Personal Brand as a Tool for Attracting Applicants

The use of a personal brand in social networks to attract applicants is considered as a tool that allows you to create a positive image, attract applicants, as well as establish a deep connection with potential students. The purpose of this study was to analyze the personal brand as a tool for attracting applicants, using the example of "Social Work" of the Volgograd State Medical University. To write the work, the following methods were used: the study of scientific and statistical literature on the research topic, data analysis, comparison of the information obtained by means of monitoring the activity of the page in the selected social network. As part of the study, an audit of the referral page was conducted and a SWOT analysis of the community "Social Work of VolgSMU" VK was compiled. The results of the study indicate that the use of a personal brand in social networks to attract applicants is an actual and effective tool. Within the framework of our research, the development of a personal brand of the community contributed to an increase in the number of involved school graduates and vocational schools who are potential applicants, from 23% to 59%. The increase is absolutely organic, achieved without the involvement of advertising funds and cheat services.