How to Launch a Successful Go-To-Market Strategy in Africa: Part 3

headshot of Harry Dhillon from GoGlobal's Recruit and Hire team

By Harry Dhillon, Director and Bekky Talia Otieno, Assistant Manager, Recruit & Hire, GoGlobal

Welcome to the third and final installment of our blog series on developing an effective go-to-market (GTM) strategy in Africa. In this content series, we explore the evolving role of Africa in the global economy and delve into the intricacies of developing and implementing effective GTM strategies in the region.  

From understanding market dynamics to overcoming challenges in global hiring, each installment will provide valuable insights and practical guidance to help organizations thrive in the dynamic and diverse markets of Africa.  

Crafting a robust go-to-market (GTM) strategy is mission critical for businesses seeking to extend their footprint into new territories, particularly in Africa. A critical component of this strategy lies in assembling the right talent for your team. Local professionals bring a wealth of knowledge about the target market, cultural intricacies and consumer behavior. Their specialized expertise can significantly enhance your GTM initiatives and lay the groundwork for success in the African market. 

Navigating the HR landscape in Africa comes with its own set of challenges. From talent crunches and sourcing the right talent to regulatory compliance and cultural expectations, businesses must contend with various obstacles. Additionally, the typical need to set up a legal entity in the target country further complicates the hiring process. 

In this final installment of our series on GTM strategies in Africa, we aim to dissect the challenges that organizations encounter and unveil strategic solutions to surmount them. Through illuminating success stories and actionable advice, we aim to equip you with the insights needed to effectively attract, recruit and retain top talent across the diverse markets of Africa. 

Challenges abound

The following are some of the hurdles international companies face as they build local GTM teams in Africa: 

  • Navigating Local Talent Landscapes: A significant challenge is in understanding local market conditions so you can recruit GTM talent effectively and compliantly. This includes processes like drafting effective job postings, screening candidates, conducting remote interviews and effective onboarding.  
  • Diverse Regulatory Landscapes: One of the central complexities in building a local GTM team stems from the sheer diversity of regulatory environments across African nations. These regulations span labor laws, tax codes, immigration policies and more. Furthermore, these frameworks are subject to change and evolution, making it essential for businesses to stay abreast of the latest updates and modifications to remain compliant. 
  • Evolving Labor Laws and Employment Practices: The intricacies extend to the employment sphere, where understanding labor laws and employment practices specific to each country becomes pivotal. Employment contracts, benefits, notice periods and termination procedures can vary significantly. Adhering to the correct procedures is essential to avoid legal disputes. 
  • Cultural and Linguistic Nuances: Beyond the legal aspects, the continent’s rich tapestry of cultures and languages adds another layer of complexity. Successful recruitment, onboarding and workforce management require an appreciation of cultural norms, traditions and linguistic diversity. Ignoring these nuances can lead to miscommunication, misunderstandings and difficulties in building cohesive teams. 
  • Reporting and Compliance: Each African nation has its own reporting requirements and compliance standards. This includes securing the necessary work permits and visas for expatriate employees, adhering to tax regulations and ensuring employee benefits align with local laws. 
  • Global vs. Local Strategies: Striking the right balance between global strategies and localized approaches is a constant challenge. While international companies often have standardized HR practices across borders, adapting them to fit the unique needs and expectations of individual African nations is vital for success. 

Solution: Employer of Record and International HR solutions 

In facing these hurdles, Employer of Record (EOR) services emerge as a strategic solution for international companies looking to embark on GTM strategies in Africa. 

For starters, EOR hiring allows international companies to kickstart their local GTM hiring without the conventional need to set up a legal entity in target countries. The advantages do not end there, as an EOR can help mitigate corporate risks and streamline key HR processes, such as drafting contracts, onboarding, payroll processing, benefits administration and more.  

Numerous EOR providers offer comprehensive, end-to-end international HR solutions beginning with recruitment, such as GoGlobal’s Recruit & Hire. This makes it easier for international companies to fill in-demand roles in technology, sales, marketing, client services, finance and management. 

An effective EOR and international HR partner should bring a wealth of expertise to the table: 

  • In-Depth Local Knowledge: EOR partners possess comprehensive knowledge of the regulatory landscapes in individual African countries, ensuring compliance with evolving laws and regulations as you build your local GTM team.  
  • Recruitment Solutions: EOR partners are well-versed in local job markets, regulations and cultural expectations, enabling them to conduct effective talent searches, arrange remote interviews and conduct benchmarking to determine competitive compensation and benefits packages. 
  • Streamlined Hiring Processes: EOR partners streamline the recruitment and onboarding processes, leveraging their local networks and expertise to identify suitable candidates and manage work permits and visas. 
  • Compliance Assurance: EOR partners ensure adherence to local labor laws, tax regulations and benefits administration. This minimizes legal disputes and ensures employees receive their rightful entitlements. 
  • Cultural and Linguistic Understanding: They provide guidance on navigating cultural and linguistic nuances, fostering an inclusive work environment that accommodates local customs and practices. 
  • Relationships and Networks: EOR partners facilitate relationship-building with local authorities and partners, helping companies integrate seamlessly into the local business ecosystem. 
  • Global Expertise, Local Adaptation: Offering a global perspective, EOR partners tailor HR strategies to align with the specific needs of each African nation, striking a balance between global standards and local requirements. 

Success stories


A US-based fintech startup set its sights on expanding into the Nigerian market, attracted by the country’s burgeoning fintech landscape and promising growth opportunities. However, the company encountered significant challenges in executing its GTM endeavors. Initial attempts to penetrate the Nigerian market faltered due to a failure to localize products and services as well as an inability to source suitable local talent.

How EOR and Recruitment Services Helped:

The startup enlisted the help of a reputable EOR partner with a proven track record in Nigeria. The revamped GTM strategy began a thorough analysis of the Nigerian talent landscape. This facilitated the recruitment of highly skilled local professionals, including niche talent essential for the fintech company’s success. By tailoring products and services to local consumer’s preferences and financial behaviors, the company achieved improved market penetration and increased customer adoption rates. Streamlining HR processes through EOR collaboration also enhanced operational efficiency, allowing the company to focus on core business initiatives and navigate the Nigerian fintech landscape effectively – poising the startup for sustained growth and success.


A leading EdTech company from the UK encountered several challenges when expanding into East Africa, as it looked to build GTM teams in Kenya, Tanzania, and Uganda. Key hurdles included sourcing talent for critical roles while ensuring compliance with local labor laws and regulations in each of the three target countries. Additionally, understanding cultural nuances and conducting remote recruitment posed significant challenges.

How EOR and Recruitment Services Helped:

The company partnered with an Employer of Record (EOR) service provider with recruiting capabilities. This partnership enabled the company to leverage local expertise for talent sourcing, develop compliant job descriptions tailored to each market and ensure adherence to regulatory requirements. The EOR facilitated remote interviews and assessments, streamlined the onboarding process for new hires and handled HR administration, including payroll processing. As a result, the company successfully recruited top talent, established a strong presence in the East African markets and positioned itself for sustainable growth and success.


A multinational tech consulting company with a global presence sought to expand its services into West Africa for the first time, starting with a GTM team in Ghana. However, lacking familiarity with the local hiring landscape and unsure of what roles it needed to hire, the company faced significant roadblocks in getting started.

How EOR and Recruitment Services Helped:

The company was referred to an EOR partner equipped with full-service recruiting capabilities. Leveraging its deep understanding of the local market, the EOR conducted a comprehensive analysis to identify necessary roles, considering industry dynamics, talent availability and regulatory nuances of Ghana. With the EOR’s guidance, the company tailored competitive compensation packages through benchmarking, ensuring compliance with local regulations. Taking charge of end-to-end HR recruitment, the EOR managed tasks ranging from drafting job descriptions to conducting interviews, streamlining the hiring process. Additionally, the EOR oversaw critical HR functions like benefits administration and payroll processing, enabling the company to focus on core operations while successfully establishing its presence in Ghana. The company later engaged the EOR partner to execute a similar GTM strategy in Côte d’Ivoire and Cameroon.

Contact us to learn more about how our one-of-a-kind Recruit & Hire solution can help drive your GTM strategy in Africa.