Joint Initiative on Youth
Employment in Africa
Concept Note for a
Prepared by Amadou B.
with the assistance of
TABLE OF CONTENTS
CTIVES OF THE WEBSIT
IMILAR STANDALONE WE
BSITES FOR YOUTHS
ARTICIPATION AND WEB
EMPLATE OF THE WEBSI
ELIVERABLES AND MAIN
This document will be present a proposal for a website for the
ILO/UNECA/AU/AfDB Joint Initiative on Youth Employment in Africa.
Objectives of this
• introduce the Initiative to the World,
• to develop an easily accessible website,
• to develop a strong
• provide links to other websites
on youth employment,
This proposal explores various themes, includi
A design process
that examines a number of design options
striking, and engaging
A comprehensive approach to content production
that will deliver a
clear outline of content
requirements for the n
ew website, helping to
identify existing content that can be repurposed and new
needs to be written.
Powerful and easy to use content management tools
multiple content authors and editors to
manage the content within the
A range of marketing options
e the impact of the new
website among key audiences helping
to promote the
build its profile within target sectors.
This proposal is a first tool to engage discussions within th
e members of
the groups for better
the issues that wil
and how best to overcome obstacles and
The initiative originated from the AfDB’s Board of Directors’ decision at
its 2010 Ann
ual Meeting to tackle the growing youth unemployment crisis
in the continent. This was the subject of a recommendation to the Bank for
the Medium Term Strategy 2008
2012. The Initiative is also in line with
the commitment made by the African Heads of State
at the 17
Session of the African Union (Malabo, July 2011) to ensure the creation of
employment for accelerating youth development and empowerment within
the framework of the Youth Decade Plan of Action 2009
the initiative is con
gruent with the UN Agenda of promoting decent and
productive work for young women and men. The main comparative
advantages are found in: (i) the AU political legitimization role within the
framework of the Declaration on Employment Promotion and Poverty
lleviation resulting from the African Heads of State Extraordinary
Summit (Ouagadougou, September 2004), (ii) AfDB’s mandate of
promoting the social and economic development of Africa through
technical and financial leverage and strength in preparing an
implementing operational interventions, (iii) the ECA expertise in youth
employment policy advocacy within the framework of sound
macroeconomic analysis and (iv) ILO’s specific mandate, expertise and
experience promoting decent work through labor, emp
loyment and social
protection issues as described in the Decent Work Agenda.
OBJECTIVES OF THE WE
The four partners in this joint Initiative recognize that they need to adopt a
approach in order to ensure internalization of the pr
In this setting, the proposed website will serve as a link with Youths
primarily, but also other stakeholders (civil society, private sector,
government, medias, educational institutions, donors, etc.).
The proposed website will:
• introduce the
Initiative to the people around the World, and especially
African Youths in the continent and the Diasporas; indeed, Youths
remaining the overarching goal of this Joint Initiative and the ultimate
target for this website;
• to build awareness of the Initi
ative and its activities and help achieving
• to develop an easily accessible online destination for stakeholders;
• to develop a strong
component. That is, converse and
interact directly online with Youths and other stakeholde
rs on problems
facing youths on African’s labor markets and possible solutions to them,
through their views, experiences, knowledge of the market and the
country, etc. The form adopted would combine blogs with links to social
networks such as twitter, face
book, youtube, linkedin, etc. Participants can
comment on general postings from the Initiative’s team, as well as
commenting on each other’s contributions on specific topics. These
conversations will nourish and guide work on the Joint
to a consensus. Youths also have possibility to undertake surveys online to
tell us about their actual employment situation and the labor market
characteristics of the country/region;
• provide links to other websites containing pertinent information on t
question of youth employment in Africa (including sites of the four
• post documentations, events, etc.
• post data and graphs
• develop an online survey on issues pertaining youth employment in
• register visitors and pro
vide them with an account
Due to its political nature, we recommend to think carefully on the
stakeholder participation and the decision making process.
SIMILAR STANDALONE W
EBSITES FOR YOUTHS’
GLOBAL PARTNERSHIP F
OR YOUTH EMP
formed in 2008 is between the International Youth Foundation, the Arab
Urban Development Institute, Understanding Children’s Work and YEN.
The primary goals of the partnership are to build and disseminate evidence
on youth employment outcomes and
proven methods to improve them,
with a special focus on Sub Saharan Africa and the Middle East where the
evidence base is particularly scarce. The Partnerships’ area of intervention
are applied research and learning; policy dialogue and local engagement
ereby technical assistance for local governments and innovative pilot
projects are provided. Website is
YOUTH EMPLOYMENT INV
a joint effort of YEN,
German Ministry of Economic Cooperation and Dev
World Bank, Inter American Development Bank (IADB) and ILO
documents programme design, implementation and achieved results. It’s
Proposed names for the website is
(for Youth Employment Africa
Emploi des Jeun
It is proposed that the site be hosted by a dedicated server, independent
from websites of the four aforementioned institutions. Indeed, online
discussions with Youths reveal that they found our own institutions’
websites too big making re
search and surfing cumbersome.
A powerful content management system (CMS) will be required to
provide you with the ability to manage the content within the site quickly
To quickly develop the website, it is proposed to use
CMS , which are very powerful and flexible website templates
drupal, joomla, ecommerce, magento, typo3, etc.
very good for community based sites (such as facebook)
and provides a lot of ‘out of the box’
features, but not so suit
able for this
project as its management of hierarchical page based content is poor
compared to more suitable solutions.
very fast CMS platform for news based sites. Can be used
for standard CMS publishing but
requires work to make it suita
ble for a
standard hierarchical site structure.
It is a
very orientated and focused on blogging/news stories,
very popular with designers however
development cycle is slow and the
platform is missing many basic features such as workflow, staging
Like Plone, this is not particularly focused on browsable hierarchical
better for news etc.
very powerful eCommerce platform with basic CMS
Really not suitable for this project.
platform which is based on an enterprise
class DAM. Suitable for more portal
orientated projects and those
requiring a huge amount of documents.
very powerful CMS platform focused on hierarchical page
based content with a rich extension
ecture providing thousands of
extensions. Whilst Typo3 is not the prettiest CMS, it is very focused on
the management of hierarchical page based content and article/document
Whilst these are all good CMS platforms (we use a number of
ularly), they are focused on different site
We use joomla for designing this website.
Joomla offers all the
functionality that the Joint Initiative require for this project, whilst at the
same time offering the benefits of being a very act
open source project.
the following functionality
• Page based CMS editing (with paragraph based layouts)
• Medias contents and management
• News/Blog catalogues (inc RSS and event calendars)
• Comment capabilities
• Digital Asset Manager (
• Polls and surveys
• Contact catalogue
• Form builder
• Discussion forums
• Search engine friendly
• Publishing workflow with multiple work spaces (training, staging,
As a new Initiative, new logo
should be created for this
website. Whist the logo is important, we should also think
rsona which is exuded by the Initiative
, ensuring visitors and
stakeholders get the right
impression of it
Considering the scope and topi
c of this project,
ignore social media.
ocial media is likely to play a fundamental aspect of
helping to promote the
and its activities.
spend time to explore how Social Media (Blogs, Faceb
) could be used effectively by the
to support and promote your expertise.
website could be hosted on the
server of a member,
African Development Bank
which would be the cheapest
option), or it could have its own dedicated server ensuring your hosting in
partners’ respective websites
From a cost perspective, hosting can vary dramatically from a bit of cheep
virtual hosting costing a few h
dollars a year, through to much more
robust and fully managed services which are of course more expensive
(approximately from 5,000 to
could be made by a company based in Tunis, which are more affordable
European or American ones
and efficient alike
Search engine optimization.
Search engine visibility is an increasingly important aspect of any
fter all what is the use
of a lovely website if no one
knows about it?
importance of search engine ranking, a
fundamental aspect of
planning and development
would be to develop a comprehensive search e
strategy, ensuring that the site will
organically perform well within search
ngines, helping to improve the visibility of the
For the optimization, all referencing techniques (google
adwords, robots, key words, etc.) will be used.
We need to e
stablish key milestones for improv
ltimately we need a target
We can aim for an aggressive
, or we can be a bit more realistic and target
launch which allows more time for content and decision
a key issue, we could
work to launch an initial
website, followed by a more
complex and fuller website.
catering to multiple stakeholder groups.
can easily redesign a website to be visually
s is not
however what will define the site’s ability to
cater to its visitor’s needs.
website’s success is its ability to cater to a wide range
of different visitor
groups with varying levels of knowledge and expertise,
in an intuitive
and engaging manner.
Targeted groups are youths,
researchers, policymakers, etc. We adopt a strategic content profiling
(SCP) to design our website.
The website will use the working language of the continent: French,
English, Arabic, Spanish
and Portuguese. It is proposed that the website’s
contents be written in one language (say English) and then make them
translated by a professional translator who can put them in other language
and post them on the website.
Budget and time will therefore n
eed to be
planned for this activity. A point to consider is the possibility of launching
on a single language and then adding the additional languages as the
content is translated
this would allow for the quicker process and ensure
that content is transl
ated in context of the website.
So far, French language
has been used.
The single most important aspect of this project will be the content
that is provided to visitors, this is
what visitors will be coming
to the websit
We need to
the content architecture
as soon as
and to then
sufficient resources to write
and update it
As this is a new initiative, we expect the content structure to grow and
develop over time.
will therefore need to establish a roadmap, which
outlines initial content requirements, whilst mapping an
growth into something much more complete.
PARTICIPATION AND WE
Remember, this is a potentially political project.
From experience, a project such as this
often fairly political, even when
there is a clear mandate for
ed decision making.
This calls for a
need to develop a participation framework which will encourage the
participation of all members of the f
our organization and beyond, at the
early stage and thereafter to gather their inputs. This will build consensus,
team work and speeds up the process.
Two levels of participation are foreseen:
We believe t
hat a stakeholder group
which consists of 7 to 10 key opinion formers/leaders is essential. This
stakeholder group will be used to help define the user requirements,
resulting in the information architecture
ecision making process
The other very im
portant aspect which will
affect this project is the decision making process. We really need
who the key decision makers are and who could have strong opinions
related to the project.
We would therefore strongly suggest these
individuals are includ
ed in decisions early on (forming part of the
stakeholder group), otherwise they are bound to have opinions/views
without having been part of the
, which can have a
ffect on the project and its final outcome.
e will be needed:
is responsible for getting the work done and
consists of a number of team members who will work on the
planning/design/development of the website. This team consists of hands
on individuals who will help plan, gat
her, write and populate content for
If budget is available, the following experts are needed: (i) a
orking group project lead
decision maker who will provide feedback /
off / approval
, (ii) an
online communication specialist
, (iii) a c
in charge of content team, ideally a
good content editor
, (iv) a c
a number of content writers,
experienced at writing for the web
, (v) a p
support content pop
ulation and asset preparation
, (vi) an a
organize meetings, workshops, travel etc.
, (vii) an
should only need to be involved to help arrange hosting/internal
The working group will work on the
to the final launch.
• A s
which provides the knowledge, insight and
consists of decision makers and key stakeholders in the
This is different from a working group.
initiative. These individuals will have influence w
ithin the initiative and
should ideally come from different parts of the initiative, ensuring we have
a full and balanced view regarding the objectives, issues and obstacles
faced by the initiative.
Ideally we need the most senior decision makes
o be involved at the key stages, ensuring the correct insight and
influence is applied at the appropriate stages in the project.
holder group essentially consists of equivalent of a ‘board of directors’
or at least managers,
plus a f
ew other key knowledge leaders
from the organization.
If not, a committee could be put in place, consisting
of at least 2 people from each of the four institutions.
group will be required at key points within the project, as access to their
time is limited
TEMPLATE OF THE WEBS
At this stage it is too early to really have a
website should become as discussions continue
. Planning time to define
the objectives and the audience requirements will be needed, as w
time to define the visual identity of the organization. We have however
put together a brief mock
up design, which does provides a platform to
start thinking about what the site could become.
: it presents briefly the Joint Initiative with
first a tentative
banner and l
. We add also a “
displays the latest news
. On the right, we also present
the various menu
site and the link
of the site
to its child b
and social ne
tworks to better share information and articles published on
the site. The video library
the latest video
and photo galleries
about youths and employment
That is, to improve the attractiveness of the
website, we allow users to upload media conte
nts on the website.
. As its name suggests
the initiative and the
it and the purpose
chronologies of diffe
rent events, places and the date
refers to all
projects, programmes, etc.),
to be carried out within the framework of this
collect information about
out various questions
(such as their current employment situation and the prevailing labor
market conditions in their country)
This will enable us to build a
which could become a
valuable tool for
, the user has to
respond to questionnaires
themselves with their
answer the questions
about employment and economic
situation of his country.
critics and suggestions.
Of course, we can modify this questionnaire to make shorter and more
publish all the
be useful for visitors for a better understanding of the employment
on in Africa
will redirect the visitors to useful links and addresses
different institutions work
young people in Africa.
It will also provide insights to experiences in the
rest of the Wor
it to engage users
on various subjects,
criticisms and suggestions
The country heading section
allows direct search
s and projects
employment, and documentations.
The initiatives section
the employment of young people in Africa
VII. DEVELOPMENT PRO
CESS, PLANNING AND
Initial design presentation.
ntation of the site has been made on 18
2012 at the Ramada
Plaza hotel in Tunis. Now, the process is to loop at the final design.
Development process for the final website.
Next steps for the final website are to look at the planning, the agreem
Site Build U
anning phase, content writing and design
of the final website
begin running concurrently. From this point, each phase runs sequentially,
with ratification and approval points ensuring the project stays on track.
The planning and strategy phase of the
project is where all aspects of the
project are discussed and considered, ensuring that the project is
thoroughly thought out before any design or development work starts.
involves lot of discussions and agreements, information gathering and
The design phase implements the final
visual look of the site
websites will be used as models and competitors in this stage.
production phase aims at designing
key screens layouts
and will also
key HTML templates
design into key building
blocks which are required to build the website.
development phase is where the programming and integration of
specified functionality is carried out including the implementation of a
site content mana
, including core HTML
media library configuration, survey page setting
up, extra functionality, etc.
the site build
up, content integration and testing will wrap the
whole things together. At this stage, the fu
ll website is in shape according
to the site map and the content will be populated with the CMS, the
graphic elements, the animated items, etc.
Once this step is successfully achieved, the website could be officially
launched and come alive, enabling user
s to surf on it and having automatic
old URLs to new URLs to ensure
existing search engine
ranking is retained
. Ideally, the website should be uploaded on a dedicated
ject is expected
to cost around 3
per year, based on
Tunisian standard fees.
Logo and banner
Final design phase
Production (Key screens, HTML templates)
secure area for
Wireframe / Prototype development
Site build, content population, hand crafting and site flourishes
Site Launch & URL remapping
VERABLES AND MAINTEN
There are a number of key deliverables within the project with the final
part of this being the live website.
The following is a breakdown of the
key deliverables / options:
1. A site map and content architecture
Wireframes / HTML prototype
3. Mood Boards
4. Initial designs (Design Swatches)
5. Final design
6. Key screen layouts
7. XHTML/CSS Templates (Cross platform and browser compatible)
8. CMS platform:
age based content management
Allows users to
modify and delete pages and
, (ii) n
ews / b
rovides a powerful news story publishing platform, with commenting,
categories and RSS syndication
9. Site build & Layout within CMS
10. CMS training
11. URL re
12. Launch of s
13. Content writing
14. Translation Services
16. Additional sever functionality
Optionally, the Joint Initiative could request a mobile version of the
website that can be accessible on Palm and Android supports including
Maintenance and support
The Joint Initiative could either hire a dedicated staff to maintain the
website or hire a consulting firm, with site guardian capabilities (server
maintenance, site integrity, etc.), to do it.
nally, following procurement rules of the four institutions, a special
attention should be paid to legal aspects such as consultant services,
materials. It would be ensure
that any item produced for this
guaranteed by a warra
nty and liability between the
Initiative coordinator’s and the consultants.
It should also be ensure that
they are produced in time
to meet the deadlines
Consultants should also
be ready to fix bugs and errors during a year following services.
tions between the Initiative team and consultants should also be
recorded to avoid potential conflicts in the future.
All the codes, materials,
supports remain the property of the Joint Initiative
and will be
The Initiative will dispose freely
of these materials.
Likewise, the Initiative team will make sure that no infringement to the
laws is caused by putting contents that violate copyrights or laws or
morality on the website.
The website should not also be generating
revenues (unless otherwis
e specified such as collecting funds for a
catastrophe). The costs of
maintaining the website and renewing
registration fees, domain name registration and hosting, etc., are at the
charge of the Initiative.
The Initiative team will adopt a code of conduct
for its staffs and for users.
All parties will treat information as confidential
unless this is from the public domain. Any changes to the legal terms
should be agreed by both parties (the Team and the Consultants).
termination should also follow
standard rules and legal delays.
The Joint Initiative is an exciting and very important programme that
deserves to have its own website, as the same as the World Bank’s Global
Partnership on Youth Employment.
This website will undoubtedl
y shed light on constraints and opportunities
facing today and in the future Youths in Africa. In the modern area of
internet and informatics, it is important to have a best
that would attract all the Youths and other audiences, to better
communicate with them, to communicate the Initiative to the World and
help the Initiative achieving its objectives.