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Personal branding e o sucesso subjetivo de carreira : o efeito mediador das estratégias de autogestão de carreira
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Com a mudança da responsabilização da gestão da carreira das organizações para os indivíduos, e a atribuição de significados subjetivos face ao que significa atingir o sucesso na carreira, o personal branding surge como ferramenta crítica no atual contexto laboral cada vez mais dinâmico e competitivo. A presente investigação pretende estudar a relação entre Personal Branding e Sucesso Subjetivo de Carreira, testando o papel mediador da Autogestão de Carreira, e comparando diferentes subamostras. A amostra abrange 151 participantes que tiveram contacto prévio com o mercado de trabalho, e as respostas foram recolhidas através de um questionário nas redes sociais. Os resultados revelam que os indivíduos que apresentam maior consciencialização, e atribuem maior importância à marca pessoal, tendem a demonstrar maiores níveis de satisfação na carreira e crenças de maior valor face ao mercado de trabalho, aspetos que se traduzem em sucesso subjetivo de carreira. Adicionalmente, foi encontrado um efeito de mediação parcial da autogestão de carreira na relação entre personal branding e sucesso subjetivo de carreira. Foram, ainda, encontradas diferenças entre grupos em função das variáveis idade, género e redes sociais, sendo importante destacar os participantes que utilizam as redes sociais como atribuindo maior importância ao estabelecimento da sua marca pessoal, e apresentando maiores crenças de valor face ao mercado de trabalho. São discutidas as limitações do presente estudo, bem como as contribuições dos resultados obtidos na compreensão do processo pelo qual indivíduos e organizações podem promover o sucesso subjetivo na carreira.
With the shift of responsibility of career management from organizations to individuals, and the attribution of subjective meanings regarding what it means to achieve career success, Personal Branding emerges as a critical tool in the current increasingly dynamic and competitive work context. The present investigation intends to study the relationship between Personal Branding and Subjective Career Success, testing the mediating role of Career Self-Management, and comparing different subsamples. The sample covers 151 participants who had previous contact with the labour market, and the responses were collected through a questionnaire on social networks. The results reveal that individuals who are more aware, and attach greater importance to their personal brand, tend to demonstrate higher levels of career satisfaction and higher value beliefs regarding their presence in the labour market, aspects that translate into subjective career success. Additionally, a partial mediation effect of career self-management was found in the relationship between personal branding and subjective career success. Differences were also found between groups depending on the variables age, gender and social networks, being important to highlight the fact that participants who use social networks attribute greater importance to the establishment of their personal brand, and present greater beliefs of value in relation to the labour market. The limitations of the present study are discussed, as well as the contributions of the results obtained in understanding the process by which individuals and organizations can promote subjective career success.
With the shift of responsibility of career management from organizations to individuals, and the attribution of subjective meanings regarding what it means to achieve career success, Personal Branding emerges as a critical tool in the current increasingly dynamic and competitive work context. The present investigation intends to study the relationship between Personal Branding and Subjective Career Success, testing the mediating role of Career Self-Management, and comparing different subsamples. The sample covers 151 participants who had previous contact with the labour market, and the responses were collected through a questionnaire on social networks. The results reveal that individuals who are more aware, and attach greater importance to their personal brand, tend to demonstrate higher levels of career satisfaction and higher value beliefs regarding their presence in the labour market, aspects that translate into subjective career success. Additionally, a partial mediation effect of career self-management was found in the relationship between personal branding and subjective career success. Differences were also found between groups depending on the variables age, gender and social networks, being important to highlight the fact that participants who use social networks attribute greater importance to the establishment of their personal brand, and present greater beliefs of value in relation to the labour market. The limitations of the present study are discussed, as well as the contributions of the results obtained in understanding the process by which individuals and organizations can promote subjective career success.
Descrição
Dissertação de mestrado, Psicologia dos Recursos Humanos, do Trabalho e das Organizações, 2022, Universidade de Lisboa, Faculdade de Psicologia
Palavras-chave
Branding Sucesso Estratégias de gestão Redes sociais Dissertações de mestrado - 2022