Marketing graduate employability: understanding the tensions between institutional practice and external messaging
© 2019, © 2019 Association for Tertiary Education Management and the LH Martin Institute for Tertiary Education Leadership and Management. Do the narratives of employability constructed by higher education institutions for marketing purposes differ from the conceptualisation and/or the realisation o...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Language: | English |
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ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
2019
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/76514 |
| _version_ | 1848763706638336000 |
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| author | Divan, A. Knight, E. Bennett, Dawn Bell, K. |
| author_facet | Divan, A. Knight, E. Bennett, Dawn Bell, K. |
| author_sort | Divan, A. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 2019, © 2019 Association for Tertiary Education Management and the LH Martin Institute for Tertiary Education Leadership and Management. Do the narratives of employability constructed by higher education institutions for marketing purposes differ from the conceptualisation and/or the realisation of employability within those institutions? The study reported here drew on interviews with 16 senior academic and student support staff who were tasked with developing student employability at one of nine institutions in Australia, Canada and the UK. We employed Holmes’ conceptions of employability as possessional, positional or processual to analyse how the interviewees conceptualised employability and the presentation of employability on the institutional websites. We found that most institutions’ employability marketing narratives were inconsistent with the institutional practice reported by staff. We explain this tension in the context of two competing characterisations of higher education: a university-student transaction view; and a learning view. We emphasise the need for internal and external narratives to align and advocate the need for engagement in a constructive and critical dialogue involving all stakeholders. |
| first_indexed | 2025-11-14T11:07:44Z |
| format | Journal Article |
| id | curtin-20.500.11937-76514 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:07:44Z |
| publishDate | 2019 |
| publisher | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-765142021-02-11T00:38:22Z Marketing graduate employability: understanding the tensions between institutional practice and external messaging Divan, A. Knight, E. Bennett, Dawn Bell, K. Social Sciences Education & Educational Research Graduate outcomes graduate employment marketing higher education student experience STUDENT WEBSITES © 2019, © 2019 Association for Tertiary Education Management and the LH Martin Institute for Tertiary Education Leadership and Management. Do the narratives of employability constructed by higher education institutions for marketing purposes differ from the conceptualisation and/or the realisation of employability within those institutions? The study reported here drew on interviews with 16 senior academic and student support staff who were tasked with developing student employability at one of nine institutions in Australia, Canada and the UK. We employed Holmes’ conceptions of employability as possessional, positional or processual to analyse how the interviewees conceptualised employability and the presentation of employability on the institutional websites. We found that most institutions’ employability marketing narratives were inconsistent with the institutional practice reported by staff. We explain this tension in the context of two competing characterisations of higher education: a university-student transaction view; and a learning view. We emphasise the need for internal and external narratives to align and advocate the need for engagement in a constructive and critical dialogue involving all stakeholders. 2019 Journal Article http://hdl.handle.net/20.500.11937/76514 10.1080/1360080X.2019.1652427 English ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD fulltext |
| spellingShingle | Social Sciences Education & Educational Research Graduate outcomes graduate employment marketing higher education student experience STUDENT WEBSITES Divan, A. Knight, E. Bennett, Dawn Bell, K. Marketing graduate employability: understanding the tensions between institutional practice and external messaging |
| title | Marketing graduate employability: understanding the tensions between institutional practice and external messaging |
| title_full | Marketing graduate employability: understanding the tensions between institutional practice and external messaging |
| title_fullStr | Marketing graduate employability: understanding the tensions between institutional practice and external messaging |
| title_full_unstemmed | Marketing graduate employability: understanding the tensions between institutional practice and external messaging |
| title_short | Marketing graduate employability: understanding the tensions between institutional practice and external messaging |
| title_sort | marketing graduate employability: understanding the tensions between institutional practice and external messaging |
| topic | Social Sciences Education & Educational Research Graduate outcomes graduate employment marketing higher education student experience STUDENT WEBSITES |
| url | http://hdl.handle.net/20.500.11937/76514 |