Zein Shiyyab

With few natural resources and a young population, investment in human resources and education has become a priority for the Kingdom of Jordan, seeking to move towards an economy based on knowledge, skills and technology. ‘In a fast-moving world, education does not stop at school or university, training is an ongoing process that keeps workers and businesses competitive,’ says Zein Shiyyab, the young CEO of eTraining1.com, a web-based hub she has created to facilitate access and interaction among training professionals.

‘eTraining1.com revolves around training solutions that apply to all industries. Our database compiles profiles of professionals who train people in all number of fields, from business development to quality control, supply chain management, negotiation skills or problem solving. There is no limit to the options.’ One of the prime training programmes the site is keen to promote and aid is Corporate Social Responsibility, CSR, which is making great headway in businesses in Jordan and the region. ‘We aim to be a unique educational beacon where companies looking to implement CSR ethics can find expert trainers.’

On the ball

Training centres seeking experts to meet their clients’ demands can turn to the hub for the right person. ‘The profiles feature past work references and client feedback of course, but the idea behind eTraining1.com is to add value for trainers too, such as tools and services to keep their courses up to par.’ Drawing on the years she has spent as a trainer in the corporate field, Zein and her team will source or compile videos of case studies that illustrate a given topic, re-design a Powerpoint presentation and provide a database of white papers and research on training-related questions. ‘We want any trainer looking to enrich their programme to be able to find that content here.’ Training the trainers, as it were!

Potential trainees too will find solutions to their needs: from information on contacts and courses to fee-paying video sessions or documents that trainers can upload to their profile page. Revenue for the site comes from the further education centres that subscribe to the service to source their requirements. ‘Trainers are freelancers and they move with the market, so training centres can strongly benefit from access to a hub of professionals with verified reputations.’ Zein has already clinched her first major customer, the Business Development Centre, with whom she has struck an incentive deal: one year’s subscription for access to the Centre’s extensive database of trainers, and has been awarded a year's membership by the Information Technology Association - Jordan, which promotes the country's ICT players.

Limitless opportunities

A human resources legend warns about a man in his forties who was overlooked for a job: ‘I have 20 years of experience!’ he protested. ‘No you don’t,’ came the reply, ‘you have one year’s experience, 20 times over.’ Having trained employees in quality processes for an international online pharmaceutical platform, Zein knows how true this can be and is passionate about the subject of ongoing education and personal betterment. Fittingly enough, it was actually on a training course for broaching entrepreneurship that she felt she was ready to make the leap. Currently in pre-start-up phase, eTraining1.com is just preparing to test its Beta version, but Zein’s contacts and scouting have already brought 200 trainers on board the database; their talents range from communications to CSR, IT and even key questions such as the security threats certain businesses can face in the region.

The Middle East is in the throes of social and economic transformation and Zein expects to expand to other countries throughout the region after launching the platform in Jordan—the Gulf states in particular, where business development is a big market. In the first instance, Jordan looks set to be enough: a projected 4% annual increase in new entrants to the labour market means more and more businesses and the people who work for them will be seeking skills to be productive and competitive on the global stage.