CONSIDER ALL PLATFORMS WHEN ADVERTISING JOBS FOR YOUTH’S SAKE
The government must adapt its job advertisement strategies to reach a wider audience, particularly the youth, who are the driving force behind Kenya’s digital evolution
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According to the 2019 census, youths constitute a significant portion of the Kenyan population, with 75% of the country’s 47.6 million inhabitants being under the age of 35. Conversely, the elderly population (65 years and older) accounts for only 3.9% of the total population, totaling 1,870,493 individuals.
Most youths in Kenya are digital natives, having grown up in a digital environment. They primarily access information online, unlike older demographics. When the government advertises jobs across various sectors, it typically does so through print media, such as newspapers, which many youths in Kenya do not access regularly due to financial constraints, lack of interest in reading, or simply out of habit.
In conversations with numerous youths, a common sentiment emerges regarding government job advertisements: they find them inaccessible. With high rates of unemployment among Kenyan youths, many rely on friends or acquaintances who are employed for financial support, making it difficult for them to spare the 60 Kenyan shillings needed to purchase a newspaper. Instead, if they come by any money, they are more likely to spend it on data bundles to engage with their smartphones, which have become indispensable in Kenya’s increasingly digital landscape.
Smartphone penetration in Kenya has been steadily rising, with more Kenyans opting for smartphones over feature phones. According to the Communications Authority of Kenya, smartphone penetration increased from 54% in June 2022 to 61% in June 2023, while feature phone penetration dropped from 67% to 64% during the same period. Globally, Kenya ranks fourth in terms of smartphone ownership, according to the GSMA.
The government must adapt its job advertisement strategies to reach a wider audience, particularly the youth, who are the driving force behind Kenya’s digital evolution. While President Ruto has expressed frustration over youth unemployment and the perceived lack of awareness about available jobs, it’s essential to recognize the barriers that many youths face, such as limited access to the internet.
To level the playing field, the government should diversify its advertising channels beyond newspapers to include digital platforms and social media, aligning with its vision of a digital and paperless administration. Relying solely on print media excludes many youths who rely on digital sources for information.
In conclusion, government job advertisements should be disseminated across various platforms, including print, radio, television, social media, and online websites, to ensure broad accessibility. Newspapers primarily cater to older and employed demographics, while the youth, often referred to as “hustlers,” require alternative means of access. By embracing a multi-platform approach, the government can uphold the constitutional right to information for all citizens.
By Jesse Abisheck, Editorial Remarks
Email: abijessyshi@gmail.com
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