Africa urgently needs to unlock the full potential of its human capital in order to drive economic growth across the continent. This issue will be high on the agenda of the Annual Meetings of the African Development Bank, to be held from 26 to 30 May 2025 in Abidjan on the theme: “Making Africa’s Capital Work Better for Africa’s Development”.  

The Moroccan start-up, Jobop, working at the crossroads of technology and the temporary employment market, offers a fine example of how to address the human capital challenge. The firm has a recipe that promises to redefine codes and breathe new life into temporary employment in Africa. 

An innovative solution for a rapidly changing market 

Jobop, founded in 2021 in Casablanca by Salim Merrassi, Adil Zghaoui and Mehdi Berrahou, is Africa's first all-digital temporary employment agency. Its goal is to revolutionize temporary recruitment by connecting companies and workers via a smart platform. 

The premise behind the project is clear: the temporary employment market in Africa is huge, accounting for up to 65% of jobs on the continent (a market valued at $100 billion), but this huge potential remains largely unstructured. Jobop uses an advanced algorithm to match requests from companies with suitably skilled workers in real time. The approach optimises recruitment while ensuring greater transparency and flexibility. 

A model supported by key players in African finance 

In February 2022, Jobop took its operations to a new level thanks to $1 million raised from Azur Innovation Fund, a Moroccan seed fund actively supported by the African Development Bank. This funding enabled the start-up to structure its model, expand more quickly and win credibility with businesses and investors. 

“As well as providing investment, Azur supports us strategically and technically, helping us to structure our growth and make informed decisions,” explains Salim Merrassi, one of the co-founders of Jobop. 

The start-up is now growing at an annual rate of over 30% and aims to expand its model beyond Morocco, targeting large and strategic markets including Egypt, Nigeria, Kenya, and South Africa. 

From temporary work to long-term employability: an inclusive and structuring model 

Digitisation of temporary work is only a first step for Jobop. The start-up is also addressing the challenge of social and professional inclusion of temporary workers. Lack of training presents a barrier to the advancement of temporary employees, so Jobop is offering tailored training to develop their skills. It also helps them to gain access to banking services and accommodation, enabling long-term integration in the job market, as well as support in finding stable contracts so that workers can transition to permanent jobs. 

A high-impact model for the future of employment in Africa 

Taking a cue from the evident fact that human capital is a key lever for Africa’s development, Jobop perfectly illustrates how technology and innovation can structure entire sectors and create new economic opportunities. With its ambitious vision, the Moroccan start-up is at the forefront of the transformation of the labour market on the continent. 

As the African Development Bank prepares to discuss the best strategies for optimising Africa’s resources at its Annual Meetings, firms and organizations such as Jobop are showing the potential of digital technology as a powerful accelerator for structuring employment and enhancing human capital in Africa.