Using LinkedIn to Teach Students How to Build Their Professional Network and Enhance their Personal Brand

Abstract

The majority of hiring managers use social media to find, screen, and eliminate job applicants. Students need to understand the short- and long-term effects of what they post on line. Instructors need to teach students to actively promote and curate a positive image in an online environment. Personal branding focuses on portraying oneself, one’s competencies and experiences in a positive light. Since LinkedIn is the most used professional networking platform, it is essential that students not only create a profile but learn to include the essential information that employers are seeking. The author performed a literature review on personal branding, social networking and factors needed to have a successful LinkedIn profile. Based on these findings, a LinkedIn assignment was developed for students to help them build their personal brands and increase their visibility on the web. The author conducted a content analysis of over 150 student reflections on the LinkedIn assignment and found the top three benefits of the LinkedIn assignment to be: building a network, designing a great profile, and finding/receiving job and internship offers. This paper contributes to research by providing a specific assignment that any faculty can use to teach students how to brand themselves on LinkedIn.