Email this article Branding Vocational High School Graduates with Unique Selling Proposition Strategy to Increase Job Absorption: School Website Context
Nanang Purniawan, Department of Construction and Property Engineering, SMKN 2 Pengasih., Indonesia
Hanny Radifa Aulia, Department of PVKK, Faculty of Education, Universitas Sarjanawiyata Tamansiswa-Yogyakarta., Indonesia
Min Hajul Abidin, School of Social Public Administration, East China University of Science and Technology., China
Abstract
Background: Schools often brand themselves on websites as a means of virtual communication, but rarely brand their graduates there. When both the school and its graduates have been branded, the strategies often implemented are not in accordance with existing theory. The focus of this research is: (i) Have Vocational Schools provided branding to their graduates; (ii) What kind of branding has been carried out by SMK; (iii) What is the average percentage of branding carried out by schools in fulfilling the 5 USP domains
Method: The research method used is quantitative, with the number of VHSs studied as many as 5 schools selected from 4 cities in the province of Yogyakarta Special Region which holds the title of VHS center of excellence. The instrument used is in the form of 5 USP domains and uses a Guttman measurement scale
Result: The results showed: (i) All schools have conducted branding of their graduates.; (ii) Branding carried out by the majority of VHSs is in the form of standard branding by explaining the competencies possessed by their graduates very briefly and less comprehensively; (iii) Of the 5 VHSs studied, the average school obtained 55.54%, which indicates that the branding carried out by VHSs so far is still not optimal and needs to be improved
Conclusion: This research has an impact on vocational school managers to design branding that best suits the characteristics of their school. The branding displayed on the school website must be original, attractive, and convincing to the graduate user industry
Keywords
Full Text:
PDFReferences
Abuzar, H. (2011). Membangun sinergi SMK dengan Dunia Usaha melalui Link and Match sebagai Pola Kemitraan. Jurnal Pendidikan Ilmu Sosial Universitas Muhammadiyah Surakarta, 20(1), 7–14.
Afandi, K., & Wijanarka, B. S. (2019). Outcomes of Vocational High Schools in Machining Expertise in the Labor Market in Yogyakarta, Indonesia. American Journal of Educational Research, 7(9), 599–603. https://doi.org/10.12691/education-7-9-1
Bin Ola, R. S. B., J.Lengkong, Jeffri. S., & Kambey, J. Ph. (2018). Human Resource Development Management (Study at Adonara Timur Senior High School, Distict of Flores Timur, Nusa Tenggara Timur - Indonesia). International Journal of Scientific Research and Management (IJSRM), 6(06). https://doi.org/10.18535/ijsrm/v6i6.el01
BPS, B. P. S. (2023). Berita Resmi Statistik (Keadaan Ketenagakerjaan Indonesia Februari 2023 (BRS No 35/05/Th.XXVI). http://www.bps.go.id
Briggs, F., & Desmond, E. (2013). Human Resource Management Strategies: A Panacea for Quality Education Delivery. International Letters of Social and Humanistic Sciences, 12, 71–80. https://doi.org/10.18052/www.scipress.com/ILSHS.12.71
Cheng, X., & Zhou, L. (2022). A Meaningful Experiment in Industry-School Partnership in Vocational Education. Science Insights Education Frontiers, 11(2), 1527–1529. https://doi.org/10.15354/sief.v11i2.739
Chiagouris, L. (2005). Non-profit Brands Come of Age. Marketing Management, 14(1), 30–33.
Conley, J. G., Bican, P. M., & Ernst, H. (2013). Value Articulation: A Framework for the Strategic Management of Intellectual Property. California Management Review, 55(4), 102–120. https://doi.org/10.1525/cmr.2013.55.4.102
Eichhorst, W. (2014). Does vocational training help young people find a (good) job? IZA World of Labor. https://doi.org/10.15185/izawol.112
Eichhorst, W., Rodríguez-Planas, N., Schmidl, R., & Zimmermann, K. F. (2015). A Road Map to Vocational Education and Training in Industrialized Countries. ILR Review, 68(2), 314–337. https://doi.org/10.1177/0019793914564963
Ekawati, A. D. (2012). Hubungan Kerja Sekolah dengan DU/DI (Studi Situs SMK Negeri Donorojo Kabupaten Pacitan).
Essuman, A., & Kwame, N. (2019). Perceptions of National Service Personnel and Youth Unemployment: Could Entrepreneurship Education and Curricula Rationalization be the Solution? Journal of Education and Practice, 10(30). https://doi.org/10.7176/JEP/10-30-07
Fradito, A., Suti’ah, S., & Muliyadi, M. (2020). Strategi Pemasaran Pendidikan dalam Meningkatkan Citra Sekolah. Al-Idarah : Jurnal Kependidikan Islam, 10(1), 12–22. https://doi.org/10.24042/alidarah.v10i1.6203
Frazer, C. F. (1983). Creative strategy: A management perspective. Journal of Advertising, 12(4), 36–41. https://doi.org/10.1080/00913367.1983.10672861
Istiqomah, & Setyowati, S. (2016). Strategi Pemasaran Lulusan Melalui Networking Sekolah di SMK Negeri 2 Buduran Sidoarjo. Jurnal Manajemen Pendidikan, 4(1), 1–11. https://ejournal.unesa.ac.id/index.php/inspirasi-manajemen-pendidikan/article/view/17687
Jaedun, A., Omar, M. K., Kartowagiran, B., & Istiyono, E. (2020). A precedence evaluation of demand and supply between vocational high school graduates and workforce requirement in Indonesia. Jurnal Penelitian Dan Evaluasi Pendidikan, 24(1). https://doi.org/10.21831/pep.v24i1.29580
Lamb, S., Long, M., & Malley, J. (2011). Vocational education and training in Australia: an analysis of participation and outcomes using longitudinal survey data: final report. https://www.voced.edu.au/content/ngv%3A19147
Linning, R. (2005). Abuse and self‐abuse – PR and its USP, plausible deniability. Journal of Communication Management, 9(1), 65–72. https://doi.org/10.1108/13632540510621452
Mourshed, M., Farrell, D., & Barton, D. (2013). Education to employment: Designing a system that works. https://www.mckinsey.com/~/media/mckinsey/industries/public%20and%20social%20sector/our%20insights/education%20to%20employment%20designing%20a%20system%20that%20works/education%20to%20employment%20designing%20a%20system%20that%20works.pdf
Niu, Y., & Wang, C. L. (2016). Revised Unique Selling Proposition: Scale Development, Validation, and Application. Journal of Promotion Management, 22(6), 874–896. https://doi.org/10.1080/10496491.2016.1214209
Nuranita, S. W. (2022). Pengelolaan Strategi Pemasaran Lembaga Pendidikan Berbasis Sosial Media di SMKN 1 Sragen. Administrasi Pendidikan Islam, 4(2), 149–155. https://doi.org/10.15642
Nurbawani, A. (2021). Strategi Kepala Sekolah Dalam Pemasaran Jasa Pendidikan di Lembaga Pendidikan Baru Pada Era Marketing 4.0 (Studi Kasus di SMK BP Subulul Huda). Southeast Asian Journal of Islamic Education Management, 2(1), 52–73. https://doi.org/10.21154/sajiem.v2i1.41
Rahman, S. (2015). Strategi Pemasaran Jasa Pendidikan Madrasah dalam Meningkatkan Kompetensi Lulusan (Studi Analisis di MAN 3 Kota Cirebon) [Skripsi (Bachelor thesis), Universitas Islam Negeri Sunan Kalijaga]. https://digilib.uin-suka.ac.id/id/eprint/17534/
Reeves, R. (1961). Reality In Advertising. https://jonduke.files.wordpress.com/2018/10/reality-in-advertising.pdf
Romanti. (2023, September 13). Mengenal Program SMK Pusat Keunggulan: Membangun Masa Depan Unggul Melalui Pendidikan Vokasi. Mengenal Program SMK Pusat Keunggulan: Membangun Masa Depan Unggul Melalui Pendidikan Vokasi. https://itjen.kemdikbud.go.id/web/mengenal-program-smk-pusat-keunggulan-membangun-masa-depan-unggul-melalui-pendidikan-vokasi/
Sari, A., & Mariah, S. (2019). Gaps in VHS graduate followership skills against labor needs in industry. Journal of Physics: Conference Series, 1273(1), 012037. https://doi.org/10.1088/1742-6596/1273/1/012037
Shirkhodaee, M., & Rezaee, S. (2014). The Power of Creative Advertising and Consumers’ Perceived Risk. Journal of Promotion Management, 20(5), 590–606. https://doi.org/10.1080/10496491.2014.946209
Subijanto, S. (2019). Perceptions of Workplace, Principal, and Productive Teachers on Students’ Work Readiness in SMK Negeri 5 Surabaya Indonesia. Jurnal Pendidikan Teknologi Kejuruan, 2(4), 125–133. https://doi.org/10.24036/jptk.v2i4.21123
Yoto, Y. (2018). Production-Based Curriculum Development in Vocational High Schools for Preparing Skilled Labor in Industry. Proceedings of the International Conference on Indonesian Technical Vocational Education and Association (APTEKINDO 2018). https://doi.org/10.2991/aptekindo-18.2018.38
DOI: https://doi.org/10.21831/jpts.v6i2.78559
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Muhammad Nuruzzaman
This work is licensed under a Creative Commons Attribution 4.0 International License.
Jurnal Pendidikan Teknik Sipil by Jurnal Pendidikan Teknik Sipil (uny.ac.id) was distributed under a Creative Commons Attribution 4.0 International License.