Employment Counseling in the Digital Age
Recent advancements in the domain of Artificial Intelligence (AI) have given rise to a widespread adoption of this technology across various sectors. The development and implementation of AI tools has become more feasible for many organizations, including in the field of employment counseling. Employment counselors from both non-profit organization and government agencies have begun to use AI technologies in the following areas of their work:
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Understanding the needs of job seekers and providing targeted support, including to provide information to them (also using chatbots), using profiling tools to identify their needs, employing career management and job-search orientation tools, and development of initiatives to aid the targeting of the organizations’ supports and measures
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Labor market matching and employer services, which includes AI-enhanced job matching systems and other demand-side solutions, such as tools to help design vacancy postings, detect illegal vacancies and predict possibility of recruitment.
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Counseling services’ administrative activities and knowledge generation, for instance, using AI in the area of benefit administration, fraud detection and solutions to enhance monitoring and evaluation activities of the organization
Opportunities for Employment Counseling Services in Adopting AI Technologies
​AI technologies have the potential to bring various opportunities and advantages for employment counseling services in connecting people to jobs. Employment counseling services that have not moved to AI-enhanced technologies in their practices may consider the following opportunities as motivation:
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Using AI technologies means having a system that can improve and continuously learn on its own, capable of adapting fast to the dynamic labor market and the diverse needs of beneficiaries.
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AI technologies can support employment counselors to deliver more personalized and inclusive services for their beneficiaries. AI can learn more about individual beneficiaries using the data they enter in order to tailor content and offerings to their individual needs. AI can also help bridge communication between the counselors and beneficiaries who may speak different languages.
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The use of AI helps to deliver targeted support even to the most vulnerable group. For instance, an AI-based profiling tool will help counselors to understand the different needs of their beneficiaries, so that intensive services can be targeted at those that need and would benefit from them most.
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AI-based solutions may help employment counseling services to utilize available data in better ways, both their own data and external data. Some AI-enhanced tools allow them to analyze a wider range of data to support decision making, better understanding of their beneficiaries’ experiences, evaluate the service they provide, and enhance their anticipatory capabilities by predicting the likelihood of an event.
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Adoption of AI tools has the potential to make more efficient and effective use of the employment counseling service’s resources. AI technologies enable employment counselors to support more beneficiaries simultaneously, reach beneficiaries in remote locations, and reduce the time-intensive and tedious administrative tasks. ​
Challenges and Risks Faced by Employment Counseling Services in Adopting AI Technologies
​Introducing AI-enhanced solutions to employment counseling service work also brings the challenges and risks associated with the use of AI in general. It is necessary to consider the following challenges and risks below before implementing AI tools for career counseling:
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Maintaining transparency and accountability for the beneficiaries regarding the AI system.
Due to the possibility of AI in influencing the decision making process in an employment counseling system and the support given to the beneficiary, it is important to keep the process transparent. The employment counseling organization should be able to explain how the AI model works and how it can produce a specific outcome for the beneficiary.
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Ensuring the data quality.
Employment counseling services that wish to implement AI-enhanced tools in their work need to continually verify the accuracy, reliability and appropriateness of data inputs to AI systems. This includes proactively identifying and addressing errors, as well as bias present in the data, that may influence the outcome of the data processing.
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Protecting the data privacy of the beneficiaries.
Employment counseling services work with a lot of personal data submitted by the beneficiary. Using AI technologies in handling this data raises the concern over personal data protection. They must always be aware of obligations regarding data privacy and protection, including national and international legislative and regulatory requirements (for example, GDPR in the EU).
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Risk of bias and discrimination in the AI system
AI models may replicate biases originated from humans and it can unintentionally produce discriminatory results for the employment counseling beneficiaries. For instance, a badly-trained job matching tool may favor specific groups for specific jobs, and block other groups from high quality jobs. Ensuring fairness must be prioritized at each stage of the lifecycle of AI tools and systems developed and implemented by the employment counseling service.
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Low digital literacy and lack of digital skills of both counselors and their beneficiaries
In general, implementation of any digital tool brings the risk of additional barriers for those with low digital literacy. This challenge presents itself to both the counselors and the beneficiaries. Career counselors may have negative sentiments and fear about AI, which make them resistant in adopting AI technologies for their work. Beneficiaries with limited digital skills may experience similar fear or inability to use the technology, which reduces their access to proper service from employment counseling. It is important for the employment counseling service to promote trust and acceptance of AI systems, including additional training and support for both counselors and beneficiaries.
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The necessity of continuous monitoring and evaluation of the AI systems
The implementation of AI systems and tools demands systematic monitoring and evaluation. The positive performance observed in the development and testing phases does not guarantee a seamless transition to the post-implementation period. Continued quality assurance efforts are imperative to ensure that AI applications perform as intended.​
How to Start Implementing AI Technologies in Employment Counseling Practices
​Shifting from traditional and manual systems to digital and AI-based systems for employment counseling practices is not an easy task. The opportunity and challenges brought by the new technology requires effective change management to ensure a smooth transition and positive outcomes.
Below are the steps to consider as part of change management process to adopt AI tools for employment counseling practices:
1. Identify the need for change
Before adopting AI technologies, employment counseling organizations need to identify whether a change is necessary. They also need to pinpoint the aspects of their work where AI technologies need to be implemented to replace or improve the existing process. Some possible needs may include having a more efficient process in providing services, adapting to the fast evolving labor market landscape, or beneficiaries’ demand for better services and more personalized support.
2. Develop a vision and strategy
Once the organization has determined the need for change, the next step is to develop a clear vision and plan a strategy to implement the AI adoption. Articulate a clear vision for the future of the employment counseling service. Then, develop a detailed plan outlining the steps needed to achieve the vision, including timelines, resource allocation, and risk assessment.
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3. Explore and choose the suitable AI tools
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After understanding the need and having a clear plan, the organization can start exploring the available AI tools to find the most suitable one that can help them achieve the vision.
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4. Communicate the change effectively
Be transparent about the change that is about to happen. Keep both counselors and beneficiaries informed about the changes, the reason behind them, and the expected benefits. Some counselors and beneficiaries may resist the change due to the fear about AI or unfamiliarity with digital tools. To ensure a successful adoption, actively listen to their concerns and provide reassurance. In addition, offer training and support to help counselors and beneficiaries adapt to new technologies and methodologies.
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5. Build a supportive culture
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While implementing the AI-based solution, ensure that counselors have the necessary tools and resources to implement the change. The organization may also celebrate achievements and recognize the efforts of those who embrace change.
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6. Implement change gradually
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When introducing a new technology or initiating a change, it’s better not to implement it immediately at once. Start with a trial period, such as pilot projects to test the new technologies and approaches, and observe whether it brings the intended result. Rolling out changes gradually minimizes disruption and makes space for adjustments. It is necessary to monitor the impact of the change and adjust if necessary.
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7. Provide ongoing support
Even if the change is well-received among the counselors and beneficiaries, the organization can keep offering mentorship and coaching to support them during the transition. Technical support needs to be available to address any technical issues or challenges. Encourage ongoing professional development to stay updated on the latest trends and best practices.
8. Evaluate and readjust as needed
Evaluating impact makes sure that the new change is actually working as intended. Has the initial need for change been addressed effectively? Has there been an improvement in quality or efficiency as a result of the implemented change? Technology shouldn’t just be used for change’s sake but to effectively solve a specific problem. Only when taking a look at the actual outcomes can improvements be made if and where needed.
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By effectively managing change, employment counselors can embrace technological advancements and provide innovative, beneficiary-centered services that meet the evolving needs of the modern workforce.
For more information on how to choose the right tools and evaluate their impact, check out the Assessment Framework.
References
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Mindgroom. (2023). Career Vision: What It Is, How to Plan, and How to Execute.
https://www.mindgroom.com/blog/career-vision-what-it-is-how-to-plan-and-how-to-execute/
OECD. (2024). A New Dawn For Public Employment Services Service Delivery In The Age Of Artificial Intelligence. OECD Artificial Intelligence Papers, June 2024, No. 19. https://www.oecd.org/content/dam/oecd/en/publications/reports/2024/06/a-new-dawn-for-public-employment-services_25e1e70e/5dc3eb8e-en.pdf
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Seyed Alitabar, S. H., & Saberi, S. (2023). Beyond Traditional Pathways: Innovations in Career Counseling for the 21st Century. KMAN Conseling and Psychology Nexus, 1(1), 151-158. https://www.researchgate.net/publication/379031402_Beyond_Traditional_Pathways_Innovations_in_Career_Counseling_for_the_21st_Century