Following the increasing penetration of the internet, the number of websites that advertise jobs is growing. The European Centre for the Development of Vocational Training (Cedefop) and the ESSnet Big Data have engaged in parallel projects to assess the feasibility of using online job advertisements (OJA) for labour market analysis and job vacancy statistics. After an initial feasibility study finalised in 2016, Cedefop is developing a Pan-EU system providing information on skills demand present in OJA, which will be operational by 2020. The ESSnet has focussed on statistics that can be derived from OJA and entered into a second phase in November 2018 aiming at creating the conditions for a larger scale implementation of the use of OJA in official statistics. This paper builds on experiences gathered in both projects and identifies opportunities and limitations of using OJA for the above-mentioned purposes. In addition, it discusses the feasibility of creating a joint system for processing and analysing OJA data based on discussions that have taken place in the past two years between Cedefop and the ESSnet Big Data on both projects. In this respect, this paper outlines a possible partnership between Cedefop and the European Statistical System to create and manage a unique source of OJA data that would serve multiple uses in the domain of labour market analysis and official statistics. It presents potential types of (statistical) data and variables based on the information contained in OJAs at European, national and regional levels. Data limitations linked to OJAs nature and specificities will be stressed, too. The paper concludes that there is high potential for combining institutional efforts and creating a joint data collection and processing system on OJA and intends to feed a discussion on the feasibility and the implications of creating a European system for OJA, which can serve European and national needs.

Digitalization, automation, robotization and green transition are key current drivers changing the labour markets and the structure of skills needed to perform tasks within jobs. Mitigating skills shortages in this dynamic world requires an adequate response from key stakeholders. However, recommendations derived from the traditional data sources, which lack granularity or are available with a significant time lag, may not address the emerging issues rightly. At the same time, society’s increasing reliance on the use of the Internet for day-to-day needs, including the way individuals search for a job and match with employers, generates a considerable amount of timely and high granularity data. Analysing such nontraditional data as content of online job advertisements may help understand emerging issues across sectors and regions and allow policy makers to act accordingly. In this chapter, we are drawing on experience setting the Cedefop project based on big data and presenting examples of other numerous research projects to confirm the potential of using nontraditional sources of information in addressing a variety of research questions related to the topic of changing skills in a changing world.