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

Vollständiger Abstract

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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). 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