Absa Bank Tanzania Calls for Strategic Shift in Employee Value Proposition as Workplace Expectations Evolve

Dar es Salaam

Organisations across Africa are being urged to rethink how they attract and retain talent, as the traditional concept of an Employee Value Proposition (EVP) gives way to a more experience-driven and strategy-led approach.

In an opinion piece shared with stakeholders, Absa Bank Tanzania’s Director for People Function & Culture, Patrick Foya, says the era of polished career-page promises is over. Today’s workforce, he notes, is more informed, mobile, and values-driven than ever before.

“For years, EVP was about competitive pay, benefits and training,” Foya explains. “Now it is about lived experience, how work feels, how careers progress, how leaders lead, and how purpose shows up every day.”

He argues that EVP should no longer be treated as a human resources slogan but as a strategic capability, the consistent ability to attract, develop, engage and retain talent aligned with business strategy.

Global Shift:

 From Perks to Proof

According to Foya, three major forces are reshaping the global workplace.

First is career growth:

 Employees increasingly choose organisations that offer clear progression pathways, internal mobility, coaching and meaningful development opportunities.

Second is well-being: 

Leading employers are embedding sustainable performance models, strengthening managerial capability, and prioritising mental health support as part of their operating frameworks rather than standalone initiatives.

Third is the growing role of artificial intelligence (AI). As technology reshapes job roles, forward-looking organisations are redesigning work around skills, ensuring that AI enhances rather than overwhelms employees.

“What employees believe is what they experience in everyday moments, onboarding, feedback conversations, recognition, and psychological safety,” Foya notes.

Africa’s Growing Talent Opportunity:

Across Africa, fast-growing economies and youthful populations are creating new workforce dynamics. Organisations that differentiate themselves, Foya says, focus on three pillars: employability, belonging and purpose.

Recognition for people practices is increasingly becoming a benchmark of credibility. In January 2026, Absa Group was recognised as a Top Employer for 2026 by the Top Employers Institute for the fifth consecutive year, earning certification across six African markets; South Africa, Zambia, Kenya, Ghana, Botswana and Mauritius.

For Absa Bank Tanzania, the recognition signals the need to localise global best practices while addressing Tanzania’s unique labour market realities.

Tanzania’s Evolving Labour Market:

Foya highlights three pressing themes shaping Tanzania’s workplace landscape.

Skills and employability: 

Employers are prioritising adaptability, continuous learning and graduate readiness.

Retention pressures:

 Competitive sectors, including banking, are experiencing increased voluntary turnover, making integrated HR systems essential.

Work–life balance: 

Supportive leadership and fair workload management are emerging as key drivers of productivity and engagement.

“These realities make EVP practical, not theoretical,” Foya says. “How do we create careers that grow? Enable sustainable performance? Build trust through leadership?”

Absa Bank Tanzania’s Focus Areas:

Grounded in its purpose, “Empowering Africa’s tomorrow, together… one story at a time,” and brand promise, “Your Story Matters,” Absa Bank Tanzania is focusing on three core priorities:

A place to grow: Strengthening internal mobility pathways, leadership development and capability-building programmes.

A place to belong: Advancing inclusion and leadership accountability. Recent promotions saw more women elevated to director-level roles, including Ndabu Swere (Retail Banking Director), Nellyana Mmanyi (Corporate Banking Director), and Irene Rwegalulira (Global Markets Director).

A place to make impact: Connecting daily banking operations to broader societal impact, the supporting households, entrepreneurs, communities and national development.

In addition, the bank’s Managing Director and CEO, Obedi Laiser, was recently named Best CEO/MD of the Year 2025 at The Top 100 Executives List Awards Tanzania, underscoring leadership and governance recognition within the sector.

EVP as a Strategic Imperative:

Foya emphasises that organisations must treat EVP with the same discipline applied to financial and operational strategies.

Key actions include defining EVP through lived behaviours rather than benefits alone, equipping managers with coaching and inclusive leadership skills, measuring engagement and mobility metrics, and telling authentic employee stories backed by data.

He also advocates for digital clarity, placing HR policy guidance within platforms employees already use, such as Microsoft Teams, to reduce misinformation and enhance trust.

A Practical Roadmap for Tanzania:

Absa Bank Tanzania proposes a phased framework:

Quarter 1: Conduct an EVP audit and deploy a policy assistant grounded in HR policy documentation.

Quarter 2: Launch manager capability development focused on coaching and inclusive leadership.

Quarter 3: Strengthen internal mobility systems and inclusion accountability.

Quarter 4: Refresh employer branding with measurable proof points and update digital policy tools.

Building Tanzania’s Next Decade

Foya concludes that Tanzania’s most successful organisations in the coming decade will be those that prioritise building people, not just hiring them.