For decades, many Filipinos have left their hometowns in search of quality education and better career opportunities—often concentrating talent in urban centers while leaving provincial communities underserved. Today, the SM Group, through National University (NU), is helping reverse that trend by bringing accessible, high-quality higher education closer to home.
With a growing presence outside Metro Manila, National University is not only educating students—it is creating jobs, nurturing local talent, and strengthening regional economies.
Expanding Access Beyond Metro Manila
National University now serves more than 84,000 students across its nationwide campuses, with seven campuses located outside Metro Manila. These include NU Bacolod, NU Laguna, NU Baliwag, NU Dasmariñas, NU Lipa, NU Clark, and the newest campus, NU Cebu, which opened this academic year.
What stands out is NU’s strong commitment to local employment. NU Cebu currently boasts 100% local hires, while NU Bacolod employs 96% local staff, NU Laguna 99%, NU Baliwag 98%, NU Dasmariñas 96%, NU Lipa 98%, and NU Clark 97%. These numbers highlight NU’s deliberate effort to provide professional opportunities within the regions they serve.
By offering quality education and employment in provincial areas, NU allows professors, administrators, and students to build meaningful careers without leaving their hometowns.
Standardized Compensation, Stronger Talent Retention
One of NU’s key strategies in addressing brain drain is its standardized compensation package across all campuses nationwide. This approach ensures competitive and equitable salaries regardless of location, making provincial postings more attractive to educators and professionals.
“We bring talent back to the provinces,” said NU President and CEO Dr. Renato Carlos Ermita. “NU offers a standardized salary matrix applicable to all our employees across the country. This approach has helped make our recruitment more appealing to applicants in provincial regions.”
By aligning education, labor, and development goals, NU helps reduce inequality between urban and rural areas—strengthening local ecosystems for long-term growth.
Education as a Catalyst for Community Development
NU’s expansion also reflects the SM Group’s vision of responsible community development. Most NU campuses are situated within SM’s social ecosystem, offering students and employees accessibility, safety, and convenience.
“NU is part of SM’s corporate social responsibility,” Dr. Ermita shared. “By allowing campuses to be part of the SM community, accessibility is achieved and affordability is maintained. Transportation hubs are also located near most mall-based campuses, ensuring convenience and safety for students and employees.”
This integrated approach helps communities retain educational talent while reinforcing access to social and economic opportunities.
Coming Home: Stories from NU Cebu
At NU Cebu, the impact of this mission is deeply personal. One of the campus’ returning locals is Executive Director Johanna Minglana, who shared how the opening of NU Cebu allowed her to return home after decades in Manila.
“NU Cebu allowed me to come full circle in my birthplace while continuing my academic career,” Minglana said. She noted that many faculty and staff share similar sentiments—finding purpose in meaningful work without being separated from their families and communities.
According to Minglana, NU Cebu represents more than an academic institution. “It embodies SM’s vision of being a catalyst for community development. It creates jobs not only within the university but also for surrounding businesses—from food establishments and boarding houses to transportation and retail.”
Building the Future, Locally
As National University recently marked its 125th founding anniversary, thousands of alumni gathered to celebrate its legacy and continued commitment to providing world-class, life-ready education. Whether in urban centers or provincial communities, NU remains focused on preparing graduates to thrive wherever opportunity takes them.
By bringing higher education to the regions, NU and the SM Group are proving that talent doesn’t have to leave home to grow—and that meaningful development begins by investing in communities where people already belong.