Management Study Program, Faculty of Economics and Business (FEB), Universitas Sebelas Maret (UNS), organized a Business Communication Practitioner Lecture featuring Sonny Hendrawan Saputra, Corporate Risk Management Section Head at PT Astra Honda Motor, as the keynote speaker. Moderated by Miftachul Ma’arif, S.E.I., M.M., LSS.Cp., a lecturer at FEB UNS, the online lecture was held on Saturday, 20 June 2026.

In a session titled “Career Branding & Strategic Job Market Navigation,” students were encouraged to understand the importance of developing a professional identity and planning their careers from their university years. Sonny explained that mastering theoretical knowledge and technical skills alone is no longer sufficient to compete in today’s increasingly competitive job market. Instead, students should begin cultivating their personal value and professional image so that they are recognized within both academic and professional communities.

“The earlier you start building your career branding, the better. Preparing it from the beginning will open more opportunities for your future,” Sonny explained.

He also shared his own career journey, which began through various activities and experiences during his time as a university student. His involvement in student organizations, writing activities, and professional networking, he noted, formed the foundation of his personal branding, which gradually evolved into career branding.

Throughout the session, Sonny described career branding as a deliberate and strategic process of demonstrating one’s values, competencies, and unique strengths to the public. By consistently contributing through meaningful work, activities, and achievements, individuals can establish a positive professional reputation that serves as an important asset for long-term career development.

“Career branding is how people perceive and remember the value you bring when you are no longer in the room. That is why it is important to start building your value from now,” he said.

Beyond introducing the concept of career branding, Sonny encouraged students to adopt a more strategic perspective in planning their careers. He emphasized that securing employment requires more than simply distributing resumes or relying on good fortune. Rather, it depends on continuously developing competencies, practical experience, professional networks, and a strong reputation.

Through this practitioner lecture, students gained practical insights into preparing for the workforce from an early stage. The program served as a bridge between classroom learning and real-world industry experience, enabling students to better understand both the challenges and opportunities they will encounter in their future careers.

The activity also supported the achievement of the Sustainable Development Goals (SDGs), particularly SDG 4 (Quality Education) by strengthening students’ knowledge and competencies, and SDG 8 (Decent Work and Economic Growth) by equipping students with career development strategies and enhancing their readiness to enter the workforce.