Designing a careers site for a business whose opportunities span Oil & Gas, Power, Water, Healthcare, Finance, Transport and Appliance industries was never going to be easy. Couple that with the fact GE Africa is experiencing overwhelming growth and yet faces a massive skills deficit in the region. GE Africa needed to target local candidates but also engage African nationals working abroad and entice them to bring their skills and experience back to the continent.


After embarking on a journey to establish an Employer Value Proposition (EVP) including focus groups and leadership interviews, “Destination Africa. Global Scale. Local Impact. Sustainable Results” was conceptualized. This EVP gave us natural content buckets to deliver a rich experience to visitors and related stakeholders.

In conjunction with our amazing digital partner POWERSHiFTER, the comprehensive redesign of the site reflects GE Africa’s rapid growth in the region. Most importantly, it showcases the variety of programs and leadership paths on offer, diversity of Africans who make their organization tick and innovations that inspire the continent.

Interactive features include; great responsive design on a variety of Desktop, Tablet and Mobile platforms, looping video reel, Wordpress news feed integration and dynamic carousel to display key facts.


User feedback has been overwhelmingly positive, GE Africa have experienced a rise in candidate traffic and swifter pathing of users to their job opportunities.

View the website here: