Case Study

BENAA – An Online Employment and Training Website


TWEED – Promotion of Training to Improve Efficiency in the Water and Energy Sector II, implemented by giz Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH As one of TWEED/GIZ outputs, the project has launched BENAA website for jobs and vocational training in the construction sector (especially water and energy). BENAA website was created to serve the needs in the construction sector with regard to employment and training. The website has been developed in cooperation with the Jordanian Construction Contractors Association (JCCA), the Ministry of Water and Irrigation (MWI), the Vocational Training Corporation (VTC), the Centre of Accreditation and Quality Assurance (CAQA)/ E-TVET council, National Company for Training and Employment (NET), Al-Balqaa Applied University and German-Jordanian University. Through the establishment of an institutionalised collaboration between these and further organisations active in the field of job matching, training and construction, the sustainable operation of BENAA after the end of TWEED II will be ensured. JCCA has taken the ownership of the website and will gradually start managing and operating the website and updating its content by its own staff. JCCA will therefore also coordinate the network of partners. A business model, which is currently under development for the website, will help JCCA to sustain the website in the long run.

Target Groups

The project/website is targeting the following groups:

  1. Job seekers: Young people up to 35 years, looking for occupations, vocational or advanced training within the construction sector. ( TVET graduates, technicians or blue-collar workers and engineers)
  2. Contractors who would like to share their employment needs and hire skilled employees.
  3. Providers of training and career development: institutes active in vocational/ further/ social skill/technical training and in career counselling post course information on their profiles, registration dates and requirements.

The website has the following objectives:

  1. Inform young people about vocational trainings, job opportunities and advanced courses offered within the construction sector, especially in water and energy.
  2. Encourage young students to choose this special line of profession and get a training certificate. The website provides them with advice about the available training options and work opportunities as part of the website’s role in job orientation
  3. Connect contractors and job seekers via an online job board. On this board, they can create profiles, publish job offers and apply for jobs (job matching)
  4. Improve the image of handicraft occupations (blue collar jobs) and raise the awareness towards these occupations
Intervention Approach

GIZ contributions to the biggest challenges in the TVET sector

As per the National Human Resource Strategy, Jordan suffers from the following major challenges in the TVET sector: First of all Jordan needs more practically skilled workers according to the labour market demand. Currently not enough students follow the path of TVET to fulfil this demand. This is on the one hand related to its inferior perception in society – students and their parents do not perceive TVET as a gateway to success. On the other hand, limited transition options hinder students from progressing from one type of TVET to another and from TVET to other educational paths. Lacking labour market orientation, insufficient resources and limited coordination between TVET actors result in quality deficits and do furthermore decrease the image of TVET in society. So far, the private sector does not play a big role in TVET and teachers lack the relevant industry experience. Training facilities and teacher qualifications are not meeting labour market needs, and a unified standardisation of TVET offers is missing.

As a response to these challenges, GIZ:

  • Increases the outreach of TVET with awareness raising on the success of TVET and with institutional and human capacity building by developing curricula and offering trainings to TVET stakeholders, students and employers.
  • Ensures labour market orientation of training and coordination of TVET actors by the successful establishment of cooperation mechanisms such as the National Team for Sectors with employers and TVET stakeholders to collect expertise of both target groups.
  • Implements the developed training programmes in close cooperation with employers and targets both, Jordanians and Syrian refugees living in Jordan, considering males and females in each group

BENAA as an instrument to match TVET graduates with jobs.

BENAA is the first online platform for blue-collar workers in Jordan currently hosted by the Jordanian Construction Contractors Association. It matches job seekers with contractors via an online job board. It informs young people about vocational training offers, job opportunities and courses in the construction sector. With its job-matching success stories, it improves the image of handcraft professions in society and encourages job seekers to choose vocational training as their career path.

Quality and service of BENAA is steadily improving through continuous monitoring and assessment of its perception among job seekers, contractors and training institutes and its further development based on their needs. The BENAA team is furthermore establishing a network with relevant actors in the TVET and construction sector to ensure its use in the long run. The marketing through several channels already shows its effects: gradually more and more people are registering on BENAA website and via Facebook Page.


There are 6 major activities:

  1. Job orientation through field visits to TVET institutes all over the kingdom of Jordan where BENAA staff delivers short training sessions to trainers, graduates, contractors and students on how to create a profile with all information needed to start applying for jobs via the platform, how to post jobs and how to post courses; they also learn how to contact the support team for any help or inquiry
  2. Raising the awareness of partners and stakeholders by conducting workshops and involving them in the future planning and operation of the website
  3. Job fair events and social media campaigns for better outreach and direct interaction with BENAA target groups
  4. Establishing and sustaining a network of employers in order to collect jobs and to ensure their satisfaction with BENAA.
  5. Monitor and evaluate achievements of the website in terms of outreach to job-seekers and employers in the field of construction and in terms of job-matching
  6. Steady improvement of the website service through needs assessment of target groups and further development

Human Resources

  • 1 Supervisor to coordinate and steer the quality of the team
  • 1 development company responsible for website development, technical operation and maintenance for the website
  • 1 Marketing and Cooperation Officer responsible for building new strategic partnerships with potential partners and for maintaining the network with partners and target group, publishing news on website and social media channels, developing marketing material (e.g. videos, flyers, etc.)
  • 1 Technical Advisor and Training Officer responsible for the cooperation with the developer, the technical operation of the website and the trainings for the target groups in terms of using the website
  • 3 Focal points as partners from JCCA, JEA and TVET institutes responsible for posting training course details and contractors’ information (Semi-annually)
  • As per need, involvement of design and graphic companies for marketing material

Time resources

  • 6 months for website development before launching.
  • 6 weeks preparation for the launch event including communicating with partners, off-site search engine optimisation, public relations and possibly performing a launch event.
  • 1 day for the establishment of Facebook Page Channels, YouTube Channels and 20 days for the development of some media materials like short Videos and professional photos to be used and posted on the website.
  • 5 months for editorial tasks including the following:
    • Producing texts
    • Placing texts, pictures, and videos online (technical editing)
    • Examining data that have been entered into the system (job profiles, job advertisements)
    • Recruiting and supporting training providers
    • Recruiting and supporting contractors
    • Recruiting and supporting job seekers
    • Constant viewing of press material and website concerning the sanitary, heating- and airconditioning professions and preparing messages for our website
    • Placing contents into Twitter, Facebook and the feedback channel
    • Development of new contents (stories of success, testimonies, did you know?)
  • 3-4 months for website further development and new accounts for partners who signed Memorandum of Understanding along with some updates on the features
  • 1 year to achieve successful operation after launching the updated website and testing it
  • More than 1,547 Job Seekers are now registered on BENAA
  • About 1,300 Job offers have been announced since the launching of BENAA
  • More than 2,336 Contractors are registered
  • 107 Training Courses took place
  • More than 41 VTC/NET institutes cooperate
  • More than 2,673 likes & followers on BENAA Facebook page
  • 25 field visits were conducted at VTC/ NET institutes around the Kingdom of Jordan for training sessions about the registration on BENAA
  • Up to 648 Foremen & Engineers registered on BENAA as job seekers were short-listed and nominated by contracting companies to be included in their hiring process
  • At least 10 contracting companies rely on BENAA which is considered as a trustworthy source for skilled workers
  • At least 21 success stories
  • New Partnership Strategy was developed including partners and private sector companies
  • 2 MoU between JCCA & JEA, TWEED/GIZ & Luminus Education have been signed
  • collaboration with GIZ YouMatch has been established
  • Qualitative assessment of website development in coordination with Ipsos, where recommendations of website users and target groups are considered for improvement
  • Development of the most appropriate business model to ensure the sustainability of the website.
  • Successful budget allocation of JCCA to operate and maintain the website
Tips for Practitioners

Development and technical operation of the website

  • Avoid complex contracting and subcontracting constellations for developing companies to ease up communication
  • Ensure handover of all files and data before end of contract with the developing company and store them in a safe place
  • Steadily check website for bugs and technical problems


  • Focus from the beginning on the sustainability of the website
  • Focus on efficient and easy operation of the website and on major tasks in order to facilitate handover of the website to the partner
  • Develop the website based on needs and willingness of target groups to pay for services
  • Connect to all stakeholders in the field and to existing websites providing a similar service

Use by target groups

  • Train multipliers such as trainers in training institutes on the usage of the website and monitor the use of knowledge by these multipliers
  • Develop videos on the usage of the website
  • Make the website mobile-friendly in order to allow target groups with computer illiteracy and no access to computers to use the website


  • Focus from the beginning on the marketing of the website through paid Facebook Advertisements in order to increase outreach
  • Establish a network of partners and stakeholders benefitting from the site to market BENAA

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