As competition in the job market intensifies, companies no longer solely evaluate applicants based on academic achievements or a Curriculum Vitae (CV). Many employers are now emphasizing a candidate’s branding, which is reflected in their digital footprint and reputation within their surroundings. For university students, having strong personal branding offers a significant advantage.
Career Consultant, Maya Septriana explained that personal branding is about how we want to be perceived by others. It’s the first impression someone forms when they see, talk to, or interact with us, whether in person or through social media platforms like LinkedIn. Personal branding, she emphasized, is not just about standing out but also about building trust, establishing credibility, and unlocking broader career opportunities.
In the session “Mandatory Soft Skill STAR Lead: Personal Branding” specifically for FEB UGM students class of 2023, organized by the Career and Student Development Unit (CSDU) on Friday (23/05/2025) at FEB UGM, Maya suggested using the Ikigai method as a first step in building personal branding. The first step is for students to explore answers related to what they like and what makes them happy, what their expertise is, what problems they want to solve, and what abilities can be a source of income.
Several essential aspects must be considered when building a personal brand on LinkedIn. These include using a professional photo and writing an individual description that conveys your values and uniqueness. Experiences in student organizations or other activities can also be valuable to brand identity. Moreover, students need to build a strong network by connecting with others on LinkedIn. If you have a portfolio, including it on your profile can further enhance your credibility.
Maya said several things must be considered when building personal branding on social media, such as LinkedIn, from professional photos to writing self-descriptions that reflect personal values and uniqueness. Meanwhile, experience in organizations or other activities can also be used as personal value or uniqueness. Last but not least, include a portfolio to add a credible impression. In addition, students need to build extensive connections, one of which is by connecting through LinkedIn.
Furthermore, Maya explained other important elements in building personal branding. Some things that need to be considered include the abilities or expertise, personal values, and personality, as well as the vision and mission of life or the contribution you want to make to the world and how to achieve it.
Finally, Maya emphasized that personal branding is an ongoing process that must be built consistently over time. Branding is essential because it can form emotional bonds and credibility with others.
Report by: Najwah Ariella Puteri
Editor: Kurnia Ekaptiningrum
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