Personal Branding Melalui Akun Media Sosial Linkedin (Studi Deskriptif pada Mahasiswa Universitas Sumatera Utara)

Abstract

This study is titled Personal Branding Through LinkedIn Social Media Accounts (A Descriptive Study on Students of Universitas Sumatera Utara). The aim of this research is to explore how students of Universitas Sumatera Utara (USU) build personal branding through their LinkedIn accounts. The theoretical framework is based on the Criteria for Effective Authentic Personal Branding proposed by Hubert K. Rampersad. This study employs a qualitative research method. The study involved seven informants, consisting of five main informants and two additional informants. Data were collected through interview and observations of the informants’ LinkedIn accounts. The findings were analyzed based on Rampersad’s eleven criteria: authenticity, integrity, consistency, specialization, authority, distinctiveness, relevance, visibility, persistence, goodwill, and performance. The findings reveal that USU students have built their personal branding through LinkedIn, and most of them have experienced its benefits, such as increased professional visibility and career opportunities. However, the challenge of maintaining consistency in building personal branding is commonly faced by nearly all informants. This study concludes that developing personal branding during university years is a strategic step in preparing for future career success.