What the heck does this really mean to potential students?

BCIT advertisement, SkyTrain station, Vancouver, BC

All of the post-secondary institutions in Vancouver seem to be engaged in massive advertising campaigns to recruit students.

This recent campaign from BCIT seems to focus on the skills of BCIT graduates. I presume that the campaign is trying to imply that they are "More than ready" for the challenges of the workplace.

However, I wonder if that is the connection that potential students are making. And if they are not making that connection then the entire campaign is a bit of  a dead loss.