Given the current phase of global economic recovery and the overall improvement in our labor market, there remains a surplus of labor relative to demand at certain educational levels. To proactively address the “promotion of high-quality and full employment” policy outlined in the 20th National Congress of the Communist Party and to explore the factors affecting high-quality employment for university students, this study, based on a review of relevant literature, designed a structural equation model with self-marketing as a mediating factor. It confirmed that personal, institutional, and societal factors exhibit a significant positive influence on achieving high-quality employment for university students in Guangdong Province. Additionally, it highlighted the pivotal role of a proactive job-seeking attitude in enhancing employment quality. The analysis further established that self-marketing, as a bridge connecting personal, institutional, and societal factors with high-quality employment, not only significantly boosts employment quality but also stands out as a crucial element among various influencing factors. This research provides local universities in Guangdong Province with effective self-marketing strategies to enhance students’ self-marketing abilities and achieve high-quality employment in the new era.
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