WorkShift Summit 2026: ”Jobue” CEO Outlines Vision for an Integrated Freelance Ecosystem in Egypt
Nermine El-Nemr, Founder and CEO of the freelance platform "Jobue," affirmed that the launch of the inaugural "WorkShift Summit 2026" represents a pivotal step toward building an integrated ecosystem to support freelancing and remote work in Egypt. She noted that the platform's objective was never simply to create a job board, but rather to establish a comprehensive ecosystem connecting independent professionals with corporations, government entities, universities, and providers of financial and technological services.
Speaking during a panel discussion titled "How Digital Platforms are Reshaping the Employment Landscape in Egypt," El-Nemr expressed her pride in the extensive attendance, which included representatives from the government, private sector, banking, technology firms, and academia. She emphasized that gathering all ecosystem stakeholders in one venue reflects a growing realization of the digital and freelance economy as a primary driver of the labor market in the coming years.
El-Nemr explained that the platform's concept originated years ago upon noticing the absence of a dedicated Egyptian freelance platform, despite millions of Egyptian youth already working on global and regional sites. This realization drove her to view the project as a national responsibility rather than a purely commercial venture. From the outset, she believed that Egypt's true wealth lies in its youth and human capital, requiring a national platform to connect this talent with local companies and job opportunities, rather than relying entirely on foreign alternatives.
She revealed that the platform initially launched under the name "Al Hareefa" to target the Egyptian market with a brand that resonates with local identity and youth culture. The name was chosen after extensive discussions to present a brand distinct from the conventional names used by global freelance platforms. Although the name initially faced criticism and skepticism from some followers and investors—many of whom doubted a local platform could succeed against global giants—El-Nemr remained undeterred.
She clarified that her initial goal was not to compete globally, but to bridge a gap within the Egyptian market. She found it counterintuitive that local companies were relying on foreign platforms to hire Egyptian freelancers when this could be seamlessly facilitated through a national platform.
The platform subsequently achieved successive milestones, with "Al Hareefa" being highlighted in international reports issued by the World Bank. The team also executed projects with global entities, including the Spanish football league "LaLiga," which bolstered their confidence to expand beyond Egyptian borders.
This regional expansion, she explained, was the primary catalyst for rebranding to "Jobue." The new name is more adaptable to foreign markets and easier to pronounce and utilize internationally, all while retaining the extensive expertise built since the project's inception.
Looking ahead, El-Nemr emphasized that the upcoming phase will focus on building a cohesive ecosystem that includes the government, private sector, universities, banks, tech companies, and payment service providers, ensuring a supportive environment for both freelancers and businesses.
She added that the first edition of the WorkShift Summit intentionally focused more on companies and government entities than on the freelancers themselves. The current objective is to educate corporations on modern work models and persuade them to rely on independent talent, thereby creating new job opportunities and bolstering the digital economy.
El-Nemr concluded by affirming that "Jobue" will continue to upgrade its services in partnership with various entities. She stressed her commitment to listening to corporate feedback to continually refine the platform, noting that continuous learning and development are the bedrock of success for any venture in the technology and digital economy sectors.