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BEE actions speak louder than words

A GROWING problem with black economic empowerment (BEE) is that companies are increasingly seeking public recognition for their efforts.

Instead of entering into empowerment in the intended spirit of transformation, skills enhancement and nation-building, many companies hire small armies of public relations executives to trumpet their achievements.

Unfortunately, this strategy demeans and belittles two central tenets of empowerment: genuine commitment to change comes from the heart, and actions speak louder than words.

Nevertheless, BEE can be harnessed positively and persuasively to enhance a company's branding strategy. When consumers buy products from a company that is truly empowered they are more likely to think: "I'm buying this but not only from a proudly South African perspective, but also because it has an element of BEE that is empowering the broader market."

Using this approach, BEE can be viewed as an important development, not only for the good of the country but also as a marketing tool to increase sales.

Besides equity, the most critical component of BEE from an ownership perspective is building skills - and ensuring that the skills pool is deepened in the process. After all, people seeking a long-term investment in a company do so not only with financial capital. They pour in skills capital as well to ensure maximum addition of value and optimum performance.

Bearing in mind that expansion often lies outside South Africa's borders, companies are well aware of the need to ensure they are equipped to deal with opportunities should they arise. To do so requires solid foundations.

Just as empowerment should be as broadly based as possible, so the development of skills should be continuous, ensuring that a company's knowledge and skills base is always being strengthened and enriched.

But the drive for empowerment has led to a disturbing trend: the proliferation of so-called BEE consultants, many of whom are not worth the cost of a telephone call. Empowerment is a hot topic and many people are seeking to take advantage of new opportunities that arise daily. However, there are just as many apparent experts offering their allegedly unique marketing and legal skills, all claiming they have direct access to the perfect BEE partner for just about any enterprise imaginable. Be sure to get advice from experienced and trusted people.

Making the most of the branding opportunities presented by genuine BEE requires a careful blend of informing the public of your achievements and vision, and ensuring that the process does add value and enhances your prospects. BEE is about a commitment to transformation - and that's something South Africans should know about.

Nchabalang is chief executive of advertising and communications firm Blueprint

Do you know how your staff feel about your BEE policies and actions?
How do these opinions affect your business?

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