nguyen thu uyen f15b sfbsbbfa research report on the importance of personal branding in career development and success

The process of developing a personal brand...3V.An example of success in building a personal brand for career achievement...4VI... Personal branding is the solution to this problem, it i

Banking Academy of Vietnam International School of Business

A Research Report on

THE IMPORTANCE OF PERSONAL BRANDING IN CAREER

DEVELOPMENT AND SUCCESS

Teacher: Nguyen Ngoc Bich

Student: Nguyen Thu Uyen

Class: F15B

Course: Project 1

Hanoi, 22/02/2022

A secondary research

on The importance of personal branding in career development and success

by

Nguyen Thu Uyen _ F15-270 Class: F15B

Lecturer: Nguyen Ngoc Bich

Course: Project 1 Mark:

Hanoi, 22/02/2022

STATEMENT OF AUTHORSHIP

Students’ name: Nguyen Thu Uyen

Class: F15B

Student Number: F15-270

Subject: Project 1

Lecturer: Nguyen Ngoc Bich

Name of research paper:

A STUDY ON THE IMPORTANCE OF PERSONAL BRANDING IN CAREER DEVELOPMENT AND SUCCESS

Declaration

I declare that the work attached is entirely my own, and that I have given due acknowledge as required by International School of Business (ISB)

I understand that the work submitted may be reproduced and/ or communicated for the purpose of detecting plagiarism

Signed _ Date: 22nd February, 2022

Plagiarism

By signing the declaration, you are stating that you have not plagiarized

Use the following as a checklist

⬜ This work is entirely my own

⬜ I have not copied another student’s work

⬜ I have not copied or used in any way material from a text, journal, website or other published source without acknowledgement (including non – English sources)

⬜ I have cited and referenced fully and correctly as required by the ISB where applicable

⬜ I have not reworded material from another source and presented it as my own

⬜ I have not used this work in a previous class (self - plagiarism)

TABLE OF CONTENTS

II Definitions 1

1 Target audience 1

2 Personal branding 1

3 Brand identity 2

4 Brand positioning 2

5 Brand image 2

III The importance of personal branding in career success and development 2

IV The process of developing a personal brand 3

V An example of success in building a personal brand for career achievement 4

VI Conclusion 4

References 5

Due to changes in today’s world coupled with the growth of a knowledge-based economy, preparing, planning, and shaping professional development from the early stage of the professional career and at its every stage plays a key role in achieving a successful career (Firguska, 2016) Besides, it is genuinely difficult for job hunters to be extraordinary employees, stand out from the rest, and be used to being neglected and unremembered by prospective employers with today’s challenging and competitive work market (Collins, 2012) For example, according to a study in Indonesia, on account of a growing number of career seekers applying for limited job vacancies, getting a job has become progressively arduous (Melissa T Nugraha, 2020)

Personal branding is the solution to this problem, it is one of the powerful tools of conscious and mature building a qualified career and achieving professional objectives by employees (Firguska, 2016) In other words, one of the most significant tools that can manage a career for success is personal branding (Melissa T Nugraha, 2020) Moreover, providing a complete and general view, Horton (2011) supposed that by boosting a personal brand, people will have an advantage that enables them to compete with their peers and have more job opportunities

Thus, this paper shall present the concept of personal branding, an in-depth investigation of its role in career development and success, and steps to develop a personal brand Thanks to

it, readers shall know more about this type of branding and understand how to put it into practice in order to achieve success in their careers

1 Target audience

According to Piatykop and Proninа (2020), the target audience is a group of people who have similar interests and characteristics that differentiate them from the general population of prospective clients

2 Personal branding

Personal branding is the process by which people and businesspeople discover and express their distinctive value proposition, whether professional or personal, with the purpose of distinguishing themselves from the crowd Schawbel (2010) states that in order to achieve a

various platforms Besides, it could be defined briefly as the process of capturing and advertising a person's strengths and individuality to a specific audience (Labrecque, Markos, and Milne, 2011)

3 Brand identity

The marketer's desired perception of the brand (Labrecque, Markos, and Milne, 2011)

4 Brand positioning

The act of actively communicating a part of the brand identity to a specific target audience (Collins, 2012)

5 Brand image

The marketplace's perception of the brand (Collins, 2012)

III The importance of personal branding in career success and development

In general, personal branding is crucial for both the hiring and job-searching processes It is the most efficient method for clarifying and expressing to businesses and customers what makes people unique, distinctive, and valuable—and using those attributes to direct one's career It is about discovering and utilizing one's distinguishing characteristics—strengths, abilities, values, and passions—to differentiate oneself from peers or opponents As a result, through personal branding, people effectively convey the unique promise of value that they have to give (Arruda and Dixson, 2007) Furthermore, in today's job market, when available positions are limited, having a strong personal brand is an advantage, as it opens up a broader range of career prospects (Collins, 2012) Therefore, personal branding has become a significant factor for job candidates (Horton, 2011)

Moreover, personal branding is essential for both job seekers and existing employees because employers are not just interested in assessing the personal brands of job applicants, they are increasingly focused on helping existing employees to develop theirs (The Open University, 2019) According to Firguska (2016), a strong personal brand improves an individual's competitiveness in the job market, both internally (in the company where they work) and externally (local, regional, etc.) Having greater competitiveness in the internal job market, employees would have a better chance of promotion In other words, a strong personal brand makes the process of establishing a professional career easier, with all of the associated professional and personal benefits

Besides, personal branding has become a significant component of the employment process,

(Collins, 2012) A clear, targeted personal brand will demonstrate to recruiters that people have spent time considering their needs and how people can align with and support them As

a result, employers could have a clear understanding of what they can gain from working with job searchers instead of wasting time trying to figure them out (The Open University, 2019)

Briefly, in today's ever-changing world of business, personal branding is the one constant It gives people an edge, whether they are finding a new occupation or making a sales pitch to a new consumer (What Is Personal Branding And Why Is It Important? - The PR Insider, 2015) and guides them to their destination, a satisfying, successful job, much like a trusted beacon (Arruda and Dixson, 2007)

IV The process of developing a personal brand

Step 1 : Create a brand identity - Characteristics that set people apart from the competitors

Khedher (2014) suggests that in building a personal brand, people should establish different attributes in order to stand out from their competitors while meeting the expectations and demands of their target market After that, the demands of target and expectations are compared and matched with these personal qualities To self-assess, people are forced to understand both their opponents and their target market Personal brand identity is determined by a person's inherent internal characteristics as well as exterior elements that imply social relationships Personal branding, according to Motion (1999), Shepherd (2005), and Rein et al (2005), is basically an inside-out process that relies on an individual's powers and individuality in connection with a target market

Step 2 : Enhance the brand positioning - Efforts to market products and services both online and offline

It is necessary to position an individual brand in customers' minds The active marketing communications efforts of one's brand identification to a specified target market are referred

to as brand positioning Personal branding is all about promoting oneself Individuals utilize brand positioning to distinguish themselves from other people in the marketplace while emphasizing their positive features that are valuable to their target audience at the same time (Khedher, 2014) According to Peters (2007), social networking for individuals is immensely important It can be used for enhancing their scope in the personal branding campaign and the significance of the personal brand

Personal branding is about taking ownership of one's own image, and a personal brand, like a business or product, is built to achieve results People who create viable professional images are viewed as capable of achieving their goals Misalignments between their declared objectives and the assessments of others are examples of branding disasters (Labrecque, Markos, and Milne, 2011) Because a brand is created to satisfy the market, the primary goal

of this stage is to establish whether the branding efforts satisfy the branding targets as well as personal targets In this case, including market feedback is critical To become a brand, people must be recognized by the marketplace as having such a status

V An example of success in building a personal brand for career achievement

Marie Kondo is known as a tidying expert She has been interested in organizing since her childhood When she was a child, she also realized that she had a unique hobby and a special talent, which made her different from other children Therefore, when she was 19, she began her tidying consultant business, and in 2015, Marie Kondo first launched her best-selling book, “The Life-Changing Magic of Tidying Up” Her book’s success led to a variety of achievements in her career; she earned award nominations, appeared in a lot of magazines as well as on numerous major Japanese television and radio programs She then took advantage

of her peak popularity to create an e-commerce shop for her website, where she sells lifestyle things that would "spark joy for you." Because of the powerful personal brand that she has built, it is not weird to hear someone say, "I’m Marie Kondo-ing my house."

VI Conclusion

To sum up, personal branding has been becoming increasingly essential for individuals of all ages This given study presents the definition of some terms that are related to personal branding and three steps to develop a personal brand; emphasizes the important role of personal branding in developing careers and achieving professional success Therefore, this research is useful for readers who are concerned about gaining insight into building a personal brand in order to advance their professional growth and success, particularly university students and recent graduates

References Arruda, W and Dixson, K., 2007 Career distinction : stand out by building your brand [ebook] Canada: John Wiley & Sons, Inc., Hoboken, New Jersey Available at:

<http://file:///C:/Users/DELL/Downloads/Career%20Distinction%20Stand%20Out

%20by%20Building%20Your%20Brand%20by%20William%20Arruda,%20Kirsten

%20Dixson%20(z-lib.org).pdf> [Accessed 14 February 2022]

Chritton, S., 2016 dummies - Learning Made Easy [online] Dummies.com Available at:

<https://www.dummies.com/article/business-careers-money/careers/general-careers/ten-key-benefits-of-personal-branding-172076#tab6> [Accessed 14 February 2022]

Collins, B., 2012 The Importance of Personal Branding: Uses of Personal Branding for Career Development and Success [online] Digitalcommons.calpoly.edu Available at:

<https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?

referer=https://scholar.google.com/&httpsredir=1&article=1048&context=joursp> [Accessed 9 January 2022]

Figurska, I., 2016 PERSONAL BRANDING AS AN ELEMENT OF EMPLOYEES’ PROFESSIONAL DEVELOPMENT [online] Frcatel.fri.uniza.sk Available at:

<http://frcatel.fri.uniza.sk/hrme/files/2016/2016_2_03.pdf> [Accessed 9 January 2022] Horton, T., 2011 Branded for Success [online] Main Available at:

<https://www.td.org/magazines/td-magazine/branded-for-success> [Accessed 9 January 2022]

Khedher, M., 2014 International Journal of Information, Business and Management -Personal Branding Phenomenon [online] Ijibm.elitehall.com Available at:

<https://ijibm.elitehall.com/IJIBM_Vol6No2_May2014.pdf> [Accessed 23 February 2022]

Labrecque, L., Markos, E and Milne, G., 2011 Online Personal Branding: Processes, Challenges, and Implications Journal of Interactive Marketing [online] Available at:

<https://sci-hub.se/10.1016/j.intmar.2010.09.002> [Accessed 14 February 2022] Motion, J., 1999 Personal Public Relations: Identity as a Public Relations Commodity

<https://pdf.zlibcdn.com/dtoken/0a6a6e9730c2c50e60a9602cbc0bc481/s0363-8111(99)00032-6.pdf> [Accessed 23 February 2022]

Nugraha, M., Dwimaida, D., Hasan, L and Setiowati, R., 2020 How Personal Branding Affects Millennials� Career Success [online] Psychologyandeducation.net Available

at: <http://www.psychologyandeducation.net/pae/index.php/pae/article/view/263> [Accessed 9 January 2022]

Peters, T., 1997 The Brand Called You [online] Personalimpact.ca Available at:

<https://personalimpact.ca/wp-content/uploads/2015/08/thebrandcalledyou.pdf> [Accessed 23 February 2022]

Piatykop, O and Proninа, O., 2020 Model Selection of the Target Audience in Social Networks in Order to Promote the Product [online] Ceur-ws.org Available at:

<http://ceur-ws.org/Vol-2604/paper29.pdf> [Accessed 18 February 2022]

Rein, I., Kotler, P., Hamlin, M and Stoller, M., 2005 High Visibility: Transforming Your Personal and Professional Brand [online] Pdf.zlibcdn.com Available at:

<https://pdf.zlibcdn.com/dtoken/324d054a5a03d0aeafa45b5e1b7177f4/High_Visibility_ Transforming_Your_Personal_and_Pr_1047439_(z-lib.org).pdf> [Accessed 23 February 2022]

Schawbel, D., 2010 Me 2.0 [online] Google Books Available at:

<https://books.google.com.vn/books?

id=QtrjCgAAQBAJ&printsec=frontcover&hl=vi#v=onepage&q&f=false> [Accessed 14 February 2022]

Shepherd, I., 2005 From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding [online] Eprints.mdx.ac.uk Available at:

<https://eprints.mdx.ac.uk/6582/1/shepherd-from_cattle_and_coke.pdf> [Accessed 23 February 2022]

The Open University, 2019 Personal branding for career success [ebook] Available at:

<http://"C:\Users\DELL\Downloads\personal_branding_for_career_success.doc"> [Accessed 14 February 2022]

The PR Insider 2015 What Is Personal Branding And Why Is It Important? - The PR Insider [online] Available at: <https://www.curzonpr.com/theprinsider/what-is-personal-branding-and-why-is-it-important/> [Accessed 14 February 2022]