ToR: Consultancy to support target group oriented communication of all employment initiatives under the National Employment Programme, Public Employment Services and Workplace Learning Policy


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Consultancy to support target group oriented communication of all employment initiatives under the National Employment Programme, Public Employment Services
and Workplace Learning Policy

  1. The Eco-Emploi Programme

Rwanda has maintained steady growth and macroeconomic stability for the past 15 years, between 2001 and 2015 real GDP growth averaged at about 8% per annum. However, the country is facing a significant unemployment rate of 13.2%. This is an issue that is simply felt and seen on the ground especially in the urban areas with an unemployment rate of 15.9%. Hence the area of Employment Promotion is of utmost importance for the Rwandan Government. According to EDPRS II and the National Employment Programme (NEP) the Rwandan Government aims to the creation of 200.000 jobs per year that could absorb the 125,000 people who join the labour market every year.

The programme Eco-Emploi is part of the priority area “Sustainable Economic Development” of the Rwandan-German Development Cooperation and will be implemented between June 2016 and Mai 2019. Eco-Emploi embodies an integrated approach of technical and vocational education and training, labour market interventions and private sector development. It supports the economic sectors ICT, wood economy, tourism and creative industries (above all audio-visual business). The economic empowerment of women and people living with disabilities are a cross-cutting effort in all activities of the programme. Eco-Emploi’s success is mainly defined by the amount of jobs that are created though the programme’s activities.

For more information, please visit Eco-Emploi’s homepage:

2.    Context of the Assignment

The National Employment Programme (NEP) is the Government of Rwanda‘s (GoR) medium-term comprehensive intervention to address the rising unemployment challenges in a holistic and integrated manner, by addressing structural and institutional bottlenecks prevalent in the labour supply and demand. The government of Rwanda has designed the NEP to serve the following objectives (1) creating sufficient jobs that are adequately remunerative and sustainable across the economy, (2) equipping the workforce with vital skills and attitude for increased productivity that are needed for the private sector growth, and (3) provide a national framework for coordinating all employment and related initiatives and activities in the public, private sector and civil society. Prominent NEP interventions targeted at jobseekers and/or entrepreneurs are: Massive Vocation Training (MVT), Rapid Response Training (RRT), Industrial Based Training (IBT), the Internship Programme, coaching micro, small and medium enterprises (MSMEs) to develop bankable micro business projects through Business Development Advisors (BDA), Support to MSMEs through the Business Development Fund’s (BDF’s) loan guarantee scheme, and the grant scheme.

The two employment service centre (Kigali, Musanze) in Rwanda are working with a similar target group (jobseekers and employers) as under the NEP. The services they are offering are complimenting to the ones mentioned above and are aiming to efficiently match labour demand and supply. Among them are career coaching and counselling, interview preparation, job search training and recruitment support. The Capacity Development and Employment Service Board (CESB) is planning to increase the number of employment service centres in the near future.

Furthermore, with the Workplace Learning (WPL) Policy the GoR together with the Private Sector Federation (PSF) Rwanda designed a special policy to jointly coordinate and to unleash potential of skills development and ease the transition from education into work. The policy, drafted in 2015, sets the fundament (1) to develop a modern, recognized and sustainable apprenticeship system in partnership with companies, (2) to improve systems and management of attachment and internship programs (harmonizing different schemes), (3) to develop a private sector driven institutional framework for the promotion, facilitation and implementation of workplace learning as well as (4) to create sustainable incentive structures for companies. Workplace learning comprises internships, industrial attachment programmes and apprenticeship.

NEP, Employments Service Centres and WPL policy, they all build a comprehensive network of specialised programmes, initiatives and services to actors at the labour market, such as students, jobseekers and employers. Lead organization for all these initiatives is the CESB.

3.    General Objective

The general objective of the assignment is to quantitatively and qualitatively increase target group specific utilization of public employment promotion programmes, services and regulations under the NEP, Employment Service Centre and WPL interventions through development and implementation of improved communication concepts.

Specific goals are to a) mobilize a higher number of all target groups in the above listed initiatives, b) to improve their decision making ability in the selection of different initiatives, c) involve and harmonize other stakeholders’ communication interventions, and d) to install feedback and coordination mechanism that increase the quality.

For workplace learning, more companies/organizations/institutions shall be mobilized to provide training at workplace. Through the increase of workplace learning opportunities in Rwanda employment-orientation of training and therewith employability of students shall be enhanced.

4.    Tasks of the Consultant

In order to achieve the above mentioned objective the following work packages for the consultancy have been defined:

  • Develop/adjust communication concepts for all employment initiatives under the NEP and Public Employment Services Centres, in collaboration with responsible persons of CESB and related ministries and organisations
  • In addition, develop communication concepts to create awareness about WPL opportunities and benefits (Strategic Objective 5.3 of Workplace Learning Policy) in collaboration with responsible persons of CESB, PSF and further related ministries and organisations
  • Support facilitate of the coordination process in order to find agreement on the concepts as well as on the related requirements for implementation
  • Develop selected communication material and capacitate relevant partners in communication skills if required

1.    Communication Concepts

Different activities related to external communication and awareness raising can be found in varying complexity and at different implementation stages for many of the employment initiatives of the GoR. Based on a status quo analysis the consultant will together with the responsible persons develop/adjust individual communication concepts for NEP, Employment Services and WPL policy, as well as a harmonizing framework that bundles all initiates in efficient way (standards, structures, etc.).

The communication concepts will comprise: Identification/Mapping of communication target groups, target group specific information content target group orientation communication styles (language, layout, etc.), key messages, communication channels, communication material, communication management and implementation structure as well as feedback mechanisms. A realistic budget – also detailing the sources of funds - will complete the concepts. Although the concepts are mainly targeting on potential beneficiaries and clients, information material for lead implementing agencies - such presentations, targeting to inform and exchange with other public or private institutions or relevant stakeholders (e.g. ppt presentations) will also be included in the concept. Furthermore, the concept will also include already existing plans of CESB for communication material such as the idea of developing an employment bulletin with all information on employment.

The communication concept on WPL shall specifically contribute to mobilize companies/organisations/institutions to provide WPL and TVET schools to enter into WPL partnerships. Besides addressing WPL implementer’s potential beneficiaries of WPL programs shall be made aware about WPL opportunities.

In addition, special emphasis in the design of communication concepts will be given to particularly address and mobilize disadvantaged groups, such as people with disability, women and young people Not in Education, Employment or Training (NEET).

2.    Coordination Process

The design of a communication concept needs the involvement of many stakeholders to ensure that from the messenger to the receiver the correct information is passed. Furthermore, the employment initiatives selected for this assignment are all multi-actor initiatives with governance and implementation structures. The consultant will take the different perspectives and requirements of this stakeholder landscape into account when a) designing the concept, b) its implementation structure and c) successfully meeting the requirements of the approval process.

Therefore, the consultant will be familiar with communication policies of the GoR as well as respective budget sources, prepares and support organisation of meetings/workshops by drafting agenda and methodology for workshop sessions in order to achieve expected results, proposes participants/institutions/organisations to be invited, preparing inputs and moderating the sessions if requested, and will follow an efficient and participatory approach with Rwandan partner.

As distributing information through non-government structures can be an efficient way reaching out to special target groups, media and other communication partner are likely additional actors to be considered by the consultant in the coordination process.

3. Content and Capacity Development

Based on the required communication material and content identified in the communication concepts (e.g. flyer, radio jingle, articles) the consultant will write/edit text and designs layout of those communication material chosen by the partner organization and Eco-Emploi as priority for the NEP, Employment Service Centre, WPL. The concept agreed with partner organisation shall be presented to a wider range of stakeholders for inputs as well as for the ‘buy-in’ for development of materials or implementation of initiatives.

Communication material developed with support of Eco-Emploi, for instance the employment bulletin, shall be tested with the target group before multiplied.

Furthermore, the consultant will provide working documents required for a smooth coordination, implementation and monitoring of the communication concept.

Once the communication concept has been finalised, training needs will be identified and respective short trainings on communication skills for relevant people in charge of communication on NEP, Employment Service Centre and WPL will be conducted.

5. Outputs and Deliverables

A.            Agreed Communication concepts including budget for the NEP, Employment Services, WPL, plus overall framework for communication standards/guidelines for employment initiatives; MS Word document, English

B.            Preparation and facilitation of meetings/workshops (up to 10)

C.            Writing of up to 20 A4 pages, arial 12, editing of up to 20 A4 pages, arial 12, as well as layout designing of up to 20 products (from flyer to presentation)

D.            Development of implementation support documents

E.            Up to 5 days of training on communication skills

6.            Coordination and Supervision

The consultant will work closely with the CESB and the GIZ-Eco-Emploi Team. The consultant will report to component leaders of Eco-Emploi.

7.            Duration of the Assignment

This consultancy is expected to last from 01.11.2017 until 31.05.2018.

8.            Timeline

Please send your applications (technical offer and financial offer) in separated & sealed envelopes until 20 October 2017 at 16h00


GIZ Country Office Rwanda

KN 41 Str. / Nr.17, Kiyovu


Phone: 252 573537

NB: the financial offer must be in RWF and prices must be taxes excluded

How to apply: 

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