Kazakhstan’s rapid digital transformation has intensified the demand for digital skills, yet the country’s education system continues to lag behind evolving labor market requirements, resulting in persistent vertical and horizontal mismatches. This study addresses the gap by developing a conceptual model to evaluate the alignment between educational outputs and employer needs across qualification levels, fields of study, and digital competencies. The model draws on national education supply data, labor demand trends, and feedback mechanisms, including public–private partnerships and lifelong learning initiatives. Its application reveals substantial skill mismatches in both technical and non-technical disciplines, with particularly acute gaps in ICT-related and hybrid digital roles, as well as marked regional disparities. The findings suggest that incorporating employer feedback and promoting curriculum adaptability are critical to reducing these mismatches. The study concludes that strategic reforms such as embedding digital competencies into formal education, strengthening multi-stakeholder collaboration, and tailoring educational approaches to regional labor market dynamics are essential for closing the skills gap. This research offers a practical framework for diagnosing systemic misalignment and supports evidence-based policymaking aimed at developing a workforce prepared for the demands of a digital economy.

This study examines the structural transformation of Kazakhstan’s labor market in the context of accelerated digitalization and post-pandemic recovery. Situated within the broader discourse on labor adaptability in emerging economies, this study addresses how digital and institutional shifts are reshaping employment patterns, sectoral composition, and workforce dynamics. Using panel data analysis, regression models, and cluster techniques, this study evaluates the impact of digital infrastructure, sectoral specialization, educational investment, and demographic trends on labor productivity, formal employment, and unemployment. Empirical findings highlight a growing divergence between regions, with digitally advanced urban centers outperforming agrarian and resource-dependent areas in employment growth and labor efficiency. The study results also reveal that youth unemployment and the segment of young people Not in Employment, Education, or Training (NEET) remain structurally embedded challenges, characterized by significant gender-based and regional disparities. Furthermore, the informal sector persists as an adaptive buffer, especially during periods of economic uncertainty, but continues to limit social protection coverage. This study concludes that Kazakhstan’s labor market is undergoing a transition from an industrial resource model to a service- and knowledge-based configuration. Effective policy responses should focus on enhancing digital inclusion, promoting flexible employment models, and targeting youth labor integration. These insights provide a basis for designing regionally differentiated labor strategies aligned with long-term economic modernization.

The link between the education system and the labor market plays an important role in the creation of human capital, which is the basis for economic growth and sustainable social development. The effective interaction of these sectors ensures the training of personnel capable of meeting the needs of the modern market, which increases the competitiveness of the economy and improves the quality of life of people. The example of Germany in the development of dual education is considered, the effectiveness of which is also confirmed by the successful experience of implementing dual system in vocational education in such European countries as Austria, Greece, Italy, Spain, Sweden and Romania. An important condition for the development of a successful university and increasing its competitiveness is to improve the mechanisms of interaction between higher education and business. This includes training students in accordance with the current needs of the labor market, as well as active participation of educational institutions in innovative and successful integration associations. It is important that universities adapt their educational programs to changing conditions and market trends so that graduates have the skills and knowledge needed in today’s environment. In order to strengthen the relationship between business and higher education, close interaction between local authorities, business and educational institutions is necessary. Keywords: higher education, labor market, forms of interaction, employment, dual training, educational programs.

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State management of the region's image plays a key role in the strategic development of territories. The image of a region is formed under the influence of many factors, including economic indicators, social conditions, environmental conditions, cultural heritage and information policy. In this article, the object of research is the Pavlodar region, considered from the point of view of image formation. The factors of political influence and mechanisms of information support that contribute to the creation of a positive image and increase in the investment attractiveness of the region are analyzed. The Pavlodar region has significant natural resources and developed industrial and transport infrastructure, which creates the basis for economic growth. In order to leverage these advantages, it is necessary to target image management focused on long-term strategies. focused on long-term strategies. The conducted sociological survey revealed the strengths and weaknesses of the region. The authors determined that the image of a region is influenced by various factors, including natural resources, development of economic infrastructure, cultural heritage and quality of life of the population. The activities of government agencies aimed at strengthening and promoting a positive image of the region play an important role. Comprehensive strategies aimed at developing tourism and investment attractiveness, improving the urban environment, supporting local entrepreneurship and strengthening social infrastructure ensure the formation of a sustainable, favourable image and increasing the region's competitiveness in the international arena. In the context of the digital transformation of the economy of Kazakhstan, in order to improve the image of the region, the authors propose optimizing the branding and positioning of the region, which requires the use of modern models and approaches, such as: digital integration, omnichannel, sustainable positioning, brand ecosystem, interactivity. These approaches help adapt branding to new digital conditions and strengthen the presence of the region in the national and international arenas.