The Vocational Education Branding: Lesson Learned from Indonesian Academic-Industry Relationship

Vocational Education Program is still considered as the second choice when high school graduates enter higher education in Indonesia. Parents prefer to send their children to take bachelor than diploma level (one, two or three years diploma). The vocational education program is seen less prestigious and only for those who have financial difficulties. Usually, after graduating from diploma/vocational program, students continue to extend their study to get bachelor degree. There is a common misperception saying diploma is similar to bachelor minus one year period of study. In fact, the curriculum and teaching system of both studies are not the same. This assumption is not just believed by parents but unfortunately among users in the industry which often requires bachelor level for vocational graduates although they are satisfied with vocational students who work as in internship program and want to hire them. This phenomenon shows a gap that graduates of vocational program are ready, and competent enough, to enter job world, however, the industry world is not. Therefore, a strategic, sustainable plans is required to make industry to have a good knowledge about vocational graduates.