Launching Kenya’s Digital Jobs Growth initiative
The Livelihood Impact Fund provided grant funding to Genesis Analytics for the Kenya Digital Jobs Growth Initiative programme pilot phase. The programme was designed to create meaningful digital livelihoods for youth in Kenya by enhancing Kenya's position as a leading Global Business Services (GBS) and Business Process Outsourcing (BPO) hub in Africa.
The initiative evaluated Kenya's competitive positioning in the global GBS/BPO market against that of leading GBS/BPO countries such as the Philippines, India, South Africa, Morocco and Poland, created collateral on Kenya’s value proposition to global operators, and facilitated market entry for international operators.
The project focused on improving Kenya's global visibility of its rapidly growing GBS sector, providing regulatory and infrastructure recommendations, and developing targeted policy recommendations to attract investment. These interventions were submitted to the Ministry of ICT and Digital Economy of Kenya alongside comments on Kenya's Draft National BPO Policy to ensure alignment with national strategic objectives.
The project involved:
GBS/BPO value proposition. Developing a comprehensive value proposition guide for Kenya's global business services sector, highlighting competitive advantages across customer experience, AI data services, and IT-enabled services. The proposition covers five key themes: thriving hub for CX and AI-driven services, cost-effective, scalable operations, skilled empathetic talent, robust global connectivity, and strategic innovation partnerships.
Kenya BPO/ITES policy memorandum. Developing a policy memorandum outlining a six-pronged strategy: defining BPO/ITES companies, enhancing special economic zones, introducing tax incentives, improving regulatory frameworks, strengthening skills development, and promoting investment attraction.
Market entry guide. Creating a comprehensive market entry guide introducing Kenya's GBS/BPO sector, its growth trajectory, and why global operators are investing in the market. The guide serves as an essential resource for understanding sector opportunities and market entry strategies for operators.
Global operator outreach.Strategic demand generation activities, including direct outreach to global operators and the creation of multimedia content showcasing Kenya's talent pool and country landscape;