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

This research examined the assessment on interconnection between personal brand-ing and job recruitment among students through a digital platform which is TikTok. This study examines which TikTok features help students to develop personal brand-ing for job recruitment and how they can use the platform to meet digital job re-cruitment requirements. Five USIM students were selected through snowball sam-pling for in-depth interviews. The data analysis was manually coded,and the data revealed themes. The research finding highlighted that the features in TikTok can help develop personal branding. It follows by accessibility in every featureon TikTok, personality, creativity, and engagement with the audience. It shows that personal branding leads to job fulfilment and empowerment. This study helps students to cre-ate originality branding on TikTok by maintaining their self-identity and presenting employment opportunities. Creator's originality can also bedesignedfrom user-audience interaction based on performance, appearance, and manners.