RI lacks skilled workforce in the advertising industry<\/p>\n
JAKARTA (JP): Education has become the main focus of
\ngovernment efforts in raising the quality of human resources in
\nthis country. Soon after stepping into office, our present
\nMinister of Education and Culture, Prof. Wardiman Djojonegoro,
\nintroduced the concept of \"link and match\" between educational
\ninstitutions and workplaces to ensure that graduates will be well
\nequipped with the right skills and therefore able to find
\nemployment the moment they enter the workforce.<\/p>\n
This is a pragmatic view on education, indeed. But the outcome
\nhas yet to be seen.<\/p>\n
Compared to many countries in the region, Indonesia is
\nunfortunately noted for the low quality of its human resources.
\nThis is also true in the advertising sector.<\/p>\n
In the advertising industry, a skilled workforce is felt to be
\nin gross shortage, despite the fact that more institutions of
\nhigher learning are offering majors in advertising.<\/p>\n
One of the problems, as Alfonso -- account director of Inter
\nAdmark -- sees it, lies in the curricula. Although the
\ninstructors are practitioners, they are bound by the guidelines
\nspecified by the curricula. The best they can do is share their
\npersonal experiences to supplement the theoretical discourses.
\nMost universities offer advertising courses only as a study
\nprogram.<\/p>\n
Another problem with formal advertising education stems from
\nthe limited pool of experts in the field that can teach the
\ncourses in the discipline. At universities in and surrounding
\nJakarta, for instance, it is still possible to ask practitioners
\nto give lecturers on advertising. Although the stipends may not
\nbe very large, a lot of busy practitioners are still willing to
\ndo this, partly to keep their relationship with the academic
\nworld, and partly to do \"talent scouting\". While teaching, they
\nkeep their eyes open for potential talents.<\/p>\n
In Jakarta it is possible to borrow from the expertise of
\nadvertising professionals and use them as teachers because most
\nmajor advertising agencies are headquartered in the capital.
\nOutside of the capital city, however, it becomes impossible to
\nborrow professionals to teach. Consequently no universities
\noutside of Jakarta offer advertising courses.<\/p>\n
Major<\/p>\n
At the University of Indonesia, advertising has been offered
\nas a major for sometime. Quite a few high school graduates try to
\nget into the program, and thus enrollment has been the largest
\namong the four majors within its School of Communication. A lot
\nof students believe that if they take up advertising they will
\nhave no problem finding a job after graduation.<\/p>\n
And they are right. According to Mr. Lukman, a lecturer at the
\nSchool of Communication of the University of Indonesia, many of
\nthe fourth and fifth year students are already working for
\nagencies. Frequently, this interferes with their final
\nassignment, which is writing a thesis.<\/p>\n
But, once they graduate, they have leverage. Not only do they
\nhave a certificate from a leading university, they also have
\ngained pretty extensive experience working for an ad agency.<\/p>\n
The situation is a little bit different when a graduate from
\nthe department of graphic design is recruited.<\/p>\n
Tri Sakti university has 1,500 students in its graphic design
\ncourse at the moment, while the Jakarta Art Institute, sue to a
\nlack of facilities, has only 25 students studying in this field.<\/p>\n
Isa Nidal of Tri Sakti University says that quite a few of
\nthat institution's students get part-time work in the sector well
\nbefore they graduate.<\/p>\n
The difference between the advertising and design students is
\nsized up by Zainal. \"Usually, it takes us three to four years to
\nfeel confident enough to let these (design) graduates handle
\nresponsibility,\" he said.<\/p>\n
\"Keep in mind that advertising is an expensive undertaking,
\nand therefore we cannot take too much risk in handling it.\"<\/p>\n
But there are also design graduates who move forward at a
\nfaster pace. These are the cream of the crop, who have strong
\nmotivation and the drive to advance.<\/p>\n
Alfonso supports this view. He also believes that it usually
\ntakes three to four years for strongly motivated fresh university
\ndesign graduates to really comprehend the inner workings of the
\nadvertising world. He went on by saying that, in the advertising
\nagencies, it may not make any difference what the university
\nbackground of the recruit is.<\/p>\n
\"We have graduates from the Bogor Agriculture Institute doing
\nmarketing research in our research department,\" he said.<\/p>\n
It seems that the reason they recruit university graduates
\nfrom other backgrounds is that they have proven that they have a
\ncertain level of competence.<\/p>\n
\"No matter what their background is, we always have to give
\nthem training before they can get involved in our projects,\"
\nAlfonso added. (zia)<\/p>",
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"sponsor": "Okusi Associates",
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