21.06.19 Expert Name : …………………

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TERMS OF REFERENCE • LOCAL COMMUNCATION OFFICER

SHORT TERM EXPERT

• JULY 2019 – JULY 2020

BACKGROUND

Libya’s economic environment: challenging conditions for the private sector

Libya is undergoing a complex political and economic transition in the aftermath of the conflict that overthrew the previous un-democratic regime. The country remains riven by fighting between rival militias supporting rival governments. The Libyan economy suffers from acute political division that does not allow reaching its potential. Following four years of recession, the Libyan economy recovered in 2017, thanks to the resumption in the production of hydrocarbon products, after key oil fields were repossessed from armed groups last year.

The political landscape in Libya causes significant obstacles to economic recovery, stability and growth. This is coupled with economic policies carrying the legacy of the past, a dominant centralised economic model which gives little room for the development of the private sector. In sectors where the public sector is dominant, private enterprises suffer from unfair competition with public enterprises affecting their productivity and growth prospects. Government controlled sectors such as oil and gas, defence, health, education, social services, and electricity, gas and water supply accounted for over 85.0% of the Gross Domestic Product (GDP) in 2018.

Libya has one of the most undiversified productive structures in the world: hydrocarbons account for 70% of the GDP, more than 95% of exports, approximately 90% of government revenue, and determine decisively the economic performance of the country. The lack of alternative revenue-sources makes Libya very vulnerable to oil price fluctuations or indeed oil blockades. Moreover, the reliance on import of goods makes the economy subject to currency fluctuations and inflationary pressures.

The private sector in Libya is dominated by the presence of micro, small and medium enterprises (MSMEs). A survey and private sector mapping carried out by the World Bank in 2015 confirms the assumption: 95% of the sample companies are MSMEs, out of which 59% considered small (5-19 employees), 23% medium (20-99 employees) and 13% micro (up to 5 employees). From the sample, only 8% of the enterprises engaged in exporting activities. There is no official data on the number of MSMEs in Libya. The 2006 Business Census reported a total of 117.828 enterprises, but the figure is likely to have changed drastically since then. In the OECD area, Small and medium enterprises (SMEs) are the predominant form of enterprise, accounting for approximately 99% of all firms. They provide the main source of employment, accounting for about 70% of jobs on average, and are major contributors to value creation, generating between 50% and 60% of value added on average. In addition, SME development can contribute to economic diversification and resilience. This is especially relevant for resource-rich countries that are particularly vulnerable to commodity price fluctuations. These figures account for much less in Libya, however they are indicative of the growth prospects and the employment opportunities MSMEs can create in an economy. A targeted policy intervention to improve the conditions for private sector development and employability in Libya should focus on the support to MSMEs.

The private sector on the other hand remains very small, representing only about 5.0% of GDP and about 14.0% of employment (4.0% to 6.0% of employed workers and about 8.6% of self-employed). These are low contributions to the economy by any international standard; private sector share of total values varies greatly, ranging from 90% in the trade sector to 10 % in the finance sector. A small and underdeveloped manufacturing sector representing about 3.2% of GDP in 2012, a construction sector of less than 2% of GDP and a real estate sector of about 5.0% of GDP are comprised of a mix of public and private sector enterprises. The manufacturing sector is largely composed of state-controlled enterprises in heavy industry, with two strong privately driven subsectors, food processing and building materials production.

Informality is a common problem even in advanced economies, but it generally tends to be smaller in countries with a business-friendly regulatory regime, secure property rights and a stable judicial system. A large share of economic activity in Libya belongs to the informal sector, already in 2010 estimated at 30,9%, which is higher than most of the countries of the region with similar income levels. Despite the lack of reliable data, the assumption that this figure has grown in the post-2011 period may hold significant validity.

To tackle some of these issues, Expertise France, the French technical cooperation agency, together with the European Union and the UKaid in cooperation with international partners, have developed a set of targeted activities based on several years’ experience in order to improve Libya’s business environment. Presentation of Expertise France’s work in Libya

Expertise France intervenes in Libya over 4 donor-funded projects since 2014, all related to private sector development and entrepreneurship empowerment:

1. SLEIDSE, an EU funded project, aimed at supporting economic diversification; 2. MFI, on UK aid funds, to support the implementation of a micro-finance

institution, in close partnership with a Libyan bank; 3. STREAM aiming at setting up an incubator, accelerator and fab-lab programme

in Tripoli; 4. The Private Sector Development Programme, an initiative funded by the EU with

the objectives of strengthening the capacities of Libyan public institutions, including Ministries of Finance, Economy and the Central Bank. It also encompasses a strategic work with Libyan NGOs to support entrepreneurship in remote places.

The overall portfolio amounts to 19 million euros, over 4 year. Additional developments are expected in the same field, especially a SLEIDSE 2, with a foreseen starting date early 2020.

Description of the Assignment

Background for the specific mission

Specific mission of officer

The corporate communication officer will play a crucial role in elaborating a detailed communication strategy for the programme to gain visibility and advertise the outcomes of the project among beneficiaries, Libyan official as well as the international community, including the EU.

According to the EU communication and visibility manual, the expert will advise on the relevant actions to undertake to impulse a dynamic corporate communication and build innovative communication materials and tools, including, inter alia, leaflets, brochures, videos, social media feeds, events….

In addition, the expert will support the Libyan communication officer in co-designing high-end communication strategies dedicated to support some activities of the programme.

Main Tasks

Main Tasks

The officer will be responsible for the following:

• Create/ manage social media accounts for the program (Facebook, Twitter, Instagram)

• Create content in Arabic and English to feed the social media accounts • Create and manage closed communities for the program beneficiaries • Manage the official website of the program • Translate articles from Arabic to English and vice versa • Provide guidance for media and press during the program’s events • Create and update a press clipping for the program • Liaising and support the organization of workshops, events, training programs. • Monthly 1-page progress report

In addition, he/she will ensure the programme’s visibility in Libya, which includes:

- Design communication campaigns to advertise our activities, including the online platform

- PR with Libyan medias - Maintain and feed the programme’s website and social medias - Develop, drive and feed the Facebook community - Support the organisation of corporate events

An international communication expert will support the expert throughout his /her assignment.

Deliverables

- Design a detailed communication action plans 2019-2020 - Design and implement at least 3 communication campaigns per year - Website and social media feeds are up to date - At least 4 regional workshops, if domestic travel are made possible - At least 5 forefront entrepreneurs and businessmen are identified and act as

ambassador for the programmes - Up to 10 videos are released on entrepreneurship.

EXPERT PROFILE

Profile

• Degree in communication, business administration, entrepreneurship or languages; • Strong interest for entrepreneurship or private sector development; • Proficiency with social medias and innovative communication tools trending in

Libya;

• Important network among entrepreneurs or active young Libyans • Fluent in English and in Arabic

LOCATION AND DURATION

Duration Up to a maximum of 220 days

Period July 2019 to July 2020

Location Tunisia with missions to Libya.

Time sheet At the end of each month, the expert will present a timesheet which will be signed by the team leader.

REPORTING

Draft Report

The expert shall submit a report every 1 month.

The report shall include, but not be limited to the following:

• Aims of the mission • Listing of (key) meetings and persons encountered • Description of activities performed and results achieved • Recommendations and/or remarks on the implementation of the activities, as

well as on the implementation, further assistance, or for evaluation of the programme

• Description of any difficulties encountered in performing the mission • List of abbreviations

The report and annexes shall be delivered as electronic file(s) in MS Word and/or MS Excel (compatible with the older 2007 and 2010 versions of Word and Excel)

Language

The working language of the programme and the language used in all reports and communications between the consultant and the team shall be English (UK spelling preferred). Arabic is also a requirement to be used in day to day activities

CONFIDENTIALITY

The consultant hereby undertakes to maintain confidentiality and not to disclose any information during and after the completion of the assignment with respect to all business matters of which he learns during his time with the programme and the outputs that are developed. Permission must be obtained from the programme before any publication.

Deadline CVs to be sent before the 30th of June, 2019.

To: alexandre.chatillon-mounier@expertisefrance.fr