As artificial intelligence and green technologies become increasingly dominant, the global labour market is reaching a critical turning point. A comprehensive report developed within the framework of the COOPSKILLS project explores a key question: how can adults and employers be effectively mobilised to participate in the large-scale reskilling effort required by this transition?
The report, titled “A Report on Best Practice Mobilization Actions,” combines quantitative data, expert interviews, and desk research, leading to the development of a strategic Mobilisation and Awareness-Raising Roadmap.
The findings are based on a strong research framework. A quantitative survey was conducted among Vocational Education and Training (VET) providers and members of the UNESCO Learning Cities network, collecting detailed responses from across Europe and beyond. This was complemented by in-depth individual interviews in Greece, Poland, Portugal, Turkey, and Georgia, as well as focus group discussions in Lithuania, Spain, and Cyprus.
Effective Awareness-Raising Strategies
One of the most important conclusions is that general awareness campaigns are not sufficient. Successful mobilisation depends on trusted intermediaries. Municipalities, chambers of commerce, and local organisations are better positioned to translate labour market data into messages tailored to local community needs.
At the same time, the use of digital channels—such as social media and digital influencers—is expanding, particularly for reaching younger and mid-career workers. Personalised career guidance and counselling also emerge as critical tools, helping individuals approach reskilling gradually and with greater confidence.
Key Barriers
Despite strong demand for green and digital skills, participation is hindered by common obstacles. Lack of time is identified as the primary limiting factor across all countries. In addition, employer reluctance—especially among SMEs—is linked to concerns about productivity loss and the risk of trained employees leaving for better opportunities. At the individual level, low self-confidence and fear of change particularly affect older or low-skilled adults.
Implications for Reskilling Labs
This research directly informs the design of COOPSKILLS Reskilling Labs and Learning Companies. A central conclusion is that there is no one-size-fits-all solution. Mobilisation strategies must be adapted to local contexts. For example, in Poland emphasis may be placed on self-fulfilment, while in Cyprus the focus may be on compliance and risk reduction.
By combining flexible, modular training programmes with strong guidance systems and employer incentives, stakeholders can create an ecosystem where lifelong learning becomes not merely a necessity, but a meaningful opportunity for professional growth.
