Exploring university branding: employers’ expectation on university graduates on competency
The study investigates the employers’ expectation on the competency among a leading Malaysian public university’s graduates. The expectation is based on the employer’s perception on our graduates’ capability and performance in their job. However, the incompetent university graduates have become a...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Pusat Pengurusan & Pembangunan Mahasiswa, Universiti Kebangsaan Malaysia
2018
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| Online Access: | http://journalarticle.ukm.my/15990/1/Artikel-11_Zulhamri_UPM_Final.pdf http://journalarticle.ukm.my/15990/ http://www.ukm.my/personalia/publication-category/vol-21-no-1/ |
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| Institution: | Universiti Kebangsaan Malaysia |
| Language: | English |
| Summary: | The study investigates the employers’ expectation on the competency among a leading Malaysian public
university’s graduates. The expectation is based on the employer’s perception on our graduates’ capability and
performance in their job. However, the incompetent university graduates have become a prevalent issue in the
labor industry. Though the graduates have received higher learning education, they were perceived lacked in
generic competencies that are vital in job performance. This has made the graduate employability becoming the
national issue of the country. A quantitative survey approach employed in this study. The sampling frame was from
university’s tracer study of consisting of employers’ data. The study used systematic random sampling to achieve
theoretical generalization. The survey was administered by postal and online to encourage participation from the
employers. The study assesses the competency of these graduates in seven skills which were communication,
higher order thinking, leadership, technical, teamwork and personal traits. The outcome of the study revealed that
the quality of our graduates in the labor industry is essential. Significantly, the graduates are indirectly carrying
the university’s branding. Implementation of the study will improve the academic and curricular content in the
university so that it will match with the industry’s demands. |
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