Insights from the Future Skills 2024 Event

Navigating Europe's Digital and Green Transition

I recently had the opportunity to attend the Future Skills 2024 event in Brussels, which was part of the larger European Year of Skills initiative. I had no idea a discussion like was so easily available in my whereabouts. As someone engaged in marketing and communication for years, I have been particularly with AI-driven tools. I was excited to explore how the future of work is evolving in Europe, especially in the context of the digital and green transitions.

A Focus on Digital and Green Skills:

One of the central themes of the event was how Europe’s workforce needs to be equipped with the right digital and green skills to remain competitive. This isn't just about upgrading the skills but reformatting the skilling in the current workforce. We know we need to adapt to the demands of a rapidly changing landscape, but how? That is the question that was partially answered, as these initiatives get resolved step by step. Key discussions revolved around the role of vocational education and training (VET) in ensuring that workers have access to education that prepares them for the new economy. At the certain point, we went further on to adapting the educational system, as it is the key to timely preparation for the future with AI.

I took notes during the panel that discussed the challenges and opportunities in digital skills. Obviously, I did not understand a lot of terms, especially political ones in particular. Yet, I did my best.

Europe's vision was outlined several times on how critical it is for employees at all levels to be tech-savvy, especially in traditionally non-technical fields like education and healthcare. The speakers emphasized that technical skills would be central not only to specialized IT roles but also to general workforce development.

Below you can see a few visuals showing a breakdown of the 5 workforce skills that are increasingly essential across sectors, and their development. These skills are foundational not just for digital transformation but also for addressing environmental challenges through technological innovation.

Skills-First Approach: Reimagining Hiring and Education

Another key takeaway from the event was the growing shift toward a skills-first hiring model. This was a topic of particular interest to me, as it ties closely into my work in communications. Obviously, traditional qualifications like university degrees are still quite a necessity in Europe, but with time it may no longer be the sole indicators of talent.

This approach could help address skills shortages by matching people with the right competencies to jobs across different sectors. I found the discussion particularly relevant to marketing, where innovation and flexibility are prized. AI tools are transforming how marketers work. And the skills needed in the future will be less about routine tasks and more about strategic thinking, creativity, and adapting to new technologies.

Better Skills Intelligence: Data-Driven Workforce Planning

Another important topic was the push for better skills intelligence. Europe is keen on developing more precise ways to collect and use data to forecast labour market needs. Since companies and governments struggle to meet rapidly changing demands, this data can ensure that skill development initiatives are targeted effectively.

Some notable speakers during this session emphasized the importance of leveraging AI and machine learning to provide real-time insights into labour market trends, and most importantly, into education sector. It is critical to foster partnerships between educational institutions, businesses, and policymakers to address these gaps proactively. This partnership is especially crucial in the wake of the green transition and the increasing demand for sustainability-driven roles across industries. LivAI and FINNOVA FOUNDATION were actively promoting this idea. I was truly impressed by the amount of combined effort necessary to support universities and school which are not prepared for the development of AI tools.

One of my favourite parts included some solutions on this matter. How do we support the educational (not only) system with development initiatives?

1. Gamification (both for adults and kids). Look at Duolingo as an example.
2. Blended format of content. People of different age group have different attention span and require different approach when it comes to learning. I recall several initiatives in Ukraine that focused on teaching elderly people Computer literacy.
3. Financial motivation. The status of a teacher has changed compared to what it was a few centuries ago. A teacher used to be a well-respected and well-paid profession. Nowadays, I think we all know how different this is. A lot of institutions underpay or do not have the opportunity to provide better conditions for the teachers. The computer literacy is low in most schools. If you look on a government level, some curriculum is established only by the government, like in Hungary. Teachers have no effect on the educational progress which is very demotivating if you add lack of financial motivation to it.

Next Steps for the Workforce:

The conversations at Future Skills 2024 have made it clear that Europe is on a path toward creating a workforce that’s both digitally capable and adaptable to the green transition. How is another question, as mentioned before. The key now is fostering collaboration between all stakeholders - educators, businesses, and governments. This is necessary to ensure us that the workforce is ready for the future.

As I left the event, I couldn’t help but feel a sense of optimism, also was somewhat zoned out. I know I am not the only one who can't sit at such events for too long. Respect to the participants for their determination and consistent patience.

With the right balance of digital, green, and emotional skills, workers in Europe will not only adapt to the future but thrive in it. I look forward to seeing how these initiatives take shape and contribute to us and next generations.

As for a matter of transparency. I prepared this article with all the notes and visuals. Gave it some time, re-wrote it with a fresher perspective, ran it through ChatGPT to give it a better structure and did the same process of revision twice. As I said - marketing is heavily affected, and I am no exception. I would rather embrace the tools we have and find ethical approaches to use them for the sake of learning and developing as a human and professional. Lately, learning has been bringing loads of inspiration and hope.

Let’s continue the conversation: What are your thoughts on the skills needed for the future? How are you preparing to stay ahead of these shifts in your industry? Looking forward to your insights, thoughts and opinions below or via chat.