The role of personal branding in job search success: Moderators of authenticity in shared information

Abstract

The pursuit of flexibility and quick response to changes becomes crucial as we cycle through an era characterized by the 4.0 digital revolution. Personal branding is an important part of the hiring process nowadays. This records a person's lasting impression on its potential hiring manager. Young job seekers benefit from the increased level of visibility provided by personal branding. Personal branding serves more than just self-promotion; it also expresses one's core values, which makes the job market a competitive platform for all eligible candidates. This research attempts to explore the effect of personal branding on job-seeking success as perceived by Generation Z students. This study examines the interaction among variables such as perceived employability, self-brand distinctiveness, and self-brand expression. The study came up with pertinent truth by investigating reliable sources for the Impact of Personal Branding on Job-Search Success, with authenticity serving as a key moderating variable. The present research study aims to test the path between personal branding and job performance and further appraise the role of authenticity. After reviewing 324 responses from university students in Ho Chi Minh City, 306 were selected for detailed analysis. The findings suggest that factors such as self-brand differentiation and career aspirations and their indulgence in the motivation to develop a personal brand are highly crucial. At the same time, the personal branding could also help make a significant difference in employability. The results show how the students in Ho Chi Minh City are explained mainly by self-brand differentiation and professional aspirations as to why they would like to develop their own brand for self-expression. Out of these groups, the high-career-goals students likely develop a true and self-expressive personal brand and invest much time and dedication in its development.So in the end, what can possibly be inferred is that the authenticity of personal branding will contribute to various adjacent good assets in employability, offering students their unique appeal to employers. This entire thing is aimed at pointing out the fact that a genuine, consistent, and authentic personal brand is going to act like an elixir underlining the self-confidence and perceived capability to keep up with the job market. The same study is strongly relevant with the inclusion of some very important points to the Sustainable Development Goal 8- Decent Work and Economic Growth