Remote worker. Photo | courtesy.
African professionals are increasingly expressing interest in remote job opportunities, but many remain shut out of the global freelance and digital work economy, often not because of a lack of skill but due to structural, cultural, and perceptual barriers that continue to disadvantage them.
While a recent survey by Deel indicated that 73 percent of African professionals desire remote work and 42 percent already work remotely at least once a week, many international employers remain hesitant to engage talent from the continent. The reasons range from time zone alignment and perceived compliance issues to concerns about communication skills and professionalism.
In interviews with remote work experts and recruiters, the problem often boils down to presentation. A freelance hiring manager cited in a report by Lodpost noted that many Africans are disqualified not because of capability, but because of preventable issues like poor written communication, inadequate video etiquette, or unrefined self-branding.
These challenges, though skill-based and solvable, leave lasting impressions that can cost candidates promising opportunities.
Digital strategy consultant Josephine Tendo, said many African freelancers fall short on basic digital work skills such as using Google Docs, managing digital calendars, or writing clear client emails. These often lead to miscommunication and missed deadlines, frustrating employers who are used to different work cultures.
According to Tendo, the solution lies in what she calls “digital literacy retooling,” which includes learning how to present oneself professionally in online environments and adopting a consultant mindset when dealing with clients.
The situation is further compounded by poor infrastructure and limited access to reliable internet in certain parts of the continent.
According to a World Economic Forum report, Africa’s readiness for a remote workforce is hindered by inconsistent power supply, unreliable connectivity, and outdated labor policies that don’t support hybrid or fully remote models. This environment places jobseekers at a disadvantage compared to peers in regions with more robust digital infrastructure.
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Perceptions and cultural misunderstandings also play a role. Many international recruiters operate with implicit bias, assuming that hiring from Africa equates to higher risk or lower quality. However, experts argue that such assumptions are unfounded and can be addressed by improved cross-cultural orientation and more inclusive hiring frameworks.
Underpricing
Many African freelancers set their rates far below market averages in an attempt to attract more clients. However, instead of making them more competitive, this often erodes trust. Low rates are frequently interpreted as a sign of inexperience or low value, and in some cases, they can contribute to a race to the bottom that harms the credibility of other skilled professionals across the continent.
Despite these challenges, there is optimism. Thought leaders and trainers across Africa are launching initiatives to bridge the skills gap. They are encouraging professionals to leverage AI tools like ChatGPT for proofreading, adopt clear positioning strategies on platforms like LinkedIn, and invest in soft skills training tailored for remote work environments.
These efforts are beginning to bear fruits as a growing number of African professionals are now offering services in design, customer support, software engineering, and virtual assistance to global firms, some even earning competitive rates that rival counterparts in Europe and the U.S. However, much remains to be done to make this success more widespread.
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What’s clear is that the issue is not a talent deficit, but a visibility and positioning gap. African professionals must continue refining their digital presence and communication while demanding equitable treatment from global platforms and clients. At the same time, international firms must confront their own biases and embrace Africa’s immense but untapped potential in the global workforce.
