STRATEGIC PERSONAL BRANDING FOR STUDENTS AND YOUNG PROFESSIONALS

Abstract

In a society dominated more than ever by a competitive environment, self-development can play a key role in gaining the wanted job or internship program for students and young professional. Learning how one can develop a personal branding program in a strategic way is, in this context, an important acquisition. The present study leads to the development of a simple model that young adults can use to create a personal branding process. Following some simple steps, young people aspiring to a successful professional life can have more opportunities and a better start in their professional activity. The study will first follow a literature review of relevant works in personal branding theory. The second objective of the study is to present the model developed by the author and that is used in the activity of creating a personal branding plan with students studying communication and public relations in a university of Romania. The study is based on a cross-sectional observation research method, conducted on a sample of 286 students from a faculty of communication, public relations and advertising in Romania, over a five-year period, students who attended a personal branding course. The results identified the needs and aspirations of students interested in personal development through personal branding strategies and led to the creation of a simple model of personal branding that can be followed by students and young professionals.