President William Ruto has turned the export of Kenyan labour from a survival tactic into a national economic strategy, but the human cost has forced a sudden regulatory pivot. Facing a rising tide of horror stories—from stranded domestic workers to fake job scams—the government has issued stringent new guidelines for anyone seeking greener pastures abroad.

The dream is simple: trade unemployment in Nairobi for a paycheck in Riyadh or Berlin. But the reality has often been a nightmare of trafficking and abuse. The "So What?" here is the government’s attempt to sanitize this trade. By mandating that all jobs be vetted through the National Employment Authority (NEA) and promising to fund air tickets, the state is trying to take control of a chaotic industry. They are effectively saying: "Go, but go on our terms."

The New Rules of Engagement

The new directive is clear: no more backyard agencies. Every recruitment firm must be registered, and every job order must be verified by Kenyan attachés in the destination country. The days of flying out on a tourist visa with a promise of work are ending.

• The Verification Shield: Job seekers are now required to cross-check any offer against the NEA website. If it’s not there, it’s a trap.
• The Ticket Promise: In a populist move, the President has promised state funding for air tickets, removing a major barrier for the poorest applicants, though details on repayment remain fuzzy.
• The Numbers Game: The government claims over 400,000 Kenyans are already working abroad under this scheme, with a target of one million. It is a massive bet on remittances to stabilize the shilling.

Safety vs. Desperation

Critically, the state is also rolling out mandatory pre-departure training. This isn't just about how to do the job; it’s about how to survive—how to report abuse, how to handle contracts, and cultural orientation. Yet, skepticism remains. Can a website really stop a rogue employer in the Gulf from confiscating a passport? Can a pre-departure seminar protect a girl in a remote household in Saudi Arabia?

The government’s crackdown has already seen the number of licensed agencies slashed from 1,200 to 600. It is a necessary purge. For the young men and women queuing at the passport office, these guidelines offer a fragile layer of protection in a world that sees them as commodities.

Kenya is open for business, and its main product is its people. The challenge now is ensuring they are sold, not sold out.