DEVELOPMENT OF WORKFORCE COMPETENCIES IN THE COMMUNICATION INDUSTRY THROUGH THE KAPSPOB MODEL

Abstract

This research aims to investigate the competency development requirements of personnel in business organizations worldwide, aligned with the six aspects of the KAPSPoB conceptual framework, and to develop a personnel competency development model for the communication industry. This qualitative research employed document analysis and research synthesis methods, utilizing data from the World Economic Forum Report 2025 and related literature.

The findings revealed that competency needs in the AI Transformation era, categorized by the KAPSPoB framework, consist of: 1) Knowledge: Focusing on the “Twin Transition” of advanced technology and sustainability; 2) Attitude: Emphasizing resilience and a growth mindset; 3) Practice: Highlighting AI-Augmented practice; 4) Skill: Identifying analytical thinking as the most critical skill; 5) Potential: Focusing on redeployment potential; and 6) Behavior: Prioritizing Diversity, Equity, and Inclusion (DEI) and well-being. Furthermore, the researchers proposed a competency development model for the Thai communication industry categorized into three levels: 1) Executive Level: Focusing on strategic and ethical transformation leadership; 2) Creative & Practitioner Level: Focusing on innovation storytelling and fact-verification; and 3) General User Level: Focusing on tech-enabled operational support. The development process integrates the 70:20:10 learning model, prioritizing 70% experiential learning to ensure sustainable competency transformation aligned with industry dynamics.