La importancia del personal Branding en las nuevas generaciones: análisis de la percepción y posicionamiento de la marca persona
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Date
2025-06-04
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
La presente investigación se realiza con el fin de fundamentar la importancia del Personal Branding en las nuevas generaciones de Tegucigalpa, el cual se analizará desde la percepción de los jóvenes profesionales y el posicionamiento que actualmente se puede obtener para la “marca persona”. El diseño de la investigación se basó en un enfoque mixto, tanto cualitativo como cuantitativo con método no experimental descriptivo y diseño transversal simple. Las herramientas de investigación utilizadas para este estudio fueron encuestas aplicadas a personas que estén en último año de carrera universitaria y personas ya egresadas de la universidad en Tegucigalpa, y como segunda herramienta, entrevistas a profundidad hacia personal de recursos humanos y reclutamiento encargados de realizar entrevistas de trabajo. Los resultados de esta investigación fueron analizados con el fin de analizar la forma en que el personal branding puede contribuir al posicionamiento de los jóvenes profesionales en el mercado laboral, y así mismo conocer cuáles son los aspectos que las VIII empresas toman en cuenta sobre el personal branding en las nuevas generaciones al momento de contratar a sus empleados.
This research is carried out with the purpose of substantiating the importance of Personal Branding in the new generations of Tegucigalpa, which will be analyzed from the perception of young professionals and the positioning that can currently be obtained for the "personal brand". The research design was based on a mixed approach, both qualitative and quantitative with a descriptive non-experimental method and simple transversal design. The research tools used for this study were surveys applied to people who are in their last year of university and people who have already graduated from the university in Tegucigalpa, and as a second tool, in-depth interviews with human resources and recruitment personnel in charge of conducting job interviews. The results of this research were analyzed in order to analyze the way in which personal branding can contribute to the positioning of young professionals in the labor X market, and also to know what aspects companies take into account about personal branding in the new generations when hiring their employees.
This research is carried out with the purpose of substantiating the importance of Personal Branding in the new generations of Tegucigalpa, which will be analyzed from the perception of young professionals and the positioning that can currently be obtained for the "personal brand". The research design was based on a mixed approach, both qualitative and quantitative with a descriptive non-experimental method and simple transversal design. The research tools used for this study were surveys applied to people who are in their last year of university and people who have already graduated from the university in Tegucigalpa, and as a second tool, in-depth interviews with human resources and recruitment personnel in charge of conducting job interviews. The results of this research were analyzed in order to analyze the way in which personal branding can contribute to the positioning of young professionals in the labor X market, and also to know what aspects companies take into account about personal branding in the new generations when hiring their employees.
Keywords
Personal branding, Marca personal, Percepción generacional, Universitarios egresados