THE STRATEGIC ROLE OF LINKEDIN AS A NETWORKING AND PERSONAL BRANDING TOWARDS EMPLOYABILITY OF GENERATION Z STUDENTS

Abstract

This study aims to examine the strategic role of LinkedIn as a networking and
personal branding platform in increasing the employability of Generation Z students
in Indonesia. This study uses a quantitative approach with data collection through
online questionnaires filled out by 110 respondents across universities and provinces.
The variables studied include LinkedIn as Networking (X1), LinkedIn as Personal
Branding (X2), and Employability (Y). Data analysis was conducted using multiple
linear regression with the help of the SPSS program to test partial and simultaneous
effects. The results show that LinkedIn as Personal Branding has a positive and
significant effect on employability (t = 6.080, Sig. <0.001), while LinkedIn as
Networking has a positive but insignificant effect (t = 1.233, Sig. = 0.220). The
simultaneous test shows that both variables together have a significant effect on
employability (F = 75.752, Sig. <0.001), with an Adjusted R² value of 0.578, meaning
57.8% of the variation in employability can be explained by these two variables. These
findings suggest that building a strong personal brand through LinkedIn plays a more
dominant role in enhancing students' career readiness and competitiveness in the
workplace. This study emphasizes the importance of digital professionalism and self
image building skills in increasing the employability of Generation Z students. Future
research is recommended to include other variables such as digital literacy, soft skills,
and the intensity of engagement in professional networks.