The increasing reliance on digital platforms for job-seeking purposes has prompted an in-depth investigation into the factors influencing the selection of LinkedIn among undergraduate students at the University of Jaffna, Sri Lanka. This study aims to uncover the diverse determinants shaping undergraduates' preferences and attitudes towards LinkedIn as a crucial tool for career advancement. By utilizing a sample size of 300 participants, extensive data were collected and rigorously analyzed using statistical methods.The findings highlight the significance of various factors, including the acceptability, ease of use, accessibility of information, reliability, timeliness, cost-effectiveness, and accuracy of data on the LinkedIn platform, in driving undergraduates' utilization of LinkedIn for job-seeking activities. Noticed that, the research identifies a positive sentiment towards LinkedIn among student demographics, emphasizing its pivotal role in facilitating effective job searches.These findings have significant implications for academic practitioners, career advisors, and digital platform administrators. They provide valuable insights for devising tailored strategies aimed at enhancing undergraduate career development trajectories and maximizing the utility of LinkedIn as a career advancement tool.
Keywords: LinkedIn, Social Networking, Job seekers, University Students.