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providing incentivised training for companies and the government
jobbers. Major blue-chip brands adapt to the changes brought about
have been using M4Jam’s jobbers to by the gig economy will define the
test market sentiment and product integration of such services in driving
acceptance, to gain consumer insights jobs growth in the country, and it
and run consumer promotions is clear some measures will need
and campaigns. This has helped to be put in place to protect gig
address unemployment, empower workers as the concept expands.
communities in which these
businesses operate and provide a “The fact is that gig workers do not
local, regional and even national have the same rights permanent
resource for companies to leverage. employees enjoy, such as guaranteed
minimum wage, overtime pay, sick
M4Jam’s gig platform allows leave or other benefits. But this does
organisations to quickly and cost not mean the gig economy practices
effectively evaluate the market for their are necessarily exploitative. We
goods and services, gaining actionable believe gig work is an opportunity
insights such as on-shelf display, to make extra income and to gain
consumer behaviour, pricing, market skills and experience that were
acceptance and competitor analysis. It previously unavailable,” Midgley says.
also allows brands to activate, change
and direct consumer behaviour, M4Jam has some recommendations
engage effectively with previously for would-be gig workers seeking
inaccessible communities and monitor to get involved, to make the
and report on data in real time. most of the opportunity on
offer through the platform.
For their part, jobbers can complete
tasks in five to 15 minutes anywhere, 1. If you have a day job, keep it.
on their mobile device.
2. Decide what type of gig you are
While M4Jam is intended to provide looking for, such as event-based
supplementary income instead of paid performances for musical
being an outright replacement of or dance artists; freelance and
permanent jobs, Midgley says it is project-based work contracts such
M4Jam’s case we refer to tasks loaded difficult for young people to connect as content creation, graphic design
on our mobile platform which provide with work opportunities affordably or music production; two-side
an alternative means to earn extra – particularly in rural South Africa. partnerships such as Uber; or non-
income for those who need it most,” permanent project-based work
says Georgie Midgley, M4Jam CEO. “In this case, income from M4Jam can such as that provided by M4Jam.
become even more important because,
“We are a gig technology company that without the platform, most companies 3. Set your short-term goals
connects businesses to communities lack the technology to engage with and find platforms or apps that
through our mobile platform, in the gig economy and it isn’t feasible for offer suitable gig work.
order to help those businesses them to develop their own platform.
solve numerous challenges in an Individuals can bolster their earning 4. Register on as many appropriate
increasingly disruptive environment. potential and businesses can tap into apps as you can to experience
M4Jam’s services can help businesses the sought-after skills they require, gig work to the fullest.
future-proof themselves using without the need for permanently
digital innovation, while helping employing staff,” Midgley says. 5. Set realistic expectations. Remember,
to address the country’s 29% a gig worker is his or her own boss,
unemployment rate,” she says. Some of M4Jam’s regular jobbers have and how much work they want to
used their earnings to buy computer do and the rate at which they can
M4Jam has taken away a major equipment, mobile devices, cars and earn depends on the individual, their
and costly hurdle for employers by even property. How South African experience and their opportunities.

Waterfall Issue 1 2020 37