Personal Branding Framework for Academics – An Analysis of Expectations, Motivations, and Settings in Finland and Germany
Wirz, Anna (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121838007
https://urn.fi/URN:NBN:fi:amk-2025121838007
Tiivistelmä
This master's thesis examined academic personal branding in Finland and Germany. In the digital knowledge society, personal branding is becoming increasingly important, as all professional groups compete for attention. Competitive pressure is also increasing in science, which makes the topic more relevant. However, there is a lack of studies that specifically focus on the wishes of academics or cultural differences. This work addressed this research gap through an empirical target group analysis and a country comparison.
The focus was on the attitudes of PhD staff at universities towards personal branding. Key research questions were: What expectations do academics have for personal branding? What motivates academics to engage in personal branding? What conditions are needed for academics to engage in personal branding? What differences are between the expectations of personal branding among academics in Finland and Germany? The study therefore analysed the desires, obstacles and cultural influences, thus creating a basis for target group-specific concepts and further research.
The research approach was a mixed-methods study with a quantitative online survey at one German and one Finnish university, as well as qualitative interviews with experts from both countries. The study results showed that the surveyed academics are aware of the meaning of personal branding, recognize its significance, and want to further develop their profile. The central goal is to position oneself as an expert in one's own field and to emphasize professionalism. Lack of time is considered the biggest obstacle, and university offerings on personal branding are predominantly viewed negatively. Academics want more support here; digital tools should be easy and independent to use; other factors are country specific. This suggests cultural differences that should be incorporated into personal branding strategies.
The focus was on the attitudes of PhD staff at universities towards personal branding. Key research questions were: What expectations do academics have for personal branding? What motivates academics to engage in personal branding? What conditions are needed for academics to engage in personal branding? What differences are between the expectations of personal branding among academics in Finland and Germany? The study therefore analysed the desires, obstacles and cultural influences, thus creating a basis for target group-specific concepts and further research.
The research approach was a mixed-methods study with a quantitative online survey at one German and one Finnish university, as well as qualitative interviews with experts from both countries. The study results showed that the surveyed academics are aware of the meaning of personal branding, recognize its significance, and want to further develop their profile. The central goal is to position oneself as an expert in one's own field and to emphasize professionalism. Lack of time is considered the biggest obstacle, and university offerings on personal branding are predominantly viewed negatively. Academics want more support here; digital tools should be easy and independent to use; other factors are country specific. This suggests cultural differences that should be incorporated into personal branding strategies.