Taking it up a level

Why is it important to create a company culture of learning and how does this affect hiring approaches? Untapped investigates how focusing on upskilling and reskilling employees can be a game-changer for recruitment strategies.

It’s no secret that investing in employee training programmes can help organisations adapt to changing global situations and thrive under pressure. However, the importance of emphasising a solid upskilling strategy cannot be underestimated when it comes to recruitment. Companies must maintain a firm focus on learning and development to stay competitive and attract strong candidates to a variety of roles.

We know that potential applicants are on the lookout for positions that will expand their knowledge and abilities, provide career progression opportunities, and boost their confidence. Highlighting training provision throughout the recruitment process offers companies a multitude of benefits – including boosting employer branding and attracting ambitious candidates who are eager for personal and professional growth. Access to upskilling can be a powerful talent attraction tool.

So, how do companies go about providing evidence of an upskilling and reskilling focus to potential candidates? Businesses should highlight training initiatives in job descriptions and recruitment marketing, as well as incorporating learning opportunities into onboarding processes, and offering clear pathways for development. This provides benefits for both candidates and employers.

“By prioritising upskilling, companies future-proof their workforce and encourage innovation, meeting both business needs and employee aspirations,” explains Stephen Anderson, crooton’s Co-Founder and Managing Director. “Job seekers value  growth opportunities. Recruitment strategies that emphasise career development help attract ambitious candidates who want to achieve success.”

Providing learning and development pathways is vital for retaining an engaged and motivated team. Investing in upskilling helps to reduce turnover; saving recruitment costs and preserving institutional knowledge. By highlighting upskilling opportunities in recruitment strategies, companies demonstrate the value they place on individual growth.

What’s the skills gap?

Over recent years, the talent search has become all about filling skills gaps. Recent research from Betterworks shows that nearly 8 in 10 companies have changed job descriptions or lowered their standards to attract candidates. Factoring upskilling and reskilling into a recruitment strategy is essential because it helps businesses adapt to meet emerging trends and technological advancements. In particular, artificial intelligence (AI) is rapidly revolutionising the way we work and live.

According to the Future of Jobs Report 2025, technological skills are projected to grow in importance more rapidly than any other in the next five years. Yet while AI can significantly boost productivity and transform routine tasks, there remains a demand for uniquely human skills – like critical thinking, emotional intelligence, and creativity.

According to the last UK Employer Skills Survey, 36% of all vacancies were caused by skills shortages. It’s predicted that workers’ core skills will be disrupted because technology is moving faster than companies can design and scale up their training programmes. On average, workers can expect that 39% of their existing skill sets will be transformed or become outdated over the 2025-2030 period (The Future of Jobs Report 2025). It’s vital companies invest in training programmes to encourage ‘skill stability’ alongside increased innovation and creativity.

So, what abilities will be needed in the future? Analytical thinking, AI and big data will remain the top in-demand skills. If companies can demonstrate strong upskilling programmes during the recruitment process, they will gain a reputation for being forward-thinking and adaptable.

Stephen Anderson continues: “Learning is no longer an ad hoc function: businesses need to foresee what they will need in the future and where the gaps might be. They can then build a comprehensive learning and development programme for their employees. One way some providers are doing this is to gamify training – using technology in fun and interactive ways.

Companies with robust upskilling and reskilling programmes can adapt to market shifts faster than competitors.”

Jamie-Lee Bowden, Client Success Manager at Future Fit For Business, adds: “A strong upskilling programme not only attracts top talent but also fosters loyalty within teams. Today’s professionals seek employers who invest in their growth, and by providing continuous learning opportunities, businesses can enhance retention, drive performance, and build a strong community. In fact, a report by Seismic found that 50% of employees are considering leaving their company due to a lack of training. Investing in continuous learning drives innovation, enhances expertise, and ultimately secures long-term business success.”

Key upskilling campaigns

Some notable organisations are already recognising the value of upskilling and leading the way with comprehensive training programmes – benefiting employees while receiving an accompanying boost to their employer branding. Amazon’s ‘Upskilling 2025’ pledge demonstrates how a strong commitment to learning can enhance and solidify a reputation.

Launched in 2019, ‘Upskilling 2025’ has seen Amazon invest $1.2 billion to upskill more than 300,000 of its employees. The company-funded training programmes support employees as they learn critical skills to further their careers and move into in-demand, higher-paying roles.

Through its programme, the organisation has focused on creating pathways (such as technical apprenticeships, on-the-job training, technical skills training and certification) to careers in areas that are continuing to grow.

A joint survey from Gallup and Amazon found that if employers can provide upskilling opportunities then it can solve many recruitment challenges, increase productivity, and help raise wages. The study found most workers want to update their skills. More than half of US workers surveyed were ‘extremely’ or ‘very’ interested in doing so. Among workers who had already participated in an upskilling program, 75% reported experiencing advancement in their careers.

Another strong example is PwC, through its global ‘New world. New skills’ programme. With the belief that bridging the digital divide of a global skills gap is a complex problem that requires stakeholders to work together to make the world a more resilient, more capable and more inclusive place, this initiative was created to address the mismatch between the skills people have today and those needed to navigate the digital world.

Pete Brown, Global Workforce leader at PwC, says: “In today’s fast-paced business environment, focusing on people – and upskilling and reskilling – is vital for maintaining competitiveness, especially with the rise of technologies like GenAI which will help them be better at their jobs. Our UK Hopes and Fears survey highlights that 57% of workers believe GenAI can boost efficiency, up from 19% the previous year, and 44% think it could increase their salaries. Furthermore, 75% of employees are ready to adapt to new working methods, with 65% excited about the opportunities GenAI presents.” He continues: “But the technology is only as good as the people using it and these findings underscore the importance of businesses helping employee adoption and supporting employee development to close skill gaps, improve job satisfaction, and reduce turnover. As AI reshapes industries, prioritising upskilling and reskilling will ensure organisations remain resilient and future-ready, while empowering employees to thrive in an evolving landscape.”

PwC is a founding member of the World Economic Forum’s Reskilling Revolution which seeks to empower one billion people with better education, skills, and economic opportunities by 2030. The aim is to identify current and future needs and gaps. These required skills can then be articulated in job descriptions and training programmes developed and delivered alongside industry, learning providers, and governments.

Our last word

If businesses can align recruitment strategies with long-term development training, they demonstrate that they are innovative, forward-thinking and agile: all attractive qualities for candidates! Ultimately, by embedding upskilling and reskilling into recruitment, companies not only secure a competitive edge but also build a resilient and thriving workforce.