Rapid digital transformation is not only changing how people communicate but also creating new demands from industry for human resources who are adaptive, creative, and strong in digital communication.
To meet this challenge, Hasanuddin University (Unhas) and PT Gojek Indonesia held a collaborative learning session that brought students together with creative industry practitioners and the national digital ecosystem. The activity is part of efforts to strengthen synergy in preparing young people who excel academically and can also understand the ever-evolving dynamics of the digital economy.
Through a dialogue-based approach grounded in practical experience, students were encouraged to see social media not merely as a space for self-expression but also as a strategic tool for building a personal brand, professional networks, and career opportunities.
Vice Rector for Academic and Student Affairs Prof. drg. Muhammad Ruslin, M.Kes., Ph.D., SpBM(K) stressed that universities today are expected to provide learning experiences that are more contextual and connected to the needs of future industries.
Prof. Ruslin said campuses are no longer only places for transferring formal knowledge; they also shape graduates who are agile, adaptive, and able to compete in an increasingly dynamic job landscape.
“The campus brings in various partners so that students have the chance to build wider networks. It is from this campus that alumni will emerge who can adapt to change and to the needs of the working world,” said Prof. Ruslin.
Prof. Ruslin added that Unhas continues to strengthen experience-based learning design through various competency-building programs, including the Competency Strengthening Course (MKPK), which gives students room to interact directly with industry, communities, and real challenges in the field.
Prof. Ruslin further noted that industry needs today are not oriented only toward academic ability; soft skills, communication skills, networks, and creativity are important competencies that young people must have.
“Today, industry needs not only graduates with good academic ability but also talent with value, communication skills, networks, and additional skills. That is why students must be active in socializing, building relationships, and opening themselves to new experiences,” Prof. Ruslin added.
The collaboration with Gojek is seen as an important part of creating a learning ecosystem closer to the realities of the digital industry. The direct presence of industry players gave students an opportunity to understand changing trends in digital communication, audience behavior, and effective and productive social media management strategies.
The main topic of the talkshow was social media management in the digital era, featuring content creator and creative industry practitioners Adi Surya and Anggu Batary, with Anzar Ahmad as moderator. The discussion covered various aspects of social media management, from strategies for building relevant content, maintaining consistent digital communication, and understanding audience characteristics to building a positive image in the digital public space.
The theme is considered increasingly relevant as industry demand grows for creative talent who can effectively integrate communication skills, creativity, and the use of digital technology. Social media has now become a strategic medium that not only shapes personal and institutional image but also opens opportunities for collaboration, business development, and professional careers across sectors.
Attending from Gojek were Mohammad Khomeiny, Head of Regional Public Policy & Government Relations at Gojek, and Mulawarman, Head of Regional Corporate Affairs Gojek for East Indonesia. Gojek’s involvement shows the company’s commitment to supporting capacity building among young people, especially in facing changes in Indonesia’s creative and digital economy ecosystem.
Hundreds of students took part and were seen to be enthusiastic about the interactive discussions, which covered various dynamics of the creative industry and digital communication strategies in the social media era.
The event was held as the “Zona Muda Gojek Talkshow” at the Arsjad Rasjid Lecture Theatre of Hasanuddin University on Tuesday (12 May). (*/khms/mir)
Editor: Ishaq Rahman
This article is an English translation of the original Indonesian report.