Vocational education and training (VET) plays a crucial role in developing the skills needed by society and working life. However, attracting young people to VET is not only about offering high-quality education. It is also about how vocational education is perceived and valued by students, parents, employers, policymakers and the wider community.
Within the VET2Sustain project, partners across Finland, Germany, Italy and the Netherlands organised around 50 events reaching an estimated 15,000 participants. These activities included open days, career fairs, information evenings for parents, events for guidance counsellors, employer forums and discussions with policymakers. The common goal was to increase the visibility and attractiveness of vocational education and training.
One of the most important findings was that the social value of VET is built through participation and dialogue. When students have an opportunity to visit vocational schools, try practical activities and meet current students, vocational education becomes more concrete and easier to understand. Similarly, when parents are invited to information evenings and open house events, they gain a better understanding of career opportunities, further study pathways and the wide range of possibilities available through VET.
The events also demonstrated the importance of cooperation between education and working life. Employers who participate in career events, recruitment activities and discussions about future skills help make vocational pathways more visible and relevant. Direct contact with companies increases the credibility of VET and shows students how their studies connect to real employment opportunities.
Another important lesson was that vocational education should be present in broader discussions about the future of work, skills development and regional growth. When VET providers actively engage with employers, policymakers and other stakeholders, they become recognised not only as educational institutions but also as important partners in regional development. This strengthens the position of vocational education in society and supports long-term attractiveness.
The VET2Sustain experience shows that improving the social valuation of VET does not happen through marketing campaigns alone. It requires continuous interaction between schools, families, employers and communities. Open dialogue, practical experiences and strong partnerships help challenge outdated perceptions and highlight the real value of vocational education.
As societies face rapid technological, environmental and labour market changes, vocational education has an increasingly important role to play. The more visible and connected VET becomes, the stronger its contribution will be to sustainable communities, economic development and future skills.
