HUMAN RESOURCE MANAGEMENT IN THE CONTEXT OF HIGHER EDUCATION: Strategies for Developing the Potential of Academic and Non-Academic Employees

: The quality of higher education is determined one of them through the development of human resource potential. with regard to that this study aims to analyze the strategy of developing the potential of academic and non-academic staff and the obstacles faced. This research was conducted at STEBIS Al-Ulum Terpadu Medan. Data collection techniques using observation, interviews and documentation studies. Data analysis uses data collection techniques, data reduction, data presentation, and conclusion drawing. The results revealed that the Strategy for Developing the Potential of Academic and Non-Academic Employees through the steps of mapping development needs, planning development programs


INTRODUCTION
Universities, as institutions of higher education, have an important role in the formation and development of superior human resources.The success of a university is not only determined by its academic excellence but also by its human resource management capabilities.In this context, human resource management in higher education is a key element that must be considered and developed optimally.(Fauziah, 2022).Human resource management in higher education covers various aspects, including recruitment of qualified teaching and education personnel, employee development, performance appraisal, conflict management, and management of labor-related policies.
Focused efforts on human resource management can improve productivity, motivation, and staff welfare, which in turn will contribute to improving the quality of education organized by the college.(Primayana, 2016) Human Resource Management is a management discipline that focuses on planning, managing, and developing human resources within an organization.There are several studies relevant to this research, including those regarding quality and service improvement (Primayana, 2016;Sari, 2021;Zulkhairi, 2020), regarding improving employee performance (Dharmawan, 2020;Hendriyaldi & Yanti, 2021;Muchtadin, 2022), in contrast to this research which focuses on strategies for developing the potential of academic and non-academic employees.

RESULTS AND DISCUSSION
The

Potential Development Strategy
The  Organizations that are able to identify and develop the maximum potential of all their members will have a competitive advantage.Thus, equal access is not only a moral principle, but also a smart investment for the long-term growth and sustainability of the organization.

Staff Potential Development Strategies
The implementation of the This research uses a qualitative research method based on case studies, the problems faced by college leaders in human resource management, especially with regard to the effectiveness of potential to be the point of the case to be studied.This research was conducted at STEBIS Al-Ulum Terpadu Medan, with research informants of college leaders and study program leaders, totaling five people.Literature sources are also a reference for this research, especially to add to the treasures related to human resource management.The data collection techniques used in this research are observation, interview, and documentation study.Observation is used to directly observe the college leadership strategy in conducting human resource management of teaching and education personnel.Interviews were used to obtain information directly regarding the strategy and potential development of academic and non-academic employees.Documentation studies were used to analyze documents related to higher education policies.Data analysis uses miles and huberman techniques consisting of data collection, data reduction, data presentation and conclusion drawing.To test the validity of the data, data triangulation techniques were used, extending research time and increasing researcher persistence.
Academic and Non-Academic Staff Potential Development Strategy refers to approaches and plans designed to improve the skills, knowledge and wellbeing of employees in the academic and non-academic sectors.The strategy includes a range of training, continuing education, performance improvement and career development support activities to enable employees to be more effective and productive in carrying out their duties.The aim is to advance the potential of individuals, increase their contribution to the organization, and achieve the overall goals of the institution.

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changing needs of the organization.The dynamic business world often requires rapid adaptation, and development programs that can adapt to such changes are more likely to achieve long-term success.Therefore, continuous monitoring open and transparent communication.It is important to explain the purpose and benefits of the development program, so that employees can see its added value for their career development.In addition, listening to employee input and feedback can help the organization to continuously improve and adjust the program to make it more effective and relevant.Thus, this holistic approach not only creates an environment that supports professional development, but also builds a positive bond between employees and the organization.(Meilia& Safrida, 2022; Muchtadin, 2022).6. Career Development Providing clear career development paths that support employees' professional growth is an important strategy in human resource management.By having a structured career path, companies can give their employees a clearer picture of the opportunities available in the future.This includes offering promotional opportunities to those who have demonstrated superior performance and commitment to their duties.With a well-defined career path in place, employees can plan their career steps, create motivation, and increase engagement at work.In addition to promotions, the provision of special project assignments is also a key element in supporting career development.Special projects can provide valuable additional experience, expand employees' knowledge and skills, and open up new opportunities in their careers.They can also be a platform for identifying and developing special talents that may not have come to light before.As such, the assignment of special projects can be an important step in creating a diverse, competent and future-ready workforce.Mentorship is also an aspect that should not be overlooked in supporting employees' professional growth.Through mentorship, employees can gain insights and guidance directly from those with more experience.This process not only helps employees overcome obstacles in their careers, but also accelerates their learning through the sharing of knowledge and insights sourced from real-life experiences.With mentorship, employees can build a strong professional network, expand their understanding of the industry or organization, and achieve their career goals By doing so, the organization can ensure that there is no discrimination or inequality in the selection process, so that every employee has an equal opportunity to join the program.In the context of globalization and intense business competition, providing equal opportunities to access development programs is also a smart strategy in building superior human resources.

Fifth
is a gap between the potential development needs of employees and the programs offered.Programs that do not match the actual needs of employees can reduce the effectiveness of this strategy.Eighth, the lack of regular evaluation and monitoring can make it difficult to measure the success of the potential development strategy.Without systematic assessment, it is difficult to know the extent to which the program has had a positive impact.Ninth, differences in organizational culture and lack of integration between work units can hinder the collaboration required for the implementation of this strategy.Finally, uncertainties in the external environment, such as changes in government policies or changes in industry trends, can also affect the course of an employee potential development strategy.