Executives estimate that 40% of their workforce will need to reskill as a result of implementing AI and automation over the next three years, an IBM survey found.
As AI and automation continue to evolve, a large segment of the global workforce “will need to acquire new skills to remain relevant in their professions,” hiring agency Marmalade Recruiting stated recently. “This shift necessitates a major focus on reskilling and upskilling initiatives, both at the individual and organizational levels.”
Indeed, Canada’s labour market is evolving, the nation’s government agrees, which renders it “vital for Canadians to continue learning and upgrading their skills to take advantage of new work opportunities, find well-paying jobs and build rewarding careers.”
To punctuate the problem with numbers: In December 2023, there were more than 700,000 job vacancies in Canada—and yet 1.2 million Canadians remain unemployed.
In response to this gap, the federal government this week announced the launch of a new awareness campaign.
“Investing in the workers of today means experiencing a successful workforce tomorrow,” says Randy Boissonnault, Minister of Employment and Workforce Development.
Digitalization and automation were “already well underway before the pandemic and COVID-19 accelerated it,” according to the government.
As a result, “Workers with digital skills are now in high demand.”
Dubbed “Upgrade Your Skills,” the national advertising initiative aims to inform Canadians about financial supports and other programs available to help talent gain the skills needed to succeed in today’s market.
“We must provide for workers so they have the right skill sets to find higher paying jobs, protect our standard of living and build a stronger, more resilient Canadian economy,” Boissonnault said.
Running through the end of March, the campaign will span social media, web, digital radio, national broadcast, and even public digital displays—all in a bid to reach Canadians from ages 18 to 54 who are looking to launch or improve their career via upskilling.
The campaign nudges Canadians toward the government’s Develop Your Skills platform—a digital repository of information about resources that Canadians can benefit from, including financial assistance programs such as the Canada Apprentice Loan and Apprenticeship Grants; education savings benefits such as the Canada Education Savings Grant and the Canada Learning Bond; youth volunteer service and work placement opportunities; development programs like Skills for Success; and job-seeking tools.