This project will bridge the gap between the country's labor supply and private sector demand. Through partnerships with public agencies, private businesses and organizations, the project will create alliances with key employers, training institutions, pivotal public agencies and NGOs to improve occupational training programs, establish consumer/employer-based employment information system and career counseling initiatives. Likely industries include aeronautics, energy, construction, software development, logistics, tourism and ICT.
Knowing your audience is critical to all entertainment, social media, and social marketing campaigns. It is important to involve members of the audience (e.g., young people) in the process of designing the messages and delivery mechanisms since they are the real experts when it comes to knowing how to engage their peers. Mike Rios, Creative Director at 17 Triggers, emphasized at the 2011 GYEOC that it’s critical to know how to position an idea in order to make it appealing and achieve the behavior change you’re seeking.
Social media demands interaction. The audience, especially young people who have come of age in a digital world, are accustomed to responding, discussing, commenting, and participating in whatever cause or organization you are promoting. This places the burden on those utilizing social media to entertain, engage and educate. It is important to tell a story in a compelling way. Box 11.3.1 features a social campaign that uses a variety of media, in-person activities, retail sales, and physical objects to engage and interact with their target audience.
Utilizing social media may not be as easy as posting a Twitter feed after an event or developing a Facebook page for an organization. Social media requires a long-term commitment to developing an identity, communicating with an audience, and continuing a two-way conversation with them (see Box 11.2.1). Given the fast-paced nature of social media, the messaging has to be clear and concise.
Intel has found that introducing youth to technology at the same time as showing how their newly acquired skills can be used in employment and entrepreneurship is an effective way to promote entry into the business world. For example, Intel® Learn Technology and Entrepreneurship is a thematic training course that introduces youth to technology skills by introducing concepts of entrepreneurship, then showing youth how the use of various technologies can help them develop their business idea and build a business plan.
Effective promotion of youth economic opportunities through technology will require buy-in from adults as well as young people. Adults need to realize two truths: young people can be qualified candidates for jobs, and technology can be an effective medium to recruit youth for these positions. Souktel has found that in many emerging markets, newspaper and social networks are still thought of as the only way to recruit for open positions—despite the fact that new technologies, like mobile phones, can be far more efficient tools for linking labor supply and demand.
Internet access remains out of reach to millions of young people. Connectivity issues, energy challenges, high costs, and geographic or social isolation all prevent young people from accessing the Internet. Mobile phone ownership though has seen astronomical growth in the past six years. Seventy-six percent of the developing world now uses cell phones, and there are almost six billion mobile-cellular subscriptions around the world.78 Many people can now access banking, news, and market information through their phone.
Technology, and the new types of social connections it has enabled, has transformed many young people’s lives. As Wayan Vota, Senior Director at Inveneo, put it at the 2011 Global Youth Economic Opportunities Conference, “Technology is the only sector where young people are seen as thought leaders and power brokers.” It has also transformed the lives of entrepreneurs—both young and old who find new ways to access information, start businesses, use financial services, and break through cultural or geographic barriers that previously limited their aspirations.
This brief presents findings that came out of the 2009 AudienceScapes surveys on youth access to financial
information and services in Ghana and Kenya. It aims to provide guidance to the many development organizations
active in financial services and mobile money projects.
In many developed countries, technologies such as mobile phones, computers and the internet are routinely used by young people in education and employment. Most young people are enthusiastic about technology and the benefits it can bring.