Amazon recently announced a massive investment in employee training, pledging to spend more than $700 million over the next six years to support its Upskilling 2025 initiative.
What Is Amazon’s Upskilling 2025 Initiative?
On July 11, Amazon announced its Upskilling 2025 pledge, a plan to provide training to 100,000 employees, roughly one-third of its U.S.-based workforce. The ecommerce giant plans to invest more than $700 million in launching and scaling various training programs to educate employees spanning across fulfillment centers, tech hubs, corporate offices and retail stores.
What Types Of New Training Programs Will Amazon Offer?
Amazon plans to introduce three types of technology training programs, both in classrooms and online. They include:
- Amazon Technical Academy: A job placement and training program designed to equip non-technical employees with the necessary skills to transition into technology-focused roles; available both virtually and in on-site classrooms
- Associate2Tech: A program geared toward providing IT support training to Amazon’s fulfillment center employees; conducted online
- Machine Learning University (MLU): An initiative designed to provide Amazon employees that have technical backgrounds with more advanced machine learning skills; available both virtually and in on-site classrooms
Additionally, Amazon plans to scale their existing training initiatives, including their Career Choice program, paying up to 95% of tuition and fees towards certificates or diplomas in high-demand fields, including computer-aided design, medical lab technologies and nursing.
Why Is Amazon Focusing So Heavily On Technical Training For Their Employees?
According to Amazon’s blog, “The American workforce is changing. There is a greater need for technical skills in the workplace than ever before. Amazon is no exception — we want to hire, develop and retain the best talent in order to continue to invent on behalf of our customers.” Amazon’s analysis of their job families, or groupings of jobs that involve similar work and require similar skills, revealed how tech positions have diversified and grown since 2000. In the chart below, the increasing bubble size represents the growing amount of Amazon positions in diverse technical areas.
What Does Amazon’s Upskilling 2025 Initiative Mean For The Higher Education Industry?
Given the breadth of their Upskilling 2025 initiative and the significant media coverage following their announcement, Amazon very publicly raised the bar for company-sponsored training initiatives. While some big brands align with just one school, like the Starbucks / Arizona State University partnership, others allow for student choice. Higher education marketers should position their schools for potential partnerships via both B2B and B2C channels, targeting both large brands and prospective students.
DMS Education Can Help
Despite evolution in the higher education landscape, enrollment marketers will continue to be tasked with reaching the right prospects and continuing to grow enrollments — and DMS Education can help. DMS Education is an industry leader in matching schools with students who enroll and graduate. Using an extensive portfolio of owned-and-operated, education-focused properties and a diversified, multi-channel media mix, DMS Education provides predictable, scalable, reliable education marketing to a long list of traditional and for-profit colleges, trade schools, community colleges, boot camps, continuing education providers, OPMs and agencies.
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