Business oriented Employment Promotion

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It is by no means self-evident that employment promotion is conducted in a business-oriented way. Both employment promotion and economic promotion have the same goal, namely creating jobs and income. But they often pursue quite different approaches in trying to achieve this goal. It is not rare to find that employment promotion is conducted within the context of social policy, not economic policy, and by government bureaucrats.

How can employment promotion be conducted in a business-oriented way? This question addresses two issues: What should be done, and who should do it.

What should be done? There are two standard instruments for business-oriented employment promotion: Matching and skills development.

Matching today involves much more that the traditional activities of an employment agency (e.g. a German Arbeitsamt). Apart from running data bases and information systems, it includes instruments such as sponsored internships, sponsored test employment periods, active search for employment opportunities within companies, etc.

Skills development addresses one of the most frequently heard complaints about businesspeople, namely the inadequate skills of potential employees. Behind this complaint may be unrealistic expectations. But the complaints are often justified, as the activities of schools and other skills organizations are not articulated with the needs of companies. Organizing communication between training providers and potential employers is often one of the most effective instruments of employment promotion.
Who should do it? There are increasing doubts that separating economic promotion and employment promotion organizations is the best option. Leading agencies, such as Scottish Enterprise, unifying both activities within one organization. The key issue here is not just to merge organizational charts but actually the people inside the organizations, so that employment promotion and economic promotion specialists work in integrated teams.

Examples of Employment Promotion

• Employment Promotion for Youths - the Youth in Work Progamme of Northrine-Westphalia

• Job Rotation

• ParttimePlus

• Personnel Transfer

• Qualification and Re-Education for Unemployed

See also: Case Study 6 - Creation of Enterprises out of Unemployment - The Case of Brandenburg

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