The effects of personal brand equity on hiring recommendation: why, how, when…?

Nikolaos Pahos (), Athanasios Polyportis (), Nikolaos Kyriakopoulos () and Beatrice I. J. M. Heijden ()
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Nikolaos Pahos: Delft University of Technology
Athanasios Polyportis: Erasmus University Rotterdam
Nikolaos Kyriakopoulos: Delft University of Technology
Beatrice I. J. M. Heijden: Radboud University

Journal of Brand Management, 2025, vol. 32, issue 5, No 6, 458-475

Abstract: Abstract Although previous literature has identified personal branding as an important concept in marketing, little is understood about the effects of personal brand equity (PBE) during the personnel selection process. To address this research gap, we performed two experimental studies and one field study in the domains of sales and engineering to examine the effect of candidates’ PBE on hiring outcomes through recruiters’ perceptions. This research draws upon signaling theory and an integration of the accessibility-diagnosticity model with the competence-based view of careers and regards PBE as the interpreted outcome of personal branding signals, reflecting how recruiters perceive and evaluate the value conveyed by job candidates. We unveil that candidates’ PBE positively predicts hiring recommendation and that credibility mediates this relationship. Moreover, job hierarchy and objective job qualifications appear to negatively moderate the relationship between candidates’ PBE and hiring recommendation. Our findings also indicate that objective job qualifications negatively interact with candidates’ PBE in predicting their credibility. The present research contributes to personal branding and selection research by offering novel insights into the role of PBE during the interview process, thereby providing guidance for job candidates and practitioners.

Keywords: Personal brand equity (PBE); Hiring recommendation; Job hierarchy; Objective job qualifications; Credibility; Signaling theory; Accessibility-diagnosticity model (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41262-025-00394-z

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