Speaking out for equality in the Balkans can be particularly difficult, especially since there are many social spheres facing many pressing issues. For Elizabeta Jovanovska, however, it is not an impossible mission.
Having more than 20 years of experience in the field of product sales and distribution and sales agent training, Jovanovska founded the digital marketing agency Brand Solution in 2017, with the aim of opening the path to digitalization for businesses and organizations in North Macedonia. During this time, Jovanovska was active as a volunteer for various projects and independently organized workshops for people with disabilities in various fields.
Like many marketing agencies these days, Jovanovska has struggled to find staff because digital marketers are among the most sought after. But at an event she attended, she saw something that got her thinking about a change in approach.
“In 2020, I had the opportunity to participate in an exhibition and conference at the United Nations, where many people and wheelchair users came to visit our booth, and it was actually an eye-opening moment,” Jovanovska tells The Recursive.
So, what does a digital marketer need? – a chair, a computer, the desire to learn and work continuously and time.
“People with physical disabilities have it all and after several surveys and research, I had the idea to connect the profession and my hobby – and Best Online Assistant was born,” she explains.
Marketplace and digital marketing training for people with disabilities
After working for a few years on the creation of the product, today Best online assistant is a digital platform that provides professional training and certified courses for digital skills, as well as jobs for people with disabilities, including remote work and full-time employment opportunities.
“Initially, the idea was to create a marketplace where people with physical disabilities would provide digital services to businesses. In the meantime, I became a certified digital skills trainer for marginalized groups and, together with the first group of online assistants, we created a digital marketing course fully adapted to the needs and knowledge of people with disabilities,” says Jovanovska at The Recursive.
After the introduction of the first online assistants, many companies called Jovanovska to look for jobs for people with disabilities. So there was also an opportunity to create a SaaS model, where people with disabilities and job seekers could join the platform and be employed by companies.
“In less than two years, we have created a solution for education, work from home and employment for people with physical disabilities, which makes us unique not only in the Balkans but also in Europe,” says Jovanovska, adding that people with physical disabilities have been actively involved in every segment of the creation of this platform.
Difficult start and social skepticism
At first, businesses and people with disabilities were skeptical about the project, Jovanovska recalls. While all parties agreed on the need for this type of platform, businesses looked with reservations and people with disabilities were very often active in temporary projects that did not benefit them in the long term.
“It was just another motive to strengthen the position of best online assistant. After the promotion of the first 10 assistants online, we received support from the media and at the same time recognition from the President of North Macedonia that we are really taking the right steps to solve the problem of vocational education, possibility to work from home and employ this group of our citizens,” Jovanovska told The Recursive.
This year, Brand Solution already has 40 students, people with physical disabilities who will be future certified Digital Marketers, and two additional groups are planned by the end of 2022.
“In the service categories, we already find writers, project editors, translators, data enterers, social media administrators, graphic designers and the categories are constantly expanding, depending on the talent of these people” , explains Jovanovska.
Even though the COVID-19 pandemic has had a negative effect on many sectors, it has managed to accelerate the process by which companies accept remote work, which also greatly benefits people with disabilities, adds Jovanovska.
Enter the European market and improve the platform
This year, Brand Solution is also presenting for the first time to investors, as it seeks to provide funds and enter the European market.
At the same time, for Jovanovska, it is also encouraging to see that businesses and society are “becoming aware that there are capabilities in the face of disability”.
“Companies are looking for staff and are informed of the opportunities and benefits of hiring a disabled person. In the future, we plan to improve the platform with various tools adapted to the needs of people with disabilities, which we always have the opportunity to see first because we are members of one of the largest European organizations for the improvement of the lives of people with disabilities. disabilities which organizes a conference every year to promote innovations in the field,” Jovanovska tells The Recursive.
By promoting the abilities of people with disabilities, Jovanovska also wants to help Macedonian society finally get rid of prejudices and discrimination on various grounds, and help these people to receive equal treatment with others, to be valued in the same way. same way and to have the possibility of a life of dignity and progress.
“People with disabilities do not want to live and depend on others, they want to be equal and have the same opportunities as everyone else. Fate may have played with them in different ways, but that doesn’t give any of us the right to see them differently than me, you, or my colleagues. Everyone has the right to a dignified life. We must finally look at disability from a human rights perspective, not from a medical model,” emphasizes Jovanovska.
This year, in addition to the student groups from North Macedonia, Brand Solution has already signed a cooperation agreement with a Bulgarian association, with which they will work on a pilot group and the online assistants will be promoted to Bulgarian companies.
According to Jovanovska, there are also offers of cooperation with Slovenia and Croatia, and in November the company will participate in the largest exhibition for home-based businesses, the British Business Show 2022 in London.
“Due to the mentality and needs of these markets, we will focus on improving the platform and approach to companies, because each country offers different benefits to companies if they employ a person with a disability,” concludes Jovanovska .