The Impact Of Personal Branding On Social Media On Young People’s Career Orientation.pdf

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES — INFORMATION TECHNOLOGY FACULTY OF INTERNATIONAL RELATIONS THE IMPACT OF PERSONAL BRANDING ON SOCIAL MEDIA ON YOUNG PEOPLE’S CAREER

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES —

INFORMATION TECHNOLOGY FACULTY OF INTERNATIONAL RELATIONS

THE IMPACT OF PERSONAL BRANDING ON SOCIAL

MEDIA ON YOUNG PEOPLE’S CAREER

Table of contents

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1.2 Objectives 3

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CHAPTER 2: LITERATURE REVIEW

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3.4 Statistical treatment

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ABSTRACT

The technological age is developing extremely strongly, life also has many changes to match the era from lifestyle, style, and even work The orientation of young people in the new era also needs appropriate changes to bring benefits to themselves This article discusses the impact of personal branding on social networking tools on young people's employment orientation Data were collected from a survey of research subjects at the university The conclusion shows that building personal branding on online platforms is quite necessary for the future careers of today's youth Therefore, it

is necessary to maintain and have development plans for this topic in the future

CHAPTER 1: INTRODUCTION

1.1 Background

According to Thomas L Friedman (2005), the Internet has produced a "new era of connectivity" for the world The word "Internet" was coined in 1974, but it had previously been known as ARPANET Following a period of fast expansion, the Internet has assumed an essential role in global development: the world's biggest connecting tool, considerably contributing to the remarkable progress that gave rise to the Internet era The Internet progressively penetrates many disciplines, including education, culture, and entertainment, and becomes a vital instrument in people's everyday life The Internet's fast growth is both a foundation and a step forward for the globe to win the 4.0 industrial revolution This revolution has given the world many beautiful ideals Artificial intelligence, touch technology, and Big Data are examples of advanced scientific advances This makes a significant contribution to assisting the globe in general, and Vietnam in particular, in accessing numerous promising chances for innovation and growth According to Acting Minister of Ìnormation and Communications Nguyen Manh Hung “I think the Industrial Revolution 4.0 is almost a revolution in thinking”

Because of the Internet's rapid expansion, it has served as the foundation for the establishment of several social connection platforms, including Facebook, Instagram, and, most recently, TikTok In this day and age of technological advancement, the Internet in general, and social networks in particular, have become a significant part of the lives of many people, particularly young people

According to Napoleon Cat (2021) the number of Facebook users in Vietnam is roughly

76 million, indicating that the network is used by more over 70% of the country's population This number climbed even higher in this society than in 2019, to 31 million individuals According to Kepios figures, the number of persons utilizing social networks in Vietnam climbed by 5.3 million in early 2023 compared to the previous year According to Meta tool, Instagram will have around 10.35 million users in

Vietnam in early 2023 According to ByteDance data, TikTok will have 49.86 million users in Vietnam by 2023 TikTok has therefore reached 68.9% of adults in Vietnam Social networks are growing stronger and becoming one of the easy tools to express your personality unique characteristics and is even a support tool, directly or indirectly affecting the employment orientation of those who use it.People may convey their views, photographs, and videos about any topic via the Internet or social networks (Irina PETRUCA,2016) Initially, everything that transpired on social networks existed just for the purpose of receiving interactions with various relationships, but subsequently, additional components such as commerce, communication, marketing, and so on emerged Just as in any other sector, those who find out how it works will be rewarded handsomely and several kind of advantages (Arruda & Deb, 2013)

Because of the benefits that social networks bring and with the large number of social network users, everyone has a need and can build an account to promote and express themselves on social networks (Huffingtonpost, 2016) Positioning your own image can

be called "personal branding" "The way to gain a good reputation is to endeavor to be what you desire to appear" (Socrates) is the fundamental definition of the personal branding notion, which was developed over 2,400 years ago Personal branding does not apply to everyone, but it is an essential requirement for creating a pretty full profile, particularly personal branding on social networks in the 4.0 age Itlets you develop your own values, conveying the essential ideals that arise from the style, experience, and image you build To begin developing Personal Branding, you should answer the question "what do you want to be known for?" (Dalla-Camina, 2016)

One can do excellent work, but if he does not understand how to build a personal brand,

he will gain far less than his brand-aware colleague (Jim, 2013)

Personal branding is all about making a distinction in the business by one’s unique quality, experience, and presentation style "People with strong personal brands get noticed because they share their passion for what they do in a way that is relevant to the people they want to serve." (Dalla-Camina,2016) Personal branding has certain impacts

on each person's personal image, moreover, it has certain effects on career opportunities

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and career orientation in the new era Individuals may utilize their distinctive traits and skills to promote themselves to organizations by developing and maintaining a personal brand (Brenna)

1.2 Objectives

Research question:

« In the context of the development of the digital technology age, how has the career orientation of today's youth developed?

« What impact does personal branding have on those career orientatio ns?

« How do different social media platforms affect the effectiveness of personal branding for young people's career development?

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branding has certain effects on the awareness of young people, specifically students Because according to research by CareerBuilder, a leading human resources solutions company, it has been stated that 60% of employers will consider personal profiles to recruit employees This directly affects students' awareness because it is a tool to help them stand out and have higher career opportunities in these economic times Building personal branding also contributes to creating a special feature compared to the increasingly competitive market today (Tran Thi Thanh Loan, Nguyen Hoang Mai Trinh, Hoang Trong Luan, 2022) In addition, in the post-Covid era, everything has become almost modernized and online recruitment tools are used more and more Creating a well-groomed personal image on social networks not only increases your chances of applying for a job Nowadays, there are more and more new jobs appearing

on social media such as blogger, affiliate, KOL, KOC, And all of them require you to have an effective personal image building strategy if you want to achieve success Therefore, building personal branding on social networks also has direct or indirect impacts on the work orientation decisions of young people in the new era

Career orientations are definitions of the ways people think, perceive and approach their careers Career orientation is a combination of many different attitudes and interests that create unique paths in each person's work (Andreas Hirschi, 2021) Each person's career orientation will be influenced by various subjective and objective factors One of the influencing factors mentioned in this research is Personal branding, especially on the platform social network Personal branding will have certain benefits and challenges

to achieve good results To be able to build a good personal image, it is necessary to have specific strategies in developing personal color on each different platform From there, it can create good effects on the career orientation process and help students perceive and achieve success in their future work

1.5 Scope

We will research the effects of Personal branding on social networks on young people's career orientation in 2023 Because this topic has many different issues and constantly changes over time So this project must be limited within a certain time and content

scope

Scope of time: The research will be carried out within the year 2023

Scope of place: This research was conducted at a location in Ho Chi Minh City, Vietnam

Scope of subject: This study focuses on clarifying related definitions and collecting opinions of research subjects on the issue of the impact of personal branding

on social networks on the career orientation of young people

After researching this article, we realized that Personal Branding on social networks

is becoming increasingly important for young people's career guidance In today's digital world, employers are increasingly using social media to screen job candidates

A strong personal brand can help young people stand out from the crowd and create a positive impression on potential employers

« Theoretically: The research will provide basic definitions of personal branding, social networks and objective and subjective career orientation

« Practically: The research helps readers, especially young people, gain more knowledge and tools to develop themselves in the new era

1.8 Organization

In this study, we will divide into five chapters with the following titles:

Chapter |: Introduction: In chapter one, we will introduce the opening of this study, stating why we chose this topic to study, stating the object we want to study and what

it will contribute

Chapter Il: Literature Review: In chapter two we will select research papers related to the topic of this research paper to summarize and provide information to the reader, in addition to being able to evaluate those research papers

Chapter Ill: Methodology: This section will mainly focus on research and survey methods to collect and give the most accurate survey results.\

Chapter IV: Finding & Discussion:

Chapter V: Conclusion

CHAPTER 2: LITERATURE REVIEW

2.1 Concept of Personal Branding:

If in the past, branding was only for companies or famous people, today, everyone needs and should build their own personal image with their own unique

characteristics close This will bring certain benefits in many different areas Personal branding includes what we do, how we deliver it, and why we do it Not everyone is capable of building a good personal brand, which will cause disadvantages because they cannot show their reputation and awareness by those who build personal branding and a good reputation (Inrina, 2016)

The phrase "Personal Branding" first appeared in the last years of the 20th century, specifically in 1997, but at that time this concept was only for famous people or large businesses (Lauren | Labrecque, Ereni Markos & George R Milne,2010) Since that time, this keyword has gradually become more popular and commonly applied Since then, this phrase has had many different definitions created by researchers, and in this research article, | will give some definitions of this concept:

According to Arruda and Dixson, building Personal Branding plays an important role

in each individual's life Building a good personal image will help us have more opportunities to develop our careers and reach success According to another study, personal brand reputation is a tool to achieve a person's professional goals In addition

to financial benefits, they want to earn more income from their reputation get (Wioleta Kucharska) Personal branding is a summary of all the uniqueness that you have, the things that make you stand out from other individuals and are the messages conveyed by an individual that can attract attention, impress the audience you are targeting (Rastislav Zabojnik, 2018) IIlkay Karaduman believes that everyone has a personal brand, but it doesn't stop there, everyone must manage this "brand"

themselves and promote it to everyone Construction Personal Branding is a way of expressing yourself to the public, and at the core of this branding is to define who you are Emphasizing your uniqueness and characteristics helps you stand out in the crowd

From the above research, | think that personal branding is a form that every person should have, it helps build a professional image, expressing one's personality

Identifying Personal Branding not only helps in terms of reputation but is also a powerful tool to support each individual in building a career While many businesses use search engines and social networks to find potential employees, personal branding has become an important factor in the recruitment process

2.2 The role of Social Media in building Personal Branding

According to Article 3, Decree 72/2013/ND-CP, “A social network is an information system that provides the network user community with services of storing, providing, using, searching, sharing and exchanging information with each other, including services of creating personal websites, forums, online chat, sharing sounds, images and other similar forms of services ”

After advances in information technology in general and the Internet in particular, communication has developed dramatically and the appearance of social media has become stronger than ever, but we need to control it to use these tools in the right direction (Thomas D Mayfield) Initially, social media was just a means for people to connect with friends and relatives, but gradually, due to its rapid development, social media played an extremely important role in society According to Jaana Kettunen, in the present time, social media has played an important role in life and has a direct impact on each person Most industries need social media tools to grow their

reputation and as a secondary platform to promote themselves to many people Although this phrase still does not have specific definitions, it has become an

extremely familiar concept to everyone, especially young people today According to data from We are Social in 2022, there are up to 76.95 million social network users in Vietnam Data shows that there are 70.4 million Facebook users, 62.5 million Youtube users and 11.65 million Instagram users in Vietnam and this number may grow strongly in the future VNetWork believes that with a significant number of social media users, this will be a potential tool for businesses in general and individuals in particular to optimally develop

Due to the potential of social networks today, building personal branding on social networks will also help individuals promote and reach many desired target audiences Besides, building personal branding on social media also helps people promote themselves easily but also very economically compared to traditional methods (Brenna Collins, 2012) Moreover, nowadays, employers usually consider your profile not only in terms of knowledge and experience, they also consider the personal images you show on digital media platforms according to Jayson Demers once asserted "If contents is the fuel for your personal brand, social media is the engine”

2.3 Career orientation of today's youth

According to the Center for Human Resource Demand Forecasting a nd Labor Market Information of Ho Chi Minh City, currently, in Vietnam, the need to find a job is an important and necessary need, especially in the current world The young generation is always looking for good opportunities to develop themselves in the fastest and most comprehensive way Currently, according to the General Statistics Office SGO, for the first 9 months of 2023, the youth unemployment rate in urban areas is 9.8%, and in rural areas is 6.51% The situation of students graduating but not finding jobs is a difficult problem that needs to be solved Therefore, each student carefully searches for his or her career orientation Currently, there are many things that can affect the career orientation of young people, factors such as the impact of the surrounding environment, the impact of personal desires or new trends of today's professions Subjectively, students’ career orientation will be influenced by their desires to meet their life needs Human behavior originates from their needs, and needs are divided into many different levels according to a pyramid from low to high (A Maslow) Maslow's levels of needs are explained in 5 levels:

Level 1 Biological needs: These are the most necessary and minimal needs to ensure each person's survival: food, drink, sleep, air, And this is also the first level of needs in Maslow's hierarchy of needs model

Level 2 Security and safety needs: Once the first level of needs has been met, people will need the need for safety, not to be threatened or robbed

Level 3 Social needs: Needs for love, to participate in groups Humans always need attachment, communication and development

Level 4 The need to be evaluated and respected: A Maslow said that this need leads to satisfaction of the elements of power, prestige, status and self-esteem Level 5 Needs for perfection: The highest needs in the hierarchy of needs At this level, people have desires for truth, goodness, beauty, autonomy, creativity and desires for comprehensive physical and intellectual development

The goal and activity of people in life is to have their wants met, to the fullest extent possible It influences how individuals aspire and work to get what they desire People must labor to support themselves in order to meet their material, psychological, and spiritual requirements in order to advance and grow their quality of life In order to ensure that their arbitrary expectations are satisfied, young people nowadays have their own job search demands They will put their all into their task if their necessities are addressed However, if these requirements are not met, they will have restricted capacities and won't feel free to contribute and be creative (A Maslow's theory of

needs and motivating employees, Dao Phu Quy)

Young people, especially students in the process of career orientation, are easily influenced by surrounding factors, especially family and friends They are easily influenced by the specific directions that their parents choose for them or their friends

advise them (Ngo Mai Linh, Tran Phuong Nam, Nguyen Thi Quynh Anh, Mai Hoang

Long, 2023) According to Master Nguyen Cong Duy and Master Nguyen Ngoc Tan, today there are many students who still pursue university studies but do not clearly define their own goals and dreams

Career orientation is influenced by trending occupations Currently, some jobs that young people and students love, choose to study and have potential for future development include: the field of information technology, the field of health care, Marketing and content creation, Information technology field: Big data or artificial intelligence Vietnam's human resources are diligent, hard-working, and training units with good fundamentals are the premise for the rapid development of the Information

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