Importance of personal branding as an employability strategy for university students (UNEVE).

Authors

DOI:

https://doi.org/10.19136/hitos.a32n92.6379

Keywords:

personal branding, employability, digital identity, university student.

Abstract

OBJECTIVE: To identify the importance of personal branding as an employability strategy for students nearing graduation from two academic programs at the Universidad Estatal del Valle de Ecatepec.

​MATERIAL AND METHOD: This research followed a quantitative approach using non-probabilistic sampling. A questionnaire was administered to 160 students in their seventh and eighth semesters from the Business Humanities and Multimedia Communication programs.

​RESULTS: Although the majority of students recognize the value of personal branding and digital identity, few possess a strategic plan for their professional projection.

​CONCLUSIONS: Strengthening personal branding should be a priority in university education. It is recommended to integrate personal branding content into curricula and promote tutoring, workshops, and advisory sessions to prepare students for effective entry into the labor market.

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Author Biographies

  • Irene Vázquez Ibarra, Universidad Estatal del Valle de Ecatepec

    Doctora en Dirección de Organizaciones (Universidad del Distrito Federal).

  • Itzel Valiente García, Universidad Estatal del Valle de Ecatepec

    Maestra en Administración de Instituciones Educativas (Instituto de Estudios Superiores de Monterrey).

  • Irma López Espinosa, Universidad Estatal del Valle de Ecatepec

    Doctora en Derecho Civil (Centro de Estudios Superiores de Ciencias Jurídicas y Criminológicas).

References

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Costa, C. y Torres, R. (2011). To be or not to be, the importance of digital identity in the networked society. Learning, Media and Technology, 36(3), 361–368. https://doi.org/10.1080/17439884.2011.602625

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Rius, M. (s/d). 60 consejos prácticos para mejorar la Imagen de tu marca personal. https://mcyt.educa.madrid.org/empleo/documentos/doc/60_consejos_practicos_mejorar_imagen_personal.pdf

Rubio, R. (2020). El poder de tu marca personal. Madrid: Bubok Publishing .

Valdez, L. (2022). 26 Congreso Internacional de Ciencias administrativas. El locus de control interno y externo, factores que influyen en la intención emprendedora universitaria. CDMX. https://investigacion.fca.unam.mx/docs/memorias/2022/7.01.pdf

Universidad de Alicante (s/d). Identidad digital. https://rua.ua.es/dspace/bitstream/10045/79589/2/ci2_basico_2017-18_La_identidad_digital.pdf

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Published

2026-02-03

Issue

Vol. 32 No. 92 (2026): Vol. 31 Núm. 91 (2025): Hitos de Ciencias Económico Administrativas Vol. 31 No. 91

Section

Artículo Original

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How to Cite

Vázquez Ibarra, I., Valiente García, I., & López Espinosa, I. (2026). Importance of personal branding as an employability strategy for university students (UNEVE). HITOS DE CIENCIAS ECONÓMICO ADMINISTRATIVAS, 32(92), 31-46. https://doi.org/10.19136/hitos.a32n92.6379