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INSPIRING and INFLUENCING the YOUNG JOB SEEKERS of ALBANIA Contents WORKING WITH THE MASS MEDIA MASS THE WITH WORKING TO IMPROVE EDUCATIONAL EDUCATIONAL IMPROVE TO AND EMPLOYMENT CHOICES EMPLOYMENT AND AMONG YOUNG PEOPLE IN ALBANIA IN PEOPLE YOUNG AMONG INSPIRING AND INFLUENCING THE YOUNG JOB SEEKERS OF ALBANIA CASE STUDY WRITTEN BY GAVIN ANDERSON INDEPENDENT CONSULTANT PUBLISHED BY: SUPPORTED BY: IMPLEMENTED BY: NOVEMBER, 2016 4 INSPIRING AND INFLUENCING THE YOUNG JOB SEEKERS OF ALBANIA Contents Executive Summary 1. Introduction 2. Background 2.1 Youth Unemployment in Albania 2.2 RisiAlbania 2.3 Mass Media in Albania 3. The RisiAlbania media intervention 4. The Emerging pilot media products 5. Impact 5.1 Media Level Change 5.2 Audience Level Change 5.3 Employment Level Change 6. Key Lessons and conclusions INSPIRING AND INFLUENCING THE YOUNG JOB SEEKERS OF ALBANIA 5 Executive Summary There are few development interventions that influence the choices that young people make about attempt to work with the commercial mass media in employment and tertiary and vocational education a sustainable way. Most development projects buy (labour market system change) and therefore impact media space to deliver predefined information and the on the ability of young people to find employment resulting spots, programmes and publications cease (employment change). Sustainable change in media once funding stops. This case study explores a media was therefore built into the overall intervention strategy intervention initiated under the RisiAlbania Project that of the project and became a core focus for the project took an innovative approach to improving information despite its overall goal on employment. on youth employment by working to stimulate the launch and growth of profitable employment-oriented The RisiAlbania approach was to offer support to media radio and TV programmes, print media supplements houses to develop and launch pilot radio programmes, and online websites. TV programmes, print media and online media. This support was in the form of cost sharing, technical The RisiAlbania project was established to respond support and information on audience perceptions to to the significant problem ofyouth unemployment in the new and emerging media products. This support Albania. Almost one in three (33%) of young people was provided on a rapidly diminishing basis over 3 aged between 15 and 29 are unemployed. This is seasons (years) to reduce the potential for dependency leading to increasing emigration from Albania with which would undermine sustainability. Albanians being the 5th largest nationality seeking asylum in the European Union. From mid 2014 to mid 2016 RisiAlbania directly supported the launch of 6 pilot media products. The The overall objective of the project is therefore on i) intervention resulted in the successful launch of 2 TV job creation and ii) improving labour market information programmes, 1 radio programme and 1 newspaper and intermediation services with a particular focus on supplement with online presence and an online youth. As part of this second component, the project portal. These pioneering products are the first ever embarked on working with the independent commercial TV programmes, radio programmes and supplements mass media sector in Albania to develop and launch that have focused on employment in Albania. The informative media products focused on employment RisiAlbania intervention has also resulted in the information. planned launch for 2017 of 2 additional TV programmes and the expansion of 2 online portals to include The intervention rationale was not to use mass media employment and training information, all without direct as a short term tool to disseminate information, but financial support from the project. There is strong aimed to change the way that media reports on evidence of both product and market sustainability: employment in a sustainable way and therefore focused product sustainability in the continuation of the media on change within the mass media system. It was products themselves and market sustainability in the envisaged that the improvement in information would organic replication of employment oriented media. 6 INSPIRING AND INFLUENCING THE YOUNG JOB SEEKERS OF ALBANIA The intervention has also resulted in significant of the audience stated that the media products impact at three levels (media, labour market and have changed their perception around employ- employment): ment – this means more than 78’000 people. These changes were particularly strong in improving Media level Impact: Independent media ratings understanding and awareness of vocational train- information and studies undertaken by RisiAl- ing, promoting self employment and in changing bania show a high level of audience interest for perceptions around desirability of careers and skills these employment programmes, publications and that are in demand from employers. The studies websites. The flagship employment programme also showed that it was not just the youth, poten- on the leading Top TV station, Ti Mundesh, cap- tial employees and employers that were being tured on average 22% of all TV viewers for each influenced by these media products but parents episode in its first series. RisiAlbania research and family members who can influence the educa- showed that 80% of young people had watched a tional and career choices of the young. The surveys least 4 programmes and almost 30% had watched also showed the impact of media information on between 5 and 10 programmes. Other media training service providers and improving their un- products supported by RisiAlbania also showed derstanding of training demand and needs. strong, but slightly lower, audience. The popularity of these employment oriented media products has Employment level impact: Almost one third (32%) clearly illustrated their potential from a commercial of all the young people who watched, listened perspective. A number of the media products have or read the programmes reported that they had also begun to attract advertising and sponsorship, directly influenced their behaviour. Investigations although marketing could be perceived as an area into this showed that the audience had changed where additional effort would reinforce the sus- decisions around education and training, changed tainability and replication of the programmes and the way they looked for a job or had embarked on publications. establishing their own business. For Ti Mundesh, the flagship TV programme on Top TV, alone this Labour level impact: The surveys undertaken by would mean that over 51,000 young people had RisiAlbania and subsequent interviews with view- changed their behaviour around employment as a ers, listeners and readers also show that these result of watching the programme media products are having a significant impact on the perceptions and behaviour of audiences71% The RisiAlbania intervention therefore highlights the The intervention approach and outcomes provides a potential high impact of a media focused intervention number of lessons for working with the mass media in employment. It illustrates the opportunity to not only in employment related projects but also more achieve such impact in a way that is a win-win-win for widely in development. These include the project’s commercial media, the audience and the development approach to financial, technical and marketing support project itself. The approach that was adopted by the and the monitoring and measurement of impact in a project has promoted sustainability and replication media related intervention. within the media industry ensuring that impacts are ongoing and not short term. INSPIRING AND INFLUENCING THE YOUNG JOB SEEKERS OF ALBANIA 7 1. Introduction Fjonalda Sh. aged 27 and Eno H. aged 24 were two of Albania’s huge number of youth unemployed. In a country with almost a third of 15-29 year olds officially unemployed, Albania has one of the highest youth unemployment rates in Europe. If you walk around the streets of Tirana, the country’s capital city, or any other large town in Albania, you will find school leavers and youths gathered in cafes and squares talking and whiling away the hours. Many of these youths will have good school qualifications and many have university educations. What they don’t have is a job that attracts them and provides them with quality employment. Many commentators and employers suggest the problem lies not only in the lack of jobs but also in a mismatch between skills and job vacancies. During a workshop on employment in early 2016, the Albanian Prime Minister, Edi Rama, asserted that “Albania has jobs, but no professionals”. But the experience of Fjonalda and Eno show that there is also a gap between understanding, aspiration and the realities of the Albanian job market. Both had their perceptions changed by exposure to information about opportunities for employment in areas that they had never considered working in previously. “The programme has changed my perception for the professions which were not regarded as interesting or beneficial before, especially traditional familiar professions and businesses. My mother is a good tailor and she is running her own business. Now I am working together with her and I find this profession interesting and beneficial.” Fjonalda Sh. “The programme with different examples of young people working in different jobs, changed my attitude towards working. These are not bad jobs. So I decided to work in a car wash business. And I would like to have my car wash business in the future.” Eno H. The programmes which Fjonalda
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