Why universities should partner with businesses to meet evolving workforce needs 

The world of work is undergoing seismic changes. From the rapid advancement of artificial intelligence (AI) and automation to the increasing importance of soft and digital skills, the demands placed on today’s workforce are evolving at breakneck speed. For universities, this isn’t just a challenge – it’s a call to action. 

The traditional university model, while rooted in centuries of academic excellence, is struggling to keep pace with the skills businesses require in this dynamic landscape. To stay relevant and maintain their role as incubators of talent, universities must rethink their approach. As Ian Howell, Managing Director at FutureLearn, explains in this article, a growing number of institutions are turning to a practical, forward-facing solution: partnerships with businesses. 

The changing skills landscape 

AI and automation have ushered in a new industrial revolution that is redefining the skills employers seek. According to a report by the World Economic Forum, by 2030, nearly 59% of the global workforce will require upskilling or reskilling to keep pace with changing job demands, with many future roles demanding a hybrid of technical expertise and human-centric capabilities, such as critical thinking, creativity and leadership. 

However, funding constraints and the high-level of investment required to author qualifications can make it challenging for universities to refresh their learning materials quickly enough to meet these industry needs before the skills landscape moves on again. As a result, many are looking towards alternative and more reactive routes to market, where universities’ world-leading teaching and research can exist in an accessible, responsive format, through online short course providers, for example. 

The key for those developing new learning materials – whether short-form or longer-lead degree courses – is to route the curriculum in industry collaboration, seeking the perfect balance between theoretical knowledge and practical application. The result? A generation of graduates who are employer-ready and equipped for today’s fast-paced workplace. 

One solution: University-business partnerships 

Universities and businesses must come together to co-create education that is both relevant and future focused. By leveraging each other’s strengths, they can mutually transform, while equipping learners with the skills needed to thrive in an evolving economy. 

One of the most effective ways universities can bridge the skills gap is by collaborating with businesses to co-design curricula. This ensures educational programmes mirror the skills and knowledge employers truly value. For example, Coventry University, through its links with Jaguar Land Rover, has developed automotive engineering courses that include practical projects directly tied to the company’s R&D needs. These co-designed experiences ensure students graduate with practical, job-ready skills. 

Traditional degree courses are not always the best solution for today’s professionals who are seeking flexible, bite-sized learning options. Universities that also offer stackable certificates, micro-credentials and short-form courses can enable learners to upskill quickly and incrementally – offering high-calibre education opportunities, without the need to commit to long-term study. 

Platforms like FutureLearn, which work in partnership with leading universities, have embraced this paradigm by offering career-aligned programmes. These learning pathways are modular, enabling students to build their skills over time, while catering to the immediate needs of businesses. 

Embedding employability 

Today’s students often want more than a degree – they want employability too. Universities need to embed practical industry engagement throughout their offerings. Paid internships, live projects with companies and mentorship schemes are vital to ensure students transition smoothly from the academic sphere into their careers. 

For businesses, flexibility is a game-changer. Companies need to be able to customise training pathways to align with their business goals, ensuring employees develop the exact competencies they need. Whether it’s a badge for mastering a software programme, or a micro-credential in leadership strategy, businesses gain immense value from this tailored approach.

For example, tech giant IBM has embraced the use of digital badges to upskill its workforce. Employees earn badges by completing focused training modules, such as data analytics or cloud computing. This approach not only addresses immediate skill gaps, but it also creates a clear roadmap for long-term career advancement, boosting employee motivation and retention.

Universities looking to forge meaningful business partnerships should consider the following steps: 

1. Engage industry early

Open dialogues with businesses to understand their workforce needs now and in the future. Create advisory boards involving industry leaders to inform course content and structure. 

1. Embed technology into teaching

AI and automation are transforming industries. Universities should integrate emerging technologies into their programmes and assessment methodologies, providing students with exposure to the tools businesses are using today. 

1. Adopt lifelong learning models

Universities must move beyond the ‘one and done’ degree approach, offering pathways that support learning throughout a professional’s career. Partnering with businesses and online learning platforms to deliver corporate training or executive education can be a powerful entry point. 

1. Focus on flexible delivery modes

Offer online, hybrid and evening classes to make education accessible to professionals with varying schedules. This flexibility is especially critical as businesses encourage ongoing learning among employees. 

• Partner with online learning platforms

By working alongside learning platforms, such as those provided by FutureLearn, universities can better understand what skills are most in demand across various industries. Learning platforms, often embedded within businesses’ internal training systems, offer real-time insights into workforce needs. This data allows universities to adapt their curricula. If they can respond to this quickly, they can ensure that students graduate armed with current, practical skills.

The need for universities and businesses to collaborate has never been greater. By partnering with industry, universities can ensure their graduates are equipped with relevant, in-demand skills, while businesses gain access to a pipeline of talent ready to make an impact on day one. 

Closing the gap between academia and industry not only benefits students and businesses, but it also strengthens society by driving innovation, economic competitiveness and workforce readiness. 

The message is clear. To remain indispensable, universities must do more than educate – they must collaborate. The future belongs to those who see education and industry as partners, not separate parts of a career and learning pathway.