Title: The perceptions and experiences of human resources recruiters regarding LinkedIn as an online personal branding representation of recent business graduates

Authors: Carlos Valdez; Carole Ann Creque; David Penn

Addresses: College of Business (BA1-325-D), University of Central Florida, 4000 Central Florida Blvd., Orlando, FL 32816, USA ' College of Business (BA1-325-G), University of Central Florida, 4000 Central Florida Blvd., Orlando, FL 32816, USA ' College of Business (BA1-356), University of Central Florida, 4000 Central Florida Blvd., Orlando, FL 32816, USA

Abstract: This research examines the LinkedIn personal branding strategies that recent business graduates utilise to attract human resources recruiters (HR recruiters). This study implements an interpretative phenomenological analysis (IPA). Conducting 11 personal interviews with HR recruiters, the authors explore recruiters' perceptions regarding LinkedIn as an online personal branding representation of recent business program graduates. The findings reveal that HR recruiters prefer to review an effective and complete LinkedIn profile instead of a resume because of the more holistic view they can obtain about the candidate. However, it is more complex than creating a LinkedIn profile, but also how active the candidate is on the platform in the industry they are interested in. This study contributes to the personal branding literature by extending the understanding of how HR recruiters utilise social media platforms to find the best candidates, especially LinkedIn.

Keywords: personal branding; human resources recruiters; recent business graduates; impression management; LinkedIn; interpretative phenomenological analysis; IPA.

DOI: 10.1504/IJTMKT.2024.135667

International Journal of Technology Marketing, 2024 Vol.18 No.1, pp.20 - 33

Received: 09 May 2022
Accepted: 05 Apr 2023
Published online: 21 Dec 2023 *

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