"Personal branding has shifted from celebrities and top-tier managers to employees and job seekers, making the ways in which people market themselves more of a conscious effort. We found that authenticity was perceived to play a central role in personal branding, as well as being the most crucial characteristic of Gen Z online personal brands that employers expected to find.
Wenjie Cai, from the University of Greenwich, added, "Image consistency is becoming a critical concern for Gen Z to highlight their skillsets to potential employers. As a result, personal branding has emerged as a means of achieving career success."Ĭo-author Dr. "Social media has emerged as a tool for shaping the personal brands of job seekers, and how Gen Z attempt to represent themselves authentically online has implications for their job seeking activities and affects hiring decisions. 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. 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. 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." 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. 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.
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 study results are published in Information Technology & People. 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.
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