The PTC Talent Acquisition Group (TAG) and the University of Santo Tomas recently celebrated another successful collaboration, which culminated in a research presentation held on September 8, 2025, at First Maritime Place. This event showcased the innovative research conducted for PTC by 12 marketing students from UST's College of Commerce and Business Administration, focusing on enhancing its marketing strategies and overall branding.

The presentation provided an insightful analysis of the factors influencing Filipino maritime professionals’ career decisions, especially in the officer level. It focused on the importance of building strong connections with employees and establishing a captivating employer brand to keep up with competition in the industry. The research also highlighted that seafarers look at an employer's reputation, appealing benefits that also extend to their families—-these factors build trust and loyalty.

PTC representatives including Capt. Ronaldo S.J. Enrile, Senior Adviser for the Shipping Cluster; John Paul Soto, Jr., Deputy Head of Cruise and Programs Manager; Patricia Ann DL Rodriguez, Branding and Communications Manager; Michelle Limcaoco Valdez, Senior Programs Manager; Aireen Zaballa, Programs Manager; Benjie M. Bautista, Talent Acquisition Manager; and Hector Brizuela, Pipeline Engagement Programs Manager, expressed their appreciation for the depth of the research and its actionable insights, recognizing its potential to shape their talent acquisition strategies.

The students’ thorough analysis and strategic suggestions were well-received by PTC leadership, who expressed interest in continuing the partnership. PTC has committed to involving the UST team in the second phase of the project in early 2026, with the goal of further developing strategies for employee retention and engagement.

When asked how the UST research team's experience was during the one-month activity, a number of them said "We are thinking of shifting to maritime because of our interactions and the knowledge gained during the research."

The UST research team hopes that the brand message of PTC will be "PTC is your partner for a lifetime of growth, at sea, at home, and beyond."