Researchers from the University of East Anglia discovered that Generation Z perceives social media image as the most important tool for gaining advantage when looking for a job. The research was published in the journal Information Technology and People.
Generation Z are people born between the late 1990s and early 2010s. The study involved Generation Z students who were in their final year at university. The researchers interviewed the participants and also looked at student profiles on the professional social network LinkedIn.
All participants perceived digital personal brands as an important tool to make a strong impression on employers. Scientists have noted that other generations tend to maintain a pretty perfect online image, but Gen Z believes an imperfect online image works better. They advocate a more dynamic and incomplete style and are willing to share flaws and weaknesses.
Scientists believe that a personal brand is now important not only for celebrities but also for job seekers and employers. Researchers suggest that universities help students build their social media image. Companies should also take advantage of opportunities to interact with students and job seekers to save time, money and resources in recruiting.