Análisis sobre la imagen profesional que proyectan en Facebook los comunicadores sociales graduados en la Utmach periodo académico 2021-1

Abstract

The first contact that exists between a social communicator with a company or recruiter, is considered a fundamental point when wanting to be part of a new job position within the market, since in this the initial concepts about the image of a person are formed, which becomes an identity, through the perception that is generated of it, that is, the professional image. Currently social networks, such as Facebook, are part of this process, because they have become one of the most used social media, their preference is due to the ease of their interfaces, which allow the user to freely express their emotions and opinions, in addition to sharing a large number of experiences with just one click. Therefore, it has become a kind of mirror, an informative letter, similar to a curriculum vitae, which shows a large part of the person in essence and is analyzed by employers or managers when hiring new work personnel. Therefore, the present research work arises from the recognition of the new trends of labor recruitment and the importance that welcomes the professional image within this process, that is why a survey of information was carried out, as a basis and from this an analysis matrix was established, composed of categories, subcategories, dimensions, aspects and evaluation criteria, to determine through the observation of content on the social network Facebook, if the 37 social communicators belonging to the academic period 2021 - 1, graduates of the Technical University of Machala, have a professional image, in addition, of the development and application of personal brands, which represent in an integral way the image of the communicator. The methodology used within the research is mixed, qualitative and quantitative, with descriptive scope, with work tools such as: interviews with professionals in the field and bibliographic contribution, which allowed the development of the matrix, in which there are 3 categories of analysis: category 1 presence and activity, category 2 identity and category 3 content and spelling, for the study of each of the Facebook profiles of social communication professionals. Within the obtaining of the results it was possible to visualize a disinterest on the part of the professionals regarding the care and development of their own professional image, this, because 59% of the shared contents are inclined towards entertainment, 23% are topics related to news and social problems, 9% about religion, 7% advertising of products and services, in addition to the remaining 3% that shows a relationship with the personal. Therefore, it was determined a low existence of personal brands on Facebook represented in 97% of the total study sample, only 3% of professionals have created a personal brand, however, these are not focused on the communication area.