Akin Owolabi
In today’s Nigeria, every serious business is fighting the same war — the war for talent. Whether you are building a fintech in Lagos, a factory in Aba, or a retail chain in Abuja, one truth stands tall: your people are your edge.
Machines, capital, and strategies can be copied but great people cannot. As Jim Collins, author of Good to Great, wrote: “Great vision without great people is irrelevant.”
But attracting great people in today’s labour market is not easy. The best talents are spoiled for choice — multinational offers, remote work, side hustles, or even migration.
So how can a growing business attract the brightest minds in such a competitive environment?
Let us learn from how Nigeria’s best companies do it and how you can too.
1. Build a Vision Bigger Than a Paycheck
Talented people do not just look for jobs, they look for purpose. They want to work for businesses that stand for something.
That is why Tony Elumelu’s Heirs Holdings and the Tony Elumelu Foundation attract top young Africans. They do not just offer employment; they offer a mission — Africapitalism, the belief that Africa’s private sector can transform the continent.
When your company has a clear, inspiring mission, it becomes magnetic. Ask yourself: Why do we exist beyond profit?
What change are we trying to make?
People are not inspired by what you do, but by why you do it. “When people are financially invested, they want a return. When they are emotionally invested, they want to contribute,” wrote Simon Sinek.
Build a vision worth believing in and you will never have to beg great people to join you.
2. Hire for Attitude, Train for Skill
Certificates are not the same as competence. Many Nigerian employers still chase credentials, ignoring the truth that skills can be taught, but attitude cannot.
When Andela began in Lagos, most applicants were young and inexperienced. But the founders looked for passion, curiosity, and grit then trained them into excellence. That approach produced some of Africa’s best software engineers.
Hire people who align with your values and energy. Look for hunger, humility, and honesty. A positive attitude plus the right culture beats technical brilliance without integrity.
3. Build a Culture People Love to Belong To
Culture is your strongest recruiting weapon or your worst enemy. A toxic work environment repels talent faster than any competitor. But a healthy, empowering one attracts people even when you are not hiring.
Ask yourself: If someone worked here for a year, what story would they tell others?
Companies like Paystack and Interswitch became magnets for young goal-driven Nigerians because they built open, innovative, and respectful cultures. People felt valued and free to create.
Remember, your culture is what people do when no one is watching. Make it count. “Culture eats strategy for breakfast,” observed Peter Drucker.
4. Tell Your Story Loudly
Even if your company is small, your brand can be powerful.
Showcase your mission and people online. Share employee stories on Instagram or LinkedIn. Let potential hires see your work ethic, energy, and values.
Cowrywise and Kuda do this brilliantly — posting pictures of team activities, milestones, and employee achievements. That visibility does not just attract customers; it attracts talent.
Do not hide your greatness. The people you want to attract need to see your story.
5. Offer Growth Opportunities
Talented people crave growth. They want to improve, lead, and evolve.
Even if you cannot pay like a multinational, you can offer learning, mentorship, and responsibility. Let them handle real challenges. Give them room to innovate.
At Dangote Group, continuous training is a tradition. In smaller firms, you can offer similar value by sponsoring short courses, online learning, or internal mentorship.
Growth attracts growth. When ambitious people see they can develop under your leadership, they will choose you over higher pay elsewhere.
6. Be Fair and Transparent
Many Nigerian job seekers have horror stories — unpaid salaries, false promises, and inconsistent leadership. Be different.
Build trust right from the hiring stage. Be honest about expectations, pay, and opportunities. When people sense integrity, they respect you — even if they do not get the job.
Stephen Covey quipped, “Trust is the currency of leadership.” Fairness and transparency attract the kind of people who value the same things and that is exactly who you want on your team.
7. Build Reputation as an Employer of Choice
Reputation is the ultimate recruitment strategy. When your company becomes known for treating staff well, word spreads. You will attract unsolicited applications and recommendations.
The truth is, people talk. One satisfied employee can bring five great referrals. One mistreated staff can scare away fifty.
Invest in your employer brand. Become the kind of business that people admire, not fear.
Conclusion
Attracting great people starts from within. If your business is exciting, purposeful, and people-centered, talent will come. You will not have to chase excellence — excellence will chase you.
So do not just post job ads; build a company worth joining. Because the best way to attract the best, is to be the best.
And that leads us naturally to the next crucial question: Once you have attracted them, how do you keep them?
That is where the real work begins. Next week, expect an insightful article that reveals some of the best kept corporate secrets. Till then.