Personal Brand Development Aimed At Improving Employment Opportunities – The Role of Higher Education

Abstract

Uncertainty, unfolding in the most extreme forms in the period of one of the greatest global challenges– a threat to the health and wellbeing of people, caused by the pandemic, is gaining a form difficult to conceive in temporal and conceptual terms. In the perception of students, the young people on the brink of the first employment, the uncertainty primarily reflects in the estimate of possibilities of finding a job and opportunities to construct a professional identity. This paper examines the potential role of personal branding in the improvement of student opportunities to find the desired job, as well as the importance of higher education institutions as strategic partners in the process. This paper, among others, also emphasizes the importance of empowering students towards the recognition of the role of their knowledge and competencies acquired during the studies; the role which does not correspond to banal, oversimplified reduction of the role of education as means to meet the labour market needs.