Assessment On Interconnection Between Personal Branding and Job Recruitment Among Students Through A Digital Platform (TikTok)

Ayu Balkis Khalili; Norsimaa Mustaffa

doi:10.33102/jcicom.vol3no2.86

Authors

Ayu Balkis Khalili Universiti Sains Islam Malaysia
Norsimaa Mustaffa New Media Program, Faculty of Management and Leadership, USIM

DOI:

https://doi.org/10.33102/jcicom.vol3no2.86

Keywords:

Job Recruitment, Dramaturgy, Impression Management, Front Stage Self, Back Stage Self

Abstract

This research examined the assessment on interconnection between personal branding and job recruitment among students through a digital platform which is TikTok. This study examines which TikTok features help students develop personal branding for job recruitment and how they can use the platform to meet digital job recruitment requirements. Snowball sampling selected five USIM students involved in TikTok personal branding for in-depth interviews. The data analysis was manually coding the data revealed themes. The research finding highlighted that the features in TikTok can help develop personal branding, according to the research. It follows by accessibility in every feature on TikTok, personality, creativity, and engagement with the audience. It shows that personal branding leads to job fulfilment and empowerment. This study helps students create originality on TikTok by maintaining their self-identity and presenting employment opportunities. However, a creator's originality can also come from user-audience interaction based on performance, appearance, and manners.

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