Online social networks: changing the face of business education and career planning

Online social networks have become increasingly popular in recent years, providing an efficient and user-friendly way to maintain social connections and share information. They have been shown to facilitate business relationships and building of social capital using electronic media. Graduates who are coming into business for the first time are almost expected to be comfortable with interactions using social networks. This brings new challenges to graduates in the way they use social networks and how they enhance their career development and relationships with employers. This study reports the findings of a survey of 272 UK and international business school students on career development and entrepreneurship as a part of a wider study of online social networking. The results of the study reveal key differences between undergraduate, postgraduate and international student populations. The paper discusses differences across gender, educational level and nationality that have implications for social networking practices and argues for a pressing need to raise the awareness of graduates in the use of social networks to enhance their career prospects. The conclusions of the study offer better understanding of motivations and barriers to an effective application of social networks in business.