We interviewed Guidance Counsellor Marika Malinen at Samiedu Vocational College, to discuss how study counseling can help make vocational education more attractive. Malinen has seven years of work experience as a Guidance Counsellor in vocational education and training.
During Malinen’s career, changes in vocational education have been positive, leading to increased interest in this type of education. Expanding educational options and methods, like blended learning and online studies, has made vocational education more appealing.
Additionally, the range of applicants has broadened, with more opportunities available for adults looking to change careers or pursue further education, with many balancing studies alongside their jobs. The rise in applicant numbers is also partly due to the requirement for unemployed job seekers to apply for jobs or study programs to maintain their unemployment benefits.
The Role of Marketing in Education Promotion
Malinen states that to enhance the appeal of vocational education, it’s crucial to employ diverse marketing strategies, particularly on social media, to boost visibility both nationally and internationally. In marketing, it is important to consider the needs of the target audience for different types of education and training. For example, Generation Y and Z might prefer getting information through videos rather than just reading text. However, more traditional marketing channels, such as websites and advertisements, are still necessary.
The rapidly changing nature of today’s working life and the development of digitalisation/technologies guide people to continuously educate and develop themselves. People of all ages apply for vocational education and training.
Malinen is concerned that the weakening of students’ social benefits and cuts in funding for vocational education may reduce the number of vocational education students in the coming years.
– Successful marketing, easy access to current information, and offering diverse, high-quality education methods make vocational education more attractive. Ensuring information is easily accessible and marketing is done effectively are key to keeping education appealing, says Malinen.
The Role of Guidance Counsellors
Guidance Counsellors promote education by providing study and career guidance to those planning, applying for, or currently in education. They also network and present educational opportunities to groups like primary school pupils and their parents.
– More information about vocational education and dual degree options should be shared, especially with primary school pupils. In a dual degree, a student simultaneously completes a vocational qualification and a matriculation examination, notes Malinen.
Information about educational offerings and how to apply for education must be up-to-date and easily available. Additionally, offering various ways to learn, like online education and flexible, personalized learning paths, has become a key factor in making education more appealing.
Malinen indicates that to attract students, it’s crucial to have high-quality teaching. This means teachers should have strong knowledge in their subjects, effective teaching skills, and use modern technology in their lessons.
Despite challenges from societal budget cuts and changes, there are positive developments in vocational education, like its increasing variety. It is important to adapt to challenges and changes. Vocational education is being improved in many ways to make it higher quality and more appealing. According to Malinen, identifying and effectively using the key factors that boost attractiveness are essential to keeping vocational education appealing in light of today’s changing criteria.