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Transcript of Recruiting the Diaspora in Africa John L. Patterson HR Director Diageo Africa Johannesburg, South...
Recruitingthe Diasporain Africa
John L. Patterson
HR Director Diageo Africa
Johannesburg,
South Africa
6 – 8th September 2004
Great Brands
Great Performance
Great People
Diageo - famous for…
#1 Tequila
#1 Liqueur #2 Rum
Diageo Global Brands
#1 Scotch Whisky #2 Scotch Whisky
#1 Gin #1 Stout
#1 Vodka
The world's leading premium drinks business trading in over 180 markets around the world.
Mali
CAR
Spotlight on Africa> There are over 4,500 Diageo Africa employees
> Diageo Africa is present in 40 other markets through licence brewing, distribution agreements and direct export
Guinness Nigeria Plc
East African Breweries Ltd
Brandhouse (South Africa)
Guinness Cameroun SA
Guinness Ghana Ltd
Seychelles Breweries Ltd
Africa is significant for Diageo
> 2nd largest market by volume (after North America)
> 3rd largest profit delivery (after US and UK)
> Represents 10% of Diageo’s global trading profit
Growth of the Guinness Brand
> Guinness volume growth of 10% CAGR past decade
> Largest overall market – 30% of total brand volume
> Nigeria 3rd largest – overtaking Ireland for 2nd largest market
> Cameroon 5th, Ghana 8th, Ivory Coast 9th and Kenya 10th largest markets
Africa Performance
Why Recruit the Diaspora?
Build capability in the markets– Reverse the flow of the ‘brain drain'
Scarce candidates locally
Attractive employer for Africans in Africa
Expatriate cost / benefit payback – Significant costs (3X) to locate into market
– Place greater emphasis on developing successors
Good for Africa, Good for business
Meeting the challenges
Cultural awareness/training programmes
Rewards programmes – soft landing
Mentor – Local support
E-Recruitment
Networking Events
Churches / Diaspora Groups
Diageo Brand
Social Responsibility
> People don’t want to work for irresponsible companies
> We know that our actions can differentiate us from our competitors in the minds of all our stakeholders
– Rigorous marketing code
– HIV/AIDS policy
– Diageo alcohol educational initiatives
– Environmental initiatives