There is no doubt that Vocational Education is ushering in a new trend.
Since 2019, the Ministry of Human Resources and Social Security has successively released four batches of 56 new occupations. The release of new occupations is of great significance to leading industrial development, promoting employment and entrepreneurship, and improving the pertinence and effectiveness of vocational education and training. In the future, with the adjustment of my country's economic structure and changes in talent demand, more new types of occupations will emerge.
The Outline of the "14th Five-Year Plan" and the 2035 Vision Goals propose that it is necessary to implement the vocational skills improvement action and special training plans for key groups in depth, carry out skill training for new business forms and new models, alleviate structural contradictions of talents, focus on the development of skill-intensive industries, and support and standardize the development of new employment forms and forms of .
In response to the current situation of domestic industrial structure adjustment and talent demand structure adjustment, the government has intensively introduced a series of vocational education reform and employment support policies, encouraged the development of vocational education, and provided a variety of financial subsidies for vocational education. At the same time, we actively carry out the matching of the supply of vocational education with the needs of economic and social development to promote talent training and employment.
Under the guidance of the central policy, various localities have also actively introduced corresponding measures to provide subsidy support for new professional talents by introducing resources from multiple parties. In the future, it is expected that the central and local governments will further increase investment in vocational education and training, introduce larger-scale financial support policies, and promote the development of new careers, and the new career talent service market is promising in the future.
Using policy guidance and industrial transformation, vocational education institutions will face a new round of reshuffle, and digital business capabilities will become the key to the long-term survival and breakthrough of vocational education institutions.
At the same time, the new vocational education market has the characteristics of covering the whole country, iterative speed, and diversification, and faces challenges such as difficulty in transforming regular courses and difficulty in expanding and continuing courses. How to quickly run through business model and build efficient enrollment barriers has become an urgent need for vocational education institutions.
In the context of the new era, new vocational education has shown three changes:
1. Teaching content
Extending from improving hard strength in the workplace to training for soft skills in the general occupation. In addition to improving work skills, it also includes training with social functions such as hobbies;
2 , Teaching Form
The addition of new technologies such as live broadcast and short videos has made the dissemination of high-quality content more efficient. Based on the extension of the teaching space, high-quality teaching content can cover more learners;
3. Target group
As the retirement age increases, new vocational education has gradually covered a wider range of workplace people aged 16-60.
Combined with the four major characteristics of new vocational education population:
1. Time is uncontrollable: The class time of working people needs to be flexibly adjusted according to working hours, which is difficult to fix;
2. Difficult to fix location: It is difficult for working people to insist on teaching face-to-face at a fixed location while working;
3. Low completion rate: The learning ability and efficiency of working people are lower, which makes the course completion rate generally lower;
4. Difficult to persist: Workers are more susceptible to the influence of work, family and other environments, and are more difficult to persist.
It is not difficult to see that online service delivery has become an inevitable result in the development of new vocational education. The comprehensive upgrade of teaching formats and enrollment marketing are the two most prominent aspects of vocational education after the onlineization.
In this situation, more and more vocational education institutions choose to use the digital service providers of pan-knowledge scenarios to accelerate the digital transformation of to , and fully realize digital marketing, digital teaching, digital operations, and digital management , thereby enhancing their core competitiveness.
With the help of maker craftsmen, we can quickly build an online education platform developed secondary based on WeChat official account, WeChat mini program, Douyin ecosystem, video account, APP, PC online schools, etc., enrich teaching forms, break the limitations of space and time with more flexible learning methods, meet the fragmented learning habits of new vocational education audiences, and comprehensively upgrade in marketing grass planting, online teaching, supervisor interaction, user operation and other links.
In the form of teaching supervision, lecturers can improve more efficient vocational education services through live broadcast, video, audio, graphic courses, combined with homework check-in, exam assessment and other tools.
You can also use circles, communities, etc. to continuously output professional knowledge, and answer questions from students, creating a sharing and communication space for students, thereby improving students' stickiness, forming accurate private domain traffic, and thus improving the repurchase rate of courses.
In enrollment marketing, institutions can use Maker craftsmen to open up the Douyin and WeChat ecosystems and use rich marketing tools to "plant grass".
On the one hand, start the live broadcast in the background of Maker Marines, and then synchronize the live broadcast with one click to: WeChat Video Account, Kuaishou, Bilibili , Douyu , Huya , Yijiu, Xigua Video and other platforms. One live broadcast, distributed on multiple platforms, maximize exposure.
In live broadcast, you can also interact with microphones, ask questions, rewards, lottery, live streaming goods, invitation rankings, etc., to activate the atmosphere in the live broadcast room while achieving fan fission and traffic conversion.
After the live broadcast, the instructor can guide users to join the group, carry out subsequent operation and transformation, and accumulate it in his own knowledge store; at the same time, the live broadcast can be automatically generated, and the essence of the playback video can be edited twice, and it can be used as a promotional short video to be posted on public domain platforms such as Video Account, Douyin, B Station, and Xiaohongshu to promote traffic.
On the other hand, institutions have entered the Maker Craftsman Douyin Mini Program, and have listed courses in the content market with one click. They can use promotion revenue to inspire more fans, Douyin experts, etc. to post short videos to mount mini programs to help themselves distribute courses, thereby obtaining content revenue and accelerating content monetization.
In addition, promoter , recommending marketing tools such as gifted, group buying, limited-time shopping, fan-raising artifacts, bargaining, etc., can help institutions accelerate social fission and accelerate marketing planting based on the WeChat ecosystem.
In the long run, promoting online and offline integration and deepening " Internet + " education are still the main tone of the development of the vocational education industry. Through diversification of channels, make up for the single marketing shortcomings of vocational education in the past, and use the integrated services of courses + supervisors to improve the learning experience of vocational education learners, break the constraints of space and time, expand the service radius of high-quality teachers, and achieve the improvement of service value and effect. This will be the key for vocational education institutions to win a new round of competition. The trillion-dollar new professional talent service market is expected!
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