As it is known that character building certainly has the influence of Interactionism or better known as social relations that occur naturally in society and society in individuals. In shaping personal character and personal branding, social interaction and communication are social dynamics that cannot be ruled out. 

Social influence can shape a person's mentality both externally and internally. this is related to self-defence or adaptation factors for some people to survive in the industrialisation 4.0 and globalisation era. In the field of work, of course, there are many things that must be mastered, one of which is the ability to organise and communicate. Jobs such as Consultants, Marketing Sales Force (Bancassurance Officer or Customer Relations) and even Psychologists require the formation of self-character in order to build harmonious communication.

It is common knowledge that socialising and social interaction can shape a person's character. As social creatures, humans cannot live and develop character by themselves. Character development from an early age will start from small things that affect an individual's emotional and psychological responses such as gifts, affection, attention and recognition. The existence of these things is the result of achievement or motivation given externally or internally to achieve a goal in life. 

Through one of the explanations of his theory of the Social Interaction Phenomenon (Absullah, 2006, p. 5), explains that there is a dynamic relationship that departs from individual thinking related to character building derived from the process of negotiation and exchange of opinions that form a mindset in the association along with networking carried out in or pre-employment. 

Through one of the theories of self-development by Burrhus Frederic Skinner, it is explained that the response or reinforcement to one's behaviour will have a prolonged impact if done regularly. The process of character development with controlled observation and organised positive encouragement from the environment has the potential to produce a productive individual personality. Of course, this is related to the discussion of character building in individuals in order to have a professional career because in addition to a development in an individual will not occur spontaneously, the existence of driving factors in the social and economic world can be a factor in shaping a person's character. 

Therefore, character development is an essence in the professional world which will automatically form an identity along with personal branding as a self-identity in both professional and personal terms. A successful character is not only formed through academic achievement, but also through a person's character factor in the profession they live in.

(Sekar Ayu Putri / Humas UNDIRA)

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