What we did
The project
The Vitae Employability Program, spearheaded by the International Finance Corporation (IFC), enhances employability by aligning tertiary education with real-world job market demands. It assesses and advises higher education institutions (HEIs) to bridge the gap between academic offerings and employer expectations, preparing students for the challenges of the modern workforce.
As the demand for skilled labor evolves, educational institutions globally face the pressing challenge of aligning curricula with the practical needs of the job market. Vitae was conceived to meet this need by providing a structured framework that HEIs can use to evaluate and enhance their employability outputs, thereby ensuring that graduates are better prepared for their professional careers.
A holistic approach to employability
Vitae’s strategy is built on a comprehensive approach that includes a detailed market analysis, the development of tailored online strategies, and a framework for institutional assessment and improvement. The program uses advanced digital tools to create a scalable solution for assessing and advising HEIs globally.
We developed a landscape analysis to guide our service model, assessing population, education, and employment trends around the world. From this, we developed goals and targets for Vitae and built a business case for growth.
Designing a multi-layered service model
Vitae’s strategy involves a multi-tiered approach to service delivery. HEIs have a variety of needs in different regions, meaning our service approach had to offer solutions at a similar scale. To narrow down options for prospective clients, we developed a free assessment model to introduce concepts and inform HEIs of employability issues while helping IFC teams identify where their intervention would provide the greatest value.
This model allows institutions to engage at different levels based on their specific needs, ranging from initial assessments to deep, consultative engagements. Vitae’s online strategy integrates these services through a dynamic platform that offers customized diagnostics, actionable feedback, and continuous learning resources.
Building a new brand for IFC
To launch and position Vitae, we named and created the visual identity of the initiative, testing both the name and visual identity with the market. Our goal was to resonate within the educational sector and convey the program’s core mission of enhancing employability. The brand had to distinguish itself from IFC, while still keeping with some core brand elements. We worked with IFC’s External Communications Team to fit Vitae within IFC’s broader branding strategy. This strategic brand building facilitated the successful rollout of the Vitae program and established a strong foundation for its ongoing marketing and engagement efforts.
Enhancing educational outcomes and market readiness
Vitae has significantly impacted the educational landscape by providing HEIs with the tools needed to improve their curricula and better align their graduates’ skills with market demands. This has led to enhanced employability outcomes for students and a more robust alignment between educational offerings and employer needs, contributing to broader economic development.
Looking ahead, Vitae aims to expand its reach by enhancing its digital platform to include more interactive tools and real-time analytics. This will allow for more precise assessments and tailored recommendations. Additionally, Vitae plans to extend its influence by integrating new research insights and evolving market data into its strategy so that the program remains at the cutting edge of employability and education alignment.
