Human Resource Management Strategies in Private Universities to Enhance Competitive Advantage

Abstract

This study aims to examine human resource management (HRM) strategies in private universities and their impact on competitive advantage. A mixed-methods approach was employed, combining quantitative data from questionnaires and qualitative insights from in-depth interviews. The sample consisted of 150 personnel from private universities. The findings revealed that employee development had the highest impact on competitive advantage, showing strong positive correlations with personnel quality and administrative efficiency (r = 0.72, r = 0.63). This was followed by recruitment and selection and employee motivation and retention. In contrast, the use of HRM technology and innovation showed the lowest correlation, indicating that while technology adoption in HRM currently plays a minor role, it still has the potential to enhance administrative efficiency if properly implemented. The study suggests that private universities should continuously invest in employee training programs, improve recruitment processes, and integrate digital technologies into HRM to strengthen their competitive advantage.