Walking the Talk with Diversity

“We have returned nearly 20 professionals back to the Continent in various levels in our business - including board level Directors,” says John Patterson, Human Resources Director of Diageo Africa. During his tenure, Diageo Africa has appointed senior Africans to the Executive – making the Diageo Africa Executive a truly ‘African’ team.

Diageo Africa produces, markets, and distributes alcohol, beverages and soft drinks across Sub-Saharan Africa. In his role, Patterson provides HR leadership to nearly 4,000 people in the Africa Business Unit, which comprises 20% of Diageo’s worldwide workforce, and produces sales of £750 million. Born and educated in the USA, John Patterson has been HR Director in Diageo since 2001, having previously worked for the company in roles in both North America and the UK.

Speaking to ReConnect Africa, the head of Diageo’s African Human Resources function explains how Diageo Africa has moved beyond rhetoric to truly demonstrate diversity in Africa.

RCA: In your first year as Human Resources Director for the Africa business, Diageo Africa was awarded Africa Investor’s ‘Employer of the Year’ for 2004 – an accomplishment for which both you and the business in Africa are justifiably very proud. Why has Diageo Africa put so much emphasis on the need to grow its African management talent?

JP: We believe that there is a rich source of talent and capability on the African continent. That belief has been coupled with the belief that 'Talent attracts Talent'. Therefore, we have been able to meet the needs of our growing business with highly qualified Africans that give us the competitive advantage in the talent market place.

RCA: What has Diageo Africa succeeded in accomplishing during your time as HR Director?

JP: We have returned nearly 20 African professionals back to the Continent in various levels in our business - including board level Directors.  Six out of the seven Managing Director Positions have gone to African talent.  We have appointed five Africans - two Kenyans, two Nigerians, and one Zimbabwean - to the Diageo Africa Executive Committee. There were none three years ago.  We have doubled the representation of our in-country African leaders - from 20% in 2004 to over 50% in 2006.  Correspondingly, our dependence on Anglo Saxon (US/UK) expatriates has significantly reduced from 65 in 2004 to 23 today. 

RCA: How do you believe that companies in Africa can really compete for the best African talent globally?

JP: Simple really.... offer people the chance to contribute at a significant level, develop them across African and international borders, and ensure that they are rewarded for their contributions.  This is obvious, but the real key in it all comes down to the quality of our leadership.  At Diageo, we have set clear standards for our leaders and hold them accountable for creating the conditions for people to be successful.

“We have returned nearly 20 professionals back to the Continent in various levels in our business - including board level Directors,” says John Patterson, Human Resources Director of Diageo Africa. During his tenure, Diageo Africa has appointed senior Africans to the Executive – making the Diageo Africa Executive a truly ‘African’ team.

Diageo Africa produces, markets, and distributes alcohol, beverages and soft drinks across Sub-Saharan Africa. In his role, Patterson provides HR leadership to nearly 4,000 people in the Africa Business Unit, which comprises 20% of Diageo’s worldwide workforce, and produces sales of £750 million. Born and educated in the USA, John Patterson has been HR Director in Diageo since 2001, having previously worked for the company in roles in both North America and the UK.

Speaking to ReConnect Africa, the head of Diageo’s African Human Resources function explains how Diageo Africa has moved beyond rhetoric to truly demonstrate diversity in Africa.

RCA: In your first year as Human Resources Director for the Africa business, Diageo Africa was awarded Africa Investor’s ‘Employer of the Year’ for 2004 – an accomplishment for which both you and the business in Africa are justifiably very proud. Why has Diageo Africa put so much emphasis on the need to grow its African management talent?

JP: We believe that there is a rich source of talent and capability on the African continent. That belief has been coupled with the belief that 'Talent attracts Talent'. Therefore, we have been able to meet the needs of our growing business with highly qualified Africans that give us the competitive advantage in the talent market place.

RCA: What has Diageo Africa succeeded in accomplishing during your time as HR Director?

JP: We have returned nearly 20 African professionals back to the Continent in various levels in our business - including board level Directors.  Six out of the seven Managing Director Positions have gone to African talent.  We have appointed five Africans - two Kenyans, two Nigerians, and one Zimbabwean - to the Diageo Africa Executive Committee. There were none three years ago.  We have doubled the representation of our in-country African leaders - from 20% in 2004 to over 50% in 2006.  Correspondingly, our dependence on Anglo Saxon (US/UK) expatriates has significantly reduced from 65 in 2004 to 23 today. 

RCA: How do you believe that companies in Africa can really compete for the best African talent globally?

JP: Simple really.... offer people the chance to contribute at a significant level, develop them across African and international borders, and ensure that they are rewarded for their contributions.  This is obvious, but the real key in it all comes down to the quality of our leadership.  At Diageo, we have set clear standards for our leaders and hold them accountable for creating the conditions for people to be successful.

RCA: Do you see other companies emulating Diageo’s example in recognizing the power of diversity at the top?

JP:If you want to move from ‘Talk’ to ‘Action’, it starts at the top. We have not taken the ‘evolutionary' approach.... it has been far more rapid and 'revolutionary’. We have scoured the globe for the brightest talents from the Continent and encouraged them to return and to add value. We have also taken chances where, in the past, we were more conservative. It comes down to TRUST.

More Africans in our business are working outside of their home country and across borders than ever before - and we are well on our way to becoming a net exporter of African talent to other parts of Diageo. In the past 12 months, we have sent Nigerians from Guinness Nigeria plc to the USA, the UK, and Brazil.

I hope this trend will continue and that many companies do embrace this for the holistic development of the African continent.

RCA: Prior to joining the Diageo Group, you held a number of senior HR roles at PepsiCo and Lockheed Aerospace. Since coming into this role, you have been able to interact with many Africans across the continent and also to serve as a member of the Board of Directors of Guinness Ghana Brewing Limited. As an American who has worked within the African business and across the continent over the last 3 years, what has been the number one lesson that you have learned?

JP: Be yourself - authentically.  Say what you think and do what you say.  Don't allow your past files and beliefs to get in your way.  Africa has so much to offer the world and the best years are ahead for the people and the Continent.

RCA: Do you see other companies emulating Diageo’s example in recognizing the power of diversity at the top?

JP:If you want to move from ‘Talk’ to ‘Action’, it starts at the top. We have not taken the ‘evolutionary' approach.... it has been far more rapid and 'revolutionary’. We have scoured the globe for the brightest talents from the Continent and encouraged them to return and to add value. We have also taken chances where, in the past, we were more conservative. It comes down to TRUST.

More Africans in our business are working outside of their home country and across borders than ever before - and we are well on our way to becoming a net exporter of African talent to other parts of Diageo. In the past 12 months, we have sent Nigerians from Guinness Nigeria plc to the USA, the UK, and Brazil.

I hope this trend will continue and that many companies do embrace this for the holistic development of the African continent.

RCA: Prior to joining the Diageo Group, you held a number of senior HR roles at PepsiCo and Lockheed Aerospace. Since coming into this role, you have been able to interact with many Africans across the continent and also to serve as a member of the Board of Directors of Guinness Ghana Brewing Limited. As an American who has worked within the African business and across the continent over the last 3 years, what has been the number one lesson that you have learned?

JP: Be yourself - authentically.  Say what you think and do what you say.  Don't allow your past files and beliefs to get in your way.  Africa has so much to offer the world and the best years are ahead for the people and the Continent.