Digital marketing as a tool for inclusive employment

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.

Keywords

• digital marketing
• digital marketing competencies
• digital labour platforms
• inclusive employment
• persons with disabilities