Bridging Gender Equality in The Workplace: The Role of Personal Branding and Self-Confidence

Abstract

Considering the social psychological, social cognitive, and economic factors, this paper aims to examine how gender equality can be bridged in the workplace through the empowerment of women workers’ ability to craft and narrate personal branding and self-confidence to gain better condition in the workplace. A total of 200 questionnaires are distributed to 200 woman employees working in 10 manufacturing industries in 5 regions in West Java, Indonesia. The independent variable of the personal branding scale is adopted from Peter and Montoya, the self-confidence scale is that of Frendika, and the dependent variable scale of gender equality is taken from McKinsey Global Institute's (MGI's) Power of Parity. A five point-Likert rating scale (1=lowest – 5=highest) is applied for each item; SPSS v 25 is also employed to analyze the data collected using AMOS v 25. The result shows that personal branding which includes relevance, consistency, and visibility has a positive and significantly has more dominant effect than self-confidence to bridge gender equality in the workplace.