. Journal of Advertising Education, 16(1), 30–36. https://doi.org/10.1177/109804821201600106
• Yankov, B., Ruskov, P., & Haralampiev, K. (2014). Models and tool for technology start-up companies success analysis. Economic Alternatives, 3, 15–24.
• Zaech, S., & Baldegger, U. (2017). Leadership in start-ups. International Small Business Journal, 35(2), 157–177. https://doi.org/10.1177/0266242616676883
• Zhao, X. (2021). Auditing the "Me Inc.": Teaching personal branding on LinkedIn through an experiential learning method. Communication Teacher, 35(1), 37–42. https://doi.org/10.1080/17404622.2020.1807579

Identifiers

DOI

10.2478/minib-2023-0009

Biblioteka Nauki

11542151