Abstract

ALVARADO NOBLECILLA, Gastón; ATOCHE PACHERRES, César Augusto; VALDIVIEZO VALDIVIEZO, Alfredo  and  ATOCHE PACHERRES, Patricia. PERSONAL MARKETING AND EMPLOYABILITY. CASE: NATIONAL UNIVERSITY OF PIURA (UNP). Aula Virtual [online]. 2025, vol.6, n.13, e640.  Epub Dec 30, 2025. ISSN 2665-0398.  https://doi.org/10.5281/zenodo.18469083.

The overall objective is to determine the correlation between personal branding and employability of graduates from the Faculty of Administrative Sciences at the National University of Piura (UNP-FCA), from 2013 to 2023. The methodology included a quantitative approach, a non-experimental, descriptive-correlational design, and a cross-sectional applied study. Analytical and deductive methods were used, and two questionnaires validated by experts were administered. The population consisted of 2,548 graduates, and the sample comprised 334. The results show a strong, direct, positive relationship between personal branding and employability. Therefore, it is reasonable to conclude that personal branding significantly improves employability, with a low probability of error. Furthermore, a strong, direct, positive relationship exists between employability and the "orienting components" dimension. Therefore, it is reasonable to conclude that the "orienting components" dimension significantly improves employability, with a low probability of error. Finally, a strong, direct, positive relationship exists between employability and the "personal and professional image development" dimension. Therefore, it is safe to say that the personal and professional image development dimension greatly contributes to improving employability, with a low probability of error. Similarly, there is a direct or positive relationship between the employability variable and the communication behavior and mechanisms dimension; therefore, it is safe to say that the communication behavior and mechanisms dimension greatly contributes to improving employability, with a low probability of error.

Keywords : Employability; interview; personal image; personal marketing; market.

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