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Advisor(s)
Abstract(s)
O avanço tecnológico e o aumento exponencial da utilização das redes sociais acarretou grandes mudanças ao nível da comunicação e do mercado de trabalho, que vieram trazer novas oportunidades mas também novos desafios aos profissionais.
Em contexto de trabalho, ter uma presença digital profissional nos dias de hoje torna-se indispensável. A gestão estratégica e eficaz da marca pessoal no universo digital é uma forma de as pessoas mostrarem a sua promessa única de valor e de se destacarem num mercado tendencialmente mais concorrido. O LinkedIn é um dos meios digitais mais importantes para a gestão de marca pessoal e é considerado uma rede social para profissionais e uma ferramenta de gestão de marca pessoal e de carreira.
Este estudo é um dos primeiros a explorar as estratégias de redes sociais no LinkedIn para a gestão de marca pessoal e o impacto na força da marca pessoal, através de um conjunto de métodos de pesquisa: observação não participante, questionário e análise de conteúdo.
Os resultados deste estudo exploratório mostram que os participantes que gerem a sua marca pessoal no LinkedIn, através de estratégias eficazes de otimização do perfil, networking e produção de conteúdos, melhoram o posicionamento da sua marca pessoal e obtém maior notoriedade dentro do seu setor, o que resulta em mais oportunidades de negócios que ajudam na gestão eficaz da sua marca pessoal e na progressão de carreira.
Technological advances and exponential rise of social networks usage entailed major changes in communication and labor market, which brought new opportunities but also new challenges for professionals. As far as work is concerned, having a professional digital presence nowadays is imperative. Strategic and effective personal branding in the digital world is a way for people to show their unique promise of value and to be remarkable in an increasingly competitive marketplace. LinkedIn is one of the most important digital media for personal branding and is acknowledged for being a social network for professionals and a tool for personal branding and career management. This study is one of the first to explore LinkedIn's social networking strategies for personal branding and the impact on personal brand’s strength, through a combination of research methods: non-participant observation, survey and content analysis. The results of this exploratory study indicate that participants who manage their personal brand on LinkedIn, through effective profile optimization, networking and content marketing strategies, improve the positioning of their personal brand and increase brand awareness within their industry, which leads to more business opportunities and help them in the effective personal branding and career advancement.
Technological advances and exponential rise of social networks usage entailed major changes in communication and labor market, which brought new opportunities but also new challenges for professionals. As far as work is concerned, having a professional digital presence nowadays is imperative. Strategic and effective personal branding in the digital world is a way for people to show their unique promise of value and to be remarkable in an increasingly competitive marketplace. LinkedIn is one of the most important digital media for personal branding and is acknowledged for being a social network for professionals and a tool for personal branding and career management. This study is one of the first to explore LinkedIn's social networking strategies for personal branding and the impact on personal brand’s strength, through a combination of research methods: non-participant observation, survey and content analysis. The results of this exploratory study indicate that participants who manage their personal brand on LinkedIn, through effective profile optimization, networking and content marketing strategies, improve the positioning of their personal brand and increase brand awareness within their industry, which leads to more business opportunities and help them in the effective personal branding and career advancement.
Description
Keywords
Gestão de marca pessoal Marketing digital Estratégia de redes sociais LinkedIn Personal branding Social networking strategy Digital marketing