Digital World

Closing the skills gap

Digital World marketing campaign has been developed to promote Digital Technologies as a positive career pathway, challenging stereotypes and promoting job opportunities amongst key audiences. The project responds to the objectives and themes of the Skills Investment Plan to attract more talent to the industry and closing the gap between supply and demand of people working in the industry.

A shortfall in ICT/Digital skills and qualified candidates has been identified, representing both a threat and opportunity to the Scottish economy. Skills development is an integral part of the solution. Specifically there is a requirement to help meet the current and future skills shortages in the sector. Forecasts suggest that there could be as many as 11,000 job opportunities each year in ICT and digital technologies, and currently demand is outstripping supply.

The campaign

The Digital World campaign launched at the end of September going live and the TV advert being aired for the first time.

Key audiences of the campaign are:

  • Young people:  from P6 to HE graduation
  • Parents, carers, peers of young people
  • Career changers / talent transfer
  • Women

Why women are being targeted

Women are under represented within the sector and as a group, cross cut across the other audiences from school age, through to career changers. 19% of those employed in ICT occupations in Scotland are women but Digital World hope to increase this number.

Digital World gives people an insight into exciting tech companies right here in Scotland, from Tigerface Games who are developing educational games for children, to Malzee, who have transformed the art of shopping to make it even more fun and enjoyable.There are also possible life changing, and life saving, developments underway and currently being trialled with GPs across Scotland thanks to AliveCor.

To find out more about the Digital World campaign check out the website hereor visit the YouTube channel

Written by Alison, Project Coordinator at Skills Development Scotland