ENCOURAGING PEOPLE WITH DISABILITIES TO ENGAGE IN DIGITAL MARKETING FOR PROFESSIONAL DEVELOPMENT AND GREATER EMPLOYMENT OPPORTUNITIES
It is essential to encourage people with disabilities to engage in digital marketing, as these skills enable professional development, increase employment opportunities, open doors to new career possibilities, and help them become active participants in the modern digital society. By using tools such as social media, SEO, analytics, and online campaigns, people with disabilities can create their own projects, improve their professional image, and access more job opportunities, making them more competitive and visible in the labor market. This is the conclusion from three modules of digital marketing training, organised from October 14 to December 20, 2024, by the Association of Youth with Disabilities of Montenegro (AYDM), in cooperation with the Municipality of Kotor and the company MAMM DOO from Nikšić.
The training was attended by 25 people with physical disabilities from Podgorica, Nikšić, Bar, Bijelo Polje, and Petnjica. The goal was to improve the digital skills and competencies of people with disabilities, making them more competitive and visible in the labor market, primarily on remote work platforms but also more broadly. Participants had the opportunity to learn about topics such as Digital Marketing Strategy, Social Media Marketing, and Content Marketing, gaining essential knowledge that enables them to develop their own businesses, improve their skills, and increase their competitiveness in the labor market. Additionally, through this education, participants learned how to use digital tools for effective promotion, analyse the results of their campaigns, and become active participants in the modern digital society. The trainer for the sessions was Anđela Đokić, a long-time digital marketing educator for small and medium businesses and the director of MAMM from Nikšić.
“I am extremely proud of this group because they have made significant progress from the first module to today. I am especially pleased to see that many participants have already started their own businesses, while others are motivated to develop their profiles on various platforms, thus becoming competitive in the labor market. This was the key objective of this project,” said Đokić.
The participants stated that the mentioned training sessions allowed them to acquire skills for jobs that can be profitable and are in high demand today. This approach enabled them to work from home in a way that provided security in terms of a steady income, without worrying about whether they would have a job the following month. The freedom and flexibility of work were very important to them. They believe that the training through the three modules provided all the necessary skills and knowledge they needed to perform their jobs in the best possible way.
One of the participants stated that he liked how the digital space allows flexibility, as it doesn’t require an office job and fixed working hours. “We work 24/7, whenever it suits us, and as much as we want or as needed. These training sessions provide an excellent foundation for a potential career change, especially for people with disabilities who plan to work outside the office or distance themselves from traditional employment that we are used to.”
“People with disabilities often don’t have enough opportunities to learn about the concept of digital marketing and ways they can become more active in the labor market in this sector. I believe this project is extremely significant because we had the opportunity to learn through concrete examples from practice how we can become more competitive, and in collaboration with trainer Anđela, we received practical advice on how to use the knowledge we gained and share it with others,” said one of the participants.
The digital marketing training was held as part of the project project Digital Marketing Capacity Building – Empowering Persons with Physical Disabilities for Remote Work – DI-MARC, implemented by the AYDM, in collaboration with the lead partner, the Institute of Economic Sciences from Belgrade, and partners make institutions and non-governmental organizations from Serbia, Croatia, as well as with co-financing from the former Ministry of Public Administration, the current Ministry of Regional-Investment Development and Cooperation with Non-Governmental Organizations.



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