Impact of the social network LinkedIn on the development of the personal brand of Colombian professionals

Abstract

Abstract

In Colombia, the use of digital platforms to search for employment is increasing, especially through LinkedIn, the most popular platform according to an official report. Building a personal brand is crucial for both individuals and companies. LinkedIn has emerged as an essential tool for this, allowing users to stand out in a competitive job market and helping companies attract talent and consolidate their image. This research explores how LinkedIn has become a powerful tool for the development of personal brands in Colombia. Examines how this platform influences work identity, how online professional networks are changing the job search, and how personal branding strategies on LinkedIn can benefit both professionals and employers. The objective is to show how LinkedIn strengthens work identity and improves competitiveness in the Colombian market.

In conclusion, through this research, it is evident how LinkedIn influences work identity, transforms the job search and offers effective strategies for the mutual benefit of professionals and employers. LinkedIn emerges as a powerful tool that strengthens work identity and improves competitiveness in the Colombian market, highlighting its fundamental role in the development of the professional's personal brand in Colombia.