Generation Expands Economic Mobility in Kenya with Digital Freelancing Jobs
For people who live in remote communities, job opportunities are often few and far between. In Kenya, only 27% of the population resides in urban areas. However, digital freelancing has transformed the job market, allowing workers to connect with clients globally without being forced to relocate. As access to broadband grows and computers become more affordable, remote job opportunities are possible in rural Kenya. Yet, challenges remain for job seekers, particularly in securing the skills and mentorship necessary to maintain these roles.
Since 2015, Generation has been dedicated to training and placing adults in previously inaccessible careers, growing its programs to promote economic mobility in 17 countries. GitLab Foundation awarded Generation a $272,000 grant in 2023 to pilot a program to train and connect digital freelancers in Kenya with sustainable remote work. In June 2024, the team implemented a follow-up scaling grant of $300,000 to expand its program.
The pilot program combined six weeks of training, a six-week internship with experienced freelancers, and a 4.5-month mentorship, resulting in freelance jobs such as virtual assistants, audio transcription, data entry, and digital marketing. Mentors guided participants through platform navigation, job bidding, and project execution on platforms like Upwork.
Graduates of the Generation Kenya program, which equips participants with skills to navigate difficult circumstances, find great jobs, and thrive in an evolving job market.
In the midst of the pilot program, major shifts in the gig and worker economy due to the rise of AI and disruption in entry-level technology roles created challenges for the program’s continued progress. Generation observed these market trends and wisely halted learner enrollment. Even though the ending of this pilot program was unfortunate, GitLab Foundation was happy to see a grantee thoughtfully pivot its strategy and preserve resources for other, more promising efforts. The Foundation values organizations that respond to needs and realities on the ground — and there were good learnings from this experience.
One key learning from the program was the importance of specialization. Generation’s initial approach introduced participants to a broad range of digital skills. However, focusing on high-demand areas, such as virtual assistance and digital marketing, significantly improved job placement and earning potential. These learnings continue to shape how Generation refines curriculum and mentorship support across their programs more broadly.
Addressing Emerging Challenges and Gaps
Throughout the pilot, Generation managed challenges around access to technology, reliable internet, and the costs associated with securing freelance jobs on digital platforms. In response, Generation expanded digital hubs, provided device financing options, and trained participants in strategies to source direct clients. This resulted in less reliance on competitive gig platforms, which can shift their policies frequently, and instead led to the organization developing its own freelance platform and strengthening partnerships with international employers to secure more remote work opportunities.
Leveraging Lessons to Improve Program Delivery and Measurement
With a recent additional grant from GitLab Foundation’s Learning for Action Fund, Generation will continue to investigate barriers to employment and financial health outcomes by conducting focus groups and surveys with alumni from their workforce development skills programs in Kenya. These learnings will improve durability outcomes in middle-income countries, inform program modifications, strengthen data collection strategies, and better guide efforts to address systemic challenges.
"At Generation, we’re deeply aligned with the GitLab Foundation’s commitment to data-driven impact and long-term outcomes,” said Goldie Chow, global director of data and impact at Generation. “Their support enabled us to pilot this program and discover how digital careers can be implemented in Kenya, and showed us that we can pivot to deliver what is most beneficial for people.”
The projected cost efficiency of this grant is $304 per person to double their income over their life (cost per DIL)
This project is estimated to cost $365 per person to increase their lifetime earnings 120.18%
This project is estimated to increase annual earnings by $786 per person, for a total additional lifetime earnings of $23,580 per person
Total lifetime earnings increase across all participants: $22,047,300.
