PELATIHAN PERSONAL BRANDING PADA ANGKATAN KERJA MUDA DI TANJUNG UMA KOTA BATAM - ageng rara cindoswari; Renita Kurnia; Nofriani Fajrah (Lembaga Penelitian, Publikasi, & Pengabdian kepada Masyarakat, Universitas Satya Negara Indonesia (LP3M-USNI), 2026)
Abstrak Kegiatan Pengabdian kepada Masyarakat ini dilatarbelakangi oleh rendahnya kesiapan angkatan kerja muda dalam membangun identitas profesional, terutama dalam menghadapi tantangan dunia kerja yang semakin kompetitif di era digital. Tujuan dari kegiatan ini adalah untuk meningkatkan pemahaman dan keterampilan generasi muda dalam membangun personal branding yang efektif melalui pelatihan interaktif. Metode pelaksanaan mencakup penyampaian materi, diskusi, praktik langsung, dan simulasi wawancara kerja, penyusunan CV, serta pembuatan profil LinkedIn profesional. Kegiatan dilaksanakan dalam empat pertemuan dengan pendekatan partisipatif dan aplikatif. Hasil kegiatan menunjukkan adanya peningkatan signifikan dalam skor post-test peserta dibandingkan pre-test, dari rata-rata 86,87 menjadi 92. Peserta juga menunjukkan perubahan positif dalam membangun dokumen profesional serta kehadiran digital. Antusiasme peserta dan respon mitra menunjukkan bahwa kegiatan ini tepat sasaran dan berdampak langsung. Kegiatan ini terbukti mampu menjembatani kesenjangan antara teori personal branding dan praktik kesiapan kerja generasi muda. Diperlukan keberlanjutan program dengan cakupan yang lebih luas serta pengembangan materi lanjutan seperti portofolio digital dan soft skills. Kata kunci : Personal Branding, Kesiapan Kerja, Identitas Profesional, Angkatan Kerja Muda, Pengembangan Karir Abstract This Community Service activity was motivated by the low level of readiness among young workers in building their professional identity, especially in facing the challenges of an increasingly competitive job market in the digital age. The purpose of this activity was to improve the understanding and skills of the younger generation in building effective personal branding through interactive training. The implementation methods included material delivery, discussions, hands-on practice, and job interview simulations, CV preparation, and professional LinkedIn profile creation. The activity was carried out in four meetings with a participatory and applicative approach. The results of the activity showed a significant increase in the participants' post-test scores compared to the pre-test, from an average of 86.87 to 92. Participants also showed positive changes in developing professional documents and digital presence. The enthusiasm of the participants and the response of partners indicate that this activity was on target and had a direct impact. This activity has proven to be able to bridge the gap between personal branding theory and the practical work readiness of the younger generation. There is a need for program continuity with broader coverage and the development of advanced materials such as digital portfolios and soft skills. Keyword : Personal Branding, Work Readiness, Professional Identity, Young Workforce, Career Development