Industry driven or institutionally defined? A critical analysis of graduate attributes alignment and integration in HRM programme

The integration of graduate attributes into higher education curricula is essential for enhancing graduate employability, particularly in Universities of Technology (UoTs). This study examines the integration and alignment of graduate attributes within a Human Resource Management (HRM) diploma at a South African UoT, focusing on their relevance to industry expectations and institutional objectives. Guided by Legitimation Code Theory (LCT), the study employed a qualitative case study design, drawing on semi-structured interviews, document analysis, and programmatic mapping. Analysis followed the Gioia Methodology. Findings reveal strong industry influence (RA-), which ensures relevance but constrains academic autonomy. Graduate attributes are progressively embedded, with emphasis on applied learning (SG+, MaD+) over theoretical depth (SD-), raising concerns of over-specialisation. While ethics and professionalism are foregrounded, transformative and civic-oriented outcomes receive less emphasis. The study recommends strengthening interdisciplinary competencies and balancing employability imperatives with broader educational goals.