ILO Communication Strategy Development Consultancy in Kenya


International Labour Organization

Better Utilization of Skills for Youth through Quality Apprenticeship (BUSY Project)

Terms of Reference (TOR)

Consultancy Service to Develop a Communication Strategy


Donor Agency: United States Department of Labor (USDOL)

Executing Agency: ILO Country Office for Tanzania, Kenya, Uganda

Implementing agencies: Governmental Agencies, Workers Organization (COTU-K) and Employers’ Organizations (FKE)

Geographical coverage: Kilifi, Kitui and Busia counties in Kenya

Assignment dates (indicative): May – June, 2019

Contract Type: ILO – External Collaboration Contact

I. Project Overview

1. The Better Utilization of Skills for Youth through Quality Apprenticeship (BUSY project) is a four year initiative being financed by the U.S. Department of Labor (USDOL), and implemented by International Labour Organization (ILO) in partnership with the Ministry of Labour, the Federation of Kenya Employers (FKE) and the Central Organization of Trade Unions (COTU-K).

2. The overall project goal is to increase decent job opportunities and employability of young people, thereby addressing unemployment, vulnerability and poverty in urban and rural settings. The project’s objective is to improve the capacity of Kenyan government, employers’ and workers’ organizations, and civil society organizations to establish and expand workplace-based training programs with a focus on vulnerable and marginalized youth { Vulnerable and Marginalized Youth (VMY)’ refers to youth ages 16-24, in particular adolescents 16-17 years old, at or above the legal working age, who are engaged in or at risk of engaging in hazardous}, in particular adolescents at or above the legal working age who are engaged in or at risk of engaging in child labor.

3. The BUSY project is expected to achieve the following three long-term outcomes:

i. Long-term outcome one

  • Laws or policies supporting quality workplace-based training opportunities for youth in Kenya, including vulnerable and marginalized youth, are improved and / or implemented by key stakeholders;

ii. Long-term outcome two

  • Kenyan government, employers’ and workers’ organizations, and other stakeholders implement best practices related to workplace-based training for youth, including the most vulnerable and marginalized; and,

iii. Long-term outcome three

  • The quality of existing public and private programs in Kenya that provide vulnerable and marginalized youth with prerequisite skills to enter workplace-based training programs is improved.

4. Under outcome two, the project is supporting the employers’ and workers’ organizations to enhance workplace-based training for youth onto their policy agendas in earnest, including for vulnerable and marginalized young women and men.

The project supported two studies in target counties to gauge the levels of awareness and attitudes towards the implementation of workplace-based training programs for youth in employers’ and workers’ organizations, particularly for vulnerable and marginalized young men and women.

The workers’ study focused on the demand side, and employers’ on the supply side. Both studies looked at formal and informal enterprises, and particular focus was given to small scale and semi-formal medium and small enterprises.

5. The BUSY project is in the process of developing a communication strategy aimed at employers, Master Craftpersons, and the general public living in target counties to disseminate the study findings.

In order to support interventions to address negative perceptions and knowledge gaps on workplace-based training amongst employers’ and workers’ organizations, training institutions, civil society and other stakeholders.

The communication strategy and capacity building interventions and tools will be implemented via social dialogues platforms, workshops and through the use of targeted media activities.

II. Background and context of workplace-based training programs in Kenya

6. Youth often obtain their training through the informal apprenticeship system, whereby they gain practical skills under the instruction of Master Craftspersons. In this sense, micro and small-sized enterprises operating in the informal economy provide easy access for a greater number of youth to receive skills training in both rural and urban settings.

These are linked to labour market demand, allow school dropouts to enroll in vocational training schemes and are less costly for both beneficiaries’ households and government agencies. While informal apprenticeships provide the technical skills needed for paid employment, it is unclear if apprentices receive the skills they need to be successful at self-employment.

7. From the findings of both the workers and employers studies, the quality of skills gained through informal apprenticeships vary substantively from one provider to the other due to lack of uniform training standards, variations in technology and facilities offered by the Master Crafts persons, lack of structure of training activities, differences regarding knowledge, skills and productivity of Master Crafts persons and lack of a mechanism / body that oversees / ensure the quality of training being provided.

Likewise, trainees’ learning is not certified upon completion, impeding the recognition of their learning by third parties. This makes it difficult for youth to transition into employment in the formal sector. Informal apprentices are more vulnerable to exploitation (e.g. the risk of being used as cheap labor in small enterprises, or receiving incomplete knowledge that does not allow them to work efficiently in a trade) or decent work deficits such as poor working and/or OSH conditions, limited social protection, and their “training period” may in some cases be extended indefinitely or “continue” on the basis of poor pay.

III. Rationale of the communication strategy

8. This communication strategic will provide direction for BUSY project external communication, in order to accurately reflect the main priorities of workers and employers to support BUSY project create awareness on WBT.

The implementation of the strategy will be facilitated by BUSY project in cooperation with all the project partners. This strategy shall respond to the communication needs recommended in the PSA studies {Copies of PSA reports will be provided to interested bidders}.

IV. Description of tasks

BUSY project seeks a highly qualified communication expert to develop a communication strategy document to disseminate the pre- situation analysis studies conducted by workers and employers.

The expectation is a well written plan that will detail how the PSA’s findings and recommendations will be communicated to employers, Master Craftpersons, and the general public in in Kilifi, Kitui and Busia.

The strategy should use a systematic process and behavioral theory to design and implement communication activities that encourage awareness and change towards WBT for youth and MCPs.

9. The communication strategy should include the following elements:

i. Brief summary of the situation analysis {This will be done from the PSA studies}
ii. Audience segmentation
iii. Program theory to inform strategy development
iv. Communication objectives
v. Approaches for achieving objectives
vi. Positioning for the desired change
vii. Benefits and messages to encourage desired change
viii. Communication channels to disseminate messages in line with number 5 of this ToR
ix. Implementation plan
x. Monitoring and evaluation plan
xi. Budgets

10. Gender equality, diversity and inclusion of vulnerable and marginalized youth should be explicitly addressed throughout the communication strategy.

11. The assignment is expected to take 20 working days and is expected to be carried out between May-June 2019.

V. Reporting Modalities

12. The Consultant will work under the overall guidance of the BUSY Project Director, with supervision by the Workplace Based Training Specialist.

VI. Qualification and Education Experience

13. The Consultant should have an advanced University degree in Communications studies or other relevant fields.

14. The consultant should also have at least 10 year experience in carrying out similar assignments.

15. The consultant should have the following competencies:-

a. Excellent communication and interpersonal skills;

b. Excellent English writing skills; and

c. Ability to work independently.

VII. Evaluation Criteria

16. The selection of the consultant will be based on :

a. Responsive technical proposal; and

b. Having received the highest score at qualification and experience.

ILO Communication Strategy Development

17. Incomplete application and applications received after the deadline will not be considered. Only selected candidates will be notified, not later than 2 weeks after close of applications deadline.

VIII. Contract terms and application process

18. The contract terms, deliverables and payments shall be guided by ILO’s IGDS Number 224 (Version 1) on External Collaboration consultancy assignments.

19. Interested and qualified candidates should submit their applications which should include the following:

i. ILO Personal History Form (Template to be provided);

ii. Curriculum Vitae with at least three (3) relevant referees;

iii. Technical and Financial Proposal for implementing the assignment not more than ten (10) pages; and

iv. Sample report of a similar past assignment, carried out not more than 5 years ago.

20. Qualified candidates are requested to email their applications to;

E-mail: to reach not later than 5.00 P.M on 30th April, 2018.

Quoting “Communications Strategy” on the subject line.

Job Summary:
Job Title
Job Category
Job Type
Company / Organization
Approx. Salary
Job Opening Date
Job Expiry Date
Job Details
Job Location

Nairobi, Kenya

Nairobi County

Communications and Media, NGO and UN
Updated: April 23, 2019 — 9:28 am