4. Supporting sustainable enterprises: services to employers
- Contents
- 4.1 How can PES best organise their internal resources to work with enterprises?
- 4.2 How can PES receive and post vacancies from enterprises?
- 4.3 What is the role of PES in managing labour market mismatches?
- 4.4 What is the value of working strategically with enterprises?
- 4.4.1 What is the value chain for decent work?
- 4.4.2 How can PES use self-employment and entrepreneurship within the context of strategic partnerships with enterprises?
- 4.4.3 How can PES improve their knowledge and information about enterprises?
- 4.4.3.1 How can PES develop an understanding of the regional picture and trends within sectors?
- 4.4.3.2 What can PES do to understand the local labour market?
- 4.4.3.3 What do PES need to do to collect information from local enterprises?
- 4.4.3.4 How can PES find out about enterprises’ satisfaction with PES services and how can this shape PES’ knowledge of the local labour market?
- 4.4.4 What communication activities can PES do to promote enterprisefocused services?
A core feature of PES services is to collect vacancies from enterprises and for PES to facilitate good quality matches between jobseekers and enterprises. For enterprises, PES should be seen as the first stop to advertising vacancies and reaching a wide audience for free of charge. Across the region, this is often not the case. However, PES can work towards this by offering enterprises a wider set of support services that help enterprises to identify their skills needs and providing opportunities for their employees to upskill and reskill.
It is important to recognise that enterprises’ needs vary, and they are not a homogeneous group. They may have different needs, at different times and these may be affected by their sector and location as well as the size of the enterprise. Enterprises often face multiple challenges and often they have very limited time available, particularly for small to medium enterprises (SMEs). This is important for PES to consider when choosing an appropriate communication method, and messages. Enterprises require carefully crafted messages that explain ‘What’s in it for me?’ as well as what actions they need to take.
An important aspect of communication with enterprises is customer service. This is key when working with enterprises as they may return to work with PES again in the future. Building lasting relationships with enterprises can take time as PES often need to overcome any negative perceptions that enterprises have of PES as well as creating mutual trust between PES staff and enterprises. Trust can be built on good results and performance therefore it is important that PES staff have enough time to get to know an enterprise, understand their recruitment and skills needs and suggest jobseekers that are a good fit.
PES therefore need to resource enterprise services appropriately and need to vary their approach and service offer to enterprises so that they can offer them relevant services and support. This in turn will provide a more effective and efficient service, raise the profile of PES services and lead to a better use of PES resources. The box below outlines some of the key partners whom PES can work with to do this.
Box 10. Key partners to work with for delivering services to enterprises
Employers’ organisations
- Chambers of commerce
- Trade / industrial associations (e.g., employer membership business organisations, EMBOs)
- Network organisations for SMEs
- Ministries, or regional / local government
- Media
The ILO1 considers employer and business membership organisations (EMBOs) as representing a key part in society: enterprises. Successful enterprises are at the heart of any strategy to create and increase employment and increase the quality of life and living standards as a whole. The ILO views EMBOs as playing an ’important role in enterprise success by infl uencing the environment in which they do business and by providing services that improve individual performances’.
Box 11. Creating collective solutions with EMBOs2
Global trends such as technological changes, climate changes and demographic changes (see Section 2.2 for more information) present different challenges that cannot be addressed by business alone. Companies need to work together to develop solutions via EMBOs. EMBOs can strengthen to viability and competitiveness of individual businesses via addressing issues around skills (of their current and future workforce); infrastructure; and the business environment. They are often keen to play a much more active role in this process and work with external partners to do so, including the public and private sectors and EMBOs. As such, EMBOs can:
- Help to build more collaborative economies in which governments and companies work together to address the most pressing challenges, and the resulting benefits
- Support the coordination and advice around improving the skills of their workforce, via revised and enhanced training programmes
- Shape labour markets that are better equipped to deal with future changes, with proactive engagement between EMBOs and different stakeholders. Communication and collaboration are required to promote trust and cooperation between business and wider society
- Adopt a long-term vision, based on strategic foresight, to help companies to be better equipped for change.
The table below provides an overview of the people, processes and services involved in delivering services for enterprises.
Table 4.1 Supporting sustainable enterprises: people, process and services
People Processes Services Employer-specialist staff, or dedicated units Receiving and posting vacancies, including quality checking vacancies Online vacancy platform Middle-managers Supporting development of job descriptions Dedicated support services to assist matching Collecting labour market information Local/regional analysis and economic sector-based analysis Communication Tailored local/regional updates and promotion Staff training Customer support services This section will outline the key aspects of successful approaches to working with sustainable enterprises. This will look at internal PES resource issues, efficient ways of receiving and posting vacancies, managing labour market mismatches and how to strategically work with enterprises.
Figure 4.1 Shaping enterprise behaviour: A framework of internal and external factors3

4.1 How can PES best organise their internal resources to work with enterprises?
It is important that PES have separate resources for working with enterprises so that PES staff can develop personal connections, build trust and deliver results that meet enterprises’ expectations. Depending on the size of the PES, this can either be a dedicated unit (team of people) or individuals that are specifically assigned to work with enterprises. This means that these types of PES staff arelikely to require a slightly different skill set than front line counsellors and will have a different type of workload. This section will provide further details on some of key aspects of their work and the specific skills that these staff should have.
Box 12. Central offices or teams responsible for enterprise engagement
In many countries across Europe, PES have established a central office or team responsible for coordinating and supervising PES’ enterprise engagement. The tasks of this unit can include:
- Designing enterprise services and service standards;
- Determining division of responsibilities and safeguarding cooperation among all units concerned with enterprise engagement;
- Providing advice in special situations;
- Developing and maintaining common tools (e.g., IT tools, contract templates);
- Developing and producing PR and communication materials, branding;
- Monitoring engagement activities and outcomes;
- Coordinating mutual learning and exchange; and
- Advising senior PES leaders on enterprise engagement issues.4
4.1.1 What is the importance of personal contact?
PES in the region as well as across Europe confirm that personal contact is an important aspect of working with enterprises. This is important to establish and develop a working relationship, boosting the PES’ reputation and gradually overcoming any negative perceptions enterprises may have about the PES. An important element for enterprises is to have a single contact point within the PES whom they can contact when they would like to discuss their vacancy needs, skill requirements and any growth or down-sizing plans. In some PES, larger enterprises are provided with a specific account manager5 within a national headquarter PES office, or it could be within a local PES office for larger enterprises working within specific regions. This means that the enterprise can assign a person within their own human resources (HR) department to work specifically with PES unit or contact point. Overall, this makes the communication between PES and large enterprises far more efficient, direct and standardised for both parties. Moreover, assignment of a key account manager can help the PES to develop specific knowledge of the business, and sector, and thereby better anticipate the enterprise’s future needs.
In contrast, SMEs also prefer an individual contact point at the PES as this person can develop a full understanding of the enterprise and the challenges they are facing. Often SMEs have constraints around recruitment-related activities so in these instances PES can offer a greater advisory role around vacancies as well as wider skills needs6. In such instances, PES may wish to visit SMEs at their premises. This is because SMEs may not have the time to visit PES offices themselves and, depending on the sector and location, they may have some barriers in terms of online access (if a dedicated enterprise page is available on the PES website). This provides PES with an opportunity to develop deep insights into enterprises’ recruitment needs, understand the issues that they are facing and gain valuable knowledge in terms of working conditions, worker’ expectations and the wider sector.
Any meetings or events that are organised by PES for enterprises should consider the specific needs and availability of enterprise. For example, PES could look at holding ‘breakfast’ meetings or working with ‘umbrella’ organisations such as chambers of commerce to attend events where enterprises will already be in attendance.
Case Study 8. Ireland: Ballymun Youth Guarantee Pilot Project: tailored approach for working with enterprises
The Ballymun Youth Guarantee Pilot Project tested the Youth Guarantee approach to address high rates of youth unemployment in an area of Dublin. The project aimed to provide young people under the age of 30 with a good quality offer of a job, apprenticeship, traineeship, work experience or continued education within four months of registering at the PES.
The project, led by the Irish PES, took a proactive, personal approach to engaging with enterprises with communication methods closely tailored to the needs of enterprises. Dedicated Enterprise Engagement Officers from the PES telephoned enterprises to explain ‘what’s in it for them’ and this was followed up with face-to-face meetings at enterprise premises. PES officers provided an overview of support available to enterprises for hiring young people, as well as outlining a ‘menu of options’ of possible ways to get involved. The PES officers highlighted that any contribution from an enterprise was welcome, ranging from a talk at a job club to providing a work experience placement. In addition, meetings and events were organised at times that suited enterprises, including organising breakfast briefings.
4.1.2 What do PES staff need to deal with employer and business membership organisations?
Establishing, building personal contact and dealing with enterprises take time and staff working with enterprises should be provided with dedicated time to deal with enterprises. This means that relevant PES staff should not be involved in other aspects of PES work, or this should be kept to a minimum. This division of work will allow PES the time and resources to make an important investment in delivering high-quality services to enterprises and provide PES staff with an opportunity to work with enterprises to develop quality, sustainable vacancies.
The time required to deal with different types of enterprises will vary according to their size. Larger enterprises are less likely to require intensive support from PES regarding vacancies and future recruitment needs as they are more likely to have internal recruitment strategies in place as well as dedicated internal human resource departments. They are therefore more likely to be ‘self-sufficient’ and contact PES on an ‘as needs’ basis, particularly if they can automatically upload vacancies directly on an online job portal.
In contrast, SMEs are likely to require more support as they often do not have human resource departments in place and may be less sure of their recruitment needs and less aware of what services PES can offer. In such cases, dedicated PES staff may need to provide SMEs with much more ‘hand-holding’ throughout the process and this can include developing a job description, posting a vacancy and providing a selection of candidates as well as providing ongoing support around available active labour market policies (where relevant) and the potential need for employees to upskill.
4.1.3 What skills are needed by PES staff who work with enterprises?
PES staff who are working with enterprises need to have some specific competences, which differ to those staff who are mostly working with jobseekers. This is so that staff are best placed to provide appropriate services and support and PES resources can be efficiently used when engaging with enterprises.
The table below outlines the key competences and behavioural indicators, developed by the European Commission, which may be a useful source of inspiration and information for PES in the region when thinking about the skill set of staff working with enterprises.
Table 4.2 Key competences and behaviours for PES staff working with enterprises
Specific skill Key competences Key behavioural indicators Sales and negotiation skills Ability to build good relationships with enterprises, EMBOs and social partners to enhance cooperation in recruitment, including isadvantaged jobseekers, through the effective use of sales techniques - Communicate using the language of enterprises, actively look for job placement opportunities
- Use sales techniques to enhance enterprise cooperation to focus on strengths of disadvantaged jobseekers
- Build satisfaction through careful identification of needs and being able to create ‘win-win’ situations
- Inform enterprises, EMBOs and social partners about ALMPs and other support options
- Offer enterprises help in relation to other issues they face
Working with EMBOs / social partner representative Ability to act as a link between enterprises and clients through networking and engagement with enterprises and EMBOs - Liaise with enterprises and EMBOs to obtain information on jobs, placements and other opportunities
- Liaise with enterprises to understand, design and describe job requirements for available positions
- Organise job fairs, group sessions or other events
- Inform enterprises, EMBOs and social partners about the full range of PES services and support
- Use network contacts to monitor labour market changes
- Facilitate group sessions for enterprises
Building long-term relationships (customer binding) Ability to build longterm relationships with enterprises (and EMBOs) through the provision of high quality and tailored services - Comply with service standards, take personal responsibility for helping customers to solve their problems
- Build relationships of trust through the provision of high-quality and tailored services
- Continually strive to improve relationships, by regularly following-up and monitoring enterprise satisfaction with the service
- Show interest in changing customer needs and actively build knowledge
European Commission (2014) ‘European reference competence profile for PES and EURES counsellors’
4.2 How can PES receive and post vacancies from enterprises?
Receiving and posting vacancies from enterprises is a core role of PES in the facilitation of the matching process. The method and approach to do this can vary according to the PES services as well as the needs and size of an enterprise.
The sections below outline different approaches to helping enterprises to develop job descriptions (in scenarios where this level of support is needed), as well as receiving and posting vacancies.
4.2.1 What support can PES provide to enterprises to develop job descriptions and establish working conditions?
An important step in creating vacancies is crafting well-written job descriptions. This will help to ensure that vacancies are suitable and help to develop decent work opportunities for all. The level of support required by different enterprises varies depending on their size, available resources and experience of developing job descriptions. For example, SMEs may need help to develop an appropriate and well-developed job descriptions that accurately refl ect the expected worker’s duties, responsibilities and expectations.
PES have good insights and expertise knowledge of what constitutes a good, well-written job description and this support can be valuable to SMEs who do not have this knowledge. This support can be given on a one-to-one basis via face-to-face meetings as well as via telephone support.
By providing tailored support to enterprises, PES can help to build capacity within enterprise organisations so that they have opportunities to develop their skills and knowledge and are better equipped to produce better job descriptions in the future. Importantly, PES support to SMEs to produce job descriptions can contribute to a more efficient matching process.
An important point to note is that PES can offer SMEs insights into expected working conditions and workers’ rights. This can be important in helping to make sure that the vacancies are fit for publication and that enterprises are fully aware and up to date regarding their expectations and legal requirements.
EMBOs can be a useful partner for PES to communication information about expected working conditions to a large group of companies quickly and efficiently. This can help to inform smaller companies about any national, regional or local requirements and relevant expectations. For example, PES could attend EMBOs’ meetings or events to inform groups of existing and new requirements. PES can also use such opportunities to promote their services on supporting enterprises to develop job descriptions. By taking part in such activities, PES help to establish and build up working relationships with specific companies.
4.2.2 How can PES encourage enterprises to upload and post vacancies manually and automatically?
The uploading of vacancies onto an online portal is an important step towards the publication of jobs. This can be done in different ways, and this can depend on the enterprise’s size and available resources as well as their access to online services.
4.2.2.1 Manual uploading and posting of vacancies by PES staff may be suited in specific contexts
In some cases, PES may suggest to enterprises that they can send in their vacancies by email instead of automatically uploading these jobs to the online portal. This may be most suited to SMEs who require additional support as they do not have the resources to do this or where they may have limited or unreliable access to the Internet.
This can be more resource intensive for PES however it provides PES with an opportunity to have a good overview of what types of jobs (and at what levels) are available, providing insights into the expected roles and responsibilities of workers and it allows PES to undertake some important quality checks on the information that is added to an online portal. It may also help to encourage smaller enterprises to use PES services in the future, based on the quality of customer service that they receive as well as the quality and relevance of referred jobseekers.
4.2.2.2 PES can support the automatic uploading and posting vacancies by some enterprises
Automatic uploading of vacancies directly onto online vacancy databases can be promoted to certain types of enterprises, such as large enterprises. These types of enterprises often have greater capacity and expertise to develop adequate information for vacancies and may be more confident to do this.
In addition, it may be worth noting that online tools can be particularly useful for large companies given that they tend to have greater numbers and/or more regular fl ows of vacancies to advertise. They also give companies – and their human resource departments – a certain degree of autonomy in the recruitment process, meaning that PES staff can focus their face-to-face contact and resources on other (often smaller) enterprises.7 In addition, it may mean that vacancies are uploaded onto an online vacancy database much quicker and at any time as PES are not required to intervene in this process.
The automatic uploading and posting of vacancies require appropriate IT systems and infrastructures to be in place. It can also require information to be uploaded in a standardised way so that there can be commonalities in terms of file formats, data categories and key words. This can help in jobseekers finding vacancies online as well as providing PES with possible data that can be exported and analysed in terms of emerging labour market trends and possible skills gaps between the types of vacancies upload against the skills of jobseekers. This information is used to update training and career counselling in line with the current labour market needs, ensuring that jobseekers have the latest information about enterprise needs and are referred to training that can put them in a good position when applying for a vacancy.
4.2.3 How can PES manage the quality of vacancies and working conditions?
It is worth noting that it is important for PES to have control over the quality of available vacancies, whether posted online or not, and the types of working conditions that enterprises want employees to work in. According to the ILO Centenary Declaration:8
“All workers should enjoy adequate protection in accordance with the Decent Work Agenda, taking into account:
- Respect for their fundamental rights;
- An adequate minimum wage, statutory or negotiated;
- Maximum limits on working time; and
- Safety and health at work.”
Therefore, PES have an important role in filtering vacancies that do not take account or meet the areas highlighted above. By managing the quality of vacancies, PES can help to raise the quality and help to increase work that can be considered decent and sustainable.
4.3 What is the role of PES in managing labour market mismatches?
What happens when there is a mismatch between available skills and the needs of enterprises in a local, regional or national context? PES can have an important role in managing such mismatches in the labour market. This means that they can move from being reactive, and only enterprises reaching out to them when needed, to proactively working with enterprises to identify their future skills needs and working with them to anticipate future needs and what this subsequently means for PES’ services for enterprises. By taking a more proactive approach, PES can help to maximise skill sets by upskilling workers and jobseekers in line with enterprises’ needs, and thus easing transitions within the labour market and contributing to a low or lower unemployment rate.
Box 13. Skills mismatches: The ILO definition9
Mismatch may be measured by assessing either types of skills or overall skills possessed and required for competent performance on the job, by the person in employment.
- Mismatch by type of skills: A person in employment is considered as over-skilled if they assess that the level of specific type of skills required to perform their job are lower than the level of skills they possess and under-skilled if the level of specific type of skills required to perform their job are higher than the level of skills they possess. The type of skills assessed include but may not be restricted to: (a) job‐specific/technical skills, (b) basic skills, (c) transferable skills.
- Mismatch of overall skills: A person in employment is considered as over-skilled if they report having the skills to perform more complex tasks or under-skilled if they report that, to competently perform their job, some of their skills need to be further developed.
This section will outline how PES can carve out a role in terms of supporting sustainable enterprises in case of labour market mismatches.
4.3.1 Working with enterprises in case of redundancies
PES across the world are increasingly seeking ways to work together with enterprises before or when redundancies are announced. This can help enterprises to look at which skill sets they are able to retain within the company and PES can advise individual employees regarding potential relocation to other enterprises in the same locality, or if there are opportunities to take part in ALMPs where they can be upskilled or reskilled. PES can also advise enterprises as to available resources that they can access. This proactive approach can help to reduce the time of unemployment for individuals as well as providing enterprises with support.
PES need to have some arrangements in place, or at least to consider, the level of contact and cooperation with enterprise organisations and individual enterprises. This helps to identify at-risk employees who could benefit of training or re-deployment to other enterprises as PES can use their networks to find out which enterprises are likely to make redundancies.
4.3.2 Working with enterprises to upskill or to reskill workers within an organisation
Enterprises and sectors are likely to experience changes in demands and emerging trends in terms of focus on their work and the necessary skills required by their workforce. PES can have an important role in advising enterprises in offering support and access to programmes that can help enterprises to maximise the potential of their workforce, so that it is more appropriate to the specific needs of the business. By doing this, PES can demonstrate to enterprises that they are not just providers of a matching service but are a wider labour market experts.
To do this, PES can provide enterprises with information about available resources and programmes that they can access to upskill or reskill staff according to emerging new needs. They can also highlight to enterprises other programmes and support that may be available outside of the PES, for example, provision of further education and training that is provided by organisations external to PES. This does rely on the PES having extensive networks and a good knowledge of available training that is relevant to the specific needs of an enterprise, or sector. It also helps if there are a network of training providers in place that can provide a range of suitable training.10
This type of approach can help workers to adapt to new challenges faced by the future world of work and it can help enterprises to make informed decisions about their workforce in terms of future learning and development opportunities.
It is also worth highlighting that this is an evolving picture as it is likely that going forward most, if not all, companies will be infl uenced by skilled workers across the globe and their workforce may be made up of different nationalities. Workers are increasingly likely to work more in complex teams and therefore the (soft and technical) skills that they will need in future will continue to evolve. Specialised training and internship opportunities, including training in non-traditional fields, may help to upskill and reskill workers and break down any perceived barriers and make certain sectors, such as manufacturing and production lines, more gender-inclusive.11
4.4 What is the value of working strategically with enterprises?
Working with enterprises should be considered as a long-term, strategic activity and not a ‘one off ’ transaction to match vacancies. Instead, working with enterprises should be done with a view of creating long-lasting relationships between PES and enterprises. A strategic approach is considering the enterprises as part of larger value chain embedded in a market system.
The concept of value chains is a good starting point to understand how different activities are involved in developing activities from an initial start point to delivery.12 This can include:
- Design;
- Production;
- Marketing and communication activities;
- Distribution;
- Support services; and
- Roll out and implementation with consumers (e.g., enterprises, jobseekers).
Value chains are part of much wider market systems, where different actors provide support activities to enterprises and other organisations which reinforce behaviours and activities around how organisations involved in value chains operate.
PES can then gather information and knowledge about a particular enterprise, and sectors, over time and use this to design more efficient and effective services for enterprises, tailoring information as and where needed and providing enterprises with potential solutions to anticipated challenges. This section will provide information on initiatives to understand and collect local labour market information (including skills audits); regional and economic sector-based analysis; enterprise surveys; and wider communication with enterprises that can build trust and overcome any negative perceptions.
Figure 4.2 Market players13

4.4.1 What is the value chain for decent work?
Decent work refers to opportunities for work that are:
- Productivity and a fair income;
- Provide security in the workplace and social protection for workers and their families;
- Offer better prospects for personal development and encourage social integration;
- Give people the freedom to express their concerns;
- To organise and to participate in decisions that affect their lives; and
- Guarantee equal opportunities and equal treatment for all.14
This applies to all countries and all types of employment, no matter what the level of economic development is.
Box 14. ILO Declaration on Fundamental Principles and Rights at Work (1998)15
This states that four fundamental principles and rights at work are universal and apply to all workers in all countries, no matter what level of economic development. These are:
- Freedom of association and the effective recognition of the right to collective bargaining
- The elimination of forced or compulsory labour
- The abolition of child labour
- The elimination of discrimination in respect of employment and occupation.
The ILO view is that value chain development can contribute to decent work by:
- Creating more equal opportunities for productive work for women and men;
- Increasing incomes;
- Providing greater income security;
- Enhancing social integration, e.g. through social dialogue, and working with enterprise organisations;
- Providing better prospects for professional development (e.g., learning new skills); and
- Improving workplace health and safety.16
This is an important starting point to consider when working strategically with enterprises as PES can help to shape their employment offer so that it is in line with decent work.
4.4.2 How can PES use self-employment and entrepreneurship within the context of strategic partnerships with enterprises?
Self-employment and entrepreneurship can be used to develop long-term strategic partnerships with enterprises so that those entering into self-employment and entrepreneurship can be supported by those with greater knowledge, established systems and skills development can be supported. By providing such support to those entering these types of employment (particularly young people), new enterprises can receive better support in their early development and thus increase the likelihood of the enterprises being able to better contribute to local economies.
Support to budding entrepreneurs and those interested in self-employment can be delivered, in conjunction with partners, in three different ways, as outlined in Table 4.3 below.
Table 4.3 Types of support to potential entrepreneurs and those interested in selfemployment17
Type of support Aim Example Potential partners
to collaborate withEnterprise education programmes To enhance awareness of the benefits of entrepreneurship, and how to start and sustain an enterprise (including digital and platform economies) Business-plan writing classes
Management classes- EMBOs
- Chambers of commerce
- Local vocational training providers
- Youth organisations
- Entrepreneur communities
Soft support This provides assistance and advice to potential entrepreneurs, usually on an ad hoc basis Mentors
Social networks- EMBOs
- Sector-specific networks
- Youth organisations
- Business incubators
- Entrepreneur communities
- Individual’s own networks
Hard support This is the provision of financial support that can be used to stimulate growth or access to specific infrastructure (e.g., IT, office space or equipment). This can be provided before and after start-up Microfinance loans or grants - EMBOs
- Chambers of commerce
- Sector-specific networks
- Youth organisations
- Business incubators
- Co-working spaces
ILO (2017) ‘Rising to the youth employment challenge: New evidence on key policy issues’ and ‘Youth entrepreneurship and self-employment: Unleashing the potential of youth to succeed in business and to access decent work’.
PES can work together with partners to deliver these different types of support to potential entrepreneurs. By providing such support, PES can build strength and capacity within individuals who are moving towards self-employment routes so that they are able to better react to market opportunities, grow financially and expand their networks.18 This can also create opportunities for collaboration between different actors in value chains as knowledge and technological approaches can be shared, thus leading to the stimulation of innovation and upgrading value chains.19
4.4.3 How can PES improve their knowledge and information about enterprises?
It is important for PES to understand the needs of enterprises so that they can develop services that are effective and infl uence positively on enterprises at a local, regional and national level. PES can implement different methodologies and approaches so that they can develop an understanding of regional and local trends within sectors and collect information for local enterprises about their needs and employment trends. By undertaking some of these approaches, PES can gain more knowledge of needs of employers in the short, medium and long term and thus be in a better position to develop appropriate strategies and services.
4.4.3.1 How can PES develop an understanding of the regional picture and trends within sectors?
Information and insights gained from working with enterprises can be collated and analysed to look for trends across different sectors and this information can be used to inform and shape PES services on a regional and national level. Researching and analysing market systems, based on value chains, can help PES to develop relevant interventions.21
By collating information about different sectors and types of businesses on regional and national level, PES are able to draw out key messages around increasing sectors and declining sectors.
To do this, PES can:
1. Identify a sector and value chain
2. Undertake market system research and analysis, including- a. Develop a research design method
- b. Undertake initial research
- c. Research and analyse the market system
- d. Verify and prioritise constrains
3. Pilot an intervention
4. Implement the intervention
5. Monitor and measure the results of the intervention.22It is worth highlighting that several of these steps may happen in parallel. For example, data collection and analysis often happen at the same time; mapping of sectors and value chains may be updated throughout the process; and the generation of ideas for possible interventions may begin at analysis stage and may require additional research before interventions can be fully developed.77
This activity and steps can be undertaken across different local PES offices by a regional office as well as a national office (if needed). Data can be analysed to produce regional based reports that look at specific sectors and identify trends for the future. The emerging outcomes can be shared among all PES in the region, or national area, and tailored information can be produced according to the geographical sectors. This information should highlight any key conclusions and implications that can be incorporated into services for enterprises, in terms of tailored and targeting specific sectors, and the implications for potential interventions. In addition, information can be filtered down to services for jobseekers.
PES can also work with network organisations to get knowledge and insights of single organisations, which represent the interests of many enterprises within a certain sector. Often these are trade associations that represent specific groups of enterprises within a sector. They can represent enterprise interests on regional or national levels, and they have an in-depth knowledge of the sector, their needs and interests going forward. They can also include employers’ organisations, such as EMBOs, who bring together different enterprises. They may refl ect local interests, for example within one town/city, or they may represent a certain sector. EMBOs have an in-depth knowledge of their members’ needs now and in the future which will be useful for PES to access and use.
Key results can then be used to inform and shape PES enterprise-focused services so that they are wellplaced to current and future service sector needs. This can then filter through to the delivery of jobseekers in terms of providing jobseekers with appropriate guidance, services and wider programmes that equip them to fit with enterprises’ current and future needs.
The information gained through regional and sector analysis and working with network organisations can be collated and packaged to other external partners and organisations who may be interested in the labour market, for example this could include Chambers of Commerce, relevant government ministries and the media. This helps to promote PES’ profile and knowledge about the labour market. How labour market information can be packaged and shared with partners is further explored in Section 7.
4.4.3.2 What can PES do to understand the local labour market?
PES can initiate activities that can help them to capture information about enterprises’ plans, as well as gathering insights from other organisations within the local area, to build an overview of the local labour market. Having an in-depth knowledge about the local labour market needs and trends is important for PES to be able to provide efficient and effective counselling, plan ALMPs accordingly as well as anticipate future services.
4.4.3.3 What do PES need to do to collect information from local enterprises?
PES can conduct short surveys to collect information from local enterprises. This can cover points that include:
- Number of current vacancies
- Future recruitment plans
- Current and future skill needs
- Current and future training requirements
This type of information can also be collected on a more informal basis via regular communication and interactions between the PES and enterprises. This information can be collated and analysed to see if there are commonalities and to identify enterprises whom the PES can specifically target support to in the future as well as identifying where, and if, more promotional activities are required to raise awareness and encourage enterprises to make use of existing programmes and provision. The results of such activities may also highlight where changes can be made to enterprise focused programmes.
In addition, it can also be used to shape the delivery of counselling as frontline counsellors may be able to advise jobseekers of upcoming vacancies, or training that would increase their chances of being suitable for a position.
4.4.3.4 How can PES find out about enterprises’ satisfaction with PES services and how can this shape PES’ knowledge of the local labour market?
Satisfaction surveys with enterprises can help to monitor if PES services are filling their needs, highlight what areas can be improved and demonstrate any unknown needs. This can contribute to PES’ understanding of what enterprises in their local area need, what they would like to see from PES and therefore how PES can improve their services and performance in respect of local enterprises.
Within the prolonged interaction with enterprises it is likely that their needs and expectations will change and therefore it is important for PES to ‘check in’ with enterprises to find out about this. It also means that it is important for PES to constantly monitor their satisfaction, particularly if enterprises are using online services.24
The key issues that PES should seek to establish when conducting satisfaction surveys with enterprises can include:
- overall satisfaction;
- level of information on service prevision;
- satisfaction with online services (where they exist); and
- usefulness and relevance of networking events (where appropriate).
The results can be analysed and grouped by PES service, target group and enterprise size. This can help PES to understand any differentiation in results and where any specific targeting needs to take place.
Case Study 9. Development strategy to improve SMEs 2016 – 2030 in the Astrakhan
Region, Russian Federation
In the Astrakhan Region, in the Russian Federation, they have in place a development strategy to improve SMEs (running from 2016 to 2030). The aim to increase share of SMEs in Astrakhan Region economy, moving from 20% to 40% in the future. It also aims to provide SMEs with support to create a business plan, offer independent expertise to them and support people to make their transition to entrepreneurship / SMEs.
4.4.4 What communication activities can PES do to promote enterprisefocused services?
Enterprises often have a low level of awareness of enterprise-specific services offered by PES, and the wider full complement of PES services. PES can undertake strategic communication-based activities to raise awareness and promote their services. This helps to raise the profile of PES as well as increasing the use and engagement of enterprises in services and activities. It can also help to dispel any myths or negative perceptions that enterprises may have about PES and to help them understand that the PES can offer services beyond vacancy matching.
Strategic communication is used as an umbrella term to describe specific activities of an organisation that are designed to manage their relationships with internal and external stakeholders. Often this is to build a favourable image of the organisation by infl uencing stakeholder opinions of the organisation and its products or services. This is also sometimes referred to more broadly as communication activities or a communications programme.26
Figure 4.3 below provides an overview of the timing of different activities that can communicate with enterprises to raise awareness, promote their services and to think strategically about the delivery of services to enterprises.
Figure 4.3 Types of communication activities for enterprises

Box 15. The importance of communication campaigns to other target groups
PES need to develop communication campaigns to other target groups, such as jobseekers.
Strategic and brand communication is an umbrella term used to describe ‘specific activities of an organisation that are designed to manage their relationships with internal and external stakeholders. Often this is to build a favourable image by infl uencing stakeholder options of the organisation and its products or services’.27 By undertaking communication activities, PES can raise awareness of their activities and services, create a positive narrative around these and (in time) overcome any negative perceptions that stakeholders may have of PES. Communication campaigns need to be specific to the target group and be mindful of how they consume information, when and where and any existing perceptions.Strategic and brand communication activities should follow the below process:28
1. Identification of needs
I. What communication needs does the PES have?
II. What stakeholders does the PES have?
III. What are the characteristics of each group of stakeholders?2. Design strategy
I. What activities are PES already delivering for specific groups, and what intelligence does this provide about stakeholders’ interests?
II. What does this mean for communicating with the target audience?
III. What tools can be used to engage with different stakeholders?3. Create messages
I. What action-orientated messages can be developed and for which target groups?
II. How can these messages support the broad objectives of the strategy?4. Mobilise and monitor
I. How will the messages be implemented?
II. How can the PES monitor them to see if they are making a difference and are a good use of resources?5. Evaluate and evolve
I. What is the feedback on the activities from the intended target group?
II. How can the feedback be taken into account to further evolve and improve future communications activities?4.4.4.1 Establishing agreements with trade associations and using media to promote this work
PES can establish a working relationship formally, or informally, by setting up agreements with trade associations, or via other networking organisations. Other organisations could include EMBOs, chambers of commerce, small business federations and other alliances. This can be an effective way to reach out to groups of enterprises to promote PES services.
Using this approach, in some countries PES have been able to address priority sectors and work directly with organisations with high recruitment needs.29
Box 16. Using agreements with specific enterprises or EMBOs to promote wider services
Agreements can also be in place with specific individual enterprises, or EMBOs, to formalise collaboration. In such agreements, enterprises and EMBOs commit to communicate recruitment needs, provide information on vacancies and feedback to the PES. They can also include information on any commitment to hire jobseekers from disadvantaged groups. The PES can outline their support services in terms of vacancies and wider services that can be provided to the enterprise and EMBOs.30
Some PES have undertaken media work to promote and publicise their work with enterprises and EMBOs, within or outside the context of agreements. This can be used to show how PES have supported enterprises to grow and develop in terms of staffing levels and skills (where appropriate), and ultimately make a positive contribution to the economy. This can have a ‘snow-ball effect’ as it can increase the interest of other EMBOs and enterprises when they see the added value and business benefits of working closely with the PES.31
Box 17. Media work as part of wider strategic communications
Media work carried out by PES to promote services for enterprises can be part of a wider strategic communication plan. Strategic communication requires the following points:
- definition of PES identity and role
- identification of key stakeholder groups at all levels
- definition of the goals of PES communication and a communication strategy for each stakeholder group
- effective management of its relationships to key stakeholders, customers, and the public; and
- regular stocktaking of communication and working relationships, listening to stakeholders’ views as well as informing them of news and developments.32
4.4.4.2 Developing an enterprise strategy can help to focus efforts and resources
An enterprise strategy can provide an outline of the overall aims, objectives and intended long-term outcome of services for enterprises. It can help the PES to think about the anticipated shape of enterprise services in the future and what resources, measures and programmes they will need to put in place so that the desired outcomes can be achieved. Such strategies can be designed and delivered on either a national or regional level, depending on the PES governance structures in place in a specific country or region. National plans can also be adapted to regional/local levels so that they can be implemented in frontline delivery.
A strategy is a set of measures designed to achieve a set of goals and realise a desired outcome. In our context, these refer to the relation between the whole PES and enterprises in the enterprise sector.33
A strategy for enterprise services can help to:
- Understand how working with enterprises is linked to PES strategic labour market goals
- Create a common vision of enterprise services for the whole PES organisation and staff
- Encourage PES staff to work in the same direction
- Make taking decisions and actions at operational levels easier and quicker
- Set priorities and resolve issues when resources are limited
- Communicate the work of PES externally, especially to enterprises, and internally to PES staff and managers.34
In addition, by closely working with member organisations or similar associations PES can help them to deliver high quality services, information and well-informed insights that enable their members to adapt quickly to the emerging future of work.35
Box 18. Indicators to monitor enterprise engagement
As part of an enterprise strategy, it is important to also think about indicators to monitor their engagement. This can help to see if the services provided are being used and provide some information on the market share PES and wider trends. Popular indicators for enterprise engagement include:
- number of enterprise visits within a time period
- number of job vacancies acquired within a period
- number/percentage of acquired job vacancies that are filled
- enterprise satisfaction rates in relation to services
- number of enterprises using particular services (e.g., accounts created on an online platform).36
Box 19. Supporting sustainable enterprises:
Below is a checklist of the key features that should be delivered in high quality services for sustainable enterprises:
- An enterprise engagement strategy at national, regional, and local levels including single points of contact and outreach for employers, and PES services tailored to meet the different needs of large/small enterprises and specific sectors
- An established structure for communicating with enterprises at local, regional, national levels, including regular enterprise engagement events including partnerships with trade associations
- Enterprise base analysed enabling segmentation to compare the jobs placed by enterprise with the skills and profiles of registered jobseekers
- Policies to encourage enterprises to place vacancies, manual and automated vacancy placing systems, built around enterprise requirements, including support for drafting vacancy advertisements
- Dedicated trained enterprise-relations staff (i.e., with related competencies that cover relationship management, communications, labour market sector knowledge and others)
- Enterprise satisfaction surveys, feedback mechanisms and an employer satisfaction target
- Using LMI to identify labour market trends at national, regional and local levels
- Employer input to PES decisions on the design of ALMPs
- Systems to analyse vacancies and match them to registered jobseekers’ competencies
- Work with enterprises to identify future skills needs and assistance for enterprises, with support and access to programmes to upskill and reskill workers
- Receipt of regular LMI concerning future skills needs, growth sectors, vacancies and training requirements
- Help for enterprises to access training networks and provide support in pre-redundancy and redundancy situations
- PES assistance for enterprises with recruitment initiatives, e.g. selecting candidates for interview, work trials/internships
Box 20. Questions for self-reflection
Use the questions below to think about the steps your PES need to take to develop and implement support services for sustainable enterprises.
- What systems do you have to communicate with enterprises, especially to encourage them to place vacancies? How can these be improved?
- What steps would you need to undertake to create the conditions to compare advertised vacancies with the skills and competencies of registered jobseekers?
- What measures do you currently have to assess enterprises’ opinions of your services? How do you use the information you receive from enterprises to improve services?
- What do you use LMI for? How can this be exploited further to improve services to enterprises?
- ^ https://www.ilo.org/actemp/langen/index.htm
- ^ ILO and International Organisation of Employers (2019) ‘Changing business and opportunities for employers’ and business organisations’ (https://www.ilo.org/wcmsp5/groups/public/-ed_dialogue/-act_emp/documents/publication/wcms_679582.pdf)
- ^ ILO (2017) ‘World Employment and Social Outlook 2017: Sustainable enterprises and jobs: Formal enterprises and decent work’ (https://www.ilo.org/wcmsp5/groups/public/-dgreports/-dcomm/-publ/documents/publication/wcms_579893.pdf)
- ^ European Commission (2018) ‘Engaging with and improving services to employers’ (https://ec.europa.eu/social/BlobServlet?docId=19735&langId=en)
- ^ European Commission (2014) ‘Targeted services for employers’ (https://ec.europa.eu/social/BlobServlet?docId=14083&langId=en)
- ^ Ibid.
- ^ European Commission (2014) ‘Targeted services for employers’ (https://ec.europa.eu/social/BlobServlet?docId= 14083&langId=en)
- ^ ILO Centenary Declaration for the Future of Work (2019) (https://www.ilo.org/global/about-the-ilo/mission-and-objectives/centenary-declaration/langen/index.htm)
- ^ ILO (2018) ‘Guidelines concerning measurement of qualifications and skills mismatches of persons in employment’ (https://www.ilo.org/wcmsp5/groups/public/-dgreports/-stat/documents/meetingdocument/wcms_648557.pdf)
- ^ European Commission (2019) ‘How do PES act to prevent unemployment in a changing world of work?’ (https://ec.europa.eu/social/BlobServlet?docId=20600&langId=en)
- ^ ILO and International Organisation of Employers (2019) ‘Changing business and opportunities for employers’ and business
organisations’ (https://www.ilo.org/wcmsp5/groups/public/-ed_dialogue/-act_emp/documents/publication/wcms_679582.pdf) - ^ ILO (2016) ‘Value chain development for decent work: How to create employment and improve working conditions in targeted sectors’ (https://www.ilo.org/wcmsp5/groups/public/-ed_emp/-emp_ent/-ifp_seed/documents/instructionalmaterial/wcms_434363.pdf)
- ^ Adapted by ILO (2016) ‘Value chain development for decent work: How to create employment and improve working
conditions in targeted sectors’ (https://www.ilo.org/wcmsp5/groups/public/-ed_emp/-emp_ent/-ifp_seed/documents/instructionalmaterial/wcms_434363.pdf) - ^ Adapted by ILO (2016) ‘Value chain development for decent work: How to create employment and improve working conditions in targeted sectors’ (https://www.ilo.org/wcmsp5/groups/public/-ed_emp/-emp_ent/-ifp_seed/documents/instructionalmaterial/wcms_434363.pdf)
- ^ https://www.ilo.org/wcmsp5/groups/public/-ed_norm/-declaration/documents/normativeinstrument/wcms_716594.pdf
- ^ ILO (2016) ‘Value chain development for decent work: How to create employment and improve working conditions in targeted sectors’ (https://www.ilo.org/wcmsp5/groups/public/-ed_emp/-emp_ent/-ifp_seed/documents/instructionalmaterial/wcms_434363.pdf)
- ^ ILO (2017) ‘Rising to the youth employment challenge: New evidence on key policy issues’ and ‘Youth entrepreneurship and self-employment: Unleashing the potential of youth to succeed in business and to access decent work’.
- ^ ‘Youth entrepreneurship and self-employment: Unleashing the potential of youth to succeed in business and to access decent work’ (https://www.decentjobsforyouth.org/theme/youth-entrepreneurship-and-self-employment#Why)
- ^ Ibid.
- ^ ILO (2016) ‘Value chain development for decent work: How to create employment and improve working conditions in targeted
sectors’ (https://www.ilo.org/wcmsp5/groups/public/-ed_emp/-emp_ent/-ifp_seed/documents/instructionalmaterial/wcms_434363.pdf) - ^ Ibid.
- ^ ILO (2016) ‘Value chain development for decent work: How to create employment and improve working conditions in targeted
sectors’ (https://www.ilo.org/wcmsp5/groups/public/-ed_emp/-emp_ent/-ifp_seed/documents/instructionalmaterial/wcms_434363.pdf - ^ European Commission (2014) ‘Targeted services to employers’ (https://ec.europa.eu/social/BlobServlet?docId=14083&langId=en)
- ^ European Commission (2016) ‘Measuring customer satisfaction with PES: Increasing PES effectiveness by meeting cust omer needs’ (https://ec.europa.eu/social/BlobServlet?docId=15854&langId=en)
- ^ Ibid.
- ^ European Commission (2018) ‘Communication and (re-)branding toolkit for employment services’ (https://ec.europa.eu/social/BlobServlet?docId=20004&langId=en)
- ^ European Commission (2018) ‘Communication and (re-)branding toolkit for employment services’ (https://ec.europa.eu/social/BlobServlet?docId=20004&langId=en)
- ^ Ibid.
- ^ European Commission (2014) ‘Targeted services to employers’ (https://ec.europa.eu/social/BlobServlet?docId=14083&langId=en)
- ^ European Commission (2012) ‘Agreements with large companies, practices and offers for these companies’ (https://ec.europa.eu/social/BlobServlet?docId=14045&langId=en)
- ^ European Commission (2014) ‘Targeted services to employers’ (https://ec.europa.eu/social/BlobServlet?docId=14083&langId=en)
- ^ European Commission (2017) ‘PES Network Seminar ‘Making the PES Business Case’ (https://ec.europa.eu/social/BlobServlet?docId=17482&langId=en)
- ^ European Commission (2018) ‘Engaging with and improving services to employers’ (https://ec.europa.eu/social/BlobServlet?docId= 19735&langId=en)
- ^ Ibid.
- ^ ILO (2012) ‘Services by Employers’ Organizations. A strategic approach to service development’ (https://www.ilo.org/wcmsp5/groups/public/-ed_dialogue/-act_emp/documents/publication/wcms_595792.pdf)
- ^ European Commission (2018) ‘Engaging with and improving services for employers’ (https://ec.europa.eu/social/BlobServlet?docId=18869&langId=en)