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08 April 2020 | Story Nonsindiso Qwabe | Photo Supplied
Career development read more
Nonhlanhla Moleleki.

Many students arriving at institutions of higher learning for the first time are often overwhelmed by the vast number of academic programmes available to them. They either end up going for study choices without much thought, or out of desperation. 

Seeing the gap between self-awareness and how it impacts career choices, the UFS introduced the Career Development Programme to teach students more about their chosen careers from the onset.  It was first introduced to first-year students on the Qwaqwa Campus in 2017. 

Project leader and registered counsellor in Student Counselling and Development on the Qwaqwa Campus, Nonhlanhla Moleleki, said the programme was implemented to assist students in better understanding their study choices and the career they have selected, and to better equip them with the relevant knowledge and skills. 

This annual project is once again available to students, and this year it has been extended to the South Campus to assist students enrolled for the University Preparation Programme to choose a study field that fits them best. 

Students are uncertain about their study choices
She said many students often settle for study options without aligning these choices with their interests, personalities, and capabilities, which frustrate them in the long run. 

“Students are often unsure about the career stream they are in and whether it suits them best, leading to poor academic performance. We’ve started receiving bookings from students on the different campuses, which shows that there is a need for the project to be implemented across all campuses. If students choose the right career path and go for options that best suit them, they have a better chance of excelling,” she said. 

Career programme carries long-term benefits for students
The programme runs for eight weeks annually through two-hour sessions per week. Moleleki said during these sessions, students are completing activities on career awareness, understanding individual abilities, and personality styles. The Student Counselling and Development team is also able to connect students with resources related to the industries that interest them.

“We also equip them with coping skills, as well as decision-making processes, in order to choose a career path that is well suited to their own interests, values, and personality styles,” she said.

She said assessments are done in the following areas: self-information, career information, integration of self-information with career knowledge, and career planning.
Moleleki said students who participated in the programme showed an increase in self-awareness and were able to better integrate this into their career choices. “In addition, they are also registered on the national Department of Labour’s database. This connects them with other graduates and potential employers.”

“This programme helps students align themselves with relevant skills and knowledge about the careers that best fit them. It also prepares them for the world of work. It’s not always about the jobs in demand, but it’s about students having a career that they will be happy with.”

News Archive

A brand-new image for historic University of the Free State
2011-01-19

Prof. Jonathan Jansen, Vice-Chancellor and Rector, and Prof. Teuns Verschoor, Vice-Rector of Institutional Affairs, during the media conference to launch the new brand.
- Photo: Hannes Pieterse

A new chapter was written in the history of the University of the Free State (UFS) on Thursday, 27 January 2011 when it launched its revitalised brand image. 

The brand evolution has resulted in the adoption of two primary brands to engage with its stakeholders – an evolved academic crest and a new marketing brand for the institution’s offerings and services. 
 
The university, which recently won the World Universities’ Forum award for academic excellence and institutional transformation, was founded in 1904 as a dynamic learning environment where academic excellence and the development of leadership qualities are long-standing traditions. These values are the backbone of the university and the foundation of the new brand as it seeks to adapt to the changing needs of society, without sacrificing its rich history and heritage. 
 
The process of revitalising and creating a renewed image of the UFS, spearheaded by the university’s inspirational leader, Prof. Jonathan Jansen, started in February 2010 and involved a comprehensive and consultative process to understand the deep insights that underpin the fabric of the institution among its key stakeholders. 
 
“We engaged in one of the most expansive and intensive process of consultations with staff, alumni, senate, council and other stakeholders to determine how and in what ways our brand could signal a more inclusive and forward-looking vision that captured the spirit and essence of the new country and a transforming university,” says Prof. Jansen.
 
The new brand is anchored in the university’s renewed motto “In Veritate Sapientiae Lux” (In Truth is the Light of Wisdom), which has been evolved to embrace the diversity of the community the university without losing its essence. As Judge Ian van der Merwe, Chairperson of the UFS Councilnoted,the motto retains concepts with which not only Christians can identify, but which also accommodate all the different viewpoints of the UFS’s diverse students and staff. Hereby a feeling of unity and belonging is promoted.”
 
The new brand identity was developed by the country’s foremost academic branding authority, the Brand Leadership Group. “We worked with the university to develop a brand that reflects an inclusive, forward-thinking truly South African university in tune with its changing environment which embraces its past, present and signals the future,” says Thebe Ikalafeng, founder of Brand Leadership Group.
 
The new brand has found resonance with the various university stakeholders. “The end product is excellent,” commented Mr Naudé de Klerk, Chairperson of Kovsie Alumni. “It represents a history of hope, excellence, innovation and transformation. Above all, it represents a leap of faith, which extends from a humble beginning in 1904 to the strong and vital academic institution it is today.”
 
Finally, where it matters, the new brand also gets the students’ vote. “Our new brand illustrates and communicates to the rest of the world the message that we as the University of the Free State refuse to be tied down to the failures of the past, but instead confidently sprint forward to the successes of tomorrow,” says Modieyi Motholo, Chairperson of the university’s Interim Student Committee.
 
 
 

Media Release
27 January 2011
Issued by: Lacea Loader
Director: Strategic Communication (actg)
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: news@ufs.ac.za
 
 

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