Research on the Job Adaptability of Public Relations Graduates from Nam Can Tho University in the Context of Integration and the Digital Age – Employers' Perspective

Abstract

In the era of rapid digital transformation and global integration, work adaptability has become a critical competency for young professionals, especially in dynamic fields such as Public Relations (PR). This study investigates the factors influencing the work adaptability of PR graduates from Nam Can Tho University. Utilizing a mixed-methods approach, including in-depth interviews and quantitative surveys with 100 employers and 140 graduates, the research identifies three key factors: core professional competencies (β = 0.509), adaptability mindset (β = 0.286), and career self-development capacity (β = 0.345). Employers affirm that while graduates possess solid theoretical knowledge and positive attitudes, gaps remain in practical skills and responsiveness to real-world challenges. The study concludes that training quality, learning motivation, and institutional support are crucial in improving graduates’ adaptability. Based on the findings, five policy recommendations are proposed: curriculum modernization aligned with industry demands, development of soft skills, stronger industry-academic collaboration, digital tools for personalized learning, and enhanced feedback mechanisms. These solutions aim to equip students with the agility and competencies needed to thrive in the evolving job market.