Microsoft connects free learning pathways to ten in-demand jobs
A skilling campaign built for job seekers and employed people looking for advancement
The scale of the skills gap
After March 2020, nearly one-third of the global population went into lockdown. Businesses struggled with compressing two years of digital transformation into a few months. People struggled with being displaced from their jobs, as the pandemic triggered job losses that far exceeded the scale of the Great Recession.
Research showed the vastness of the employment gap. 53% of workers believed automation would change or eliminate their job within the next 10 years, and 32% did not believe they could develop the skills they need for the jobs of the future through their current employer. Funding matters, but the workforce needs concrete skilling to ensure long-term success. Microsoft had the technologies and the training opportunities to help people future-proof their jobs by increasing their level of digital skill.
Learning paths built from job data
LinkedIn’s Economic Graph represents the global economy through more than 690 million professionals, 50 million companies, 11 million job listings, and 36,000 defined skills. That data identified 10 in-demand jobs well positioned for future growth, from project managers to software developers.
Creative tailored to each audience
Creative and communications were optimized for each audience. Regardless of the audience or vehicle, all roads led back to the campaign landing page presenting resources on different learning paths and certification opportunities available.
Reaching people already in work
Microsoft account executives sent emails to strategic customers selling the benefits of certification opportunities for their team members. LinkedIn was used to target employees at strategic customers using Microsoft Cloud solutions.
Reaching job seekers on LinkedIn
Job seekers were targeted on LinkedIn with static and animated ad formats, sponsored messages, carousel ads, and InMail. The learning paths offered supported the 10 in-demand jobs identified, each backed by an industry-recognized certification.
Skilling on your own schedule
People chose what they wanted to learn, with certifications available across AI and Machine Learning, Data science, apps, IoT, Security, and DevOps. They also chose how, through self-guided learning or instructor-led virtual training, all free.
A movement was born
Its success sparked an evergreen strategy to ensure the workforce has the skills it needs to build meaningful careers.
