Gebeya Inc.: Finding the Best of African Talent

In May 2021, Chief People Officer Samira Eramdani needed to identify the optimal way to expand the operations of Gebeya Inc. (Gebeya). For the past few years, Gebeya had grown its virtual platform, which matched freelancers with companies that needed their services. There was strong engagement by both talent and clients with Gebeya’s offerings, and it was time to seize the next opportunity. In terms of location, Gebeya planned to pursue all geographical regions across the continent but needed to choose among Kenya, Egypt, and Morocco to focus the company’s limited resources. Eramdani also needed to determine how best to attract freelancers to the platform. The options included a certification and training program, a freelancer mentorship initiative, and the creation of partner school curricula. Taking the current freelance industry environment into account, as well as Eramdani’s goals for Gebeya, she needed to decide how best to expand.