29.04.2026
Choosing a career in the digital age: Fundación Telefónica launches OrientaHub to turn decisions for the future
Two young people work together at the 42 campus in Barcelona.
Fundación Telefónica is taking a decisive step in transforming career guidance with the launch of OrientaHub, an innovative programme that uses artificial intelligence and real-time data analysis to support people in making decisions about their professional future.
In a context marked by rapid technological change, the transformation of professions and the growing demand for digital talent, traditional career guidance based on intuition is no longer sufficient. OrientaHub has been created to address this challenge: to provide accurate, personalised and up-to-date information on the digital labour market. The ultimate aim is to provide information on the new professions emerging from technological advances, as well as to encourage people to train and become the digital professionals that companies need.
OrientaHub has been created to provide accurate, personalised and up-to-date information on the digital labour market
The tool, an evolution of the current Employment Map, will incorporate new capabilities based on artificial intelligence and data throughout 2026, enabling:
- Analysing labour market trends in real time.
- Access up-to-date and detailed information on the skills required for each of the most in-demand professional profiles in the technology labour market.
- Understand salary ranges and how they are evolving.
- Predict the most sought-after skills and profiles in the medium and long term.
- Facilitate informed decision-making in uncertain environments.
Furthermore, this programme will integrate new sources of information from job platforms and professional environments, enhancing its analytical capabilities and value for both end-users and career guidance services. In this way, the Employment Map will strengthen its position as a leading source of information on the technology job market in Spain.
“Career guidance cannot continue to rely on intuition in a constantly changing market. With OrientaHub, we are taking a step forward: using data and AI to help people make decisions that have a real impact on their professional future,” says Inés Temes, head of the Social Innovation, Employment, Education and Volunteering team at Fundación Telefónica.
An evolution of the current Employment Map with new capabilities based on AI and data
OrientaHub is designed to serve as a tool and guide for young people aged 16 to 29, as well as for experts working in the field of career guidance; it is also aimed at public and private organisations linked to the labour market.
Thanks to the collaborative channels already established through agreements and partnerships with public employment services and private organisations specialising in this field, OrientaHub will become a resource that strengthens their career guidance and support processes. This approach broadens the scope of the initiative by reinforcing the role of intermediary agents as a lever for impact.
The project aims to become a benchmark in Spain for data-driven career guidance, with a direct impact on improving knowledge of the labour market and on the educational decision-making of young people.
Furthermore, the tool links up with initiatives such as Campus 42, promoting access to technical training in key areas such as artificial intelligence, cybersecurity and software development, as well as with the postgraduate scholarship programme launched by Fundación Telefónica last March, which focuses on providing young people aged up to 35 with specialist training in the key technologies that are shaping the European Digital Agenda.
OrientaHub will become a resource that strengthens their career guidance and support processes