www.sciedu.ca/ijhe International Journal of Higher Education Vol. 3, No.

4; 2014
Published by Sciedu Press 64 ISSN 1927-6044 E-ISSN 1927-6052
Communication Skills and its Impact on the Marketability of
UKM Graduates
Ahmad Wazir Aiman Bin Mohd Abd Wahab1 & Noor Akmal Shareela Binti
Ismail1
1
Biochemistry Department, Faculty of Medicine, Universiti Kebangsaan Malaysia
Medical Center, Kuala Lumpur, Malaysia
Correspondence: Noor Akmal Shareela Binti Ismail, Biochemistry Department,
Faculty of Medicine, Universiti Kebangsaan Malaysia, Jalan Yaacob Latif, 56000
Kuala Lumpur, Malaysia. E-mail: [email protected]

Received: September 2, 2014 Accepted: September 14, 2014

Online Published: September 16, 2014
doi:10.5430/ijhe.v3n4p64 URL: http://dx.doi.org/10.5430/ijhe.v3n4p64

Abstract

Organizations have always placed emphasis on the public’s voices as an effort to

continue enhancing their service towards society. University’s performance and
its relevance in a nation is highly dependent on the marketability of its students.
The ability to widely distribute their students and to heighten their mobility in
society and in the work field importantly reflects the overall performance of the
University. The Universiti Kebangsaan Malaysia placed eight compulsory soft
skills courses every student has to pass before they can graduate. This was done to
ensure that all of Universiti Kebangsaan Malaysia’s students are exposed with all
dimensions of soft skills throughout their studies as they play a crucial role in
enhancing students’ marketability. Perceptions from 35 final year students, 2
lecturers, 3 Private Sector representative and 20 first year students towards the
beneficial roles of these skills were conducted via interview. It’s agreeable that
communication skills are the most favorable to determine the marketability of
UKM students. Low command of both Bahasa Melayu and English are one of the
contributing factors to this. UKM graduates are seen to be less sensitive towards
recent issues around the world thus they’re not confident to participate in a group
discussion. This article will reveal problems and strategic ways to encounter
challenges, by enriching UKM students with different learning experiences of
good communication skills and its impact towards their marketability after they
graduate.

Keywords: Soft skills, Graduates marketability, Communication skills, Universiti

Kebangsaan Malaysia

1. Introduction

Higher education is undeniably a very important factor in the process of

developing a nation. In order to remain relevant to the ever-changing, ever-
competing global market, many governments invest heavily in planning out
careful strategies in the education sectors to generate value-added capabilities to
the present and future human capital. Hence, the education sector is considered to
play an important role in the process of national development and nation building
(Kee et al., 2012). In the context of higher learning institutions, they need to make
sure that the human capital they generate are able to function exceptionally well in
society. This is significantly crucial as the capability, knowledge and skills of
these students will represent to their institution. Failure to produce competent
graduates will harshly damage the reputation or the image of the institution
especially when it comes to the most renowned university in Malaysia. In
Universiti Kebangsaan Malaysia (UKM), honored as one of the leading Research
Universities (RU) in Malaysia, the task of making sure that their students are
marketable and are able to bring themselves in the real world becomes even more
solemn and serious. This is because RU are the standards of highly respected
Universities that draws the benchmark not just for other local Universities to trail,
but also for the distinction from other neighboring prestigious University such as
the National University of Singapore. The picture that is being drawn under
current situation illustrate that most of UKM students mobilize themselves
effectively in both science and non-science organizations. Thus, the gravity that
the university holds in terms of this sector allows the University to have greater
funds or capital for research and development and possesses more influence in
aspects of reliability and trustworthiness from international and local organization
(Shaharuddin Ahmad et al., 2011).

2. Literature Review

A good higher learning organization is perceived by the public to produce

graduates as to increase manpower value for the work market (Kee et al. 2012). In
this context, graduates are seen as a human capital as well as the key measurement
of a university’s effort in human resources development (Kee et al. 2012).
However, getting a degree is not a gold ticket to get a job, thus the graduates must
be well-equipped and challenge themselves in order to keep remain in the
competition. A balance of hard skills and soft skills however, complement each
other and associated to a job that is undertaken (Spencer & Spencer 1993, Kemper
1999, McMuchie 1998). This is also believed that these skills are essential for a
successful performance (Ashton 1994, Caudron 1999). In Malaysia, there are 38
public and private universities who might produce graduates from a similar field;
therefore there must be a strategy for each university to brand their graduates so
their employability after graduation is secured. According to Malaysian Higher
Education Ministry, all tertiary education institutes in Malaysia has produced 184,
581 graduates in 2011 but only 140,190 secured a job within 6 months of
graduating. However, there is an immense competition between UKM graduates
and the rival universities (Laporan Pengesanan Graduan IPT, 2011). It was found
that among the prestigious local universities UKM has the lowest percentage of
graduates securing a job 6 months after graduating, which is at 68%, falling far
behind Universiti Sains Malaysia whose rate is 78% and Universiti Teknologi
Petronas at 99% (Laporan Pengesanan Graduan IPT, 2010). Furthermore, the
percentage of UKM graduates securing a job within 6 months after graduating has
declined from 62.21% to 50.56 % from 2011 to 2012 (Laporan Kajian Pengesanan
Graduan UKM, 2012). Despite having immense emphasis towards the overall
development of soft skills, the UKM’s graduate marketability is still not on par
with rival universities in Malaysia. This is far less behind from Universiti
Teknologi Petronas (UTP) where their employment after 6 month of graduation is
92% in 2013 (Laporan Kajian Pengesanan Graduan UKM, 2013). In respond of
this trend, UKM has conducted a preliminary survey to see the quality of its
graduates amongst the employers in Malaysia (UKM Students Development
Centre, unpublished data). Most of the major companies (example, Petronas and
Sime Darby) have made a common remark of young graduates from UKM. The
similarity is, lacking in communication especially in English. This finding also
shared by Ishak et al. (2008), Ismail et al. (2011) and Department of Statistic
Report (Columnist, 2013), where the majority of the graduates lack of few soft
skills corresponding to the job they applied, be it through communication skills
and language proficiency.

To overcome this problem, further focus and emphasis is needed towards a

particular, demanded skill so that UKM’s graduate will have better foundation and
establishment towards that skill and ultimately becomes an employer’s material.
One of them is by introducing the soft skills development curriculum. This can be
done to promote all the necessary essence of marketability within UKM students,
thus familiarizing them with the real world challenges and giving them the
opportunity to be ahead of the competition. Prior to this, UKM places 8
compulsory soft skills courses for every one of its students to pass before they can
graduate. This was done to ensure that all of UKM’s students are exposed with all
the 8 dimensions of soft skills throughout their studies as they play a crucial role
in enhancing student’s marketability. The 8 compulsory soft skills courses are:

1) Social skills & Sense of responsibility,

2) Communication skills,

3) Information management & Lifelong learning,

4) Values, attitudes, ethics & professionalism,

5) Critical thinking,

6) Problem-solving & Scientific approach,

7) Leadership & Teamwork, Management & Entrepreneurial skills,

8) Creative & Innovative Skills.

Therefore, we aim to see which one of these soft skills is thought to be the most
important in producing great graduates and enhance their marketability. We shall
discuss in depth why these soft skills need to be acquired throughout University
life prior to produce a marketable graduate.

3. Methodology

3.1 Research Design

This is a qualitative research to determine the relationship of dependent and

independent variables (Hopkins, 2000). It is designed to understand which of the
variables that can be identified as a causal factors contributing to any changes.
This study is aiming to see the correlation of 8 variables set by UKM that will
correlate to the marketability of the graduates based on the research framework in
Figure 1.

Figure 1. Research framework

The samples were randomly chosen from first year to final year undergraduates in
Universiti Kebangsaan Malaysia. They came from various disciplines and
involved three campuses, UKM Medical Centre, UKM Bangi, and UKM Kuala
Lumpur Campus. We also conducted interviews with professionals who serve as
lectures, directors and employers. When we were deciding on the sample number,
we took an approach by Bertaux, 1981 who suggested that in all qualitative
research, the smallest sample is acceptable as little as 15. As we were conducted
the research, we have found that the response was quite similar and has reached
saturation. While the distribution of mean sample is suggested as minimum as 31
(Mason, 2010), the existing data does not lead to any new information. Therefore,
we only recruited 60 respondents for this study.

3.2 Research Instrument

The interview were conducted and based on a series of questions regarding the
manifestation of each soft skill set by UKM as below. They were first asked what
they know about certain soft skills (S1-8) involved in UKM curriculum and later
followed up by their opinion in stressing which one is the most relevant in
producing a good and marketable graduate.

S1: Communication skills:

• Ability to convey ideas clearly, effectively and confidently, orally and

written
• Ability to practice active listening and give feedback
• Ability to give clear presentation confidently adjusting to the level of
listeners

S2: Critical thinking and problem-solving skills using scientific approach:

• Ability to identify and analyse problems in complex and gray situation as

well to make a justified evaluation
• Ability to expand and improve thinking skills such as explaining,
analysing and evaluating discussions
• Ability to find ideas and alternative solutions

S3: Leadership and Teamwork skills:

• Knowledge regarding fundamental leadership theories

• Ability to lead a project
 • Ability to build good relationships, interact with others and effectively
work together to achieve a common objective
• Ability to understand and taking turns for the role of leadership and
members
• Ability to recognize and respect others characters, behaviours and belief

S4: Information management and lifelong learning skills:

• Ability to find and manage information from different and diverse sources
• Ability to accept new ideas and capability of autonomous learning

S5: Management and Entrepreneurship skills:

• Ability to identify business opportunities

• Ability to sketch business plan

S6: Values, Attitudes, Ethics and Professionalism:

• Ability to understand economic, environmental and socio-culture impact

in professional practice
• Ability to analyse and make decisions in solving ethical problems

S7: Creative and Innovative skills:

• Ability to come out with new or unique ideas, mechanism, projects or

proposals

S8: Social skills and sense of responsibility:

• Initiatives to reach out to the community and society as a whole

• Ability to identify social duties and interact appropriately with others

Follow-up questions:

1) Are UKM’s students marketable in terms of:

 Globally? Why?
 Locally? Why?
2) What is the most important skill or element that ensures the marketability of
UKM’s students based on the current market’s demand?

3) What are some of the factors that greatly reduce the marketability of UKM’s
students?

4) What are the significance or benefits in ensuring that UKM’s students are
marketable in terms of:

 Student’s aspect?
 Societal aspect?
 University’s aspect?

5) What are the possible harms if UKM’s students are not marketable in terms of:

 Student’s aspect?
 Societal aspect?
 University’s aspect?

6) What are the initiatives of your faculty/campus/college/organization in order to

further enhance the

development of the 8 dimension of soft skills outlined by UKM?

7) What are some of your suggestions to further elevate the marketability of

UKM’s students?

4. Results & Discussion

Perceptions from 60 respondents were studied via face-to-face interview. The

perceptions comprises of 35 final year students, 2 lecturers, 3 Private Sector
representative and 20 first year students. The first and final year undergraduate
students came from Faculty of Dentistry (n = 8), Faculty of Medicine (n = 5),
Faculty of Health Science (n = 12), Faculty of Pharmacy (n = 5) and Faculty of
Law (n = 5). The two lecturers were from the Faculty of Medicine and the Faculty
of Health Science. 10 of the first year students were from the Faculty of Medicine,
5 from the Faculty of Dentistry and the other 5 from the Faculty of Health Science
(Table 1).

Table 1. Demographic profile of the respondents

The summary of the interviews is outlined as below:

4.1 Global vs Local

57 out of 60 (95%) of respondents agreed that UKM’s students have their places
in the local workforce especially in the health sector. However, the number of
graduates has decreased when it comes to other sectors. This most probably
because there are insufficient amount of graduates were able to be tracked who
probably working internationally. There are few of UKM’s graduates who have
successfully established themselves exceptionally well in the global arena and
most of them have marked the milestone of global establishment among UKM’s
graduates.

4.2 Communication skill wins

Most of the respondents (n=57) agreed that communication skills contribute to the
most weightage in determining the marketability of UKM graduates. Only 3
respondents stated that entrepreneurial skill is as equally important as
communication skills. They claimed that the complementary effect of both skills
will maximize the marketability of graduates even better than just having
exceptional communication skills. There are several levels of analysis on why
communication skills became the utmost important skill. According to 95% of
both first year and final year undergraduates cohorts, having a good
communication skill will allow graduates to be more influential when selling
ideas, as it will get people listening. 2 of respondents, who are lecturers, also
shared their opinion as having a good communication skill enables them to
become good lecturers as they are able to cater for the understanding of student
better. This indirectly sparks motivation in students as they can comprehend the
matter easier. 3 respondents from the private sector stated that people with good
communications skills are crucially needed especially in the pharmaceutical
industries because on the first level, pharmacists do not only need to understand
profile of different drugs, but they also need to be able to deliver the drug
information to customers in a layman’s term. On the second level, pharmacists
who ended up in the legislation and regulation sectors requires even better
communication skills as they need to be firm and clear when it comes to
presenting reasons on why some drugs are not allowed to penetrate the market.
With all of the examples provided by the respondents, communication skills top
the findings among other soft skills because a good communication skill portrays
how to get the right message across from one individual to another. Hence, it
exists in any situation which includes getting agreement in mutual partnership,
promoting health, advocating legislation, nurturing through education and
conveying information through social media. However, there are many challenges
in performing a good communication skill. Respondents have listed their concerns
in most of the recent UKM graduates:

1) Poor mastery of the both Bahasa Malaysia and the English language.

Fluency in conversing Bahasa Malaysia with formality has been found lack in
recent graduates during job interviews. This is greatly caused by the frequent
usage of colloquial language in every day conversation. Thus, when it comes to
formality, majority of UKM graduates tend to mix the language with English.
Furthermore, majority of respondents also agreed that poor mastery of the English
language greatly reduces their communication skills. Firstly, such a problem will
restrict the ability to speak fluently in English and considering this language as a
second language in Malaysia, failure to deliver information during job interview
will not benefit themselves thus cause to lose job opportunity to other graduates. It
also creates a sense of inferiority complex where UKM graduates will feel that
they are not as good as their rivals in the interview. Not being able to speak
fluently and the presence of inferiority will greatly reduce confidence level in the
students. Confidence is greatly required when it comes to speaking out the ideas
as it allows discussion to go on with different people. Lastly, poor mastery of the
English language not only limits the output capacity but also the input as well.
This is because poor mastery makes it difficult for someone to understand new
things, issues, terms and to keep up with technology.

2) Lack of confidence

Lack of confidence can be caused from various factors. This may include lack of
persuasive skills, poor mastery in the language, doubts and also lack of content to
present. However, it is something that can be easily improved by reading and
keeping up to date with current issues. Confidence is a prerequisite before you can
start communicating and break the ice, be it from making new friends to sealing a
contract. Confidence gives the courage to speak out or initiate a conversation and
therefore without it, some good ideas may not be heard in a discussion.

3) Speaking styles

This attribute is largely seen when students are unable to identify their audience
while communicating. For example, a doctor should be using a layman’s term to
explain coughing symptoms to a layman patient, not by mentioning heavy medical
jargons. Otherwise, the symptoms cannot be delivered to the patients
informatively.

4) Communication in the new era

Nowadays, communication skills have been transformed to be an important tool to

connect each other in the workplace and public life. By integrating digital
technologies in business and everyday life, this skill is the top notch of desired
skill looked by the employers in recruiting young graduates. The Partnership for
21st Century Skills (P21,2009) has proposed five sets of communication skills.
These include:

1) the ability to articulate thoughts and ideas effectively, both orally and
nonverbally,

2) the ability to listen and make sense of what is being said,

3) the ability to utilise communication effectively,

4) the ability to utilise a wide range of media and related technologies,

5) the ability to communicate in different environments.

Therefore, UKM graduates has to know how to keep up with the technology and
communication skills not only can be evaluated in a face-to-face interaction, it is
extended to another level, by using different software and Web tools whilst
sharing ideas in a virtual environment.

4.3 Significance of marketability of UKM graduates and the possible harm

without it

By improving students’ marketability, UKM graduates will gain more benefits; as

they get to enjoy includes to have social mobility, wider avenue to speak their
minds and opportunity to explore their capability in socializing, gain more
influence to be known, and later to become a leader in an organization. If they fail
to become marketable, their chances to be employed become limited and once
they have been recruited in an organization, they could not proceed further in their
career. With more educated and competent graduates working in various
departments and administration, the overall standards of living of the society will
be elevated. If more mediocre graduates are in society, not only that it will add up
to the cost of consumption resources, their returns to the nation are hardly
beneficial for the greater good and may just become unemployed which ultimately
harms the economy.
4.4 How can UKM help?

Within UKM, various departments have different initiatives introduced to further

polish and enhance the soft skills dimensions of their students. According to the
Faculty of Medicine at UKM, their curriculum includes “Problem-Based
Learning”, “Meet the Expert” and “Personal and Professional Development”
sessions. Each session focuses in developing the ability of students to present their
research evidently and persuasively, provoke positive inquisition, culture the habit
of asking good questions to the experts, organize projects that includes reaching
out to the community and Non-Government Organizations (NGO). This is to
inculcate good moral attributes and generate resourceful, viable and multi-talented
doctors that work beyond the wall of offices and hospitals. In contrary, the
Faculty of Law will hold a presidential speech when it comes to election week.
This signifies a very professional act of students, attempting to create a healthy
competition with a great sense of leadership and responsibility. On behalf of the
residential college, the initiatives start by providing facilities for students to
organize their community projects, assigning an advisor to each project and
establish a student council to monitor each progress until the end. This
establishment is a medium to scout for talented future leader that possesses
exceptional persuasive skills and leadership skills. A respondent who is also a
representative from the Student’s Council explained that programs must always
have a society-university collaboration to ensure that there’s a reach out as a part
of student’s social responsibility. The program must also incorporate all the
dimensions of soft skills to ensure frequent exposure that soon, will become
integrated in the students’ life. However, these programs must be presented to the
Student’s council first to ensure the quality of each program before it can be
initiated.

5. Conclusion and Suggestion

University Kebangsaan Malaysia will have a better image national and

internationally if their students are able to communicate well with society.
Therefore, there is a need to reflect the curriculum standards. Only currently,
UKM has proposed a curriculum that involves the mixture of different faculties so
students from various backgrounds can share their knowledge and how they’ve
been taught in their respective subject. It would have been better if more of these
programs put forward great attention or emphasis towards communication skills to
improve the overall development of UKM students. Lecturers too, will be
mobilized from one faculty to another, as an effort to learn new teaching-learning
method so it can be introduced back to their faculty. As quoted in Roselina, 2009;
“Institutes of Higher Learning must create awareness to graduates on the needs
and expectation of the globalized job market. The effort should be a joint effort
between the students, lecturers, Faculties, Colleges of Residence, and Universities.
More importantly, students must be made to realize the importance of enhancing
their soft skills so that they are able to compete in the world without boundaries.
While suggestions on infusing soft skills have been deliberated by the Institute of
Higher Learning, the evaluation of these elements is left to the academics.” This
article has successfully identified the key soft skills that greatly affect student’s
marketability in society which is communication skills. Communication skills are
suggested to be more holistic compared to other skills and gives greater benefit.
Acknowledgements We would like to express our greatest gratitude to the 3
private sector representatives for contributing their insights and views regarding
the demanded skills of graduates. We also would like to thank lecturers from the
Faculty of Medicine and the Faculty of Health Science, final and first year
undergraduate medical, dental, pharmacy and health science students for making
up the majority of respondents and for contributing their opinions and suggestions.
This study was funded under grant PTS-2013-133 and was approved by the
Secretariat of Medical Research and Innovation, Universiti Kebangsaan Malaysia
(FF-2014-260).

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