Personal branding comes from the words personal, meaning individual, and branding, meaning creating a brand. Therefore, personal branding refers to the actions someone takes to build their personal brand (Franzia, 2018). It is a way for individuals to shape their image so they are recognized in line with the impression they want to convey. For example, if someone wants to be known as a creative person, they will showcase their skills and works that reflect that creativity. In this sense, personal branding can be seen as a "personal brand" that represents who we are.
In the digital era, personal branding has become increasingly common, especially through the internet (Afrilia, 2018). The internet offers various platforms to build a personal image, whether for personal or professional purposes. For instance, many recent graduates use social media to enhance their personal branding, making it easier to catch the attention of potential employers. Social media-based personal branding is accessible to almost anyone who wants to be recognized for their skills, as long as they have internet access and basic digital skills.
Social media can help promote personal branding, open career doors, and bring new opportunities for growth and development. While it's hard to predict what social media will look like in the future or how personal branding will benefit from it, it’s likely that with new technologies, both will evolve and expand, offering fresh opportunities for anyone mindful of their online image and identity (Labreque et al., 2011). If the personal branding presented is relevant and engaging, it can provide significant advantages in securing job or career opportunities.
Furthermore, personal branding in the modern era is seen as a strategic necessity rather than just a trend. In an increasingly competitive world, strong personal branding allows individuals to highlight their uniqueness, build trust, and strengthen their position in a specific field. However, there’s another perspective that views personal branding as a forced trend, especially when it’s done without a clear purpose or fails to reflect one’s true personality.
Previous research has extensively studied personal branding, particularly in the context of social media and the digital era. Afrilia (2018), in her study Personal Branding Remaja di Era Digital, explained that teenagers use social media to build a positive self-image. Their main motivations include seeking social recognition, boosting self-confidence, and creating job opportunities. In the context of fresh graduates, Rachmawati (2022), in her study Pandangan Generasi Z Mengenai Performance Diri, revealed that Gen Z utilizes digital platforms to showcase their skills and experiences. This is done to capture the attention of recruiters amidst the increasingly competitive landscape of the digital era.
In addition, other studies have highlighted the strategies and supporting factors for personal branding. Setiawan (2018), in his research Strategi Membangun Personal Branding Dalam Meningkatkan Performance Diri, argued that personal branding can serve as a strategic tool to create a positive image, improve individual performance, and effectively utilize social media. Anggarini (2021), in her study Faktor-Faktor yang Mempengaruhi Personal Branding Dalam Membangun Citra dan Popularitas dalam Media Sosial, emphasized the importance of authenticity, consistency, and appropriate content in shaping a positive self-image. Meanwhile, Franzia (2018), in Personal Branding Melalui Media Sosial, demonstrated that social media can be a powerful tool for building reputation, creating career opportunities, and strengthening personal image. These studies show that personal branding is not just a trend but a strategic element that supports personal development and professional success.
Personal branding has become increasingly popular in the digital era due to the rise of social media and the need to stand out in a competitive environment. Platforms like Instagram, LinkedIn, TikTok, and Twitter offer individuals the opportunity to showcase their strengths, uniqueness, and values to a broad audience. With features like stories and reels, people can present their identities in engaging and creative ways. Digitalization has also made personal branding more relevant, as a digital footprint now serves as the first impression for recruiters, colleagues, or business partners. By building a strong online image, individuals can shape public perception and enhance both professional and personal opportunities (Pertiwi & Irwansyah, 2020; Anggarini & Kunci, 2021).
Personal branding is sometimes seen as a trend aimed solely at gaining attention or being noticed by others. This perspective often arises because many individuals build their image on social media just to gain recognition or popularity, without considering long-term goals. In some cases, personal branding is perceived as merely a way to showcase a lifestyle or personal achievements that appear impressive, without focusing on the consistency and values underlying that image. This can create the impression that personal branding is more about external appearances and online influence rather than developing an authentic identity aligned with career or personal life goals.
Personal branding is often referred to as self-presentation, where individuals build an image and introduce their identity to the public to be more recognizable. Personal branding is essentially the process through which individuals shape others’ perceptions of their identity by highlighting their skills, personality, and unique characteristics. According to previous research by Rachmawati (2022), some respondents stated that personal branding makes it easier to recognize someone, especially in the context of the workplace. This perspective reinforces the idea that personal branding is not just a trend but a necessity that can assist individuals in various aspects of life.
In the modern era, personal branding is not just about being recognized by the public. Increasing awareness of the importance of digital identity has led many individuals to use social media as a platform to build a positive self-image. With the right approach, personal branding can be a powerful tool to open new opportunities and stand out in today’s competitive environment (Yusanda et al., 2021). Individuals can strengthen their identity, build positive values, and pursue their goals through personal branding. By creating a good image, individuals can feel more confident in expressing themselves and presenting their best selves. This fosters a positive view and adds value to an individual.
On the other hand, in an increasingly competitive job market, personal branding plays a crucial role in helping individuals find and secure jobs. According to Anggarini (2021), personal branding has become a key aspect for applicants when searching for employment. With limited job positions and an increasing number of applicants with similar qualifications, a strong personal branding presence can be a significant differentiator. Individuals with strong personal branding can significantly increase their chances and ease their placement in a position.