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Recruiting the Diaspora in Africa: Building a Stronger Workforce for Diageo

Explore how Diageo, a global premium drinks business, leverages the African diaspora to enhance its workforce in Africa. Discover the benefits, challenges, and strategies of recruiting diaspora talent to drive business growth and cultural awareness.

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Recruiting the Diaspora in Africa: Building a Stronger Workforce for Diageo

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  1. Recruitingthe Diasporain Africa John L. Patterson HR Director Diageo Africa Johannesburg, South Africa 6 – 8th September 2004

  2. Great BrandsGreat PerformanceGreat People Diageo - famous for…

  3. #1 Vodka #1 Scotch Whisky #1 Stout #2 Scotch Whisky #1 Tequila #1 Liqueur #2 Rum Diageo Global Brands The world's leading premium drinks business trading in over 180 markets around the world. #1 Gin

  4. 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 PlcEast African Breweries LtdBrandhouse (South Africa)Guinness Cameroun SAGuinness Ghana LtdSeychelles Breweries Ltd

  5. 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 tradingprofit 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

  6. 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

  7. Cultural awareness/training programmes Rewards programmes – soft landing Mentor – Local support E-Recruitment Networking Events Churches / Diaspora Groups Diageo Brand Meeting the challenges

  8. 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

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