The use of technology to access job opportunities is rapidly transforming labour markets. From remote work platforms to digital job boards, tech is reshaping how individuals connect with employment and entrepreneurship, especially those in underserved populations. While the digital economy offers new pathways for income and inclusion, its growth has not been equitable. According to the International Trade Union, globally, 70% of men use the internet compared to 65% of women, leaving 244 million more men online than women. The gap is ascribed to be wider in developing regions, with just 19% of women online compared to 31% of men.
Nigeria reflects these patterns. In a 2023 survey conducted by the World Economic Forum, only 30% of 93 sampled companies were owned by women, and more than a third had no female employees. This underrepresentation is linked to deeper issues, limited access to digital tools, systemic gender norms, and economic exclusion, that restrict women’s participation. To tackle this gap, Jobberman, in partnership with the Mastercard Foundation, launched the Young Nigeria Works (YNW) initiative in 2020. The program focuses on connecting young Nigerians, especially women, to dignified work through skills training, digital inclusion, and access to employment opportunities.
As part of this initiative, a study titled “ Technology and Employment Inclusion in Marginalised Contexts” was recently conducted to better understand the barriers young women, between age 18-35 years, face in disadvantaged communities in accessing and using digital technology to improve their employment prospects and achieve greater economic inclusion.
The study highlights how digital exclusion among women in Nigeria is shaped by a complex interplay of geography, culture, and infrastructure, with distinct regional differences. While infrastructural limitations; such as unstable electricity, poor internet connectivity, and high data costs, are common nationwide, the underlying drivers of exclusion vary. In northern Nigeria, restrictive patriarchal and religious norms heavily influence women’s roles, often limiting their autonomy and access to digital tools. In southern Nigeria, the barriers are more closely tied to geographic isolation and inadequate infrastructure than to cultural constraints.
The gender wage gap adds another layer to this challenge. According to the International Monetary Fund (2024), women in Nigeria earn on average 45% less than men in comparable roles. That’s not just about unfair pay, it’s a reflection of deeper structural barriers that keep women from accessing
higher-paying jobs, advancing in their careers, or stepping into leadership roles. With less income, women also have less to spend on smartphones, data, or training, widening the digital divide even further.
Our research found that 73% of women in these underserved communities are low-income earners. Many operate small, informal businesses that bring in just enough to survive, without social protections or long-term security. Alarmingly, even women with university degrees are earning below minimum wage in these areas, showing that education alone doesn’t guarantee opportunity. Yet, education still plays a critical role. In the North, 88% of women with a bachelor’s degree reported regular internet access, compared to only 17% of women with no formal education. Clearly, education not only opens doors, it can also help women push back against the societal norms that limit their digital and economic participation.
Beyond digital access, deeper cultural and structural issues continue to limit women’s presence in the workforce. In many cases, expectations around caregiving and domestic duties restrict women’s ability to work full-time or pursue leadership roles. Employers sometimes see women as less reliable due to maternity or family responsibilities, leading to bias in hiring and promotion. This is where digital
platforms offer hope, by providing access to flexible and remote job options, especially from inclusive employers.
However, simply having access to digital job boards isn’t enough. Awareness and usage among women in marginalised communities remain low. While some know about platforms like Jobberman or LinkedIn, mostly due to outreach by NGOs or community groups, many struggle to use them confidently. Challenges include limited digital literacy, high data costs, poor internet access, and unfamiliarity with how professional platforms work. Awareness of remote work platforms is even lower.
Instead, many women turn to social media tools they’re more comfortable with: Facebook, Instagram, and especially WhatsApp, to promote small businesses or seek opportunities. WhatsApp stands out as the most used and effective tool for job success and client engagement due to its user-friendly interface and ability to bridge offline and online communities. Still, because most women learn to use these tools informally, they often lack the digital marketing skills or confidence to fully leverage their potential.
Other hurdles, like vulnerability to online scams and living far from digital infrastructure hubs, further discourage engagement. This pushes many women to rely on informal job-seeking methods, such as community referrals, where hiring is trust-based and personal networks matter more than qualifications.
When it comes to learning new skills, women in these communities often depend on informal methods, like YouTube tutorials, apprenticeships, and community-based training. These channels are invaluable, especially for those unable to pursue formal education due to financial constraints or cultural expectations. Platforms like YouTube offer step-by-step guidance on everything from tailoring to beauty services, while apprenticeships provide hands-on experience in local trades.
But turning these skills into a stable income is another challenge altogether. Many women lack the equipment, funding, or tools needed to start a business. A woman may learn baking online but be unable to afford an oven. A hairdresser may complete an apprenticeship but struggle to buy supplies or rent a shop. Without follow-up support, these skills remain untapped potential.
Toward Inclusive Digital and Employment Ecosystems
Closing the digital divide and promoting employment inclusion for women in Nigeria’s disadvantaged communities requires a multifaceted strategy:
● Expand digital infrastructure in remote and underserved areas to ensure reliable internet access.
● Subsidise smartphones and data costs to make digital access more affordable.
● Develop tailored digital literacy programs that address the unique needs and barriers women face.
● Challenge harmful gender norms through community engagement, advocacy, and public education campaigns.
● Promote inclusive hiring practices on digital platforms to ensure women in marginalised contexts can access dignified and flexible work opportunities.
By addressing both structural and socio-cultural barriers, Nigeria can unlock the potential of its female population, fostering inclusive economic growth and building a digitally empowered future for all.
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