A NELSON Mandela Bay advertising agency has created a benevolent initiative aimed at making graduates more employable.
Boomtown Strategic Brand Agency has launched a scheme called “Bayeza” which takes a group of graduates on for a year and exposes them to working life in a bid to make them attractive to future employers.
Boomtown creative director Andrew Mackenzie said South Africa had an abundance of eager graduates looking to make their mark in industry, and that fostering this talent would lead to the country being a strong competitor internationally.
It was reported last year that 600000 graduates in South Africa were unable to find employment.
Boomtown has taken on four individuals from Nelson Mandela Metropolitan University this year: three creative and one marketing graduate.
During the course of the year they will be taken through each area of the agency, giving them valuable business experience.
Bayeza will be allocated billable work both from existing and new clients. The graduates also have the opportunity to do proactive work and come up with new ideas for existing or new prospects.
Luvuyo Bangazi, who is spearheading the initiative, said the Bayeza graduates would be fast-tracked through the agency, giving them an understanding of life at Boomtown and what to expect when they entered full-time employment.
“The goal is to make Bayeza a business within a business so we can channel whatever profits it makes back into supporting previously disadvantaged graduates in our sector,” he said.
Lwando Marambana, Zinzi May, Phola Maneli and Gerard Addison, joined Boomtown last month.
Maneli said he had always wanted a career in advertising.
“It’s been my dream to work in this industry ever since I started watching Generations as a child; I can still clearly remember seeing Archie Moroka in New Horizons and the way he and everyone in that company carried themselves really inspired me,” Maneli said.