Relationship between number of employed students with number of students that perceive themselves as brands

• Author: Jetmira Kociaj - Teuta Nunaj
• Position: John Jay College of Criminal Justice, USA - Marin Barleti University, Albania
• Pages: 55-66

European Journal of Economics, Law and Social Sciences

IIPCCL Publishing, Graz-Austria

Vol. 3 No. 2

June, 2019

ISSN 2519-1284

Acces online at www.iipccl.org

55

Relationship between number of employed students with number of students

that perceive themselves as brands

MSc. Jetmira Kociaj

John Jay College of Criminal Justice, USA

PhD. Teuta Nunaj

Marin Barleti University, Albania

Abstract

According to Personal Brand strategist Meredith Liepelt “Your brand is what people think of

when they think of you. In some ways, it's a refl ection of the values you represent and the talents

you can bring to a company (Cote, 2016)”. It is a time-consumingprocess, but its role is crucial

nowadays. This research paper aims to provide general information on personal branding and

the impact that employment has in it. The focus of this study are Albanian studentsand how

their engagement in employment policies (work experience, training program, internship)

impacts their perception on personal Branding. The research question of this paper is: Is there

is a relationship between employment and personal branding perception? T o answer the

research question, a mixed approach of qualitative and quantitative research was conducted,

and questionnaires were distributed to third year Business Administration students (Bachelor

Students who study Brand Management). The fi ndings and conclusions of this study indicate

that employed students are more oriented towards personal branding, but neither engaged

students’ nor unengaged ones think that their brand can be communicated online. This study

has an innovative value, because there are no studies focusing in the role that employment

plays in personal branding perception.

Keywords: Personal Branding, Personality, Personal value, Self-presentation.

Introduction

In many states, governments, in order to deal with the youth unemployment

problem, design strategies, approve policies and support contracts between faculties

and private enterprises. These engagements decrease the number of unemployment

among students, but indirectly these help them knowing themselves and growing

as personally and professionally.Branding (in general) is as old as human kind.

Johansson and Carlson say; “brands are trademarks that identify the product maker

or service provider” (Johansson, 2015). Regarding Montoya and Vandehey, Personal

Brand is related to three elements: “1) that is you, designed to convey two vital

pieces of information to your target market, who you are as a person and what you

specialize in doing, 2) It is a promise and tells prospects what others can expect when

they deal with you; 3) a Personal Brand is a relationship that wields infl uence over

prospects and clients” (Peter Montoya, Tim Vandehey, 2009). Keller thinks that: “The

right awareness and image can be invaluable in shaping the way people treat you

and interpret your words, action and deeds” (Keller, 2008) and only by knowing and