Campaign nudges entrepreneurial mindset in youth
MPHO RAMOLULA
MASERU – Third-year Mass Communication students at the Institute of Extramural Studies (IEMS) hosted a public relations campaign to nudge youth to think and create their own jobs post school.The event hosted on campus last Sunday exposed various online platforms through which the young people could self employ instead of joining the huge line of unemployment.
In today’s rapidly evolving job market, the ability to effectively use social media for professional development and business is increasingly critical. Many young people struggle to transition from academic learning to professional success, facing challenges in finding suitable employment opportunities.
This is why campaign aimed to directly address the gap by providing students with the knowledge to create their own opportunities rather than passively seeking employment.
In Lesotho, as in many other developing nations, the problem of youth unemployment is a significant concern, highlighting the crucial need for initiatives that promote self-employment and entrepreneurial skills.
The campaign, themed Cultivating an Entrepreneurial Mindset amongst students Through diverse Social Media platforms aimed to raise awareness of the effective strategies for enhancing entrepreneurial thinking and to educate students on using various social media platforms for business purposes.
The primary objective was to shift students from a mind-set of job-seeking to job-creation, using their social media presence as a tool for building successful online ventures.
The event discouraged the non-profitable widespread issue of students using social media primarily for leisure.
The campaign aimed to transform this habit into a productive tool for building personal brands and establishing income-generating activities such as online news pages, online newspapers, and podcasts as well as emphasized adhering to Lesotho’s communication laws to ensure ethical and professional journalism practices.
IEMS lecturer, Stephen Hlongoane, who was supervisor of the student-led campaign spoke on the need for them to carefully ‘pick the good’ of the campaign.
“Good morning, everyone. I’m thrilled to welcome you all to this important event, a testament to the hard work and innovation of our third-year Mass Communication students. This campaign is much more than a PR exercise; it’s a critical step in equipping our students to thrive in today’s job market.
“By focusing on cultivating an entrepreneurial mindset and harnessing the power of social media for entrepreneurial ventures, especially in journalism, we empower our students to create their own success stories.
This practical approach to learning bridges the gap between theory and practice, providing the tools they need to flourish in the digital world.”
He then gave a concise summary of the day’s goals.
“In essence, today’s event empowers students to master entrepreneurial skills and confidently navigate the digital job market, building successful careers in journalism and beyond.”
Poloko Mokhele, a social media and communications consultant, delivered a comprehensive presentation emphasizing the importance of consistency, credibility, and engagement in building a successful online presence.
He stressed that establishing a niche and developing a unique voice are crucial first steps.
“Establish your niche and voice,” he stated, emphasizing the importance of identifying one’s area of expertise and tailoring content accordingly.
He urged students to define their unique areas of interest within journalism and to ensure that their social media should showcase their expertise.
He advised students to create professional profiles, emphasizing the need for professional headshots and well-crafted bios that clearly communicate who the individual is and what they offer.
Mokhele further stressed the creation of high-quality content that is both original and insightful, and the importance of curating valuable industry information by sharing and commenting on relevant news. He underscored that social media isn’t just about posting, it’s about interaction, advising students to engage with other professionals in their field.
He highlighted the importance of consistency, stating that maintaining a similar tone, profile image, and messaging across different platforms is crucial for building a strong brand identity.
Mokhele also emphasized the effectiveness of visual storytelling and the power of video content, warning against the dangers of misinformation and the importance of always verifying sources and maintaining ethical standard.
He advised the students on using relevant hashtags and trending topics to increase visibility and encouraged them to collaborate and network through platforms like Twitter Spaces, LinkedIn discussions, and guest writing opportunities.
Finally, he highlighted the need to use analytics tools to monitor post performance and adapt content strategy based on results.
“Creating and sharing quality content is the key, emphasized Mokhele.
He added, “students need to produce insightful and original content that resonates with thier chosen niche. They should also keep abreast of industry news and engage with relevant discussions”.
Building credibility was a significant component of the presentation, highlighted in Mokhele’s words.
“Maintaining credibility is paramount,” he concluded.
After the campaign, one of the students who hosted the campaign, quizzed on what they benefitted, some students were appreciative of the campaign.
Moiketsi Motsetse said “the session with Mr Mokhele really opened my eyes to the power of building a personal brand. I now understand how to leverage social media for professional development.”
Lerato Khiba added that “before now I mainly used social media for socialising. Now I see its potential for creating income streams. The examples Mr Mokhele gave were incredibly helpful, I am already brainstorming ideas for my own online projects.”
Thabo Molefi said he learnt the significance of online presence. “Building my brand through quality content is my focus now. I’m applying Mr Mokhele’s advice straight away,” Molefi said.
The IEMS social media campaign successfully equipped students with the knowledge and tools to develop a strong online presence and pursue their entrepreneurial ambitions.
By focusing on practical application and leveraging the power of social media, the students demonstrated a forward-thinking approach to career development and job creation, especially crucial for the dynamic field of journalism in Lesotho.
The initiative proved that with the right skills and tools, even a social media profile can be a successful career launchpad streams.
