Jordan

Employment-Oriented Qualification in the Skilled Crafts Sector

TRÄGER Gesellschaft für Internationale Zusammenarbeit (GIZ), Zentralverband des deutschen Handwerks (ZDH)

PARTNER Education for Employment (efe), Jordan Ministry of Labour, Princess Tahgrid Institute (PTI), Queen Rania Garden (QRG), Aqaba National Vocational Training Hub (ANVT), National Employment & Training Company (NET)

TIMEFRAME 2019 – 2023

Image Campaign

Nationwide image campaign for the skilled trades to improve the perception of skilled trades training and work within Jordan.

More than 900,000 views of the image video, 4.9 million views in public spaces and 38 million impressions on countless platforms, show the success of the campaign.

Train-the-Trainer

Train-the-Trainer Activities, primarily at PTI for Bakery Crafts

Nationwide image campaign for the skilled trades to improve the perception of skilled trades training and work within Jordan

Organisational Development

Organisational Development involving Communication Training

Support for the establishment of the Aqaba Training Hub

Continuous support for the PTI

Brochure

Brochure Download ↓ (German)

The GIZ and ZDH funded project titled Employment-Oriented Qualification in the Skilled Crafts Sector in Jordan started in 2019 and consists of three main work areas in which KH is involved. The aim of the project is to provide employment opportunities in the crafts sector for young adults in Jordan as well as to improve vocational qualification and career counselling offers by institutionally strengthening TVET training facilities.

Generate Interest, Improve Image, Provide Access

To inspire young people to pursue apprenticeships in the skilled trades, an image campaign for the skilled craft sector in the Amman region of Jordan was developed in cooperation with a German and a Jordanian marketing agency. This campaign was launched in 2020 with great success and has entered its second phase in 2023. This campaign was launched in 2020 with great success and has entered its second phase in 2023.

The campaign covers a wide range of media, from posters, TV and radio spots in the greater Amman region, as well as synergetic social media activities throughout Jordan. For the second phase of the campaign – still under the slogan My Craft is My Mark – new visuals and testimonials have been developed. The actions incorporated a mixture of brand awareness and engagement campaigns, extending reach, gaining visibility as well as fostering a strong connection between the audience and the brand. These campaigns encouraged active participation, as evidenced by the exceptional number of interactions and video views.

This second phase of the campaign, which was launched between March and May 2023, was able to consolidate the messages and was even more successful than the first phase, with over 50 million impressions across Jordan.

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Organisation Development – From Concept to Implementation

KH actively supports the Jordanian partners in organisational development and has developed a communication and training concept in cooperation with them. For this purpose, three experts were active in four missions – on-site and online.

In addition, KH also provided support in communication, for instance by organising a series of workshops on social media management and online communication.

Since 2021, KH also supports the development of the Aqaba National Vocational Training Hub (ANVT) by providing advice on organisational development. Together with the cooperation partners and in close coordination with the private sector, the concept for the cooperative training hub with its own Entrepreneurship Center for start-ups was developed. The focus of the diverse range of services, such as a vocational guidance service and training programs for expert qualifications, is to improve the quality of and access to vocational training in the skilled crafts sector.

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This post is also available in: German