Enhancing Recruitment Strategies for Bachelor of Technology and Livelihood Education among Humanities and Social Sciences Students

Abstract

This study examined the effectiveness of recruitment strategies for the Bachelor of Technology and Livelihood Education (BTLEd) program at John B. Lacson Colleges Foundation-Bacolod (JBLCF-B) among Grade 12 Humanities and Social Sciences (HUMSS) students, driven by the program's low enrollment and perceived lack of prestige. Utilizing a descriptive-comparative research design, data were collected from 180 randomly selected HUMSS students in Bacolod City. The study assessed strategy exposure, program awareness, and perceived effectiveness, factoring in socioeconomic status (SES), academic performance, and proximity to the college. Findings indicate that recruitment strategies were applied infrequently, resulting in notably low program awareness. Overall effectiveness was rated as moderately effective, with scholarships and printed materials being the most impactful, particularly for high-performing students. A significant difference in perceived effectiveness was observed only with respect to academic performance and career fairs. The study concludes that a one-size-fits-all approach is insufficient. Effective recruitment requires tailored, multi-modal strategies reflecting students' academic profiles, SES, and geographic access. A targeted marketing plan was developed to address these gaps.