The Effect of Work Motivation and Personal Branding on Career Readiness through LinkedIn Activities as a Mediation Variable
Keywords:
Career Readiness, Work Motivation, Personal Branding, LinkedIn ActiviyAbstract
Career readiness is a crucial aspect that students must possess to navigate the professional world. A high level of career readiness can help students adapt to professional demands and increase their chances of securing suitable employment. However, there are still students who have not adequately prepared themselves for their future careers. This study aims to analyze the influence of work motivation and personal branding on career readiness through LinkedIn activity as a mediating variable among undergraduate management students at Surabaya State University. This study employs a quantitative approach involving 150 respondents and was analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that work motivation, personal branding, and LinkedIn activity have a positive and significant effect on career readiness. LinkedIn activity was found to mediate the influence of work motivation and personal branding on career readiness.
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