In Rwanda’s fast-evolving digital economy, communication is no longer just about visibility, it is about connection, access, and opportunity.
For Samantha Ketia Karangwa, a sales and marketing officer at Comprehensive Staffing Resources in Kigali, that reality defines both her professional journey and her day-to-day work.
“The world is going digital, literally,” she says. “Whether you like it or not, you have to go there. You have to upskill yourself in that domain.”
Today, she works at the intersection of recruitment, marketing, and digital communication, helping businesses connect with young job seekers while also shaping how talent is discovered and developed.
But her transformation into a digital professional was shaped by one key experience: a structured youth employment and work-readiness program delivered through Harambee Youth Employment Accelerator, in partnership with the Mastercard Foundation.
Before entering the professional workforce, Samantha joined the Harambee-supported program, which focuses on closing the gap between unemployed youth and meaningful job opportunities through skills development and employer partnerships.
“Harambee really changed my life by giving me an opportunity to come into a training center and go through a work-readiness program,” she explains.
The experience, she says, went beyond technical training.
“Those six months helped me grow as a fresh graduate. It gave me soft skills I didn’t even realize I needed for the corporate world.”
Harambee’s model built on digital tools, employer collaboration, and youth upskilling, played a critical role in preparing her for employment in a competitive job market.
“As a graduate, you think you already know everything. But you quickly realize soft skills are what make the difference in the workplace.”
Today, Samantha works as a sales and marketing officer, where she manages client communication, digital content, and recruitment-related campaigns.
“A typical day is always busy,” she says. “You are dealing with clients, scheduling posts, and managing different cultures all at once.”
Her role sits at the center of a key challenge in Rwanda’s labor market: the gap between employers and young talent.
“The youth talent is here,” she explains, “but the communication gap exists because companies are not speaking in a way that fits the youth.”
For Samantha, the solution lies in modernized communication strategies and stronger investment in youth training.
“Companies need to adapt their communication style and involve young people in training programs,” she says. “That is how we bridge the gap.”
Samantha also plays a key role in bilingual communication, working across English and French-speaking markets, including North America.
“For French-speaking clients, I’m usually the one handling translation and ensuring the language is correct,” she explains.
Her work also exposes her to global marketing differences.
“Marketing in Rwanda is very different from marketing in the US,” she says. “Even in America, there are differences between the East Coast, West Coast, and the Midwest.”
For her, these differences highlight the importance of localized messaging.
“You have to understand tone, culture, and audience. That is what makes communication effective.”
From professional training to personal transformation
Beyond technical skills, Samantha says her journey through Harambee and the workplace has shaped her confidence and mindset.
“I’ve changed. I’ve grown mentally,” she says. “I’ve become more confident in how I present myself and my work.”
That confidence, she adds, is essential in a competitive job market.
“If you are not confident, you will miss opportunities. You need to know how to present yourself professionally.”
Community impact beyond the workplace
Samantha’s influence extends beyond her office. She says her growth has inspired people in her personal community.
“I’ve inspired people in my church and neighborhood to be persistent and never give up,” she says.
Her message to young people is rooted in lived experience.
“What makes you different is someone else’s opportunity,” she says. “If people see value in that, they will call you, and you will get opportunities.”
Despite progress in Rwanda’s digital economy, Samantha believes significant gaps remain—especially in practical digital marketing skills.
“People really need training in digital marketing,” she says. “It looks simple, but there is a whole process behind it—tone, visuals, and messaging all matter.”
She also challenges the misconception that marketing is easy.
“Marketing is not easy,” she emphasizes. “You are constantly responding to client expectations while trying to deliver results.”
A message to employers and policymakers
For Samantha, the solution to youth unemployment lies in stronger collaboration between employers and training institutions.
“Train young graduates before they enter the workplace,” she says. “That is how you discover talent and help it grow.”
She also emphasizes the importance of soft skills development.
“Soft skills determine whether someone keeps or loses a job,” she says.
Samantha’s story reflects a broader ecosystem where programs like Harambee—supported by Mastercard Foundation—are not only preparing youth for employment, but also reshaping how talent, businesses, and communities interact.
From structured training to real workplace experience, her journey shows how digital skills and soft skills together can unlock opportunity.
“Be bold,” she advises young people. “If you see an opportunity and think you are not ready, apply anyway. That is how growth starts.”
Samantha works as a sales and marketing officer, where she manages client communication, digital content, and recruitment-related campaigns
Beyond technical skills, Samantha says her journey through Harambee and the workplace has shaped her confidence and mindset
