Research Article

Leveraging on social media in curating strategic content for professional digital persona in job seeking

Nur Atikah A. Rahman 1 , Sharifah Nadiah Syed Mukhiar 1 * , Rani Ann Balaraman 1 , Ng See Kee 1
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1 Universiti Sains Malaysia, George Town, MALAYSIA* Corresponding Author
Online Journal of Communication and Media Technologies, 15(4), October 2025, e202531, https://doi.org/10.30935/ojcmt/17376
Published: 05 November 2025
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ABSTRACT

With the advent of social media, many businesses are increasingly using the digital platforms in their daily operations, including in the recruitment process. Specifically, companies are utilizing social media to cybervet and validate the applicants. However, there is lack of research on curating social media content for professional digital persona among job seekers in Malaysia. Thus, this study aims to explore on how social media personal branding strategies can nurture future-ready talents in Malaysia to gain better career opportunities. Specifically, this study adopted a qualitative research approach in exploring the research objective and a total of 12 informants were recruited. The findings revealed that effective personal branding on social media significantly enhances the employability of job seekers by showcasing their skills, experiences, and professional values. Informants reported that strategic curation of social media profiles, including consistent posting of industry-related content and engaging in professional networks, contributed to greater visibility and credibility in the job market. Thus, this study expands the literature on strategic personal branding and employability for Malaysian job seekers, demonstrating how strategic social media content curation can offer better career opportunities. It also emphasizes the importance of social media literacy in today’s job market, and to integrate digital branding strategies in career development programs and higher education curricula.
Keywords: content creation, professional digital persona, social media, self-presentation, job seeking

CITATION (APA)

Rahman, N. A. A., Mukhiar, S. N. S., Balaraman, R. A., & Kee, N. S. (2025). Leveraging on social media in curating strategic content for professional digital persona in job seeking. Online Journal of Communication and Media Technologies, 15(4), e202531. https://doi.org/10.30935/ojcmt/17376

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