The State Employment Service (SES), in partnership with the international organization Helvetas and with support from Sweden, has launched the “START — Career” communication campaign aimed at promoting youth employment. Its goal is to help young people aged 18 to 25 discover promising career opportunities in Ukraine and learn about the support tools available through the SES.
The campaign is designed for young people who are just beginning their professional journey. Its communication strategy is built around a game-inspired career development route, “from NPC to PRO,” guiding participants from complete beginners searching for their direction to confident professionals or entrepreneurs.
As part of the campaign, the SES highlights a range of support opportunities available to young people, including:
- The Unified Job Vacancy Portal;
- Career counseling and vocational guidance;
- Professional training and retraining programs;
- Internships and first-employment opportunities;
- Government grant programs for starting and developing a business.
“The modern labor market is dynamic, and we understand that young people often find it difficult to take the first step or secure a job without experience. The ‘START — Career’ campaign is designed to demonstrate that the State Employment Service is not a bureaucratic institution, but a modern and accessible platform for launching a career. We offer young people the opportunity to progress from beginner to professional by using our digital tools—from quickly finding a job through the Unified Job Vacancy Portal to receiving a grant for their own business or accessing free training. Our goal is to provide young Ukrainians with real support, motivation, and resources so that they can see their future and build their careers right here in Ukraine,” said Yuliia Zhovtiak, Director of the State Employment Service.
A separate component of the campaign focuses on supporting young women in choosing professions and industries traditionally dominated by men and currently experiencing labor shortages. The campaign emphasizes the opportunities for professional fulfillment and the economic benefits of pursuing such career paths.
“Inclusive employment means that access to work and professional development is not restricted by barriers and that economic opportunities are equally available to everyone. We support approaches that expand the participation of women and young people in the labor market and help overcome stereotypes. The ‘START — Career’ campaign reflects these values and contributes to a broader societal shift in perceptions regarding career choices, professional development, and self-realization,” explained Olha Perepechaieva, Project Manager at Helvetas.
One of the campaign’s key formats is a video series for the State Employment Service’s TikTok and Instagram platforms. The series will feature real stories of young people who have already benefited from SES support by completing training programs, acquiring new professions, upgrading their qualifications, or receiving grants to start their own businesses.
The campaign is also complemented by an interactive landing page that brings together career fields, opportunities offered by the SES, practical guides, checklists, and a career orientation test presented in an engaging, game-based format.
This approach helps make labor market opportunities simple and understandable by using real-life examples and practical steps toward career decision-making.
The organizers expect that, as a result of the campaign, more young people will become aware of government support opportunities and use them for professional development and employment in Ukraine.
Since the beginning of Russia’s full-scale invasion, the State Employment Service has provided services to more than 700,000 young people. Every third participant found employment. Nearly 50,000 people completed vocational training programs, while 14,000 individuals received grants to start or expand their businesses, including more than 1,000 veterans.