Graduating students' perception of professional social media platforms for professional networking and career development

This research explores the role of professional social media platforms (PSMPs), particularly LinkedIn, in supporting final-year tertiary students in Dunedin with professional networking and career development. While PSMPs offer significant opportunities for career advancement, many students remain hesitant to engage in personal branding or fully utilise PSMPs. A key challenge is the lack of integration of PSMPs into university curricula, leaving students unprepared for the transition from academia to professional life. This study aims to bridge this gap by examining how students interact with LinkedIn and the impact of their engagement on employability. To understand these dynamics, data were collected through an online survey conducted via Qualtrics in 2024. The survey was distributed through university social media groups, university communication channels, and physical posters (Appendix 2) at Otago Polytechnic and Otago University, ensuring broad participation. A total of 232 final-year tertiary students from diverse academic disciplines responded. The data were analysed using statistical methods, including frequency distribution, correlation and regression analysis to identify PSMP usage patterns and causal analysis to explore the relationship between PSMP engagement and career development outcomes. Additionally, manual analysis was also conducted to interpret qualitative insights from certain responses, providing a deeper understanding of students' perceptions and experiences. A stratified random sampling approach ensured representation from different faculties and demographic groups. The findings reveal that active LinkedIn engagement is associated with improved job prospects, greater visibility to employers, and stronger professional networks. Business students reported higher perceived benefits from LinkedIn, whereas health sciences students often viewed it as less relevant to their careers. A considerable number of students underutilised PSMPs due to limited awareness, lack of institutional support, and uncertainty about how to present themselves professionally online. These insights emphasise the need for structured PSMP training within tertiary education to help students navigate digital professional networking effectively. The study contributes to networking theory by emphasising the role of digital professional engagement in career mobility. It also extends social capital theory by demonstrating how LinkedIn facilitates bridging and linking capital, enabling students to connect with industry professionals and enhance employability. Furthermore, the findings highlight the necessity of integrating career-oriented PSMP strategies into academic frameworks, ensuring students develop the skills to transition seamlessly from education to employment. This study contributes to the growing body of knowledge on digital professional networking by highlighting the role of PSMPs in shaping career readiness. It also offers practical recommendations for universities, career advisors, and employers to incorporate LinkedIn training into curricula, ensuring that students are better equipped to leverage these platforms for their career development.

Name thesis:degree_name

Master of Applied Management

Level thesis:degree_level

Masters

Grantor

Otago Polytechnic | Te Pūkenga

Year dc:date.issued

2024

Author dc:creator

• Thomas, Chriss

• professional social media platforms (PSMP)
• professional networking
• career development
• tertiary students
• personal branding
• employability

Statement dc:rights

• CC BY-NC-ND Attribution-NonCommercial-NoDerivs 4.0 International

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/10652/6752

OAI identifier oai:identifier

oai:null:10652/6752