Photo via @lookitsben on Instagram
There’s a good piece in today’s Observer newspaper on the marketisation of higher education.
The paradox is that as universities have become more expensive, they have managed to recruit higher numbers of students.
Yet a more expensive does not necessarily mean a better education, in part because of the transactional expectations of paying consumers. ‘I’ve paid. Just give me my degree!’
As a public relations lecturer, I’m comfortable with the expectation that a pricey education should result in above average earnings. There’s a strong story to tell in terms of employability – for the right candidates.
Yet I’m not comfortable with the idea of university simply as a vocational training course. For one thing, it’s an expensive and wasteful way to be trained, since most lessons learned in the first year will be forgotten by the third. More important, do 17 year-olds have an infallible instinct for what they will be doing as 30-year-olds?
I certainly didn’t, and spent part of my 20s doing things I was already aware of (teaching and publishing) before finding my feet in areas I’d not previously known about (technology journalism then public relations).
Training has its place, but you can only train people for existing industries. You cannot train people for the jobs of the future – but you can build this flexibility into a broader education.
So a university course has to provide a greater focus on education than on training. Students have choices: they do not have to go to university and they do not have to study specific courses.
If a school leaver is set on public relations, they have the option of an apprenticeship that will allow them to earn while learning.
University suits the open minded – those who’ve yet to settle on their future career, and those who are willing to learn. It’s about the journey, not just about the destination. It takes time.
Being a student is a full-time activity, even if classes only take up a small proportion of your week. Don’t moan about this – but celebrate your freedom. Look at your parents: I’m sure they have very little free time between the demands of jobs and the commitments of a family. You’ll be busier than you can imagine for decades to come, so do please revel in your new-found freedom.
As a student, you may be cash poor but you’re time rich. Here are some suggestions of how to use your time to invest in your future:
- Make friends for life
- Learn to cook
- Try to manage your finances
- Travel (lengthy journeys, not just short holidays)
- Learn additional skills (eg languages, computer programming)
- Dream up an idea for a new business venture
This overlaps with some more specific things that public relations students should be doing to help them stand out to employers:
- Develop an online brand (across your blog, website and social media accounts)
- Follow industry leaders and employers
- Participate in online chats and attend industry networking events
- Gain specific work experience
- Volunteer for a cause, campaign or charity you care about
Not having a degree may exclude you from even applying for some jobs, as might not having achieved a 2:1 or above.
But please don’t become solely focused on your degree classification. Employers don’t hire you for what you’ve learnt at university: they take your good degree as an indication of your future potential. There are more and better ways to demonstrate your potential than your grades.