Even though technical and vocational education and training (TVET) has been recognised by the Vietnamese Government as having a key role in improving the national workforce, young people and their parents are still reluctant to choose vocational training as a career option. This is due to a weak image of TVET compared to academic education.
Reasons for this are shortcomings in the quality of the TVET system, a weak linkage with the business sector, and a lack of awareness about vocational training among young people. Promotional and communication work at different levels therefore aims to raise awareness about the benefits and careers potentials that vocational training offers.
The Programme Reform of TVET in Viet Nam supports communications and public relations (PR) activities at different levels, aiming at improving the image of TVET, promoting the Programme’s good practices and approaches as well as encouraging information sharing between stakeholders.
At macro and meso levels, the Programme promotes Viet Nam’s best practices on regional and international platforms such as the platform for TVET in South East Asia (seavet.net) or the UNESCO-UNEVOC International Center for Technical and Vocational Education and Training. The Programme also supports Viet Nam in the organisation of national skills competitions and in the participation in ASEAN skills and WorldSkills competitions to celebrate the importance and values of equipping young people with skills through vocational training. In cooperation with the Directorate of Vocational Education and Training (DVET), the Programme has equipped public relations (PR) personnel from TVET institutes with significant training so that they can improve marketing and communication work at their institutes.
At TVET institute level, the Programme supports the organisation of Open Days and Girl’s Days to to offer prospective students an opportunity to experience vocational training and get to know occupations at the college, especially the ones supported by the TVET programme. Career prospects of vocational training are also presented by sharing the success stories of TVET trainees and the perspectives of teachers and employers. Furthermore, the COVID-19 outbreak since 2020 has changed methods of advertising and marketing. While many face-to-face recruitment activities cannot be held, digital marketing has become an effective way for TVET institutes to share their information. The Programme cooperates with partner TVET institutes to use digital communication methods like Facebook advertisement campaigns or organising live recruitment sessions. Diverse media channels are utilised to reach different target groups effectively.