Jobseekers and employers often face information gaps that keep them from understanding one another’s needs. Targeted awareness campaigns can align incentives, skills, and employment and business outcomes by sharing information such as the availability of employment opportunities, skills development programs, apprenticeships in high-demand sectors, subsidies or tax incentives, and other attractive, value-add employment services. They can be especially helpful for young employees without previous work experience or industry connections.  

Public awareness campaigns can also be helpful in overcoming biases against certain types of jobs. Some countries have vacancies in vocational trades such as plumbing and sectors such as agriculture, but they go unfilled because of a negative public perception of these jobs. In other cases, entrepreneurship, freelance and self-employment do not have the same social recognition as formal employment, resulting in unfulfilled opportunities.

Case study After the Canadian Government rolled out its national Youth Employment Strategy (YES), it launched an advertising campaign including posters in public transportation, television commercials, and newspaper ads. The information shared included various internship, apprenticeship, and youth entrepreneurship programs available both for jobseekers and employers, as well as where and how to find more information. In 2012, YES helped connect 60,000 Canadian youth with work experience and skills training.