Upskilling the local workforce: How digital training can boost regional growth

By Lucy Rook, managing director, BlackRook Academy

Across the West Midlands, businesses are facing a growing digital skills gap.

From AI and analytics to social media and online sales, the pace of technological change means that employers increasingly need staff who are not just digitally confident, but digitally capable.

At BlackRook Academy, we see every day how investing in digital skills changes lives and drives local economic growth.

Whether it’s a start-up learning how to build an online presence, or a larger organisation supporting their teams to use AI tools effectively, digital training strengthens both individual career prospects and the wider economy.

One of the biggest challenges for employers is finding time and resource to train their staff.

Yet research consistently shows that businesses who invest in upskilling enjoy higher productivity, improved retention, and stronger innovation.

In many cases, there’s also funding support available through the West Midlands Combined Authority (WMCA) and other local initiatives, making it more affordable than many realise.

The key is designing training that’s practical, engaging, and aligned with real business needs.

At BlackRook Academy, our programmes are led by industry professionals who’ve worked in digital roles themselves.

Learners don’t just gain theory - they create real content, analyse results, and build portfolios that demonstrate their skills.

This hands-on approach ensures that when they return to the workplace, they’re ready to make an immediate impact.

Another critical area is inclusivity. Digital training shouldn’t only benefit those already confident online, it must also reach those who feel left behind.

That’s why we deliver everything from Essential Digital Skills programmes for beginners to Level 4 Bootcamps. By providing accessible pathways, we help people of all ages and backgrounds participate in the digital economy.

Partnership is also vital. Regional growth depends on employers, education providers, and local authorities working together.

Through collaborations with organisations such as City of Wolverhampton College, Wolves Foundation, and the Department for Work and Pensions (DWP), we’ve seen how joined-up delivery connects people directly with real jobs and opportunities - boosting both confidence and employment across the region.

And while technology continues to evolve, one principle remains constant: digital transformation is about people as much as platforms. Training creates the bridge between innovation and implementation, between ambition and achievement.

By investing in their workforce now, employers can future-proof their organisations, strengthen their communities, and ensure that the Black Country and Greater Birmingham remain at the forefront of the UK’s digital economy.