A. FOCUS AREAS ON I.

T TRAINER ROLE

1) Training Skills
 Experience training different age groups, genders etc. ( i.e. The youths, Girls,
People with trauma.)

2) Technical Skills
 Software and Hardware installation skills
 Software and Hardware maintenance skills
 Software and Hardware troubleshooting skills
 Networks, network configuration and networking skills

3) Communication and Collaboration Skills

 Emphasize on good communication skills
 Highlight the different stakeholders involved in the communication e.g. Trainer –
Students, Trainer – RefuSHE, Trainer - Konexio

4) Monitoring and Evaluation Skills

 Monitoring skills
 Data collection and Analysis skills
 Reporting skills and tools

5) Development of Training Materials

 Approach to use (different curriculum available)

B. DIGITAL SKILLS
Digital skills are broadly defined as the skills needed to “use digital devices, communication
applications, and networks to access and manage information,” from basic online searching and
emailing to specialist programming and development.

10 Digital Skills to learn

i) Social Media. vi) Mobile Marketing.
ii) Search Engine Marketing (SEM). vii) Strategy & Planning.
iii) Data Analytics. viii)Social Selling.
iv) Content Marketing. ix) Pay-Per-Click Marketing (PPC)
v) Email Marketing. x) Video

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1. Social Media
According to a recent study, there are 4.2 billion active social media users worldwide. Of these,
4.15 billion are active users on mobile devices. These figures show a 13.2% increase in the
number of global social users in just a year with no sign of slowing down.
The ability to understand and use social media effectively is a core and valued skill that every
professional should have. Social media marketing goes beyond posting a tweet or Facebook
update; it is about understanding the dynamic relationship between brands, influencers, and
consumers. To put it simply, businesses need to reach out to customers in ways that will drive
traffic to their website—or product—for potential conversion. It now also plays a key role in
providing good customer service as many consumers take to social media to ask questions or
make comments.
Educators who recognize social media’s influence should understand the intricacies of each
platform from YouTube to TikTok marketing and its potential to maximize community
engagement to provide graduates with valuable and applicable skills.
2. Search Engine Marketing (SEM)
Beyond social media, Search Engine Marketing (SEM) is one of the most influential disciplines
that marketers have come to rely on. To put things in perspective, 81% of internet users search
online for a product or service to buy, with Google accounting for 70% of that traffic.
Students with SEM experience can increase the visibility of a company’s website on a search
engine (e.g., Google or Bing) primarily via paid advertising. By doing so, the business will attract
valuable web traffic from the search engine results page.
By using SEM, students will be able to capture precious organic search traffic results. That’s why
marketers, content managers, and webmasters spend a great deal of time optimizing websites,
particularly for mobile and ad campaigns to ensure the highest conversion rates possible.
Most companies are in the business of selling products or services and want to outshine their
competition to be easily found online. During the Covid-19 pandemic the number of customers
going online to purchase led to a spike in e-commerce transactions. According to Statista, in
June 2020 there were almost 22 billion visits to retail sites up from 16 billion in January. Plus
this online behavior shows no signs of slowing down post-Covid.
This means that jobseekers with a working knowledge of search marketing will be very valuable
to organizations to ensure they are searchable and visible.

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3. Data Analytics
During Covid-19, many marketers reverted to mass communications to target customers rather
than using data-driven precision marketing. This was a mistake. According to McKinsey, one
consumer goods company predicted that demand for beauty products would increase as
people came out of lockdown. By tracking re-openings and using data, they focused their media
spend and saw a double-digit increase in sales.
The lesson? Data can provide your students with a wealth of information that - if used correctly
- can result in effective marketing campaigns that drive conversions, sales, and revenue.
Peter Drucker, a leader in management education and often described as the founder of
modern management, has this to say:
“If you can't measure it, you can't manage it.”
Data analytics essentially allow students to make educated and data-driven decisions to drive
better business insights. Numbers define whether a campaign was successful and by what
percentage. The key is knowing what data to collect and measure to improve the next
campaign. Companies don’t want to waste valuable marketing dollars based on trends or gut
instincts. It’s about maximizing each campaigns’ effectiveness and optimizing the return on
investment.
Analytics go hand-in-hand with SEM, so these skills work together to ensure a business
understands what consumers want, and how to attract and retain their attention.
4. Content Marketing
Content comes in many forms – blog posts, videos, podcasts, infographics, even social media
status updates. Marketers may spend their time optimizing keywords and advertising
campaigns, but content is still king. After all, a website or social media page is driven by its
content and without it, customers have no way of understanding the benefits of a product or
service.
Content is crucial in driving brand awareness and can establish brands or influencers as thought
leaders. Therefore new hires need to understand the importance of creating not just content,
but content that is relevant to keyword research and optimizing them in a strategy. With
experience and knowledge in content marketing, students will have a valuable and employable
skill that will set them up for a career in any industry.
5. Email Marketing
One of the best ways to obtain and retain leads is via a tried and tested method: email. Email is
one of the oldest forms of direct marketing and still packs a punch in customer acquisition and
retention. From startups to multinational corporations, a great email marketing strategy helps
launch successful campaigns.

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An experienced digital marketer knows that each funnel stage has to be carefully planned. From
the signup page—including its placement on a website—to the welcome email, every step
needs to be optimized to attract users and build engagement.
People may change social media accounts or home addresses, but people aren’t prone to
change their email addresses. That’s why professionals that understand the power of email
marketing to connect directly with consumers are in high demand. Educators should not see
email as an old-fashioned tool but challenge students to rethink ways to use email in their roles
- current and future.
6. Mobile Marketing
According to We Are Social and Hootsuite's Digital 2021 report, mobile connectivity continues
to grow, with 97% of the world’s population using mobile phones, and 96% of all active
connections coming from smartphones. Since smartphone traffic now exceeds desktop traffic
(64%), mobile-first indexing is now used by Google when crawling pages and prioritizing
content.
To comprehend the impact of this change, we need only to look at Google who has created a
mobile-friendly web app designed to test the usability and speed of mobile websites. Using
mobile-friendly content can enhance your search presence amongst consumers who don’t have
access to desktops.
Job seekers can use this knowledge to their advantage by optimizing campaigns using the latest
developments in mobile search and user experience.
7. Strategy & Planning
Businesses that use a digital marketing campaign strategy are most likely to see measurable
results in the long term. Instead of planning on an ad-hoc basis, digital marketers need to
create and implement campaigns based on analytics and quantifiable SEO data.
For example, setting specific KPIs and identifying methods for measuring each indicator can
help a marketer remain accountable. It’s also imperative that they analyze past campaigns and
decide which metric is worth measuring.
To put things in perspective, 79% of senior marketers stated that strategy and planning were
‘very important’ to an organization’s success according to DMI’s research paper, ‘Perpetual
Evolution’. Despite its importance, marketers found this skillset one of the hardest areas to
recruit for.
Educators should take advantage of this skills gap, by teaching students how to plan and
execute a digital strategy.

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8. Social Selling
To connect with and influence customers, sales professionals need to be where their prospects
are: online. Social selling is proving its worth for sellers that use it - 65% rely on it for filling their
pipelines and it generates half of the revenue for 14 major industries.
Businesses are also beginning to understand the importance of social selling by investing in new
'sales stack' technology such as email tracking tools, productivity apps, and sales intelligence
software. Above all, social selling tools are seen as very effective in connecting with the modern
buyer, one that relies on social platforms for reviews and advice.
As a relatively new arena for organizations, offering training that is industry aligned will help
any student interested in a sales career and achieving social selling success.
9. Pay-Per-Click Marketing (PPC)
According to Larry Kim, the average landing page conversion rate is 2.35% but the top 25%
convert at double that, at 5.21% or higher. In addition, for every $92 spent on acquiring
customers, only $1 is used to convert them.
As such, PPC is a popular way for brands to get traffic quickly. Companies with big budgets can
get their search result to appear on Google’s first page to drive massive traffic. One popular PPC
advertising model is Google’s AdWords program and a great way to monitor spend is by using a
PPC for eCommerce tracker.
10. Video
Video has evolved from being just a form of entertainment to a major social media content
driver. YouTube is now a powerful and influential platform while networks like TikTok and
Instagram have turned video on its head to create wealthy influencers.
Why is video so popular? With smartphone users becoming younger and younger, social media
apps like WhatsApp, Weibo and WeChat are becoming the de-facto tools of instant message
communication. In fact, WhatsApp has more than 2 billion users worldwide with most
downloads being from the United States.
Video as content is easier to consume than other formats e.g. a blog post. It’s also more
entertaining and appeals to Millennials. By combining the emotional power of social media
video with the reach and scope of digital advertising, markets can tap into a growing market of
engaged consumers.

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C. FREELANCE SKILLS TO LEARN IN 2022

1) Blockchain and 9) Accounting & 20) Independent Sales

Cryptocurrency Bookkeeping 21) Videography
Programming 10) Writing 22) Photography
2) Amazon Web Service 11) Editing 23) Translation
(AWS) Development 12) Illustration 24) Career Coaching
3) Mobile App 13) Virtual Assistance 25) Audio Transcription
Development 14) Video Editing 26) Voice-Over Acting
4) Artificial Intelligence 15) Graphic Design 27) Delivery Service
(AI) Development 16) Copywriting 28) Tutoring
5) Website Design 17) Search Engine 29) User Testing
6) Website Development Optimization (SEO) 30) Survey-Taking
7) Data Analysis 18) Excel Management
8) Online Security and 19) Social Media
Ethical Hacking marketing

D. CHOOSE YOUR STRATEGY FOR ANSWERING THE QUESTION “WHAT

ARE YOUR SALARY EXPECTATIONS?”
Depending on where you are in the interview process and your personal situation, there are
three main strategies for answering “What are your salary expectations?” in an interview, Fink
says.
1. Give a Salary Range
Responding to questions about salary with a single number limits your ability to make
something work with the company, Crawford says. Her secret recipe for successful negotiations
is to “come from a place of collaboration and service.” By giving a salary range, you show that
you’re willing to be flexible and work with your prospective employer.
And by giving any numbers at all you’re “voicing the value you bring to the table,” Crawford
says. Showing that you’ve done your research and you know what you’re worth tells an
interviewer that you’re serious about your skills and what you can bring to their company.
Of course there are some drawbacks to giving salary numbers in an early round interview.
Waiting until you have a job offer could give you more leverage to negotiate, Fink says. You
might also fear leaving money on the table by going too low or losing the opportunity by going

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too high. But if you’ve done your research, going too low is less likely and going too high means
the job wasn’t right for you.

When giving your salary range in an interview, “try to keep the bottom of your range toward
the mid-to-high point of what you’re looking for,” Fink says. For example, if you’re personally
looking for $85,000 to $100,000 and your best guess of what the company has budgeted is
$80,000 to $95,000, you could give a range of $92,000 to $100,000, so that even if the company
negotiates below the range you stated in your interview, you’re still happy.
In your answer, “it’s usually worth pointing out that the salary is only one component of what
you’re looking for, and that you are considering salary as part of an overall opportunity,” Fink
says. You might also want to reiterate what you bring to the table for a prospective employer
when formulating your answer to support the range that you’re giving, Crawford says. The
company is getting something for their investment—a great employee.

“In general I’m looking to make around $68,000 to $75,000 in my next role given my experience
and expertise in Python, JavaScript, and AngularJS. However, compensation isn’t the only thing
that matters to me and I’d love to learn more about the job, the company, and the work
environment here. Your website mentions childcare benefits, which signals to me that this is a
company that values working parents, which is definitely important to me, and I could be a bit
flexible with salary for the right fit.”
2. Flip the Question
You can also respond to “What are your salary expectations?” by simply asking what the
company is looking to pay. “You could say something like, ‘That's a great question—it would be
helpful if you could share what the range is for this role,’’’ Fink says.

Once the interviewer answers your question, they’ll expect you to say if the salary works for
you. So you still need to do your research, but now you’ll be able to tailor your response to the
budget the company has. If the interviewer gives you a number or range in line with what you
expected or higher, great! You can talk about how that sounds perfect for you. But if the
response is lower than you’re happy with, you have to come up with a plan to respond.
For example, if the interviewer says a job pays $55,000, and that’s a bit below where you were
hoping to make, you might say something like:
“I was hoping for something more in the $60-to-$65K range, but I’m definitely open to
negotiating based on the entire compensation package. “You can then follow up with questions
about the benefits that matter most to you like 401(k) matching or additional PTO.

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But if you’re looking for a lot more than $55,000, you might have discovered an impasse:
“Unfortunately with my experience and current salary, I don’t know if I can accept anything for
less than $80,000 a year. Do you know if there is any flexibility in the budget for this role?”
3. Delay Answering
When you’re still learning the scope of a position and what benefits the company offers, you
might prefer to delay answering questions about your salary expectations.
If you choose this strategy, you might say that salary is important to you, but a well-rounded
offer and opportunity are more important, and you’d prefer to share your salary expectations
later on, Fink says.
This could sound like:
“Right now, finding the right position for me is more important than salary. I’d love to learn
more about the job, the company, and the entire benefits package before we talk about
numbers.”
One warning: Don’t default to this strategy just because you’re afraid of missing out on a
position. When you feel like you really need a job, it might be tempting to take whatever salary
you can get, but you’re ultimately doing yourself a disservice.
Remember that you bring value to any company you work for. Figuring out what that value is
and telling potential employers will only help you ultimately get the pay you deserve. Crawford
points out that in an interview, you’re essentially being asked, “Why should we invest in you?”
Knowing what that investment is worth is an essential piece of the puzzle—for you and your
potential employer.

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