The recent announcement by Google that it intends to train one million people in Africa in digital skills in the next year goes beyond arming users with more digital knowledge and reinforcing skill sets – further objectives include making users aware of the significance of their digital footprints, and demonstrate to companies the power that the digital platform can offer in reaching customers.

According to Google, by 2020 there will be half a billion internet users in Africa, presenting an opportunity for African businesses and digital entrepreneurs.

The global firm states that youth unemployment across Africa is high (35% in South Africa, 17% in Kenya, 13% in Nigeria) - developing digital entrepreneurship and creating new job opportunities for young people is critical to Africa's transformative growth. But digital skills are still under-developed, making it harder for African economies to get the most out of the web.

Recently Google announced that, together with its partner Livity Africa, it will run two training programs: 'Digify Bytes' and 'Digify Pro', designed to help youngsters considering a digital career and also empower specialists with additional skill sets.

Digify Bytes is a one or two-day training programme aimed at providing learners and job seekers what Google describes as "a short, sharp shot of digital marketing skills". The target group is 18-30 and is offered at no cost.

Digify Pro is a three-month, focused training program aimed at job-ready digital upstarts and is designed to get participants prepped for the job market.

Organisers are clear in their ambition – they want to train trainers across regions in Africa, deliver training to learners and make the online-learning portal digifyafrica.com accessible to end users at no charge. This will help to develop and transfer much-needed digital skills and reinforce digital literacy across emerging markets.

Deeper connection

However, there is a deeper motivation behind these programs explains Luke McKend, Google's Country Director, South Africa.

From a general user point of view, the intention is to have more people connected and benefit from being online, but also to transfer the necessary skills for them to benefit through better control of their digital exposure.

"The internet is an embedded part of our lives... we're all using the internet in one way or another, and it is important for people to remember that digital presence is often the first exposure people have of others... this is where they make their first impression . It is important for people to put their best foot forward, digitally," said McKend.

He makes reference to how the internet has changed the recruitment process, for example, and how companies are scrutinising digital profiles of prospective candidates as part of their evaluation.

"Digital exposure is not considered enough ... it is very important," McKend continues.

From a more business-centric perspective, the internet is playing an increasingly important role.

The senior Google executive says based on research it conducted with World Wide Worx, businesses that exploit their digital presence were found to be more profitable and also employ more people.

The internet is where a high portion of people source products and services, and social media is emerging as a strong channel through which to engage customers, McKend added, and this is where businesses must concentrate their efforts, he said.

"Especially small businesses, those that are not taking advantage of the digital channel to market are on the back-foot in terms of local and international presence," McKend explained.

Google's intention is to leverage its core business to expand access to the net, transfer digital skills to people and enable them to take advantage of a well-managed digital footprint.