Personal Branding Strategy in LinkedIn Profile Summary: A Rhetorical Move Analysis
Keywords:
Genre analysis, LinkedIn, Profile Summary, rhetorical move, Personal Branding
Abstract
Today, LinkedIn is a business-focused social media platform widely preferred for professional networking. The discourse produced in a LinkedIn profile summary can significantly enhance one's personal branding. This study examines the personal branding strategies embedded in the move structure of LinkedIn profile summaries. A genre analysis approach elaborated with the components of personal branding, provides insights into the creation of an effective profile summary. The results of this study show that the self-strength component is a mandatory element in a profile summary. Strengths can be highlighted by presenting experience, skills, educational background, and position. Additionally, there are optional components that can further enhance personal branding, such as presenting achievements, goals, and unique qualities. These findings serve as a reference for LinkedIn users in developing a stronger personal brand through the creation of an effective and efficient profile summary.
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References
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Warsidi, W. (2022). Genre analysis of English vs. Indonesian application letters. Journal of English Language Teaching and Linguistics, 7(2), 419–435. https://doi.org/10.21462/jeltl.v7i2.857
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Yusanda, A., Darmastuti, R., & Huwae, G. N. (2021). Strategi personal branding melalui media sosial Instagram [Personal branding strategies through Instagram social media]. Jurnal Scriptura, 11(1), 41–52.
Anggraini, D. T. (2021). Faktor–faktor yang mempengaruhi personal branding dalam membangun citra dan popularitas dalam media sosial [Factors influencing personal branding in building image and popularity on social media]. Business Innovation and Entrepreneurship Journal, 3(4), 259–268. https://doi.org/10.35899/biej.v3i4.341
Banerjee, P., & Gupta, R. (2019). Talent attraction through online recruitment websites: Application of web 2.0 technologies. Australasian Journal of Information Systems, 23, 1–23.
Bhatia, V. (2002). Applied genre analysis: A multi-perspective model. Ibérica: Revista de la Asociación Europea de Lenguas para fines específicos (AELFE), 4, 3-19.
Biber, D., & Conrad, S. (2009). Register, genre and style. Cambridge University Press. http://dx.doi.org/10.1017/CBO9780511814358
Bhatia, V. K. (1993). Analyzing genre: Language use in professional settings. Longman. https://doi.org/10.1017/s0272263100013668
Choi, S., & Jeon, J. (2011). A corpus-based genre analysis of curriculum vitae: Genre writing instruction in EFL contexts. 새한영어영문학, 58(4), 289–318.
Emizar, M. R., & Habiansyah, O. (2018). Strategi personal branding tenaga kerja pada proses e-recruitment melalui Jobstreet [Personal branding strategies for workers in the e-recruitment process through Jobstreet]. Prosiding Manajemen Komunikasi, 4, 435–443. http://dx.doi.org/10.29313/.v0i0.11529
Hardjanto, T. D. (2017). Common discourse patterns of cross-diciplinary research article abstracts in English. Humaniora, 29(1), 72–84. https://doi.org/10.22146/jh.v29i1.22567
Hendra, R. (2020). Strategi personal branding perupa melalui media sosial [Personal branding strategies for artists through social media]. Jurnal Tata Kelola Seni, 6(2), 67–76.
Kenton, W. (2016, December 21). What a call to action (CTA) is and how it works. Investopedia. https://www.investopedia.com/terms/c/call-action-cta.asp
Khansari, D., Heng Chan, S., Yuit Chan, M., & Tan, H. (2016). Regularities and irregularities in rhetorical move structure of linguistics abstracts in research articles. 3L The Southeast Asian Journal of English Language Studies, 22(1), 39–54. https://doi.org/10.17576/3l-2016-2201-04
Kheder, M. (2014). Personal branding phenomenon. International Journal of Information, Business and Management, 6(2), 29–40.
LanGeek. (2020). Hi vs. Hello in English. LanGeek - Grammar Course. https://langeek.co/en/grammar/course/1254/hi-vs-hello-in-english
Marin, G. D., & Nilă, C. (2021). Branding in social media. Using LinkedIn in personal brand communication: A study on communications / marketing and recruitment/human resources specialists perception. Social Sciences & Humanities Open, 4(1). https://doi.org/10.1016/j.ssaho.2021.1001 74
McKinlay, K. (1984). An analysis of discussion section in medical journal articles [Unpublished doctoral dissertation]. University of Brimingham.
Mohamed, N., Halim, N. S., Husin, N., & Mokhtar, N. (2017). An analysis of promotional genre in job application letters. E-Academia Journa, 6(1), 58–69.
Nadeem, F. (2023, January 30). The power of a great LinkedIn profile summary. https://www.linkedin.com/pulse/power-great-linkedin-profile-summary-faisal-nadeem-chrp/
Okyiosa, A. N. R. (2022). Penggunaan LinkedIn untuk personal branding karyawan [Using LinkedIn for employee personal branding]. ArtComm: Jurnal Komunikasi dan Desain, 2(5), 67–82. https://doi.org/10.37278/artcomm.v5i2.537
Parengkuan, E., & Tumewu, B. (2014). Personal Brand-Inc.: Rahasia untuk Sukses dan Bertahan di Karir [Personal Brand-Inc.: Secrets to success and career sustainability]. PT Gramedia Pustaka Utama.
Patanasorn, A. T., & Thumnon, P. (2020). Move and politeness strategies in job application letters in ASEAN contexts. LEARN Journal: Language Education and Acquisition Research Network Journal, 13(2), 105–125.
Rampersad, H. K. (2008). Sukses membangun authentic personal branding [Successfully building authentic personal branding]. PPM.
Reilly, K., & Dewar, J. (2024, April 30). 14 LinkedIn profile summaries that we love (and how to boost your own). LinkedIn Talent Blog. https://www.linkedin.com/business/talent/blog/product-tips/linkedin-profile-summaries-that-we-love-and-how-to-boost-your-own
Setiawan, D. (2018). Strategi membangun personal branding dalam meningkatkan performa diri [Strategies for building personal branding to improve self-performance]. Selodang Mayang: Jurnal Ilmiah Badan Perencanaan Pembangunan Daerah Kabupaten Indragiri Hilir, 4(1),19–25.
Soroko, E. (2012). The presentation of self in letters of application: A mixed-method approach. Journal of Employment Counseling, 49(1), 4–17. https://doi.org/10.1002/j.2161-1920.2012.00002.x
Swales, J. M. (1990). Genre analysis: English in academic and research settings. Cambridge University Press.
Swales, J. M. (2004). Research genres: Explorations and applications. Cambridge University Press. https://doi.org/10.1017/CBO9781139524827
Tamimy, M. F. (2017). Sharing-mu Personal Branding-mu [Your sharing, your personal branding]. Kawah Media.
Tobback, E. (2019). Telling the world how skilful you are: Self-praise strategies on LinkedIn. Discourse & Communication, 13(6), 647–668. https://doi.org/10.1177/1750481319868854
Warsidi, W. (2022). Genre analysis of English vs. Indonesian application letters. Journal of English Language Teaching and Linguistics, 7(2), 419–435. https://doi.org/10.21462/jeltl.v7i2.857
Wibowo, N. J. H. (2019). Communicating identity in LinkedIn from Indonesian cultural perspective. k@ta, 21(2), 51-59. https://doi.org/10.9744/kata.21.2.51-59
Widi, S. (2022, August 15). Pengguna LinkedIn di Indonesia capai 22,07 juta pada Juli 2022 [LinkedIn users in Indonesia reached 22.07 million in July 2022]. Dataindonesia. https://dataindonesia.id/internet/detail/pengguna-linkedin-di-indonesia-capai-2207-juta-pada-juli-2022
Yusanda, A., Darmastuti, R., & Huwae, G. N. (2021). Strategi personal branding melalui media sosial Instagram [Personal branding strategies through Instagram social media]. Jurnal Scriptura, 11(1), 41–52.
Published
2024-12-20
How to Cite
Nursani, A., & Hardjanto, T. (2024). Personal Branding Strategy in LinkedIn Profile Summary: A Rhetorical Move Analysis. K@ta: A Biannual Publication on the Study of Languange and Literature, 26(2), 135-148. https://doi.org/https://doi.org/10.9744/kata.26.2.135-148
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution License
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