The actual situation of building a personal brand in social networks of students at Vietnam National University Ho Chi Minh City for finding part-time jobs

Abstract

This study identifies and analyzes the actual situation of building a personal brand in social networks of students at some member universities of Vietnam National University Ho Chi Minh City. To collect data, the authors surveyed 180 students by the quota sampling method at the University of Social Sciences and Humanities, the University of Technology, and the University of Economics and Law. The research results show that (1) students receive information about brand building mainly through social networks and those around them; (2) there is a difference in the level of personal branding between groups of general and specialized students as well as between groups of students doing and not doing part-time jobs; (3) when building a personal brand, students are most interested in identifying their appearance but less concerned with their future plans; and (4) the factors affecting students' personal brand building are their perception of themselves and plans for their future work. In order to improve the effectiveness of personal branding for finding part-time jobs, the initiative of students is most important. The research results are a reference information channel to help students improve their personal brand in social networks for finding part-time jobs.