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SUSAN FEBRIANTINA, SUSAN
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Building a Standout Personal Brand: Candidate Branding Strategies for Youth Unemployment (Gen Z) Herlitah, H; Febriantina, Susan; Amniah, Hania; Kurnianti, Destria
Proceedings International Conference on Education Innovation and Social Science 2025: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

Advances in digital technology have transformed the global employment landscape, particularly for Generation Z, who have been raised in an era dominated by the internet and social media. This shift necessitates strategic preparation to compete effectively in the job market. This community engagement initiative aimed to strengthen the competencies of students from Universitas Negeri Jakarta and the University of Sabah Malaysia in developing impactful personal branding and candidate branding. Conducted in July 2025 in a hybrid format, the program engaged 70 participants through interactive lectures and Q&A sessions. Core topics included the principles of personal branding-authenticity, visibility, value, and digital presence as well as candidate branding strategies using social media, storytelling, and gamification. Pre- and post-test evaluations demonstrated notable improvements in participants' understanding of branding concepts and their application in recruitment contexts. The program contributes to preparing young professionals to be more adaptive, professional, and competitive in the global labor market.
Co-Authors Aditya Pratama Agus Wibowo Ahmad, Daffa Syuja Albana, Muhammad Ajib Amelia, Dlya Amniah, Hania Andari Andari, Andari Anggraeni, Syeila Puspita Arthamevia, Athirah Delfi Awaluddin Tjalla Ayyun, Dinda Ramadhani Qurrota Azalia, Farah Cantika Azhari, Muhammad Badrani Bayu Suhendry Bilqiis, Allysya Lailla Caniago, Tarida Alfiah Christian Wiradendi Wolor Corry Yohana Danisworo, Herdina Darma Rika Swaramarinda, Darma Rika Della Rulita Nurfaizana Despinur Dara Destria Kurnianti Dewi Nurmalasari, Dewi Dewi Susita Dewi, Indah Karisma Dianta A, Karuniana Ervina Maulida Fadillah, Nadya Fadli, Ghifari Aminudin Fajri, Afina Kurnia Fathin, Anisyah Fauzan, Alfa Fauzia, Marcellia Febianti, Anna Febriyanti, Ayunda Ferry Setyadi Atmadja Fidhyallah, Nadya Fadillah Firjatullah, Jodie Fujianti, Aini H Herlitah, H Hania Aminah, Hania HENRY ERYANTO, HENRY Herliana, Mavalda Herlitah Herlitah Herlitah, Herlitah Hery Widijanto Husnul Khatimah Ika Febrilia Karyaningsih, Rr Ponco Dewi Kasvi, Mentari Dwi Lathiefah Rabbaniyah Lestari, Nara Yunita Maharani, Nadya Riska Maharrizki, Alif Malikhah, Anindya Salsabila Malzara, Vidia Ratu Balqis Mardi Marsellisa Nindito, Marsellisa Marsofiyati Marsofiyati Mayang Riyantie, Mayang Muhammad Ikhwan Mulalinda, Ananda Yosefa Nauli Mundiharno Nada, Shafwatun Nafiudin Nurhaliza, Sylvania Arsa Nurizqi, Gina Aulia Nurwati, Utami Nuryetty Zain, Nuryetty Oktobisono, Anggriawan Osly Usman Palupi, Amanda Praditia, Ariya Priskilla, Vanesha Purwana E.S., Dedi Putri, Hana Kamila Putri, Juliana Amanda Putri, Zahra Heidi Qotrunnada, Qotrunnada Rachmadania, Riski Firdausi Rahma, Meita Anisya Rahma, Muthya Rahmi Ramadhanti, Fenty Rizki Firdausi Rachma Dania Roni Faslah Salsabila, Aisya Fajri Sanjaya, Brata Saparuddin Sari, Devina Dyah Puspita Sasmi, Aji Ahmadi Setiawan, Ryan Pradipta Sholikhah Siti Nurjanah Sri Indah Nikensari Sri Zulaihati, Sri Sulastri, Tita Sulistyowati, Yuyun Suparman, Ady Fahril Suparno Suparno Suprayogi, Wahyu Suwatno Suwatno Umi Widyastuti Uswatun Hasanah Utari, Eka Dewi Violeta, Chendry Arshilya Isyan Zakaria, Adam