Vocational Education and Training is at a pivotal moment in Europe, with a clear need to redefine its public image, strengthen industry partnerships and enhance its visibility. VET is often misunderstood or viewed as a secondary choice compared to traditional academic routes.
As part of the VET2Sustain project, an online survey gathered insights from 160 respondents across 18 European countries, has underscored these challenges and pointed the way toward renewed efforts to reshape perceptions, reinforce industry ties, and better communicate the real value of VET. Responses from teachers, administrators, and policymakers—especially from Italy, Finland, Germany, and the Netherlands—highlighted key challenges and opportunities in the VET sector.
An interesting point to note is that the respondents also perceived that main problems in vocational education and training now, are: the changing needs of working life, collaboration with enterprises, resource challenges, technological developments; digitalisation, ecology and flexibility of training for young people and adults.
For too long, VET has carried an outdated stigma — seen as a backup for students perceived as less academically inclined, while general education is hailed as the “premium” path. This image doesn’t reflect the reality: today’s VET programs are rich with opportunities for skill-building, personal growth, and access to industries with high demand for well-trained professionals.
To change this narrative, we need to showcase the success stories of VET graduates — individuals who have built rewarding careers and contributed their expertise to vital sectors. Whether in skilled trades, healthcare, technology, or environmental sciences, VET graduates offer essential skills that drive economic growth and innovation. Sharing these stories widely, through events, digital platforms, and career fairs, can help potential students, families, and employers see the promise that VET holds.
Moreover, collaboration with industry isn’t just a perk for VET institutions; it’s a necessity. Schools with robust industry partnerships report higher enrolment and a more positive public perception of their programmes. When we compared schools with enough applicants and not enough applicants, we see the following:
- Schools with enough applicants reported good work-life relations in their country, while schools with not enough applicants did not consider the work-life relations of vocational schools in their country to be good.
- Schools with enough applicants report that they take good account of the needs of the world of work when planning their courses (strongly agree 85% and somewhat agree 11%). In schools with not enough applicants, more than half of respondents felt that they do not take good account of the needs of the world of work when planning their courses.
To make VET an appealing choice, we must build and expand these industry connections. By involving businesses in curriculum development and offering hands-on training through internships and work placements, we prepare students with the skills they’ll use daily in their chosen fields. When students see that their education directly links to tangible career outcomes, they’re more likely to enrol, succeed, and advocate for VET’s value.
In the light of the research, it seemed that in a digital world, communication is key to changing the image of vocational education and training. Schools with a dynamic online presence and active social media channels reported higher enrolment rates. Sharing achievements, partnerships and success stories on social media allows VET to hopefully reach not only students but also parents, employers and local communities, all of whom contribute to the decisions of future students.
However, a coordinated approach is essential. Schools should consider investing in dedicated staff to lead digital outreach and tailor messages to different audiences. Practical measures, such as sharing student achievements or showcasing real projects, can make the benefits of VET more visible and accessible. Participation in local events, from career fairs to open days, provides valuable opportunities to communicate the strengths of VET face-to-face.
As VET institutions across Europe continue to adapt, a clear, unified strategy is essential. By actively addressing public perceptions, building meaningful industry partnerships, and embracing effective communication channels, VET schools can position themselves as leaders in practical education. With this multi-faceted approach, we can ensure VET’s programs not only meet the needs of the labour market but also inspire a new generation of students to see VET as a pathway to a successful and fulfilling career.
In reshaping the image of VET, we’re doing more than boosting enrolment numbers. We’re setting the stage for a future where vocational training is recognised for what it truly is: an invaluable and equal avenue for learning, opportunity, and contribution to society
Authors: Luca Calligaro project manager ENAC Ente Nazionale Canossiano ets and Anne-Mari Tornberg / Specialist, Interaction and learning Design / Muotoilukeskus MUOVA .