Higher education Institutions (HEI) were established with different philosophies based on the entity that set up the HEIs. Within the Malaysian context, public-owned HEIs are typically funded and governed by government-related agencies that typically have a national agenda as the driving philosophy. On most occasions, these HEIs are highly subsidized and dependent on government funding for sustainability. On the other hand, in today's rapidly changing educational landscape, private universities have come to the forefront to become market leaders in the higher education ecosystem. Different models can be seen, some were purely profit driven while others have a balance between financial sustainability and purposed-driven entities.
One key factor that can drive success and innovation in higher education is the development of a purpose-driven, high-performing culture. In this article, we will explore the steps and strategies for building such a culture specifically within a university setting, with a focus on balancing the needs for financial sustainability while aligning values, fostering collaboration, and inspiring excellence.
Define Your Purpose
Every journey towards building a purpose-driven culture begins with a clear definition of the institution's core purpose and values, as ACEEU outlines in their standard of “institutional commitment” standard. This framework underscores how universities publicly and strategically dedicate themselves to entrepreneurship and engagement through the adoption of a vision. This can be reflected in the university's Vision, Mission and Core Values that are publicly made via its websites and social media. Universities are no longer a place of education but have evolved as hubs of knowledge creation, societal engagement, community progress, and personal growth. To build a purpose-driven culture, leaders must articulate a compelling mission that resonates with all stakeholders.
For example, at Management and Science University (MSU), its purpose is reflected in its tagline "Transforming Lives, Enriching Future The transformative journey has a sole purpose of producing a balanced, holistic and well-rounded graduates who will contribute back to society. This philosophy is adopted at every single touch point when dealing with stakeholders. Individual members within the University are empowered to realize their full potential and contribute meaningfully to society through education, research, and community engagement.
Communicate and Reinforce Values
Once the university's purpose is defined, it's essential to communicate and reinforce the institution's core values, as examined by the ACEEU standard of “culture”, the different mechanisms which work as drivers and enablers through which the university could enhance its entrepreneurial and engagement-oriented culture. It’s easier said than done. This purpose needs to be embedded in the university core values and will serve to guide decision-making, shape behaviour, and foster a sense of belonging among the university community. Regular communication through townhall sessions and visible alignment with these values are crucial. This alignment can be structurally incorporated in the university’s strategic plan and annual business plan.
For instance, if a value is "Diversity and Inclusion," the university should actively promote diversity in its students’ recruitment, student representative council and faculty appointments, as well as create an inclusive environment where all voices are heard and respected. Diversity in cultures is appreciated and celebrated to promote inclusivity and cohesiveness. Specific key performance indicators on this value must be stated in the university’s business plan.
Committed Leadership
Building a high-performing culture requires commitment from the top. The values and actions of leaders and approaches to leadership enable entrepreneurship and engagement in universities, which is crucial in building organisational capacity and is recognized by ACEEU as an important standard in the journey towards becoming an entrepreneurial or engaged university. University leaders, from the chancellor or president to Deans and department heads, must embrace the institution's values and become role models for excellence. Structured talent management programs supported by leadership development programs and training can help equip leaders with the skills and mindset needed to drive cultural change.
To foster a culture of trust and transparency, leaders need to practice open communication and encouraging feedback as a tool to enhance the culture. This ensures that everyone feels heard and that their contributions matter. The practice needs to be seen and not merely management rhetorical statements. Leaders must walk the talk.
Encourage Collaboration
Collaboration is the lifeblood of a high-performing culture. Universities should create opportunities for interdisciplinary collaboration among stakeholders. To encourage collaboration, an agile matrix organization structure is required where cross-functional teams have the opportunities to tackle complex challenges and drive innovation. Inter-disciplinary research centres, institutes, and collaborative projects can be established to facilitate this interdisciplinary work where communities beyond the universities can be co-opted into the process. The extension of collaboration beyond the university's walls and partnerships with industry, government, authorities, communities and other institutions can provide students with real-world learning experiences, faculty with applied research opportunities, and the university with valuable resources.
Invest in Continuous Learning and Development
The only constant is change. With the rapid advancement of technology affecting every spectrum of teaching and learning, a commitment to learning is fundamental to a high-performing culture. Faculty and staff need to pursue continuous professional development to continuously update their knowledge and skills and at times may be required to be re-skilled. Universities need to provide opportunities for skill-building, mentorship, and coaching as this not only enhances individual performance but also contributes to the growth of the institution as a whole.
In addition, creates an entrepreneurial mindset and culture of curiosity and intellectual exploration to encourage faculty and students to push boundaries and seek innovative solutions to society's challenges. All these programs need to be aligned towards attaining the purpose of the university.
Recognize and Reward Excellence
Performance is not sustainable without having appropriate reward and recognition for a job well done. Recognizing and rewarding excellence based on clear key performance indicators and target is a powerful motivator. Universities need to establish appropriate recognition programs that celebrate not only outstanding contributions to teaching, research, community engagement, and leadership but also in inculcating the organization core values. However, it's crucial to ensure that recognition is fair and transparent so as not to inadvertently lead to unhealthy competition or favouritism. These awards and honours should be of significant value, whether monetary or non-monetary and must be able to reinforce the university's values and mission.
Foster a Sense of Belonging and Inclusivity
A purpose-driven culture makes everyone feel a sense of belonging and are valued for their unique contributions to the organization. In general, engaged members be it faculty, students, or other stakeholders create positive results to the organization’s performance. Universities should adopt and create a diverse and inclusive environment where individuals from all backgrounds can thrive irrespective of gender, race or religion.
Inclusivity efforts should go beyond mere policies and need to be measured and tracked. They should include mentorship programs, support networks, and resources for under-represented groups. Regular diversity and inclusion program that goes beyond the wall of the universities can help create a more equitable campus culture.
Measure and Adapt
To build a purpose-driven high-performing culture, it is essential to measure progress and adapt as needed. It is important for universities to regularly evaluate their performance against targets in order to achieve continuous improvements in entrepreneurship and engagement. Agility is key in ensuring success and sustainability. Regular and systematic feedback ecosystem from students, faculty, and staff through surveys, focus groups, and performance assessments is useful in identifying issues that need to be handled to ensure that the plan is on track. Performance indicators agreed in business plans need not be a cast-in-stone approach and should be changed and reviewed as and when necessary. Adopting the Kaizen philosophy of continuous improvement allows the organization to use these data to identify areas for improvement and make necessary changes.
Conclusion
Building a purpose-driven high-performing culture at a university is a long-term and ongoing process that requires commitment, leadership, and a shared vision. When a university community has clarity of purpose, is guided by strong values, empowered to collaborate and excel, it can achieve remarkable results and positive societal impact. The steps and strategies outlined in this article are an option for universities to create a thriving culture that benefits both their internal stakeholders and the broader communities they serve.
-
-
Dr. Abdul Jalil Ghazali