


































Global Research in Higher Education 
ISSN 2576-196X (Print) ISSN 2576-1951 (Online) 

Vol. 4, No. 2, 2021 

www.scholink.org/ojs/index.php/grhe 

83 
 

Original Paper 

Using LinkedIn to Teach Students How to Build Their 

Professional Network and Enhance their Personal Brand 

Katryna M. Johnson
1
 

1
 Department of Marketing, Supply Chain Operations Management and International Business, 

Metropolitan State University, Minneapolis, MN, U.S.A 

 

Received: May 15, 2021       Accepted: May 26, 2021       Online Published: June 3, 2021 

doi:10.22158/grhe.v4n2p83             URL: http://dx.doi.org/10.22158/grhe.v4n2p83 

 

Abstract 

The majority of hiring managers use social media to find, screen, and eliminate job applicants. Students 

need to understand the short- and long-term effects of what they post on line. Instructors need to teach 

students to actively promote and curate a positive image in an online environment. Personal branding 

focuses on portraying oneself, one’s competencies and experiences in a positive light. Since LinkedIn is 

the most used professional networking platform, it is essential that students not only create a profile but 

learn to include the essential information that employers are seeking. The author performed a literature 

review on personal branding, social networking and factors needed to have a successful LinkedIn profile. 

Based on these findings, a LinkedIn assignment was developed for students to help them build their 

personal brands and increase their visibility on the web. The author conducted a content analysis of over 

150 student reflections on the LinkedIn assignment and found the top three benefits of the LinkedIn 

assignment to be: building a network, designing a great profile, and finding/receiving job and internship 

offers. This paper contributes to research by providing a specific assignment that any faculty can use to 

teach students how to brand themselves on LinkedIn.  

Keywords  

personal branding, LinkedIn, social network, professional network 

 

1. Introduction 

The act of presenting oneself in a positive manner to obtain a job interview and to impress a potential 

employer during said interview has long been established. Today, students have many opportunities to 

shape their presence on the Internet even before a potential employer may encounter the applicant. 

Professional social networking sites such as LinkedIn provide students with the opportunity to present 

their skills, accomplishments and resume before ever approaching an employer.   



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Employers are increasingly using social media to screen employees (Curtin, 2021). Students can stand 

out by presenting themselves in a professional manner and by promoting their accomplishments and 

skills. Students must keep in mind that employers notice the negative content on a potential employee’s 

postings on the web. Teaching students how to effectively portray themselves on the web is a critical skill 

in today’s hiring environment.   

According to a survey by CareerBuilder, a full 70 percent of employers “use social media to screen 

candidates before hiring” (Curtin, 2021, p. 5). Even more striking is the following statistic: “54 percent 

of employers surveyed said they chose not to hire a candidate based on content found on their social 

media profile(s)” (Curtin, 2021, p. 6). One study found that up to 90% of employers use social media to 

review job applicants (Rathore, 2020). Another study indicated that the dominant sites used to screen 

applicants were Facebook and LinkedIn (Hood et al., 2014). LinkedIn was used more to search for viable 

candidates while Facebook was more likely to be used “later during the search process to exclude 

candidates if profiles contained content that detracted from the candidate’s character or ability to discern 

what is appropriate for public consumption” (Hood et al., 2014, p. 38). 

Students, therefore, need to understand what they should and shouldn’t do on social media. Posting 

inappropriate photos/videos or information, posting information on drinking/drugs, and making 

discriminatory comments made-up the top three reasons employers didn’t hire an applicant based on 

social media postings (Curtin, 2021; Hood et al., 2014). If an individual chooses not to have a social 

media presence, this can also cause negative perceptions. “Nearly half of employers (47 percent) say 

that if they can’t find a job candidate online, they are less likely to call that person in for an interview” 

(Nikravan Hayes, 2018, p. 4). Conversely, employers were more likely to hire applicants when the 

individual’s social media profile portrayed information “that supported professional qualifications, 

demonstrated great communication skills and portrayed a professional image” (Curtin, 2021, p. 12).  

Hood, Robles and Hopkins (2014) interviewed hiring managers who indicated that the most sought-after 

skills included problem solving, time management, teamwork, computer, interpersonal, showing 

initiative, decision making, creativity, and oral communication. Hood, Robles and Hopkins (2014) also 

determined the most important criteria that recruiters look at when viewing a LinkedIn Profile. These 

criteria included having individuals provide a complete job history, list of relevant skills, complete 

education information, a summary bio, list of skills (and endorsements for the skills), a career objective, 

relevant coursework listed, and a professional picture.  

As the relevance of personal branding online has increased, educators must educate their students about 

personal branding in an online environment. Additionally, students need to understand the importance of 

having their personal brand communicated in a positive manner through professional social networking 

sites. This paper will discuss the significance of personal branding, developing a professional network 

and using LinkedIn to accomplish these objectives.  

 

 



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2. Literature Review 

2.1 Personal Branding 

Personal branding involves a conscious effort to maintain an image in person and online. Students need 

to be aware of what they are communicating with others through non-verbal and verbal communication. 

Maintaining a strong positive personal brand involves a consistent effort to market oneself to others 

(Edmiston, 2014; Gehl, 2011; Hearn, 2008; Johnson, 2017; McKorkle & McKorkle, 2012; Peters, 1997; 

Rampersad, 2011; Shepherd, 2005; Vitelar, 2019).   

Personal branding encompasses communicating one’s strengths, skills, abilities and career goals to 

others in an ongoing process (Peters, 1997). To develop a personal brand, students need to reflect on their 

own strengths and weaknesses, how others perceive them, their life and work experiences, their 

communication abilities and their sense of style (Hood et al., 2014). Furthermore, students’ need to 

consider industry norms and expectations in deciding how to present themselves online and in person 

(Hood et al., 2014).  

Due to the ever-increasing usage of social media and social networking, students need to be taught the 

strategic importance of managing their own brand on a continual basis (Curtin, 2021; Edmiston, 2014; 

Hood et al., 2014; Peters, 1997; McKorkle & McCorkle, 2012; Rampersad, 2009). As individuals go 

through life, their experiences and skills will change. When individuals develop new competencies, they 

need to update their personal brand especially in an online environment (Rampersad, 2009).   

Having a personal brand that stands out from the competition when trying to find a job is essential (Harris 

& Rae, 2011; McKeon, 2020; Vitelar, 2019; Welsh, 2020). Since today much of an employment search is 

conducted on the Internet, it is important that a person’s web profiles be professional and polished 

(McKeon, 2020). As educators, it is essential that we teach students the about the significance of 

establishing and maintaining their personal brand. Part of the development of the personal brand involves 

an understanding of social networking.  

2.2 Social Networking 

Social networking involves interactions with personal and business relations to build a network of 

contacts. Social networks allow communication to be interchanged and information shared. In today’s 

world of technology, transmission of ideas can easily be shared through the plethora of social media 

platforms such as Facebook, Instagram, Twitter and LinkedIn (Edmiston, 2014; Lakshminarasimha & 

Vijayan, 2008; Lucero-Romero & Arias‐Bolzmann, 2020). Social networks and communities are formed 

based on similarities of interest, professions, and hobbies. In the realm of social networks on the Internet, 

individuals build profiles of themselves, and connect to individuals they know and with whom they want 

to be connected. People can then use these connections to build additional connections in the process of 

seeking relationships, advice or jobs.  

2.3 LinkedIn 

While many platforms exist for social media, LinkedIn is the top professional social networking site. 

“With nearly 740 million users, LinkedIn has changed the way professionals network. The platform 



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allows you to apply for jobs and connect with former co-workers and like-minded professionals” (Balkhi, 

2021, p. 2). Linked is beneficial because it allows individuals to create profiles that contains their 

expertise, skills, work experiences and career goals (Balkhi, 2021; Curtin, 2021; Doyle, 2021; Mckorkle 

& McKorkle, 2012; Stoller, 2021). Additionally, LinkedIn allows users to seek recommendations from 

others in order to build credibility (Bautista, 2021; Chan, 2021; Doyle, 2021; Rycraft, 2018). 

Furthermore, LinkedIn allows individuals to make connections with individuals they have never met in 

order to build their network.  

93% of recruiters use LinkedIn to research and recruit candidates. LinkedIn allows you to 

have an online personal brand which makes you visible to key decision makers and recruiters. 

This means when your name is put into a search engine such as google, you have an online 

personal brand and you are appearing in search results (Rycraft, 2018, p. 3). 

2.3.1 LinkedIn Guidelines for a Successful Profile 

Past studies have enumerated key factors for building a LinkedIn profile (Arruda, 2013; Balkhi, 2021; 

Bremner & Phung, 2015; Curtin, 2021; Doyle, 2021; Heath, 2017; Hood et al., 2014; “How to Make, 

2021; Johnson, 2017; Kellogg, 2020; Labreque et al., 2010; McKorkle & McKorkle, 2012; Moran, 2021; 

Rampersad, 2001). These factors include: 

● Having a professional profile picture 

● Defining who you are and what you want in profile summary 

● Developing storytelling skills 

● Showcasing accomplishments/skills/work 

● Using keywords throughout profile 

● Being authentic and consistent 

● Posting meaningful and engaging content 

● Keeping profile updated and active 

● Asking others for recommendations 

● Performing spell check and grammar check on profile  

● Building a network 

● Commenting and sharing information posted by contacts within network 

2.3.1.1 Having a Professional Profile Photo 

I have been using a class assignment on LinkedIn for five years. During this time, I have realized that 

many students do not understand what it means to have a professional looking photo. I tell students that 

they do not need to pay money for a photographer, but that they need to keep the photo professional. Still, 

some students choose to post a profile picture with their pet or significant other, wear clothes that appear 

like they are on vacation, and wear hats/glasses that obscure the view of their face. To decrease the 

likelihood of this occurring, I have links and comments on the assignment to assist students with 

developing an appropriate and professional looking profile page, but still have found it necessary to 

elucidate what is meant by a professional looking photo. I have provided students with a summary of 



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requirements found in an article by Kellogg (2020, p. 20) that nicely summarizes expectations. Students 

should keep these things in mind when selecting a profile photo: 

● Profile should include face and/or shoulders. No extreme closeup of face or full-length picture. 

● Photo should be crystal clear and unpixellated.  

● Person should not wear hats, sunglasses or any other obscuring accessories. 

● Smile. 

● Have great lighting. 

● Do not use a selfie (or at least something that you can tell is a selfie). 

● Don’t have anyone else in your picture. 

● Dress professionally.  

2.3.1.2 Profile Summaries 

Typically, 10-20% of students in my classes forget to include a summary statement. I instruct students to 

create a statement that highlights their skills, work experience and goals. Recently, I started providing 

examples of how to write a summary statement that will entice employers. A recent article suggests 

“People don’t want to know about your accomplishments. Instead, they want to know how your 

experience can help them. So, rewrite your LinkedIn About section to present your expertise to show 

how you can help your customer or others” (Moran, 2021, p. 12). 

2.3.1.3 Developing storytelling skills 

Moran (2021, p. 15) suggests that students develop their storytelling skills to transmit ideas.   

People listen to and become engaged in stories. So, transform your fact-based pitch or 

presentation into a story. If you provide some relatable context to help your audience “get it” 

more efficiently, you will increase your brand’s positioning by appealing to a broader audience 

(Moran, 2021, p. 15). 

2.3.1.4 Showcasing Work 

Vitelar (2019) found that social media profiles can be used to showcase students’ skills, personalities and 

passions. By highlighting their accomplishments, students are able to demonstrate how they are 

distinctive from other potential applicants of a job. All of the marketing majors at my university will have 

course projects on real companies that they can display to promote their abilities. I always encourage 

students to publish the projects they are proud of on LinkedIn.  

2.3.1.5 Using Keywords throughout Profile 

Employers use keywords in their search to find qualified applicants. Students need to spend time 

searching through job descriptions and job advertisements to determine what key skills are needed for 

desired jobs. If the student possesses these skills, it is important that they highlight these skills using 

appropriate terminology on their profiles (Balkhi, 2021; Heath, 2017; Hood et al., 2017).  

2.3.1.6 Be Authentic and Consistent 

Students should post information that is accurate and true (Rampersad, 2001). If a person posts that they 

have skill such as good oral and written communication, but then has trouble answering questions, seems 



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flustered in an interview, or has grammar problems throughout a cover letter, the employer will question 

other aspects of that person’s profile.  

2.3.1.7 Posting Meaningful and Engaging Content 

Bautista (2021, p. 11) identifies seven forms of content that can be shared: “Free e-books, checklists or 

worksheets, Live webinars, LinkedIn Live events, On-demand webinars, Free consultations, Virtual 

LinkedIn Local events and Free live coaching sessions”. Bautista (2021, p. 11) recommends that not only 

should individuals share significant content with others, but that they should create their own content that 

is engaging. Balkhi (2021, p. 14) suggests that individuals post “interesting and educational content that 

they own” to demonstrate knowledge or expertise in a field.  

2.3.1.8 Keeping Profile Updated and Active 

It is important for students to not to let their profile become outdated (Arruda, 2013). If some has changed 

jobs, the individual needs to make sure to update the profile to reflect the new position. If a person has 

been promoted, then they should make sure to list the new position and the new responsibilities.   

2.3.1.9 Asking Others for Recommendations 

Written recommendations on LinkedIn help build a student’s credibility. Students can ask for 

recommendations from professors or from their job experiences (Balkhi, 2021; Doyle, 2021; Moran, 

2021). When making a request for a recommendation, it is important to include a summary of 

accomplishments to make it easier for a person to give a recommendation (Doyle, 2021). 

2.3.1.10 Performing Spell Check and Grammar Check on Profile 

Many job postings list oral and written communication as a required skill for a position. A profile that 

demonstrates organization and clear communication, makes a good first impression (Moran, 2021; 

Peterson, 2019). “When a worker writes well, she demonstrates courtesy, attention to detail and 

intelligence. In addition, employees who have good written communication skills benefit  their 

company by ensuring quality communications with clients, prospects and other outside interests” 

(Peterson, 2019, p. 2). Conversely, poor communication has many negative connotations.  

On the other hand, misspellings, poorly organized thoughts and grammatical errors make the 

writer appear unintelligent and unprofessional. At the application or interview stage, this 

could cost a worker a job offer or result in a salary offer that is lower than what it might have 

been otherwise (Peterson, 2019, p. 3).  

2.3.1.11 Building a Network 

When requesting a connection on LinkedIn, it is a good idea to include a personal note of introduction 

rather than just sending an invite (Balkhi, 2021; Kellogg, 2020; Li, 2018; Moran, 2021; Proctor, 2021). 

“Invite past and current coworkers, classmates, friends and family to connect. Be sure to add these 3 

things to your customized invitations: the person’s name, a personal message, and thank you” (LinkedIn 

for networking, 2021, p. 2). Searching for alumni from one’s university is also a good way to find 

connections.  

 



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Another suggestion is for students to request an informational interview with a connection (LinkedIn for 

networking, 2021). Informational interviews allow a student to learn about a company and different 

positions. Students can also join groups that are related to their field of interest (Balkhi, 2021; Kellogg, 

2020). Balkhi (2021) points out that just joining isn’t enough, students must interact with other 

individuals in the group.  

2.3.1.12 Commenting and Sharing Information Posted within Network 

By sharing content, students are helping others build their networks. Commenting allows people outside 

an individual’s network to become aware of the individual and potentially invite that person into their 

network (Balkhi, 2021).  

2.4 LinkedIn Assignment 

Students are asked to develop a LinkedIn profile with the following criteria: a professional photo, a 

summary statement on career goals, skills, work experience and a resume. Students are required to 

connect to the instructor, to 5 students from class, to join/follow at least 2 marketing groups and to 

connect with the university Career Center. The Linked Assignment is presented in Table 1.  

 

Table 1. LinkedIn Assignment 

This week you will apply concepts in the text. Join LinkedIn and start a basic profile. 

Please view video at https://www.youtube.com/watch?v=qG4NF-2tt4c  

You should have a professional looking photo in your profile. In your photo you should smile, not  

have anyone else in the picture, not wear sunglasses or a hat, show only your face & shoulders, 

have good lighting, and dress professionally. Please review this link on 

https://www.searchenginejournal.com/social-media/linkedin-personal-brand/#close 

In additional to your professional looking photo (you don’t need to pay for this just look professional 

and not casual as this is a business site), you should have your name, summary statement on career 

goals (the “About” section), information on your skills, education, work experience including job 

description and education. In the Accomplishment section, make sure to list relevant courses to your 

major as this will help when employers search for potential candidates for a job. Do not list the course 

number as this won’t mean anything to an employer, just list course titles such as Buyer Behavior or 

Integrated Marketing Communications. If you have a resume, please post it on LinkedIn as we want 

to get you started on building your professional profile.  

Post your profile URL to this discussion area by 7:00 p.m. 2/17. If you have a profile, but do not post 

the URL to this discussion area, you will not earn points. 

Connect with me by 7:00 p.m. 2/17 at https://www.linkedin.com/in/xxx. Post that you have 

connected with me. 

Connect with at least 5 people in the class to start building your network by 7:00 p.m. 2/11. List the 5 

people from class in this forum in your thread by 7:00 p.m. 2/19. Please do not edit your original post 



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as it won't show up as new. Reply to your first post with your URL and then list the names. 

Connect with Career Center https://www.linkedin.com/groups/xxx/ by 2/11. 

Find at least 2 marketing groups to follow such as “Social Media Marketing” or “eMarketing 

Association” by 7:00 p.m. 2/11. You can also search for groups.  Post (list) the groups to the weekly 

discussion area to make it easy for everyone to find good groups to follow by 7:00 2/11. You can find 

some example groups for Marketing on my page by going to “Interests” then click “See All” then 

click “Groups”. 

 

Typically, about 20-30% of students already have a basic LinkedIn profile. The profiles vary in how 

much information is provided. The students who already have a profile edit their profiles to include 

required information while those without profiles, build new ones. Early feedback is given if students 

have forgotten to include any component of the profile and students have time to edit their profiles before 

the final due date.  

 

3. Method 

At the end of the semester, students were asked to reflect upon using LinkedIn for the class. The 

reflection paper asks students to discuss if they found the LinkedIn assignment helpful and if they 

currently use or plan to use LinkedIn in the future. 

A content analysis was performed on over 150 student reflection papers. Qualitative research allows for 

in-depth analysis on a topic and does not limit what students can say in their feedback. Qualitative 

analysis was deemed most appropriate to allow for a breadth of responses from students since they are 

from a very diverse background. The university population has 59% female students, 50% students of 

color, 3% international students and an average age of 30.  

The content analysis of students’ feedback on the assignment revealed three major categories of benefits 

LinkedIn usage: building a network, designing a great profile, and finding/receiving internship and job 

offers. An excerpt of quotations from student papers is provided for each category.  

3.1 Results 

3.1.1 Student Feedback on the LinkedIn Assignment—Building a Network 

I believe the LinkedIn assignment serves as a major stepping stone for students who have not yet 

ventured the world of networking, professional self-branding, and career exploration. Personally, I was 

already on LinkedIn, however, the assignment enabled me to connect to peers in the same field of study 

which has the potential of fruition in the form of professional relationships and ventures. 

I did find the LinkedIn assignment to be helpful because it taught me how to make a profile first and 

foremost and then how to connect and network with others. It is something that I will continue to use 

especially since it is a great workspace to find open positions at companies, network with people already 

within companies and join groups and can aid in career opportunities.  

 



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I enjoyed connecting with my fellow classmates as it gave me a better sense of where others are 

compared to me in their schooling and professional life. Utilizing this network can only help each student 

toward finding a job in the future.  

Creating the LinkedIn profile was extremely helpful. I have already made several connections and am 

looking forward to the opportunities that will come from it. This is probably the best thing I have 

gotten from this class. I never knew just how helpful it could be to have one. Hopefully this will open 

many doors for me as I move on in the business world.  

3.1.2 Student Feedback on the LinkedIn Assignment—Designing a Great Profile 

We were instructed on what the different sections on your profile are for and where recruiters tended to 

look first. This class assignment of filling out our profiles was helpful to me. It forced me to update 

everything and I made more connections out of the assignment which was great. 

I found the LinkedIn project we did early in the semester to be quite helpful. I had not set up a LinkedIn 

account prior to this assignment, and I was actually having a bit of anxiety about it. Being a 39-year-old 

who has worked serving tables for the last decade and a half, I am a little nervous about my lack of 

professional work experience. Not having a LinkedIn profile was almost a symbol of my anxiety to my 

late entrance into the business world. Not only did the assignment force me to finally create a profile, it 

allowed me to explore the platform and helped me get over my silly apprehension.  

I do think the LinkedIn activity was beneficial. This way when looking for jobs in the future we already 

have a base profile, and until then we can add to it. I do this with my resume as well, so then I will never 

forget any information or jobs/experiences.  

3.1.3 Student Feedback on LinkedIn Assignment—Finding/Receiving Internship and Job Offers 

I found the LinkedIn assignment super helpful on a personal scale because making connections is 

important in the business realm. It also gave me the opportunity to research internships for the summer 

that I would not have found anywhere else. LinkedIn is a great platform and I never realized until this 

assignment. Social media and technology are the future, so having your resume online is practical and 

useful to many.   

LinkedIn was something I never took seriously until I took this class and it was a required assignment. I 

am thankful that I got a chance to do this assignment because after starting to check it and update my 

portfolio, I have gotten 2 job offers, that I had to decline due to being out of state but I did get an 

internship offer that I have applied to and hopefully get. Overall, I think it’s a good networking website 

that can open doors for people and help your network grow.  

One of the best assignments I have had in my college career was to create a LinkedIn profile. Had I 

known what a great tool it is, I would have gotten one years ago. I now use it consistently as I try to make 

up for lost time and build my network. I was unaware of the job search abilities LinkedIn provides as well. 

I have already applied for a few internships with the simple click of a button. I have been encouraging 

friends who don’t have a LinkedIn to get connected. This is an incredible networking site that all working 

professionals should be connected with and take advantage of. 



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I like that other employers can get in contact with you via direct messaging and reach out to apply at their 

company. 

I really enjoyed the fact that we had to make a LinkedIn account as one of our assignment because not 

only is it getting us ready for when we are looking to seal the career of our dreams but it also gave me 

time to get to know some of my peers and what their interests and experiences involved. The number of 

jobs and job descriptions that are listed on LinkedIn application is incredible it really shows that there is 

a whole sea of opportunity when one is just going through the pages. In conclusion I felt that I learned the 

most from the discussions and enjoyed looking at what my peers had to say. 

 

4. Discussion 

Every semester I have used the LinkedIn assignment, I have found that some students have created 

superior profiles. When this happens, I ask students if I can use their profile as an example for the class. 

The profiles I choose have an excellent summary statement, clear career goals, job experience with 

bullets that highlight responsibilities, examples of work and or school experience, multiple groups that 

they follow related to their field, a personalized cover photo and a professional looking photo of 

themself.  

I do find that not all students follow the instructions for the LinkedIn assignment. The most common 

oversights students make are not using a professional picture, not listing responsibilities for a job and 

not providing a summary statement. Students are given the opportunity to fix the omissions so that the 

profile can be improved before the final due date. 

I provide students with examples of how to write job descriptions and also provide links such as 

https://www.topresume.com/career-advice/server-job-description. I have found that some students 

have no job experience. In Table 2, I have provided some helpful links for these students. Additionally, 

due to COVID, more students than usual were out of work so I provided some direction for them with a 

helpful link.  

 

Table 2. Helpful Links for Students with No Job Experience or Who Are Out of Work 

Just in case you don't have job experience, take a look at these links on what you might do on 

your LinkedIn profile 

https://people.acciona.com/professional-development/no-work-experience-heres-optimize-linkedin-

profile/ 

https://yr.media/tech/you-should-have-a-linkedin-account-even-if-you-have-no-work-experience/ 

https://davidjpfisher.com/2014/04/07/linkedin-profile-advice-millenials/ 

Some general tips on creating a good LinkedIn profile can be found at 

https://www.thebalancecareers.com/tips-to-make-a-better-linkedin-profile-2062332 

https://www.inc.com/amy-george/recruiters-will-ignore-your-linkedin-profile-if-its-missing-these-2-

https://yr.media/tech/you-should-have-a-linkedin-account-even-if-you-have-no-work-experience/
https://davidjpfisher.com/2014/04/07/linkedin-profile-advice-millenials/
https://www.thebalancecareers.com/tips-to-make-a-better-linkedin-profile-2062332
https://www.inc.com/amy-george/recruiters-will-ignore-your-linkedin-profile-if-its-missing-these-2-things.html


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things.html 

https://www.linkedin.com/pulse/10-tips-students-new-grads-linkedin-omar-garriott/ 

https://www.topresume.com/career-advice/10-ways-to-create-a-winning-linkedin-profile 

What if you are currently unemployed? 

https://www.thebalancecareers.com/what-to-put-on-linkedin-when-you-re-unemployed-2062318 

For any instructor planning to create a LinkedIn assignment, I have several recommendations. 

1. Provide students with examples of good LinkedIn profiles 

2. Discuss what type of information should go into each section of a profile 

3. Provide resources on how to develop a good profile 

4. Provide students with resources on professionalism 

5. Encourage students to connect to alumni 

6. Require students to connect with their school’s career center 

 

5. Conclusion, Limitations and Recommendations for Future Research 

This paper has discussed the importance of personal branding and professional social networking. 

Further, the paper provided a specific example of how to assist students in building their professional 

personal brand. A limitation to this research is that it was conducted in a marketing class. While there 

were students from communications and other business majors, future research should include assisting 

students from other disciplines in building their personal brand and professional networks.  

 

References 

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http://www.forbes.com/sites/williamarruda/2013/11/25/9-reasons-whyyou-must-update-your-linke

din-profile-today/ 

Balkhi, S. (2021, April 22). Using Linked in to build a professional network. In Business.com. Retrieved 

from https://www.business.com/articles/linkedin-networking-tips/ 

Bautista, V. (2021, March 21). 7 posting tips to help boost your personal brand on LinkedIn. In Social 

Media Today. Retrieved from 

https://www.socialmediatoday.com/news/7-posting-tips-to-help-boost-your-personal-brand-on-lin

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