Recruiting the Diaspora in Africa

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Recruitingthe Diasporain Africa
John L. Patterson HR Director Diageo
Africa Johannesburg, South Africa 6 8th
September 2004
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Great BrandsGreat PerformanceGreat People
Diageo - famous for
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Diageo Global Brands
The world's leading premium drinks business
trading in over 180 markets around the world.
1 Gin
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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
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Africa Performance

• Africa is significant for Diageo
• 2nd largest market by volume (after North
  America)
• 3rd largest profit delivery (after US and UK)
• Represents 10 of Diageos 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

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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
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Meeting the challenges

• Cultural awareness/training programmes
• Rewards programmes soft landing
• Mentor Local support
• E-Recruitment
• Networking Events
• Churches / Diaspora Groups
• Diageo Brand

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Social Responsibility

• People dont 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