DIGITAL AUDIENCE PERSONA; THE PHYGITAL CAMPUS REVOLUTION FOR CAREER CENTER DEVELOPMENT AND UNIVERSITY BRANDING

Abstract

This research outlines a phygital campus revolution strategy through the development of a data-driven Digital Audience Persona (DIA-PER) for university career centers. Unlike conventional tracer studies, DIA-PER creates a holistic profile by integrating physical data (academic performance, organizational involvement) with digital activity (online portfolios, coursework, professional social media). Using Focus Group Discussions and Latent Class Analysis (N = 400), the study maps graduate typologies within a smart university framework. The results demonstrate that DIA-PER transforms career centers into real-time phygital platforms that optimize graduate employability and accurately match talent with industry needs. Beyond improving recruitment precision, this data-driven system elevates university brand value and systematically mitigates educated unemployment and job mismatch.