OCTOBER 2023 - r/ga
Australia's Labor Party backed the tech sector and pledged to create 1.2 million tech jobs by 2030, but overlooked the skills gap. Digital skills shortages in Australia were widely acknowledged and Google saw an opportunity to localise its Career Certs Program to help drive digital qualifications.
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THE ASK:
Develop a creative strategy to localise the launch of Google Career Certs in Australia, which can be expanded over time, that speaks to prospective students and Key Opinion Formers (politicians and journalists).
THE PROBLEM:
Potential students are questioning the value of university but are not sure if Google Career Certs are recognised by employers, which course to choose and whether it will be worth the time commitment. Key Opinion Formers are concerned that Google Career Certs aren't robust and recognised enough to fill the skills gap.
THE TRUTH:
Google Career Certs are a shortcut to unlocking potential (of the Australian workforce and of the Australian nation).
THE STRATEGY:
Double down on proof of value of Google Career Certs and tell local stories, to uncover reasons why students should enrol and KOFs should advocate.
THE DELIVERABLE:
A suite of content for the localised launch of the program.
