The aim of this study was to analyze the ikokazi hashtag and have an understanding of the top 5 usernames that have been driving conversations, the kind of jobs people are looking for, the frequently used keywords during a job search used by Kenyans and what jobs are being posted under the ikokazi hashtag. Python and R were the primary languages used. Below are our findings.
The results of this analysis are presented in the given order:
- The top five usernames generating the most tweets and retweets(the #ikokazi conversation drivers)
- Are people starting new conversations using the ikokazi hashtag or are people just retweeting existing content?
- The frequently used keywords in job searches by Kenyans
- What specific quality combinations are job seekers and employers looking for?
- Sample of job titles receiving mentions
- Sample of towns receiving mentions
Top 5 usernames driving the conversation
We wanted to find out which usernames generate the most tweet traffic and using python we were able to cluster the various usernames according to the number of tweets and retweets they generated according to the data extracted. The usernames that came up were: Campusbizke, Kenyantimes01, Finanace_501, Careerpointke and WiseMoneyKE in that order. The list and bar graph below visualize it better.
Observation 1: CampusbizKE username is really doing a lot of the tweeting and retweeting using the ikokazi hashtag.
New conversations or existing content?
We used an app developed by one of us to graphically show the frequency of tweets and retweets and how they compare. The retweets are shown in red while the tweets are shown in green. The findings were as shown below:
Observation 1: The green bars (Tweets) register less traffic as compared to the red bars (retweets). This goes to show that Kenyans are mostly retweeting content that is being put out using the ikokazi hashtag, hence answers our question that existing content and not new content is being retweeted. It can be that the content is being retweeted to their friends, family, colleagues or anyone looking for a job or posting job vacancies.
Observation 2: The top retweeters using the ikokazi hashtag include: CampusbizKE with the most retweets. The usernames wapikazi and WokeAFRIKAN almost compared while gene_muriuki and Covfete254 come closely behind.
The frequently used keywords in job searches by Kenyans
We segmented the words used in the tweets and took a count on the frequently used keywords. The graph below better visualize the findings:
Observation 1: Excluding the ikokazike keyword, looking, apply and gtgt were the top three most used keywords. I would like to draw your attention on looking, apply, internship and Nairobi.
Observation 2: What are people ‘LOOKING’ for?
The word ‘looking’ (44.0%) has 32 mentions in the data collected. Let’s expound on what Kenyans on Twitter are “Looking” for:
From the sample below, we can see that one is looking for an internship opportunity for , another a nurse, a shop attendant, PHP/LARAVEL developer intern, hotel valet and ladies are being considered for various job postings especially ladies aged 20 to 25, they are being sought after!!
Observation 3: What are people being asked to ‘APPLY’ for?
The sample below visualizes it better:
From the findings, it shows that the keyword apply or application is being used by employers mostly. They are asking Kenyans to, for example, apply for positions as an HR assistant at UNOPS, Data Engineer at UN, Front office intern at Legibra and sonography internships to name a few.
Observation 4: Are people posting ‘internship’ vacancies and how frequent?
From the sample above, internship or intern has 78 mentions. Employers are offering various internship positions in IT, UNICEF, UN-HABITAT, Administration, Business development at Cytonn, as a sub-editor position, Graphic designer. It goes to say that internship has quite a lot of mentions. It therefore remains a speculation that employers are cutting costs by hiring interns as explained in this link.
Observation 5: Are jobs in “Nairobi” or is it a preference?
From the analysis, Nairobi has 31 mentions.
From the sample above, it goes to say that tweets with a Nairobi hashtag are from people who are living in Nairobi, companies offering attachment, internship or jobs at their offices located in Nairobi such as Cytonn, Colgate and UN-habitat.
Are you looking for a job? Do you have this quality combinations?
Observation 1: There is a lot of conversation on the following preference: Researcher, knowledge, personal, roads, and depth. This can possibly conclude that researchers who do their research conclusively are in high demand and must have good experience to have good knowledge in conducting their research.
Observation 2: There is a lot of conversation on the following preference: Lady, years, two, preferably. This can possibly conclude that ladies with say two years’ experience are highly being considered or ladies generally are being considered for positions.
What is the emotion behind the tweets and retweets?
We classified the tweets to show various emotions. This is referred to as Sentiment Analysis. It is the automated process of understanding an opinion about a given subject from written or spoken language.
From the sample we can conclude that most tweets were positive and trusting and there were also tweets that showed anger, disgust and sadness.
Sample of job titles receiving mentions:
The pie chart below visualizes some of the frequently sought after job positions:
Observation 1: From the chart above, people looking and employers posting assistant positions are quite a lot at 44.2%. This shows it is a job position that is quite on demand. From the sample below, we can see various assistant positions such as office assistant, supply chain assistant, HR assistant at UNOPS and Administrative assistant to name but a few.
Observation 2: Marketing came in at 11.5% and Developer jobs in third place at 10.6%. From the sample below, Android,Laravel,IOS,PHP,React JS developers are being sought after. It can be that this are some of the programming languages that are frequently being used in the Kenyan market.
Sample of places/towns receiving mentions
This shows that a lot of job mentions are in Nairobi County meaning that people are mostly posting and looking for jobs in Nairobi. It is closely followed by Nakuru and Nyeri County.
From the sample above, some of the job postings in Nyeri include hairdressing and internships offered by the county government of Nyeri.
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The analysis was done by Botlab:
- Mercy Njue – Data Strategist
- Kevin Kithinji – Data Extraction
- Keldine Malit – Project advisor
- Julia Wakaba – Data analyst