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European Vocational Skills Week
News article29 September 2022Directorate-General for Employment, Social Affairs and Inclusion

How to reach Generation Z: DG EMPL holds successful webinar on youth outreach for VET providers

How to reach Generation Z

Use live events and other social media happenings to reach Generation Z. That was just one golden nugget of advice dispensed to participants across Europe who joined DG EMPL’s third tailored Info Day online webinar for VET providers, this time focused on the theme of ‘How to promote your VET course to youth: tools, techniques and channels’.

Streamed through the B2Match platform just as classrooms reopened after summer on 22 September, the event was headlined by digital media experts sharing their insights and trade secrets on how best to use social media to attract young audiences, known as Generation Z.

Moderated by Washington DC-based journalist and communications expert Brian Maguire, attendees heard from Ana Carrero Yubero, deputy head of unit at DG EMPL, social media expert Prody Mwemena, as well as Lina Micó, digital manager at Fundación Bertelsmann, and Claudia Grau, marketing manager at iFP (Innovation in Vocational Training) on the latest trends and best practices.

Attracting Generation Z takes a lot of video and live happenings on social media, noted the experts, sharing new promotional techniques and tools to get and retain Z’s attention. It also makes sense to use storytelling, including students inspiring others through their stories of how VET has helped them.

The Info Day was followed by the opportunity to network on the B2Match platform, where attendees held 1-1 meetings, exchanged best practices, and shared their own experiences promoting VET courses.

Stay tuned for more webinar series this year and next during the highly anticipated #2023 European Year of Skills. As Ana Carrero Yubero, deputy head of unit at DG EMPL, summarised: ‘Skills are more important than ever to face all the challenges in the labour market… 2023 will be the Year of Skills and we rely on VET providers to attract young people to VET which has a crucial role in equipping both the young and adults to succeed in this quickly changing environment’.