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Digital work platforms & domestic market

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Digital work platforms are an active part of digital transformation of businesses, which provide digital workplaces for online workers across the globe through digital processes.  

Digital labour platforms have increased five-fold worldwide in the last decade according to the ILO’s latest World Employment and Social Outlook 2021 report.  

According to the World Employment and Social Outlook 2021 report it is stated that the role of digital labour platforms in transforming the world of work is that digital labour platforms are providing new work opportunities, with emphasis on new opportunities for women, persons with disabilities, young people and those marginalized in traditional labour markets.   

Platforms also allow businesses to access a large flexible workforce with varied skills, while expanding their customer base.  

The report focuses on two main types of digital labour platform: online web-based platforms, where tasks are performed online and remotely by workers, and location-based platforms, where tasks are performed at a specified physical location by individuals, such as taxi drivers and delivery workers.   

Its findings are based on surveys and interviews with approximately 12,000 workers and representatives of 85 businesses around the world in multiple sectors.  

According to the report, the challenges for platform workers relate to working conditions, the regularity of work and income, and the lack of access to social protection, freedom of association and collective bargaining rights. Working hours can often be long and unpredictable. Half of online platform workers earn less than US$2 per hour. In addition, some platforms have significant gender pay gaps. The COVID-19 pandemic has further exposed many of these issues, says the report.  

The new opportunities created by digital labour platforms are further blurring the previously clear distinction between employees and the self-employed. Working conditions are largely regulated by the platforms’ terms of service agreements, which are often unilaterally determined.   

Algorithms are increasingly replacing humans in allocating and evaluating work, and administering and monitoring workers.  

This uneven growth of the digital economy perpetuates a digital divide and risks exacerbating inequalities.  

Domestic Market  

In Bosnia and Herzegovina, and in Serbia, uncertainty in terms of constancy of business opportunities and legal insecurity of the digital workforce, which cooperates with foreign companies, complicate the problems of this profession. In addition, the undefined working status of domestic virtual experts stems from legal shortcomings of domestic regulations making the legal position of these employees “semi-legal”. This brings with it bureaucratic problems for virtual employees who are obliged to resolve their work status on their own initiative.  

MyGoCloud web platform  

GoCloud.group will soon launch the MyGoCloud (MGC) web platform, which aims to overcome these challenges. Through adequate technical preparation of the platform, mediation with foreign partners and administrative preparation of appropriate employment contracts, the MGC web platform would address the above-mentioned problems. In this way, the MGC web platform would generate multiple benefits for the digital workforce, fulfilling the legal obligations arising from the business activity.  

The innovation of the idea is reflected in the focus of the platform on creating a fixed contractual relationship between the MGC web platform and registered users (domestic virtual experts). Domestic virtual experts would, instead of variable work “from project to project”, have the opportunity for secure and long-term employment. Foreign clients will receive a centralized register of domestic experts from various fields of digital services, a flexible workforce working from home-offices, GDPR compatible personal data protection and quality digital service.  

In its portfolio, GoCloud.group already provides digital workforce leasing and IT brokerage services. The MGC web platform will rely on similar digital solutions, with the aspect of long-term, secure and legally regulated business cooperation between users and the platform, making the MGC web platform an authentic solution for the domestic digital workforce, which is one of the key reasons for launching the platform. The MGC web platform will, in a social context, empower a disenfranchised freelancing community that has already felt the negative consequences of an unhealthy business environment and unclear legislation.  

Home-office business allows the MGC web platform to move away from the geocentric business model. In this way, virtual experts from smaller communities will have equal chances to work and earn.  

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