Purpose: The purpose of this paper is to university students' awareness of the employers preferred competencies and the educational level capable of readying them satisfactory for the demands of the world of work. Design/methodology/approach: Using a qualitative approach exploratory research design, data were gathered in an informal and unstructured manner, researchers identified undergraduate students' awareness of employers' preferred competencies of the graduates. Findings: Undergraduate students overestimated academic credentials while ignoring soft skills as employers' preferences. Nevertheless, they were worried about their capability to compete adequately when seeking employment despite identifying university level of education as the most appropriate for developing and enhancing their employability. Research limitations/implications: The study involved mostly second-year students from one college of the seven colleges constituting the University of Dodoma. Practical implications: There is a need for university education to integrate and emphasize the non-cognitive skills for adequately and holistically preparing future employees with adequate knowledge and skills to thrive in the world of work demands. Social implications: There likelihood that a lack of confidence would impact their participation in academia and work/job. Hence, lower down their productivity and inadequately contribute to social and national economic growth. Originality/value: The value of these findings is that they identify, inform and can be used to enhance university education programming for improved graduate's employability. © 2021, Emerald Publishing Limited.
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