BRIDGING THE GAP AT SMK AL-KHAERIYAH, SERANG: AN INTEGRATED HR AND MARKETING FRAMEWORK FOR BUILDING STUDENT PERSONAL BRANDS AND CAREER READINESS

Reinardus Dwi Prio  Christianto; Denies  Susanto; Nurlelah Nurlelah

doi:10.53067/ije2.v5i3.255

Authors

Reinardus Dwi Prio Christianto Pamulang University, Indonesia
Denies Susanto Pamulang University, Indonesia,
Nurlelah Nurlelah Pamulang University, Indonesia,

DOI:

https://doi.org/10.53067/ije2.v5i3.255

Keywords:

Personal Branding, Self-Marketing, Vocational School, Job Readiness, Competitiveness

Abstract

The high open unemployment rate among Vocational High School (SMK) graduates indicates a gap between the competencies taught in schools and the real demands of the labor market. Many graduates possess technical skills but lack the soft skills, particularly in personal branding and self-marketing, which are crucial for securing employment in the competitive digital era. This community service activity (PKM) aimed to equip students of SMK Al-Khaeriyah Pengampelan with practical knowledge and skills in personal branding and self-marketing strategies to enhance their competitiveness in the job market. The program employed a comprehensive method, integrating Human Resource Management and Marketing perspectives. The stages included needs analysis through questionnaires and observation, interactive workshops, CV and portfolio creation, mock interviews, LinkedIn optimization training, and individual mentoring. Evaluation was conducted through pre-test and post-test, analysis of student work, and satisfaction surveys. The activity showed a significant increase in students' understanding, with a 75% improvement in post-test scores. Participants successfully created professional CVs, compelling cover letters, digital portfolios, and optimized LinkedIn profiles. The school's satisfaction level with the program reached 95%. The implementation of personal branding and self-marketing strategies effectively increased students' confidence, self-awareness, and readiness to face the job market. This program serves as a sustainable model that can be replicated in other vocational schools to improve graduate competitiveness.

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