Social Media Personal Branding Counseling as an Effort to Improve the Work Readiness of Students at SMK Pustek Serpong

Muhammad Reza Fauzian; Rizky Ramadhani Arsyah Putra; Jihaan Ummu Kultsum; Bilqis Bilqis

doi:10.55927/jpmf.v5i4.18

Authors

Muhammad Reza Fauzian Universitas Pamulang
Rizky Ramadhani Arsyah Putra Universitas Pamulang
Jihaan Ummu Kultsum Universitas Pamulang
Bilqis Bilqis Universitas Pamulang

DOI:

https://doi.org/10.55927/jpmf.v5i4.18

Keywords:

personal brandin, social media, work readiness, vocational high school students, digital literacy

Abstract

The development of digital technology and the high use of social media among Vocational High School (SMK) students have not been matched by sufficient skills in building a professional self-image to face the competitive world of work. This community service activity aimed to improve the understanding and skills of Grade XI students at SMK Pustek Serpong in developing personal branding through social media. The activity was conducted on April 23, 2026, using lectures and presentations, discussions and sharing sessions, case study simulations, as well as mentoring and evaluation, and was attended by 36 students. The results showed increased student awareness of the importance of personal branding, improved ability to manage digital footprints wisely, and greater preparedness to face the increasingly digital-based world of work.

References

Gandung, M., Nurhadi, R., Arofatullabibah, N., & Dewi, A. M. (2024). Pelatihan peningkatan softskill melalui personal branding bagi siswa SMK. Jurnal Abdimas Tri Dharma Manajemen.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37–50. https://doi.org/10.1016/j.intmar.2010.09.002

Lestari, R., Suciska, W., Sanjaya, F. J., Ninggar, E. H., & Setyowati, P. (2024). Peningkatan daya saing siswa SMK melalui pelatihan personal branding di era digital. Jurnal Mitrawarga.

Montoya, P., & Vandehey, T. (2008). The brand called you: Make your business stand out in a crowded marketplace. McGraw-Hill.

Mustafidah, S. I., & Husnunnisainabilah. (2025). Personal branding dan kesiapan kerja siswa: Pendekatan holistik. Proper Journal.

Permana, I., Rifa’i, A., & Said. (2025). Peningkatan kompetensi jaringan dan personal branding untuk meningkatkan kesiapan kerja siswa SMK. Jurnal Tepat: Teknologi Terapan untuk Pengabdian Masyarakat.

Peters, T. (1997). The brand called you. Fast Company. https://www.fastcompany.com/28905/brand-called-you

Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Performance Improvement, 47(6), 34–37. https://doi.org/10.1002/pfi.20018

Shepherd, I. D. H. (2005). From cattle and coke to Charlie: Meeting the challenge of self-marketing and personal branding. Journal of Marketing Management, 21(5–6), 589–606. https://doi.org/10.1362/0267257054307381

Vinaring, B., & Widiawanti, O. (2025). Pelatihan personal branding digital bagi siswa generasi Z. Jurnal Harmoni Ilmu Sosial dan Abdi Bangsa (HISAB).

Wibowo, A., & Rimawati, E. (2024). Analisis personal branding terhadap kesiapan kerja. Jurnal Ilmiah Ekonomi.

Winduwati, S., et al. (2025). Pengembangan personal branding remaja di media sosial. Jurnal Bakti Masyarakat.