UNU Jogja Equips Students to Build Personal Branding and Strengthen Career Competitiveness

Yogyakarta, Indonesia – In today’s competitive job market, a high Grade Point Average (GPA) alone is no longer enough to secure employment. Companies and institutions increasingly seek graduates who understand themselves, have clear career goals, communicate effectively, and can demonstrate the unique value they bring.

To address this challenge, Universitas Nahdlatul Ulama Yogyakarta (UNU Jogja), through its Center for Population and Family Welfare Studies (Pusdeka), in collaboration with the Directorate of Student Affairs and Employability and LKKNU DIY, organized the Personal Branding: Zero to Hero program. The initiative was designed to help students develop self-awareness, cultivate a growth mindset, create individual development plans, and build authentic personal branding as preparation for their professional careers.

Rindang Farihah, S.Ag., M.A., Director of Pusdeka UNU Jogja, emphasized that higher education should go beyond academic achievement by equipping students with the ability to recognize their strengths, plan their careers, and establish a professional identity while still at university.

“Personal branding is not about creating an image; it is about understanding who we are, recognizing the values we hold, and communicating our potential authentically. When students understand their unique strengths, they become more confident and better prepared to compete in the workforce,” she said.

Unlike many personal branding workshops that primarily focus on image-building, this program encourages students to begin with self-discovery as the essential foundation for developing a meaningful professional reputation.

Self-Awareness as the Foundation of Personal Branding

The first session, Know Thyself, was delivered by Rika Iffati, M.Psi. Participants explored the idea that personal branding starts with understanding one's authentic identity rather than simply shaping how others perceive them.

Students reflected on the experiences, values, beliefs, social interactions, strengths, weaknesses, talents, and interests that shape their identity. This process enabled them to identify their unique qualities and determine a clear direction for personal and professional development.

Personal Branding Rooted in Values and Integrity

The program also incorporated the principles of Ahlussunnah wal Jama'ah (Aswaja), presented by Rindang Farihah. Core values such as tawasuth (moderation), tawazun (balance), i'tidal (justice and uprightness), and tasammuh (tolerance) were introduced as the ethical foundation for students' character development.

These values encourage students to build personal branding that reflects not only professional competence but also integrity, responsibility, and a commitment to contributing positively to society.

Developing a Growth Mindset

Following the self-awareness session, students participated in a workshop on Growth Mindset and Achievement Motivation, led by Jihad Wafda, S.Psi. The session highlighted the belief that abilities can be continuously developed through learning, practice, and experience.

Students were encouraged to view challenges and failures as valuable learning opportunities rather than obstacles, enabling them to become more resilient in both academic and professional environments.

Setting Clear Career Goals

The next session was facilitated by Rinanti Nur Hapsari, M.Psi., Psikolog, who guided participants through Goal Setting and the preparation of an Individual Development Plan (IDP).

Students learned that clear career goals serve as a compass, helping them prioritize the skills and experiences they need to acquire during their university years. The session introduced the SMART Goal framework, emphasizing that effective goals should be Specific, Measurable, Achievable, Relevant, and Time-bound.

Participants also discussed common barriers to achieving goals—including procrastination, fear of failure, lack of focus, and unclear action steps—and explored practical strategies such as prioritizing tasks, applying the five-minute rule, tracking progress regularly, and maintaining consistency.

Individual Development Plan as a Career Roadmap

Beyond goal setting, students developed their own Individual Development Plans (IDPs) to map the competencies required for their desired careers.

Through the IDP process, participants identified the skills demanded in their target professions, assessed the gap between their current and desired competencies, and created actionable plans covering the next six months to one year.

This structured approach encourages students not only to dream about their future careers but also to translate those aspirations into realistic and measurable action plans.

Turning Plans into Action

The program concluded with an Action Plan and Presentation session facilitated by Joko Susilo, S.IP., CMT. and Hamdi Putra Ahmad, M.Phil.

Students presented their career action plans based on the goals and Individual Development Plans they had developed throughout the program. The presentation session allowed participants to receive constructive feedback from facilitators while strengthening their ability to communicate their career development strategies in a structured and professional manner.

Preparing Career-Ready Graduates

Through the Personal Branding: Zero to Hero program, UNU Jogja reaffirmed its commitment as a university in Yogyakarta that not only prioritizes academic excellence but also prepares students with essential self-development skills and career readiness.

The program enables students to recognize their strengths, build confidence, establish clear career goals, develop relevant competencies, and cultivate authentic professional identities. Equipped with these capabilities, graduates are expected to become more competitive and adaptable to the evolving demands of the workforce and industry. [Latifah]