Using Labour Market Information (LMI) Research the labour market
Labour Market Information (LMI) is information about jobs and employment that can help you find work, choose a career, apply for jobs and plan for the future. On this page, you’ll learn how to use LMI to explore careers, job sectors, local opportunities, employers and skills.
LMI can include data on employment trends, job availability, skills demand, salary ranges, educational requirements and more.
Understand local job markets
Understanding your local job market can help you focus your study, work, and skills development on what is in demand where you live. This will save you time and increase your chances when looking for jobs.
Explore local vacancy sources to identify what skills local employers are asking for and what types of roles are regularly advertised.
Investigate which industries are growing in your area using tools such as the Open University LMI (OU LMI) tool, for Open University (OU) students and graduates. This will show you how popular different occupations are in each region of the UK. It can also show you alternative job roles you may not have considered, as well as typical entry routes and salary levels.
You have access to the OU LMI tool if you’re a current OU student or completed your study within the last three years. Sign in as you would usually, see Help with signing into the OU systems.
You could also begin your research with national platforms such as:
For international students:
Explore careers and sectors
Researching different careers and sectors helps you make confident choices about your future and improves your chances of finding the right job. This research helps you discover which roles are a match for you and realistic entry routes. Look out for:
- what a job involves day-to-day
- what skills and qualifications are needed
- how people usually enter and progress in the field
- sector trends.
Use this information to plan your study and development and make your applications stronger.
A good place to start is the OU LMI tool. You can find more job profiles at:
If you’re looking to choose a new career, see Choosing a career that suits you.
Research employers
Researching employers can help you stand out during recruitment and find jobs and career options. You might start by looking at an employer’s website or by networking and attending employer events.
When researching an employer, note how your skills and experiences match their:
- history
- culture and values
- mission
- services
- news and future direction.
For example, if an employer has a sustainability value, you may want to mention environmental projects in work or study which you might have in your applications.
This commercial awareness will also impress employers in demonstrating an understanding of their wider sector or market.
How to use Generative AI when researching
Generative AI tools can speed up the research process, condense annual reports, highlight key priorities, and provide insights into sector challenges. Craft strong prompts using this framework:
- Role: Who should the AI ‘be’? For example, “Act as an expert researcher”
- Context: Your situation. For example, “I’m preparing for an interview presentation”
- Task: What do you need? For example, “Provide an overview of company performance and market insights”
- Specifics: Tone, format, length, and priorities. For example, “concise bullet points, max 250 words”
See further advice in How to use Generative AI for your career.
When using Generative AI, beware that its accuracy depends on the data and sources it is trained on. Combine using Generative AI with further research and professional guidance, where appropriate.
Know where your skills are needed
Matching sectors and roles with your skills can help with choosing a new career and applying for jobs. This research helps you describe your skills in ways that connect directly to employer needs, making your applications and interviews more relevant and convincing.
The OU LMI tool can show you roles that match with up to three of your skills. You could also look at The Open University Business Knowledge Hub, particularly the Business Barometer, which surveys the UK’s skills landscape. You can also find useful skills information by reading job adverts and industry news and reports.
See our pages to help you Identify your skills and Develop skills employers are looking for.
The future
Learning about Labour market trends can help you recognise changes and prepare for the future accordingly. You could also Future-proof your career so that you’re ready for anything.
