Digitalni marketing kao alat za inkluzivno zapošljavanje
Digital Marketing as a Tool for Inclusive Employment
Apstrakt
Osobe sa invaliditetom predstavljaju najveću svetsku manjinu koja je i dalje neadekvatno zastupljena na tržištu rada, usled čega je izložena većem riziku od siromaštva i materijalne deprivacije. Digitalni marketing ima potencijal da smanji ovaj jaz time što omogućava osobama sa invaliditetom da se uključe u rad na daljinu čime se povećava broj raspoloživih mogućnosti za njihovo zaposlenje. Uz odgovarajuće mere podrške, osobe sa invaliditetom mogu da se podstaknu da razviju veštine i talente iz oblasti digitalnog marketinga čija bi upotreba doprinela njihovom ekonomskom osnaživanju i socijalnoj inkluziji. Polazeći od činjenice da platformski rad predstavlja prihvaćenu radnu praksu u Srbiji, ovaj rad predstavlja pilot studiju usmerenu na sticanje uvida u zahteve digitalnog tržišta rada sa fokusom na digitalni marketing. U tu svrhu, analizirani su zahtevi marketinških pozicija sa početnim nivoom kompetencija koje su oglašene na jednoj od najpopularnijih freelance platformi – Upwork. Osnovni cilj analize je da pruži preporuke za razvoj programa obuke i mentorskih inicijativa prilagođenih osobama sa invaliditetom u Srbiji, a dizajniranih sa namerom da podstaknu njihovo samozaposlenje i doprinesu rastu mogućnosti za generisanje dodatnih prihoda.
Abstract
Persons with disabilities (PWDs) represent the largest minority in the world who are still not adequately represented in the labour market and are therefore at higher risk of poverty and material deprivation. Digital marketing has the potential to close this gap by enabling PWDs to work remotely and access a wider range of employment opportunities. With the right support and accessibility measures, PWDs can use their skills and talents in digital marketing to contribute to their economic empowerment and inclusion in society. Considering that participation in digital labour platforms is an accepted labour practice in Serbia, this paper represents a pilot study aimed at gaining insights into the requirements of the digital labour market with a focus on digital marketing. To this end, the requirements of entry-level marketing positions on one of the most popular platforms for freelancers – Upwork – were investigated. The main objective of this analysis is to provide sound suggestions for the development of training programmes and mentoring initiatives tailored to enable PWDs in Serbia to become self-employed and increase their chances of earning additional income.
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