This paper analyzes the performance of the labour market in the predominantly rural areas of Serbia classified according to the OECD criterion of rurality (<150 inhabitants/km²). The research covers 18 NUTS III areas. The analysis emphasizes the structural problems of the aging population, poor education and unfavourable employment structure in the study area. A survey specifically refers to the consideration of demographic labour market index, directing the public policy actions toward different treatment of different rural areas in Serbia. The specific answer is found in the new approach based on innovativeness and the model of creative rural industrialization.