Unlocking Talent: Hiring Insights from Africa with Doug Haines
Is South Africa the best kept secret in global hiring? On this episode of the Hiring Excellence podcast, Johnny Campbell sits down with Doug Haines, cofounder of Marketing Pros, to discuss why more companies should be looking at South Africa when building marketing teams.
Doug shares his journey from struggling to hire in the UK to building a thriving team of high agency talent in Cape Town. They explore the country’s talent pool, time zone perks, cultural alignment, and what companies need to know legally and logistically before hiring there. Whether you’re looking to scale affordably or tap into underutilized talent, this episode is packed with insights.
Timestamps:
00:54 Doug’s Journey into South African Recruitment
01:57 Microsoft’s Strategy and Doug’s Focus on Africa
03:15 Advantages of Hiring in South Africa
08:02 Challenges and Legalities of Hiring in South Africa
11:17 Recruitment Strategies and Market Nuances
14:03 Remote Working in South Africa
21:04 Building a Team in South Africa
23:21 Geographical Considerations and Final Thoughts
26:46 Conclusion and Contact Information
Also available on: LinkedIn, Spotify, and Apple Podcasts!
Key Takeaways
1. South Africa is a powerhouse of high agency talent
Doug’s move to hiring in South Africa wasn’t just about cost, it was about capability. He found that South African professionals brought a problem solving mindset and an ability to take ownership, particularly in marketing and client facing roles.
For Doug, the magic wasn’t in finding people who could follow instructions, it was in discovering people who could lead initiatives, solve complex issues, and grow with the company. That level of ownership is rare, and South Africa has it in abundance.
2. Region role fit matters more than price
While the cost advantage is real, often around 50 percent savings compared to the UK, Doug cautions against viewing South Africa solely as a budget play. Instead, he recommends matching the region’s strengths with the right roles.
South Africa shines in roles that require cultural nuance, clear communication, and autonomy like marketing, project management, and account strategy. It’s less about where you can save the most and more about where you’ll get the most value.
3. Local contracts and compliance are crucial
The South African employment system heavily favors workers. For companies setting up operations, it’s critical to understand protections like the CCMA (employment tribunal) and the expectations around formal employment contracts.
Doug recommends working with a local partner, EOR, or building your own entity to navigate this complexity. Many talented professionals in the region prefer formal contracts to unlock benefits like housing or car loans, so compliance also impacts your ability to attract top talent.
4. The best talent isn’t applying to your job posts
As in many markets, the best people in South Africa aren’t scouring job boards. Doug’s agency uses a proactive, headhunting first model, building relationships, maintaining a talent pipeline, and finding people who aren’t actively looking.
This is where local expertise matters. Without it, companies risk overpaying or hiring the wrong fit. Doug’s advice, get boots on the ground or partner with someone who understands the market inside out.
5. Remote work works with the right expectations
Despite infrastructure concerns like power cuts, Doug says remote work in South Africa is very feasible. Most professionals are well equipped with backup solutions and tech savvy enough to manage disruptions.
The real challenge is remote work culture. Doug stresses the importance of setting clear expectations, over communicating early goals, and investing in onboarding. When done well, South African talent excels in remote first environments.
6. Cape Town and Johannesburg offer different advantages
Cape Town is a creative hub with a relaxed pace and high quality of life, ideal for marketing and content focused teams. Johannesburg, by contrast, is fast paced and business driven, better suited for operations heavy or call center style work.
Doug’s team is based in Cape Town, and he regularly travels there without jet lag thanks to the time zone. This convenience makes it easier to build relationships and create strong team culture, something often overlooked in offshore strategies.
7. Focus on culture and career growth to retain talent
Doug warns against assuming South African workers will just be grateful for the opportunity. The best candidates have options, and companies need to invest in making their business a place people want to work.
From local perks to clear career paths, culture matters. Doug attributes his team’s low churn to investing in their growth, treating them like partners, and building a high performing culture from the start.
Conclusion
Hiring in South Africa isn’t just a cost cutting measure, it’s a strategy for building resilient, high performing teams. Doug Haines shows how companies can tap into the region’s deep talent pool while navigating legal and cultural nuances.
If you’re tired of high churn, low ownership, and skills mismatches in your current hiring model, it may be time to look south. With the right approach, South Africa offers world class talent at a fraction of the cost and none of the compromise.