ABSTRACT

Although a significant need exists for college students to market their job skills effectively to potential employers, no prior research systematically analyzed the quality of information included in college students’ LinkedIn profiles. This study used a marketing framework to evaluate the effectiveness of information in LinkedIn profiles posted by current and former community college students. The mixed method study analyzed 340 publicly available LinkedIn profiles for students who reported attending 89 community colleges in the United States. The results suggest many college students may not understand how to use a LinkedIn profile to market their skills to potential employers. Key sections were often left blank and profiles failed to communicate students’ unique value proposition. Content analysis revealed 75% of profiles contained an experience section with poor to below average descriptions. Comparative analysis found profiles for unemployed individuals and those seeking a new position were significantly worse than profiles for their employed counterparts. Additionally, LinkedIn profiles for students from large community colleges had significantly more writing errors than profiles for students attending medium-size community colleges. After discussing implications of the research, recommendations based on the study’s results are suggested for career service staff, educators, and students.

摘要

尽管大学生非常需要向潜在雇主有效地推销他们的工作技能，但之前没有研究系统地分析大学生 LinkedIn 个人资料中包含的信息的质量。本研究使用营销框架来评估当前和以前的社区大学生在 LinkedIn 个人资料中发布的信息的有效性。混合方法研究分析了 340 个公开可用的 LinkedIn 个人资料，这些个人资料是报告就读于美国 89 所社区大学的学生。结果表明，许多大学生可能不了解如何使用 LinkedIn 个人资料向潜在雇主推销自己的技能。关键部分通常留空，简介无法传达学生独特的价值主张。内容分析显示，75% 的个人资料包含体验部分，描述不佳或低于平均水平。比较分析发现，失业人员和寻求新职位的人员的概况明显低于就业人员的概况。此外，来自大型社区大学的学生的 LinkedIn 个人资料的书写错误明显多于中型社区大学学生的个人资料。在讨论了研究的意义之后，根据研究结果向职业服务人员、教育工作者和学生提出了建议。来自大型社区大学的学生的 LinkedIn 个人资料比参加中型社区大学的学生的个人资料有更多的写作错误。在讨论了研究的意义之后，根据研究结果向职业服务人员、教育工作者和学生提出了建议。来自大型社区大学的学生的 LinkedIn 个人资料比参加中型社区大学的学生的个人资料有更多的写作错误。在讨论了研究的意义之后，根据研究结果向职业服务人员、教育工作者和学生提出了建议。