The Role of Personal Branding and Self-Marketing in Terms of Looking for a Job in Slovakia and Hungary

Abstract

In the 21st century, self-marketing is an essential tool for job seekers, which can distinguish them from the rest of the candidates. They can easily address the targeted employer and convince the employer that he found the most appropriate candidate for the vacant position. The main objective of our primary research was to map the self-marketing activity of potential job seekers on the Slovak and Hungarian labour markets, and determine whether there are any differences how well-prepared the candidates are on the Slovak and Hungarian labor market in terms of job seeking. The research took place in 2021 and the first half of 2022. The researchers applied an online questionnaire survey. A total of 602 responses were received both for the Slovak and the Hungarian questionnaire. 548 responses could be evaluated from the submitted responses. Microsoft Excel 2016 was used to code the obtained data and prepare diagrams. The hypotheses were tested with the help of IBM SPSS Statistics 25. According to the obtained research results, the Hungarian respondents proved to be professionally more prepared for job interviews than the Slovak job seekers, while the Slovak candidates reached better results in appearance and first impression in the interview process.