PUBLICITY MODEL FOR HUMAN CAPITAL FORMATION AND EVALUATION AT UNIVERSITY LEVEL /THE CASE OF THE UNIVERSITY OF PLOVDIV/

Abstract

This paper illustrates a publicity model, which delivers computed data for human capital formation and
evaluation at the University of Plovdiv “Pasii Hilendarski”, Bulgaria. Financing of this paper is provided by the
project “Vita Plus” (2021-2022) – a transdisciplinary project at University level in Bulgaria. The object of the paper
is to explain to the public and interested parties how a University-Business partnership might be constructed
achievable by building public-private partnerships through adequate profiling of research teams. The focus of this
research is to illustrate how a decade-long accrued expertise in the field of human capital formation and evaluation
at the University of Plovdiv may be translated to construct various academic teams in a transdisciplinary mode and
present themselves under a research team brand to the public, as well as public and private stakeholders for doing
for-profit science. The aim of the authors is to present good research practices and efforts for effective publicity and
public awareness activities of the human capital capacity at publicly funded Universities and institutions. Successful
public outreach practices are essential for team motivation and reputation of scientific branding of University
research teams. Thus, this paper delivers theoretical and methodological reasoning behind the idea, coupled with
some University of Plovdiv data, retrieved by the authors. The presented research study seeks to introduce to private
stakeholders the Model for Human Capital Evaluation by using various methods and techniques. The suggested
model and summarized results of the scientific expertise under the project activities portray an actual know-how to
innovative businesses. The authors’ intent is to provide practical and straightforward presentation of human capital
formation in transdisciplinary projects and to illustrate why the need for applying innovative solutions in academia
in Bulgaria is seemed necessary. A wide range of research methods was used to successfully achieve the goals and
tasks, i.e., secondary analysis of empirical data based on human capital formation (CVs), structured interview with
the project team members (23 people), unstructured (in-depth) interviews with experts in project management and
university professors (15 people), and triangulation. As a result of the authors efforts, an own questionnaire was
developed, and empirical evidence are yet to come (forthcoming survey using online inquiry based on Google Forms
software).