Preface: a book about advice, not an advice book -- Introduction: the company you keep -- You are just like Coca-Cola: selling your self through personal branding -- Being generic--and not--in the right way -- Getting off the screen and into networks -- Didn't we meet on LinkedIn? -- Changing...

We study employers' perceptions of the value of postsecondary degrees using a field experiment. We randomly assign the sector and selectivity of institutions to fictitious resumes and apply to real vacancy postings for business and health jobs on a large online job board. We find that a business...