Awareness-raising campaigns like #LifelongLearning play a crucial role in catalysing change within businesses by showcasing the benefits of investing in the continuous development of young employees. Such campaigns serve as a powerful tool to inform employers and business associations about the evolving demands of the global economy, emphasising the need to equip young workers with a versatile skill set that can adapt to these changes. By highlighting success stories, providing evidence-based research on the impact of lifelong learning on productivity and innovation, and demonstrating the competitive edge it offers businesses, these initiatives can motivate employers to create and expand access to training and development opportunities. This, in turn, fosters a culture that values and invests in the ongoing professional growth of its workforce, ensuring that young employees are not only prepared to meet the current demands of their roles but are also equipped to take on future challenges.
#LifelongLearning – Switzerland
Abstract
In 2019, the Employers’ Confederation and the cross-industry initiative DigitalSwitzerland collaborated to launch an awareness-raising campaign titled #LifelongLearning. This initiative aimed to highlight the importance of continuous learning and adaptation in the rapidly evolving labour market, particularly in the context of the digital transformation. The campaign sought to encourage individuals across various sectors to engage in ongoing education and skills development to stay competitive and relevant.
The #LifelongLearning campaign utilised a variety of platforms and methods to reach its audience, including social media, digital advertisements, workshops, and seminars. It focuses on promoting continuous learning as essential for both employees and employers to navigate future opportunities. It supports various initiatives, including STEM promotion, digital upskilling through the Boost Programme, and networking for HR experts. These efforts aim to address skill shortages in ICT, promote digital literacy, and ensure a diverse and skilled workforce.
The campaign emphasises lifelong learning as vital for all career stages in the Swiss workforce. It aimed not only to raise awareness but also to provide tangible resources and guidance for individuals looking to enhance their skills and knowledge base. Employers and employees alike were targeted in this initiative, with a focus on fostering a culture of continuous learning within organisations. The campaign emphasised the mutual benefits of lifelong learning for both businesses and their workforce, underlining the role of education in driving innovation, productivity, and personal fulfilment in the digital age.
In 2022, Digitalswitzerland spearheaded several initiatives to enhance digital innovation and education across Switzerland. Collaborating with organisations like ICT Berufsbildung Schweiz and Pro Juventute, it focused on lifelong learning and future skills, reaching over 200 000 interactions. The Boost Programme provided financial aid for over 300 individuals to pursue digital upskilling courses. Additionally, projects such as Planet MINT and Swiss Digital Days were launched to promote STEM education and digital awareness. Efforts to increase female participation in ICT through extracurricular activities targeting computer science skills also demonstrated positive impacts, particularly in engaging female students.
Further reading
[1] DigitalSwitzerland (2022), Annual Report, https://digitalswitzerland.com/annual-report-2022/.
[2] OECD (2021), Training in Enterprises: New Evidence from 100 Case Studies, Getting Skills Right, OECD Publishing, Paris, https://doi.org/10.1787/7d63d210-en.
[3] Player, B. (2022), Recommendations for gender-sensitive MINT offerings, https://digitalswitzerland.com/de/empfehlungen-fuer-gendersensible-mint-angebote/.
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