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New research reveals how members of Generation Z perceive online “personal brands” as a crucial tool to gain more advantage in job markets.
The study, led by the University of East Anglia in collaboration with the University of Greenwich, demonstrates the importance of authentically building online personal branding strategies and tactics to bridge the gap between Gen Z’s desired and perceived images on social media when job seeking. The study results are published in Information Technology & People.
Members of Gen Z—the generation of people born between the late 1990s and early 2010s—are also in favor of a more dynamic, interactive, work-in-progress style of authentic personal brands, which may not necessarily show them as “perfect,” but instead willing to share imperfections and weaknesses.
The findings, published in the journal Information Technology & People, suggest that those of Gen Z are using this combination as a strategy to establish more significant levels of trust and engagement with employers.
Lead researcher, former UEA Masters student and Gen Z student job seeker Nguyen Trang, said, “As Gen Z start graduating from university and entering the competitive job market, understanding how they enter the workforce is important. Less is known about the Gen Z student perspective, and their brand-building strategies, brand goals and motivation, and how they manage risks associated with their images when promoting on social media.”
Study co-author Dr. Brad McKenna, Associate Professor in Information Systems at UEA, said, “The differentiating factor between Millennials and Gen Z is the use of technology from an early age and how this has impacted their online behavior. Gen Z are always connected to digital environments through interactions with their networks, gaming, consuming videos, and creating their own content to share on social media.
2023-03-11 19:00:03
Source from phys.org
A recent study has suggested that the success of the members of Generation Z in their careers and job prospects will depend largely on their online ‘personal brands’. In a world where social networking and digital communication have become the norm, it has become increasingly important for professionals of all ages to have a prominent and positive online presence that can showcase their strengths, abilities and experiences.
According to a report published by ManpowerGroup Solutions, Generation Z – also commonly known as ‘digital natives’ – face a unique set of challenges as they enter the job market. This demographic, born between the years 1995 and 2010, is the first to have grown up with unfettered access to the internet and social media, and is therefore highly attuned to the importance of building and maintaining digital relationships.
The report indicates that members of this age group are more likely to take a highly strategic approach to their online presences, with many actively curating their profiles to project a specific image or identity to potential employers. Consequently, their personal brands – which encompass everything from social media posts to online portfolios and professional networking profiles – can have a significant impact on their ability to secure job offers and progress in their chosen fields.
One of the key factors driving the importance of personal branding for Gen Z is the rise of the so-called ‘gig economy’, which has created a highly competitive job market where freelancers and independent contractors must constantly market themselves to stay ahead. The ability to establish a strong online presence, therefore, has become a necessity rather than a luxury, as it provides individuals with a way to differentiate themselves from their peers, showcase their expertise, and build a network of professional connections.
The study also highlights the benefits of personal branding beyond pure career prospects. Individuals who cultivate a strong online presence are likely to enjoy increased exposure, credibility, and influence in their industry, which can lead to expanded opportunities and higher salaries over time.
In conclusion, the digital age has brought new opportunities and challenges for job seekers, especially those belonging to Generation Z. By focusing on building a compelling personal brand – both online and offline – this demographic can effectively market themselves and develop a strong foundation for success in their careers. As employers increasingly turn to social media to assess potential candidates, it is clear that the strategic development of one’s digital identity is critical for achieving success in the modern workforce.
