LinkedIn Habits & Personal Branding Among Bangladeshi University Students

Abstract

This study explores how university students in Bangladesh use LinkedIn and what prevents them from using it actively. Data were collected in May and June 2026 through a survey of 80 students and five group discussions with 31 additional students. The findings show a clear gap between students’ interest and their actual use of LinkedIn. While 80% had considered posting, fewer than 7% posted regularly. Common barriers included overthinking, fear of judgment, low confidence and feeling that they needed more achievements before posting. Medical and health science students were more likely to see LinkedIn as less relevant to their careers. The group discussions also showed that many students mainly see LinkedIn as a job search platform rather than a place to build professional connections over time. Across all five groups, students expressed a need for practical, step by step guidance from people with real experience. Overall, the findings suggest that simply raising awareness about LinkedIn may not be enough. Students may need practical guidance and support to become more confident and active on the platform.