How Adeline Sede Kamga Leveraged the AWEC Program to Improve Employee Engagement and Drive Business Growth
Adeline Sede Kamga, AWEC Cohort 5 Alumna and the founder of FabAfriq Media Group, has established herself as a prominent figure in the field of data-driven full-funnel marketing and communication services. With a remarkable career spanning over 17 years, Adeline has honed her expertise in corporate communication, public relations, and motivational speaking. She has successfully combined elements of human resources (HR) and public relations (PR) to create a pan-African project known as The Corporate Awards and Corporate Women in Leadership. What started as a lifestyle magazine in 2010 has grown into a media group since 2013, serving more than 220 companies with exceptional services and recognition awards.
“Before joining the AWEC program, I faced challenges in running my business, including redundant processes and overwhelming responsibilities. Decision-making was difficult and often delayed.” Recognizing the need for support and growth, she joined the program to develop her skills, gain insights, and connect with fellow women entrepreneurs. AWEC provided resources and a supportive community, as the program improved Adeline's communication, decision-making, and critical-thinking abilities. She notes that active participation empowered her to become more assertive in managing her team.
The AWEC Effect: How Adeline Grew Her Revenue by 42%
Over the past year, Adeline has seen significant growth in her business, adding 8 new employees and over $185,000 in revenue. She credits AWEC as the transformative experience that shaped her management style and approach to employee engagement. FabAfriq has now implemented specific training programs for new employees immediately upon hiring, as well as additional efforts to keep employees motivated, resulting in a noticeable positive change in their attitudes.
“The resources I acquired from the program serve as a foundation for ongoing learning and development, keeping me updated with the latest industry trends, management theories, and technological advancements.”
The program proved highly beneficial to Adeline's personal and professional growth. Live sessions and assignments, in particular, left a lasting impact. She says “The real-time learning from established business leaders during the live sessions offered valuable insights and practical examples that accelerated my understanding and application of leadership principles.” Applying the knowledge gained allowed her to refine her leadership abilities in a controlled environment, enabling her to develop solutions for real-world scenarios.
“The AWEC program provided me with structures and opportunities for self-reflection, which enabled me to assess my leadership style and identify areas for improvement. Peer sessions and feedback created a safe space to receive constructive criticism from my Program Advisor and peers.” This was essential in fostering employee engagement and driving the success of her business.
Empowering Your Staff Will Power Your Business
Adeline values staff training for her media business. Industry training programs are crucial for enhancing productivity, creativity, and work quality. FabAfriq's programs cover areas like reporting, video editing, design, content creation, and analytics. They align employees with the company's vision, promote learning and growth, and uphold ethical standards while developing leadership skills. Adeline believes training improves individual and overall performance, contributing to the brand's reputation. She has implemented a strategic staff induction plan, including a three-month test session to assess training needs. Her approach reduces turnover and fosters a positive work culture through effective communication, recognition, professional development, and work-life balance.
Expanding to Other Markets
In addition to a decrease in employee turnover, the company has expanded its operations. “The program inspired me to be daring,” Adeline says. Notably, the lessons she learnt on the program gave her the confidence to take her business to the next level. She registered a new branch in Cote d'Ivoire and re-registered a logistic affiliate in the United Kingdom, resulting in expanded reach and improved customer service in new markets. Adeline knew that she would be able to collaborate with a network of strong, open-minded entrepreneurs who take their businesses seriously and are ready for the next level.
Adeline has transformed her leadership style and fostered a culture of innovation, attracting new clients and retaining existing ones. This has ultimately driven growth, leading to a 13% increase in revenue in the first quarter alone. Furthermore, through the network of women entrepreneurs she gained in AWEC, she has undertaken projects in multiple new countries such as Kenya, Ghana, and Nigeria, while also securing local teams, which has opened up new revenue streams and expansion opportunities.
Adeline's Vision for Expansion and Mentorship
Looking ahead, Adeline is determined to build her enterprise and clientele while advancing diversity, equity, and inclusion through various parallel projects. With a multifaceted approach, she plans to strengthen her Corporate Women in Leadership Initiatives by launching more mentorship programs across Africa, making corporate leadership positions more accessible to aspiring women leaders, and improving employability. She aims to extend her services across Europe and Africa, organizing events, creating impactful video and image campaigns, and publishing corporate magazines to share inspiring stories and build her presence. Additionally, Adeline aspires to collaborate with AWEC in the long run, serving as a mentor for the organization, thereby expanding her network to support the growth of aspiring business leaders in her region.
Lessons Learned: The Value of Preparation and Research in Entrepreneurship
Reflecting on her early days as an entrepreneur, Adeline acknowledges one thing she wishes she had known beforehand: the importance of taking a crash course for at least six months before launching her business. She regrets spending unnecessary money and struggling with prioritizing tasks due to a lack of proper knowledge. This experience taught her the value of adequate preparation and research before venturing into entrepreneurship.
AWEC is just one of many programs available that provide this opportunity for women entrepreneurs. However, if you don’t have time to undertake a full program, we encourage you to explore the mini-learning experiences available on our website to kickstart your entrepreneurial journey!