Role of media in skills development
Harnessing media for skills development in Ethiopia’s agro-processing sector
Effective media engagement is crucial for advancing skills development in Ethiopia’s agro-processing sector. By raising awareness, advocating for policy improvements, and showcasing success stories, the media plays a vital role in aligning training programs with industry needs. The ILO ProAgro Ethiopia project collaborates with the Ethiopian Employers Federation (EEF) to engage the media effectively.
28 March 2025
In response to the rapidly evolving landscape of the world of work and employment, governments worldwide are increasingly adopting sector-specific approaches to their national skills development and education strategies. Despite the significant issue of skill mismatches, this critical topic often lacks sufficient and high-quality media coverage.
In Ethiopia, the ILO ProAgro Ethiopia project, sponsored by the German Federal Ministry for Economic Cooperation and Development (BMZ), has supported the Ministry of Labour and Skills (MoLS) in setting up the first Sector Skills Body (SSB) in the agro-processing sector. The SSB will help align training programs with the real needs of the industry, ensuring that graduates are equipped with practical and in-demand skills.
This tripartite body is charting a new path with the private sector to promote policies and practices that make Technical and Vocational Education and Training (TVET) systems relevant to the needs of employers and employees. The SSB held a media engagement in Addis Ababa to enhance public awareness and understanding of its role.
“Ethiopia faces a shortage of skilled workers needed to meet the growing needs of our industries. The Ministry of Labor and Skills is designing and implementing skills development reforms to ensure a qualified and competitive workforce in the labour market.”
H.E. Dr. Teshale Berecha, State Minister for Technical and Vocational Education, MoLS.
“Ladies and gentlemen of the media, today marks the beginning of a crucial engagement that significantly impacts workers, job seekers, and employers in the agri-business sector in Ethiopia. Your role in enhancing public understanding and support for this policy instrument underscores that the media’s purpose is not only to inform but also to educate the public.”
Khumbula Ndaba, Director, ILO Country Office for Ethiopia, Djibouti, Somalia, Sudan and South Sudan, and Special Representative to the AU and the ECA
During a panel discussion at the event, Fitihawok Yewond, Journalist at the Editors’ Guild of Ethiopia (EGE), and Etagegenhu Mekonnen, President of the Ethiopian Mass Media Professional Association (EMMPA), emphasized the media’s crucial role in developing a skilled workforce, especially in Ethiopia’s agro-processing sector. They outlined five key roles of the media:
- Raising awareness and advocacy: Media can highlight the demand for skilled labour, showcase successful training programs, and advocate for policy improvements and investment in skills development.
- Bridging the information gap through media campaigns: Media can disseminate educational content and information on training opportunities, facilitate dialogue between stakeholders, and publish labour market trends to help job seekers align their skills with industry needs using local languages and culturally appropriate content.
- Promoting best practices and success stories: Media can inspire individuals by sharing success stories of workers and employers, and highlighting innovative approaches to skills development.
- Encouraging public-private partnerships: Media can promote collaboration between the government, private sector, and other stakeholders to enhance skills development and support training programs. Additionally, a platform needs to be created where media professionals and stakeholders in the agri-business sector regularly meet, discuss, and share knowledge.
- Enhancing digital and lifelong learning: Media can support e-learning platforms, promote lifelong learning through various digital content, and make training materials accessible via radio, television, and mobile applications. Capacity building should also include media professionals to help them create quality and adequate content about skill development in the agri-business sector.
The Ethiopian government expressed its gratitude for the strategic support provided by the ILO and emphasized the need for continued assistance to ensure the success of these initiatives. The Ethiopian Employers Federation (EEF) is leading a two-month media engagement campaign to further promote the SSB’s objectives and activities, aiming to foster a more informed and supportive public environment.
The Ethiopian government acknowledged ILO’s strategic support and urged continued assistance. The two-month media engagement is led by the Ethiopian Employers Federation (EEF) in collaboration with the ILO.