Hlangulani Msomi, founder of Indayi Communication, puts his company’s success down to a strong team. In his business, teamwork has been key.
The dedication of Msomi’s people to working together has enabled him to combine individual talents and skills into a marketing powerhouse that’s able to compete with the giants in the industry and has an impressive client list, including Metro FM, SABC 1, Gautrain, Avon and Ford.
The trust factor
“Trust is central, and it has allowed us to achieve superior levels of participation, co-operation, and collaboration,” Msomi says. ”As an eleven-member team, we share a strong sense of group identity, and we have confidence in our effectiveness.”
Employing for passion
“The employment process is critical,” he adds. “I have discovered that in this industry, it really pays to investigate what potential employees achieved as youngsters. I look at high school records to see what leadership positions they may have held and what sport they played. That gives me a solid indication of whether or not they are team players, and whether we can grow and develop the skills they acquired early on in life.”
“When you’re in the brand activation and event management business, you cannot take the risk of employing ‘nine-to-five’ people. I seek out employees who will be dedicated to getting the job done, regardless of the hours.”
Among the key points he considers about each candidate are whether they have the specific skills and experience required for the position, a passion for the business itself, and an ability to demonstrate the strengths Msomi needs in the role and in his business.
The wide range of skills and experience Msomi has brought into the company ensures that Indayi Communication is well-equipped to design and implement successful campaigns for clients.
“We test ourselves all the time,” he says. “Post campaign evaluations enable us to appraise the success of a particular campaign, and to ensure that it has met the client’s objectives.”
“We never assume success without measuring each aspect of a project.”
“In our case, we have to ensure that we provide unique and exciting experiences that leave consumers with a memorable connection to the brand.”
He says it’s ongoing analysis which ensures that clients’ objectives are met, and guarantees that they are usually significantly exceeded.
“Our combined interest in what we do means that we are constantly researching the market and introducing new ideas, particularly in social media and outdoor. If you are hungry to please your clients, maintaining good service is simply part of doing business.”
- Indayi Communication
- Founder: Hlangulani Msomi
- Est: 2010
- Start-up capital: R150 000
- Turnover in 2013: R3,4 million
- Call: +27 (0)11 646 1060
- Visit: indayi.com
Recommended Reading: Motivate Your Employees in Five Minutes or Less