Özet:

Personal branding as an emerging phenomenon, can be described as self marketing activities of individuals who want to be known by target group. The idea behind the personal branding lies in the directing of the impression that how one appear to others and building personal career over it. Personal branding is affected by communication tools, especially today’s social media which provide opportunities to facilitate personal branding activities of individuals. The purpose of the present study is twofold: to develop a scale of personal branding, and to examine students’ career concern levels by means of developed personal branding dimensions: image management, differentiation, and positioning. The paper ends with the discussion of how personal branding could be used in career building and the role of social media in disseminating online portfolio

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