The purpose of this study is to gain a better understanding of how students create a personal brand and what factors that tend to be more important than others. Do students choose education as a strategic choice to prepare for the labor market and can work experience and social media influence the personal brand? This study uses the qualitative method because of the need of in-depth answers to answer the purpose of this study. The empirical data has been collected through interviews with eight students who are currently studying in higher education. To answer the purpose of this study Bourdiue’s theories have been used to analyze the results which is the theory of habitus, field theory and the theory of capital where symbolic capital and social capital were considered the most important ones. The results of this study suggest that the personal background has minimal effect, while education and work experience make up a significant part of the students’ personal brand. An more unexpected finding was that a students’ social network, personality and characteristics were considered important resources of a personal brand. These factors can help you advance on the labor market to gain experience, make you an appealing person to work with and be rewarded with good references. Regarding social media, the study finds that the participants understand what kind of effect it may have, but they want it to be as minimal as possible. For example, they see LinkedIn as an labor market appropriate network while Instagram and Facebook should be kept as private networks away from an employer. Finally, the results suggest that the students of this study make choices, even though they are unconscious, to provide better conditions to create a personal brand appealing to the labor market.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-100908 |
| Date | January 2021 |
| Creators | Spjutö, Mathilda, Tuvesson, Julia |
| Publisher | Linnéuniversitetet, Institutionen för samhällsstudier (SS), Linnéuniversitetet, Institutionen för samhällsstudier (SS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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