Utilization of LinkedIn for Personal Branding Among Undergraduate Students Preparing for the Workforce

Abstract

This study examines the use of LinkedIn as a personal branding tool in preparing students for the world of work through the Technology Acceptance Model (TAM) approach. The results of the study show that students have a positive perception of the benefits and ease of use of LinkedIn. However, the findings also show that their intention and active use of the platform is still not optimal. This indicates a gap between perception and actual implementation. Therefore, institutional support strategies, such as training and technology integration into the curriculum, are needed to encourage more optimal utilization of LinkedIn in supporting students' work readiness and personal branding development.