Recruiting the Diaspora in Africa John L Patterson
- Slides: 8
Recruiting the Diaspora in Africa John L. Patterson HR Director Diageo Africa Johannesburg, South Africa 6 – 8 th September 2004
Diageo - famous for… Great Brands Great Performance Great People
Diageo Global Brands The world's leading premium drinks business trading in over 180 markets around the world. #1 Vodka #1 Liqueur #2 Rum #1 Gin #1 Stout #1 Tequila #1 Scotch Whisky #2 Scotch Whisky
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 Mali CAR Guinness Nigeria Plc East African Breweries Ltd Brandhouse (South Africa) Guinness Cameroun SA Guinness Ghana Ltd Seychelles Breweries Ltd
Africa Performance Africa is significant for Diageo > 2 nd largest market by volume (after North America) > 3 rd 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 3 rd largest – overtaking Ireland for 2 nd largest market > Cameroon 5 th, Ghana 8 th, Ivory Coast 9 th and Kenya 10 th largest markets
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 (3 X) 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
