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Slipa din diamant: Det personliga varumärkets betydelse vid rekrytering inom kommunikationsbranschen
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesisAlternative title
Polish your Diamond : A qualitative study on the subject of personal branding linked to recruitment procedures within the communication business (English)
Abstract [en]

Department of Communication, School of Education and Communication, 61-90 HP

Abstract

Polish your Diamond

– A qualitative study on the subject of personal branding linked to recruitment procedures within the communication business.

Ebba Hogstadius, Louise Montgomery och Ida Skoglund

Lately the concept of personal branding has occurred frequently in the media. Today there is not much research done on the concept aside from research that deals with celebrities. This study examines the concept linked to an individual within the communication business. With regards to today’s tuff competition on the job market it has become more important for the individual to stand out from the crowd. One way of doing this is to create a strong personal brand and that is why the concept is studied linked to recruitment procedures within the communication business. This purpose has been concretized into four research questions:

1. Why is it important for an individual within the communication business to have a strong personal brand?

2. How is an individual’s personal brand effected by Internet?

3. Is personal branding more important in recruitment today than a few years ago?

4. Does the concept of personal branding differ between professionals within the field and recruiters in the communication business?

To fulfill the purpose and answer the research questions of this essay, six qualitative interviews were conducted. The persons interviewed either work professionally with personal branding or with recruitment within the communication business.

The main result shows that personal branding is not a well recognized concept today. We have established that the concept is used by more people than the ones that work professionally with it. The recruiters do not use the concept specifically although they consider all its essence in the recruitment process. The biggest advantage of personal branding is that it can be used as a career tool.

Keywords: Personal branding, branding, branding strategy, Recruitment procedures, the communication business

School of Education and Communication

Box 1026

551 11 Jönköping

Phone: +4636 101000

Place, publisher, year, edition, pages
2007. , p. 46
Keywords [en]
personal branding, branding, branding strategy, recruitment procedures, the communication business
Keywords [sv]
personligt varumärke, varumärkesbyggande, varumärkesstrategi, rekrytering, kommunikationsbransch, den ”nya offentligheten”, kvalitativ studie
Identifiers
URN: urn:nbn:se:hj:diva-1196OAI: oai:DiVA.org:hj-1196DiVA, id: diva2:3639
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Available from: 2008-04-03 Created: 2008-04-03

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf