Enhancing Self-Perceived Employability Through Personal Branding: A Study of Final-Year University Students

Abstract

In an increasingly competitive labor market, final-year university students are expected not only to possess academic qualifications but also to effectively communicate their competencies and professional identities. Personal branding has emerged as a potential factor associated with employability perceptions. This study aimed to examine the relationship between personal branding and self-perceived employability among final-year students at Satya Wacana Christian University. A quantitative correlational design was employed involving 96 final-year students selected through purposive sampling. Data were collected using the Personal Branding Scale and the Self-Perceived Employability Scale administered through an online questionnaire. The data were analyzed using Pearson product–moment correlation. The results revealed a positive and significant relationship between personal branding and self-perceived employability (r = .418, p < .05). Personal branding contributed 17.47% to the variance in self-perceived employability, indicating that students with stronger personal branding tend to perceive themselves as having greater employment opportunities. These findings suggest that personal branding plays an important role in enhancing students’ confidence regarding their employability and career readiness. Developing personal branding skills may therefore support students’ transition from higher education to the labor market.

References

Berntson, E. (2008). Employability perceptions: Nature, determinants, and implications for health and well-being . Stockholm University.

Gorbatov, S., Khapova, S. N., S Lysova, E. I. (2019). Get noticed to get ahead: The impact of personal branding on career success. Frontiers in Psychology, 10, 1–3. https://doi.org/10.3389/fpsyg.2019.02662

Gorbatov, S., Oostrom, J. K., S Khapova, S. N. (2024). Work does not speak for itself: examining the incremental validity of personal branding in predicting knowledge workers’ employability. European Journal of Work and Organizational Psychology, 33(1), 40–53. https://doi.org/10.1080/1359432X.2023.2276533

Hillage, Jim., S Pollard, E. . (1999). Employability : developing a framework for policy analysis. Dept. for Education and Employment.

Lemeshow, S., Hosmer, D. W., Klar, J., S Lwanga, S. (1990). Adequacy ofsample size in health studies. World Health Organization.

Listyaratri, J. K. C. (2023). Fakto-faktor yang memengaruhi self-perceived employability pada        mahasiswa    magang:           Tinjauan          literatur. http://e-journal.unair.ac.id/index.php/BRPKM

Montoya, Peter., S Vandehey, Tim. (2009). The brand called you : create a personal brand that wins attention and grows your business. McGraw-Hill.

Murire, O., Cilliers, L., Chinyamurindi, W. T., S Chinyamurindi, W. (2023). Social media role in addressing employability challenges of graduates: An expert opinion analysis. SA Journal of Human Resource Management, 21, 1–9. https://doi.org/10.4102/sajhrm

My, N. T. H., Son L. T, Dueng, N. T. T., Giang, H. V, S Chi, K. N. (2023). Building Personal Branding: The Impact of Self-Expression, Social Interaction, and Personal Value. VNU Journal                               of                Economics                                and              Business,                3(4),        88–98. https://doi.org/10.57110/vnujeb.v2i6.194

Nasa, A. F., Susanti, M., Sembiring, L. S., Fahmy, R., Rusli, M., Rahayuningsih, T., Oktari, S., S Kurnianto, Y. (2022). Kepercayaan diri Generasi Z Indonesia memasuki dunia kerja: Gambaran self-perceived employability. Jurnal Ilmu Perilaku, 6(2), 188–205. https://doi.org/https://doi.org/10.25077/jip.6.2.188-205.2022

Nugroho, A. S., S Fajrianthi. (2021). Pengaruh Career Adaptability dan Psychological Capital terhadap Self-Perceived Employability pada Mahasiswa Tingkat Akhir. Buletin Riset Psikologi Dan Kesehatan Mental (BRPKM), 1(1), 520–531. http://e-journal.unair.ac.id/index.php/BRPKM

Nur’aini, S., Nazla, L., Agustina, R. S., Hanapiah, S. N., S Marlina, L. (2023). Transformasi era digital: Peluang menggali pekerjaan dan tantangan terhadap meningkatnya pengangguran. Journal Of Economis and Business, 1(2), 63–73. http://jurnal.dokicti.org/index.php/ECONIS/index 

Oosthuizen, R. M., Mayer, C.-H., S Zwane, N. J. (2021). Burnout, employee engagement and self-perceived employability in the South African public sector. SA Journal of Human Resource Management, 19(0), 1–12. https://doi.org/10.4102/sajhrm

Perdana, A. P., S Juhana, A. (2024). Analisis terhadap “personal branding” untuk individu di       dunia     kerja.              Kajian            Branding        Indonesia,     6(2). https://doi.org/https://doi.org/10.21632/kbi.6.2.153-158

Plachynda, T., Dovga, T., Zavitrenko, D., Snisarenko, I., S Pavlenko, O. (2024). The power of social media: shaping and reshaping student image. Diversitas Journal, 9(3), 1441–1458.

Rahma, A., Priyatama, A. N., S Kusumawati, R. N. (2023). Career adaptability dan self perceived employability pada mahasiswa magang. Jurnal Psikologi Perseptual, 8(1), 49–59. https://doi.org/https://doi.org/10.24176/perseptual.v8i1.7571

Rothwell, A., Herbert, I., S Rothwell, F. (2008). Self-perceived employability: construction and initial validation of a scale for university students. Journal of Vocational Behavior, 73(1), 1–12. https://doi.org/10.1016/j.jvb.2007.12.001

Salsaminia, S Santosa, A. (2025). Pengaruh penggunaan media sosial, keterampilan komunikasi digital, dan personal branding terhadap employability generasi Z di Daerah Istimewa Yogyakarta. Journal of Indonesian Management, 5(1), 18. https://doi.org/10.53697/jim.v5i1.2228

Sembada, D. A., Ramadhiansyah, D., S Madyson Soekah, J. (2025). Transformasi fungsi linkedIn sebagai alat personal branding dalam ekosistem profesional digital studi kasus pada Generasi Z di Indonesia dan Jerman. Jurnal Media Dan Komunikasi, 6(1), 1–17. https://doi.org/10.20473/medkom.v6i1.77778

Simiyu, C. N., S Misuko , W. N. (2024). Determinants of self–perceived employability of university students in Kenya: An empirical approach. Journal of Education and Teaching Methods, 3(1), 13–25. https://doi.org/10.58425/jetm.v3i1.266

Syerlita, R., S Siagian, I. (2024). Dampak perkembangan Revolusi Industri 4.0 terhadap pendidikan di era globalisasi saat ini. Journal on Education, 07(01), 3507–3515. https://doi.org/https://doi.org/10.31004/joe.v7i1.6945

Tomas, M., S Bajs, I. P. (2023). The effect of personal branding factors on Generation Y employability and career satisfaction. The Case of Croatia. In Eurasia Business and Economics Society Conference, 39–56. https://doi.org/https://doi.org/10.1007/978-3-031-30061-5_3

Wardani, F. S., Sulistyaningrum, C. D., S Susantiningrum. (2019). Analisis pelaksanaan praktik kerja lapangan dalam mempersiapkan siswa memasuki dunia kerja di era revolusi industri 4.0 (Studi kasus pada siswa kelas xi kompetensi keahlian otomatisasi dan tata kelola perkantoran SMK Negeri 1 Karanganyar tahun ajaran 2018/2019). Jurnal Informasi Dan Komunikasi Administrasi Perkantoran, 3(4), 19–30. https://doi.org/https://doi.org/10.20961/jikap.v3i4.35451