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Potential employees use organization career webpages as a first source of information about potential jobs. A content analysis of the career webpages of twenty organizations that recruit from male-dominant occupations and twenty organizations that recruit for female-dominant occupations were examined for gender-specific textual markers and for textual markers for the characteristics of job expectations of comfort, reward and responsibility. Specific focus was made on college recruitment pages for employment into first post-college jobs. This study found that there is an underlying gender issue on organization’s college recruiting online presence. Organizations that have a recruitment strategy to hire women are challenged to appropriately appeal to women in their online recruitment messaging frameworks. Additionally, the rhetoric of job expectations is elusive and so is inadequate to foster the development of accurate expectations for a first post-college job.

El presente proyecto ofrece una perspectiva global de la orientación vocacional. Para esto, tiene como aliada a la tecnología, la que permite y garantiza el uso de plataformas digitales de comunicación. Este proyecto buscará ayudar, motivar y orientar a todo alumno en educación secundaria a fin de que pueda elegir la carrera idónea según sus competencias, talentos y habilidades. En este proceso, estará acompañado de la orientación de un experto. En los dos primeros capítulos, explicaremos el origen de la orientación vocacional en el mundo y en el Perú. Además, se ofrece una propuesta de negocio. En el tercer capítulo, se realiza un análisis del macro y micro entorno. En el cuarto capítulo, se realizan encuestas y entrevistas a profundidad a los principales stakeholders, alumnos (prospectos) y padres de familia, para tener una visión real de sus necesidades. El quinto capítulo incluye un plan de marketing que toma como punto de partida al público objetivo y posible desarrollo. Asimismo, se buscará desarrollar el producto idóneo, así como una sólida estrategia de precios acompañada de la calidad en la evaluación, una estrategia de comunicación y un plan de ventas. Además, se abordarán diversos temas operativos y de estructura organizacional asumiendo, como eje de desarrollo sostenible, el valor diferencial en la calidad de atención. En el sexto capítulo, se analizará la estructura económica, y se mostrarán las proyecciones de rentabilidad, tomado como referencia para inicios del proyecto. Finalmente, se brindarán las conclusiones del proyecto y el aprendizaje obtenido con el mismo. / This project offers a global perspective on vocational guidance. For this, it has as an ally technology, which allows and guarantees the use of digital communication platforms. This project will seek to help, motivate and guide all students in secondary education so that they can choose the ideal career according to their skills, talents and abilities. In this process, you will be accompanied by the guidance of an expert. In the first two chapters, we will explain the origin of vocational guidance in the world and in Peru. In addition, a business proposal is offered. In the third chapter, an analysis of the macro and micro environment is carried out. In the fourth chapter, surveys and in-depth interviews are conducted with the main stakeholders, students (prospects) and parents, to have a real vision of their needs. The fifth chapter includes a marketing plan that takes as a starting point the target audience and possible development. Likewise, it will seek to develop the ideal product, as well as a solid pricing strategy accompanied by quality evaluation, a communication strategy and a sales plan. In addition, various operational and organizational structure issues will be addressed, assuming, as an axis of sustainable development, the differential value in the quality of care. In the sixth chapter, the economic structure will be analyzed, and profitability projections will be shown, taken as a reference for the beginning of the project. Finally, the conclusions of the project and the learning obtained with it will be provided. / Trabajo de investigación

Durante los últimos años incluyendo el periodo de pandemia muchos jóvenes han tomado malas decisiones a causa de la falta de herramientas que brinden información sobre las diversas carreras profesionales que existen el mercado. Luego de contrastar esta problemática por medio de entrevistas y demás fuentes secundarias, se procedió a desarrollar un aplicativo. El presente trabajo desarrolló un plan de negocio del aplicativo llamado Vocational Help que sirve como apoyo al estudiante brindándole 3 elementos importantes como lo es un test vocacional, información relevante de centros de estudios superiores, soporte académico y psicológico. La idea del aplicativo es que el alumno tenga los recursos necesarios para una correcta selección de carrera y asegurar la culminación de esta. Por ello, se realizaron diversos experimentos que validaron el modelo de negocio y consecutivamente, ejecutar un plan financiero que demuestre la viabilidad del proyecto basado en cifras reales. / During the last few years, including the pandemic period, many young people have made poor decisions due to the lack of tools that provide information about the various professional careers that exist in the market. An application was developed after contrasting this problem through interviews and other secondary sources. The present work developed a business plan for the application called "Vocational Help" that serves as support to the student by providing 3 important elements: a vocational test, relevant information from higher education centers, and academic and psychological support. The idea of the application is that the student has the necessary resources for a correct career choice and ensures its completion. For this reason, various experiments were carried out that validated the business model and, subsequently, executed a financial plan that demonstrated the viability of the project based on real figures. / Trabajo de investigación

This phenomenological case study explores the college and career readiness (CCR) and postsecondary trajectories of six African American youth, 18 to 20 years of age, who attended or graduated from a northeastern urban school district during 2021 to 2022. Drawing on social reproduction theory and critical race theory, interviews, school, district and demographic data were examined to understand how participants made meaning of their CCR experiences and the family, school, work, and community influences on their postsecondary trajectories. Findings demonstrated that the youth used community cultural wealth to support their education and career goals and to navigate structures and systems. However, as participants pursued their aspirations, dominant White capital (social, financial, and temporal) in education and employment structures increasingly created barriers to their goals. Participants continued to aspire toward their dreams; however, the obstacles they confronted and their ability to navigate those obstacles varied by parental educational and occupational background. In order to ready African American youth for postsecondary success, participants recommended that CCR school implementation (a) engage with students one on one and not rely on computers; (b) ready students for good-paying jobs as well as college; (c) employ caring, culturally responsive educators and staff with high expectations; (d) offer more creative and critical thinking learning experiences and a less regimented curriculum; and (e) provide support for postgraduation transition. This research has implications for social reproduction, Black habitus, caste, and intergenerational mobility. / Urban Education

La presente investigación tuvo como objetivo describir el vínculo afectivo entre padres e hijos, en estudiantes de universidades privadas que cambian de carrera en los primeros ciclos. Para ello, se realizó un estudio cualitativo, de diseño fenomenológico. Se aplicó la entrevista semiestructurada a 12 participantes, divididos en cuatro núcleos familiares, conformados por un padre, una madre y el o la estudiante. Además, se realizó un análisis de contenido a la información recolectada. Los resultados demostraron que ante el cambio de carrera algunos padres se involucraron más de lo que sus hijos perciben como necesario, y esto limitó su autonomía para elegir la carrera. Por otro lado, otros padres acompañaron desde el diálogo y la escucha, lo cual fomentó la libertad de elección de los hijos y promueve sentimientos de seguridad. Asimismo, se evidenció que el estado emocional de los padres influenció directamente en los recursos del hijo para afrontar el cambio, tanto de forma positiva como negativa. Por último, se encontró que el cambio de carrera podría originarse, en parte, debido a procesos inconscientes que se ponen en juego en el vínculo entre padres e hijos. / The purpose of this research was to describe the emotional bond between parents and their children, in private university students who change majors in the first semesters. For this, a qualitative study was carried out, with a phenomenological design, using an in-depth interview for each of the participants, as a data collection technique. In addition, there were 12 participants, divided into four family systems which were composed of a father, a mother and the student. A content analysis was executed. Results showed that, when changing majors, some parents were overly-involved in the process, limiting the student's sense of autonomy. On the other hand, some parents established an open dialogue, promoting the student’s liberty of choice and enabling feelings of security in them. The parents' emotional state had a direct influence, both positive and negative, on the student’s ability to face the challenges related to the process. Finally, it is suggested that changing majors could be, partially, a result of the unconscious processes that occur in the parent-student bonding dynamic. / Tesis

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