Background: Personal branding on LinkedIn is becoming very prevalent today and has attracted many research interest. Job seekers nowadays have more awareness on this concept and try to build their professional image in LinkedIn to be more visible to the recruiters. The majority of researches focus on the strategy that job seekers used to brand themselves on LinkedIn. Some of researches related to cultural influence on their online self-presentation have also been researched. There seems no existing study that explores on the strategy of South Asian job seekers and Swedes use to promote themselves in LinkedIn. This comes to our motivation to conduct this research focused on these particular regions and understand their perception on personal branding strategy for job seeking.Purpose: The purpose of this paper is to make comparative study to see the differences and similarity in strategy for personal branding on LinkedIn of South Asian and Swedish job seekers. On the other hand, we want to explore if there is any impact of culture on their self-presentation.Method: We used qualitative research with more inductive approach. The semi-structured interview questions were designed without any influence from previous theory. We gather data through in depth interview and analyze data using content analyses method. Our analysis has been conducted into 3 steps. First, the initial coding was done by allocating keywords guided by research purpose. Second, all the redundant keywords were reduced and only the relevant keywords for our research were selected and then grouped into topics. Finally, we group the respective topics into the themes that were mainly related to our research question.Conclusion: Our study explores the conceptual themes related to the strategies both South Asia and Swedes use to brand themselves in LinkedIn. The difference and similarity of strategy have been highlighted including the strategy for profile information presentation, strategy of connection and networking, strategy of engagement, strategy of endorsement and recommendation. We also highlight the implication of cultural impact on self-presentation on LinkedIn for both South Asian and Swedish.