Personal Brand Development Aimed At Improving Employment Opportunities – The Role of Higher Education

Mirna Marković, Azra Bašić, Ajla Čelik, Ilvana Đešević, Adna Međedović


Uncertainty, unfolding in the most extreme forms in the period of one of the greatest global challenges– a threat to the health and wellbeing of people, caused by the pandemic, is gaining a form difficult toconceive in temporal and conceptual terms. In the perception of students, the young people on the brinkof the first employment, the uncertainty primarily reflects in the estimate of possibilities of finding ajob and opportunities to construct a professional identity. This paper examines the potential role ofpersonal branding in the improvement of student opportunities to find the desired job, as well as theimportance of higher education institutions as strategic partners in the process. This paper, among others,also emphasizes the importance of empowering students towards the recognition of the role of theirknowledge and competencies acquired during the studies; the role which does not correspond to banal,oversimplified reduction of the role of education as means to meet the labour market needs.


personal branding; employment; students; higher education

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