Businesses should not only recruit but also train media personnel.

'Doanh nghiệp đừng chỉ tuyển mà hãy cùng đào tạo người' - Ảnh 1. — Dr. Huynh Van Thong presented a paper at the discussion organized by *Thanh Nien* Newspaper this morning, December 9.

At the seminar "Media Training from Innovation to the New Era" organized by Thanh Nien Newspaper on the morning of December 9, Dr. Thong presented a paper "Training human resources in the media industry: Challenges behind the boom" to a large number of leaders of agencies, departments and universities, media experts, businesses, lecturers, students... The paper originated from the fact that more and more universities across the country are participating in training in fields related to media.

Exploding demand for media human resources

Dr. Thong shared that the remarkable development of technology in recent times has led to an explosion of platforms and content. This has contributed to the restructuring of the media profession and forced media researchers and practitioners to change and adapt to many opportunities and challenges. "We have entered a new era for quite a while," Mr. Thong commented.

According to Dr. Thong, platforms, especially social networks, not only create the environment but also gradually become the content and identity of media. Along with that, when every individual can own at least one digital device, the production and distribution of content on platforms becomes increasingly easier.

This forces organizations and businesses to compete for attention, because "content consumes attention, so the more content there is, the scarcer attention becomes," Dr. Thong emphasized. "This also poses a challenge to users: are we calm enough to access valuable information?"

'Doanh nghiệp đừng chỉ tuyển mà hãy cùng đào tạo người' - Ảnh 2. — The discussion was attended by many representatives from universities, businesses... to share lessons learned and requirements for media industry personnel.

The explosion of platforms and content also requires businesses to include communication positions in their strategic human resources framework to manage the identity, prestige and reputation of their corporate brands. Many businesses are willing and even determined to invest in the capacity of their communication team. "That is the inevitable reason leading to the explosion in demand for communication human resources and the number of people studying communication," said Mr. Thong.

Not only working in domestic and foreign enterprises, a career development direction that human resources in the media industry can aim for is to become influential subjects on social networks. To put it simply, that is to become a KOL, YouTuber, podcaster, streamer...

Appeal to businesses

Dr. Thong emphasized that the explosion in demand for studying media is a "test" for the training system at universities, posing many challenges. One of the biggest challenges is the story of "teachers coming from the 20th century, while students are from the 21st century", requiring lecturers to constantly update their knowledge and skills so as not to fall behind their own students.

"Lecturers are under a lot of pressure to change. I have seen many colleagues fall to a 'breaking point' in their capacity when they have to do academic research, update their profession, and change their teaching methods in a timely manner," Mr. Thong shared.

'Doanh nghiệp đừng chỉ tuyển mà hãy cùng đào tạo người' - Ảnh 4. — The seminar also attracted many media students to universities.

Another challenge is that the market changes faster than the training program, especially when the technology cycle usually lasts only 6-12 months. To cope with this, the Faculty of Journalism and Communication of the University of Social Sciences and Humanities, Ho Chi Minh City, incorporates into the training program practical sharing sessions "led" by industry experts or thematic reports... to update on practical changes.

In addition, Dr. Thong also mentioned the limitations in the connection between businesses and schools, when many parties only stopped at memorandums of understanding (MoU). "In fact, I hope that businesses clearly define communication needs as well as requirements for internship positions. From there, create opportunities for interns to practice and be evaluated as real employees, even being invested to improve their energy," Dr. Thong shared.

"Artificial intelligence (AI) is also posing many challenges not only to skills but also to the identity and character of media," Mr. Thong added.

'Doanh nghiệp đừng chỉ tuyển mà hãy cùng đào tạo người' - Ảnh 5. — Dr. Huynh Van Thong calls on businesses to cooperate more closely with schools in the process of training young human resources.

Based on the above reality, Dr. Thong recommends that newspaper offices as well as businesses have a "3 together" with schools. That is, jointly build training programs, jointly evaluate student output, and then share responsibility in creating opportunities for learners to practice and be exposed to real processes.

"Businesses should not only recruit people but also train them through many connection activities, from program design to practical training hours at businesses, editorial offices, especially Thanh Nien Newspaper. At the same time, it is also necessary to balance long-term capacity building with practical skills training, because if there is a lack of long-term capacity, your career life will be shortened," said Mr. Thong.

The seminar "Media Training from Innovation to the New Era" is part of a series of activities celebrating the 40th anniversary of Thanh Nien Newspaper's first issue (January 3, 1986 - January 3, 2026). This is an opportunity for universities training in journalism and media to share their training orientation in the field of media, their achievements, innovations, creativity, and difficulties and recommendations.

Portrait of media work today

Dr. Huynh Van Thong emphasized that in the current context, businesses no longer need pure PR or marketing specialists, but require interdisciplinary collaboration as well as multi-skills. You must know how to create content based on real data, must know how to tell stories that are appropriate to the nature of the platform, and must also know how to be creative based on algorithms.

"Businesses do not need students who are good at theory to give presentations, but they need personnel who will not fail when they enter a real campaign. They also need personnel who can get to work right away, not only knowing how to operate but also how to handle crises," Dr. Thong emphasized.

Source: https://thanhnien.vn/doanh-nghiep-dung-chi-tuyen-ma-hay-cung-dao-tao-nhan-su-linh-vuc-truyen-thong-185251209114013652.htm