The paper provides integrated theoretical analysis of such phenomena as non-formal learning and Google-based Web 3.0 tools for education within a wide social context of the Higher education goals in the new millennium. The research goal is to explore university students' perceptions on Web 3.0-based non-formal learning with regard to the students' future performance on the labor market. The paper provides empirical analysis and interpretation of statistical data that reveal challenges that students might face when being involved in non-formal learning with Google-based Web 3.0 tools use, benefits that students might gain from being involved in the mode of learning under study. The research findings also prove that non-formal learning with Google-based Web 3.0 tools use is expected to contribute to the development of cross-curricular generic competences. (C) 2015 The Authors. Published by Elsevier Ltd.