Primedia Skills Development

The Primedia Skills Development Project began in June of 2001 as a vocational training programme.  The programme is housed in the Alexandra Motswedi Centre, a multipurpose centre focused on training courses and learnerships for young, unemployed people in the area of Alexndra.  The centre works in collaboration with the Alexandra Development Forum (ADF), which assists in the identification of potential candidates for training and learnerships.  In addition to practical skills training through learnerships, Small/Micro/Medium enterprise (SMME) development has been an addition to the standard training so that those who prefer to, can start their own businesses.  The main learnership is designed so that every learner completes all the modules in 15 months.  The training is followed by career guidance and job placements.

Primedia provides learnerships in the following areas:
• Bricklaying;
• Construction Carpentry;
• Plastering and tiling;
• Painting and decoration;
• Plumbing;
• Domestic electric installation;
• Computer literacy;
• Construction contracting;
• First Aid;
• Fundamentals in tendering, costing, procurement, and time-management.

Unemployed people entering the programme are administered numeracy and communication skills tests before entering the learnerships because low levels of numeracy and literacy pose a significant barrier to entry into the labour market.  Primedia also integrates literacy training through Adult Basic Education Training (ABET).  In addition, the centre also provides accreditation services to the City of Johannesburg employees which allow participants to ask for market-related wages, which they could not qualify for prior to accreditation.

At any given time, there are 48 learners involved in the project.  Each participant is provided with protective clothing and a stipend of R1 000 per month, which is funded by the Construction and Training Authority (CETA).  Primedia has training partnerships with CETA, the Department of Labour; and the the Johannesburg Metro City Council for providing the training service to potential clients.  They also have a partnership with Central Johannesburg College, at the Alexandra College, which has resulted in several joint training ventures.  The Centre has also acquired full NQF accreditation with CETA, and skills development programmes are registered with the South African Qualifications Authority (SAQA).

Innovation

One of the main innovations of the project is that it has a large amount of community buy-in and support.  The Alexandra Development Forum (ADF), consisting of local business people, church leaders and social workers work closely with the Primedia project to ensure that the most suitable young people are chosen for the project; in order that they be mainstreamed into the construction industry.  This level of community buy-in is a main contributing factor that leads to the project's success.

Effectiveness

To date, 643 people have been trained in various qualifications concerning construction and building, and further development in SMME training. A number of these trainees have also received jobs in government-contracted programmes.

Poverty Impact

The partnerships with the public works and housing departments have provided many of the trainees with employment, which has provided them with income. This project has also, through education, encouraged the development of SMMEs by helping entrepreneurs and emerging contractors.

Sustainability

The Primedia project has received funding from a number of different sources, and has adapted the training programmes to the needs of the contractors in government departments and various private efforts. The project has also ensured that their training programme is within the National Qualifications Framework and registered with the South African Qualifications Authority (SAQA).

Replication

This project has provided valuable training to the unskilled section of the workforce. It has adapted its training to suite contractors and has ensured the training is recognised and registered. It is a best practice model and if other partnerships come together this project can be replicated.

Partnerships

• Absa Bank
• Primedia Limited
• Primedia Skills Development
• Central Johannesburg College
• Alexandra Campus
• Construction and Training Authority (CETA) within the National  Department of Labour
• Department of Public Works
 

Visit www.primedia.co.za for more information