The impact of organisational integrated marketing communication tools for vocational opportunities from a graduate perspective : case of Durban University of Technology

Abstract

Appropriate integrated marketing communication tools are utilised to disseminate messages regarding products, services, and brands to targeted audiences in order to attract attention, develop interest, and ignite a desire for action. With the rising levels of graduate unemployment, employers seeking quality graduates to fulfil various vocational roles within organisations. However, there is a limited understanding of the effect integrated marketing communication tools have on graduate employment. The aim of the study was to determine the impact of organisational integrated marketing communication tools for vocational opportunities for graduates of the Durban University of Technology. The primary objective of this study was to investigate the effectiveness of marketing communication tools adopted by graduates of the Durban University of Technology. The secondary objective was to determine the relationship between work-integrated learning and graduate employment. A quantitative approach was utilised and data were collected through a structured self-developed questionnaire. The study population, for the purposes of this study, was graduates of the Durban University of Technology. A sample of four hundred and fifty questionnaires was administered to graduates from all faculties at the university.

The findings revealed that the communication media adopted by the respondents were generally appropriate and effective. The findings indicated that traditional communication tools (newspapers and career magazines) and non-traditional communication tools (amongst others social media, the internet and electronic database and email systems) were adopted by graduates. It was also interesting to note that the university adopts both traditional and non- traditional media to engage with graduates and the world of work. However, it was found that the recruiting organisations’ used mainly traditional communication media. Clearly, communication systems used by recruiting employers should be revisited and enhanced by including non-traditional communication media to the technology oriented graduates.

This study will be of benefit to recruiting organisations by emphasising innovative communication tools to be adopted for graduate recruitment. Furthermore, respondents suggested that non-traditional communication will be able to foster strategic community engagements and partnerships with the University of Technology in recruiting high-calibre graduates. Interestingly the majority of the respondents participated in experiential training and work-integrated learning. A positive relationship between work-integrated learning and graduate employment was found