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Interview with Founder of Nutellopia ~ Mr. Sherif El Medany

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INTERVIEWER: MAHMOUD MANSI

EDITED BY: NADA ZEYADA

“Our success is based on our different point of views, which allows us to see the bigger picture and satisfy a larger audience.”

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About Nutellopia: “The first Nutella Bar in Alexandria. We serve the most delightful and delicious desserts using only the best topping, Nutella!”

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THE INTERVIEW

1-HR Revolution Middle-East Magazine: Were you inspired or forced to make your own private business? What was your motive behind it when you already have a well-established career?

Sherif El Medany: Well first of all, we can say it was a mix and match between inspired and forced *grins*. I was inspired to do my own project as I always loved the idea of project management and of creating something new, something that would drive my passion and love for business. At the same time, I was forced to make this private business as after working for 3 years in the corporate environment, I was always touched by a quote saying: “If you don’t take risks you will always work for someone who did.”

So my main motive was my passion for making something new, and the challenge of turning a dream into reality.

My well-established career had a major role in helping me develop this business from the expertise I acquired from it.

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2- HR Revolution Middle-East Magazine: Did you previous experience in the food industry? How did you learn about this industry before launching Nutellopia?

Sherif El Medany: No, I had no experience in the food industry before, but I always believed in the idea that it’s never too late to learn something new. This belief was inspired from a friend I met in the USA, whom I found working as a car driver in New York. When we got to talk I found out that he was a well-established man who made a fortune from launching a series of restaurants which are still running until today. And when I asked him, “Why are you working on a limo?” He said that he loves to meet new people every day who are inspiring him and whom he had learnt from a lot.

So, my first steps were to start learning about cooking desserts and making a lot of trials. Eventually, most of them ended with a big explosion in the kitchen or a ruined cake *grins*. After this, came the step of mastering our products and designing them which was the responsibility of Aly Fayed, my partner, and whoever visited our store could say that he did a really good job in his task.Our team consisted of 7 partners; each of them was responsible for gathering information about the industry so we can be able to compete properly when first launching the business. It was one hell of a ride but I guess we succeeded in making it happen.

3- HR Revolution Middle-East Magazine: On what basis did you choose your team of co-founders and investors? What were the criteria?

Sherif El Medany: As I was saying before the team is formed of 7 co-founders each of them had a talent which made the choice really easy.

Aly Fayed: The enthusiastic person who doesn’t eat Nutella, which was really healthy for our business to see things from another perspective, also he helped a lot through his strong contact list and planning skills.

Mohanad El Gohary: The chill out person who is always keen on making decisions slowly but properly.

Doha Mourad: The young lady whom the business needed to add her girly touch. She was still in high school when she partnered with us, but with strong cooking skills, which was a strong added value to our business and a role model for every girl who can chase her dream at a very young age.

Ahmed Dowidar: The designer and branding specialist who made it easy for us to design anything we wanted in the place, starting from the packaging and ending with our visual designs.

Mohamed Samy: The energetic accountant who always had a different theory which most of the time proved to be right.

Karim Hegazy: The sweet talker, who has social skills and different perspective of the business and how to manage it in an easy way. He proved the theory of Bill Gates right: “I’ll always choose a lazy person to do the job because he will always find the easiest way to perform it.”
I guess this sums up how we all got together to make a team.

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The Founders & Their Families

4- HR Revolution Middle-East Magazine: After you created the idea of the project and after you chose the partners, what was your first decision?

Sherif El Medany: Our first decision was to measure how willing we were to sacrifice for the sustainability of the business, and how long we were willing to stand by its side.

So our next decision was that we will work with ourselves until we learn every single thing about the business so we can better remotely manage it when needed. Whoever pays us a visit, will find always one of the founders on his way to greet him or her.

5- HR Revolution Middle-East Magazine: How did you start the recruitment process from A to Z?

Sherif El Medany: The recruitment process had many factors. The most important ones were the personal skills like the ability to talk with the customers and the technical skills in operating the space. We had a tough training period but it all ended up well. The middle-management recruitment was the hardest, as we needed to make them adapt to the system we were implementing and fill out the gaps that were being made.

We first had to go through a zillion interviews. Our questions were related to the business to assess their skills. We faced a tough situation at first at the opening stage that some of the approved workers did not show up and we had to fill the gaps ourselves, then we went through a filtration process when we had a full staff to reach the ultimate efficiency of the staff employed.

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6- HR Revolution Middle-East Magazine: How did you filter the CVs? And what is your criticism regarding the quality of the CVs you received?

Sherif El Medany: Unfortunately many Egyptians do not know how to make a CV, at least the ones we filtered, as we found out hilarious stuff written in them. Many were written unprofessionally that even if the person is well-qualified, the CV is not in their favor. Eventually, we had to ignore the CVs and filter people by actually trying them; like giving them a grace period for a couple of days to prove they are hard workers, that they could add value under a strong supervision, and seeing how they would deal with different situations. If they manage to stay strong, they will get accepted.

7- HR Revolution Middle-East Magazine: The products of Nutellopia have very special standards. Do you have a Research and Development Department that is responsible for developing your recipes? Or is it the creativity of your chefs?

Sherif El Medany: Yes, we do have some sort of a Research and Development Department which is operated by me and Doha. Our goal is to always improve our products and develop new recipes to continuously innovate and serve new ideas to the audience to keep on the fast pace of the competing market we are in. In addition, we seek to guarantee our leadership of this market that serves products that no one has seen in Egypt before.

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8- HR Revolution Middle-East Magazine: From your point of view, what are the specifications and qualities of a professional chef, and how to test these qualities through an interview?

Sherif El Medany: Our main concern and quality is commitment. As I said before, the kitchen is being operated by the owners to always guarantee the best quality served to the audience. Accordingly, the professional chef, from our point of view, should be able to be creative and flexible enough to adapt to our ongoing development process. This specific quality is easy to detect in the chefs at the interview. Specifically at a flexible place like ours which offers Chocolate Shawerma, which is first of its kind, as well as Magic Jars, Nutella Molten Cake and our exotic breakfast, all of which are new to the market. It is impossible to find someone who knows how to make them by experience.

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9- HR Revolution Middle-East Magazine: Aside from the obvious success principles of Nutellopia, what are the internal reasons of your success together as a team?

Sherif El Medany: Our success is based on one major thing which is our “differences”. Some other people would say that success comes when they all think alike. From my own point of view, our success is based on our different points of view, which allows us to see the bigger picture and satisfy a larger audience.

Another factor would be the ability of the team to get up after a strong fall, a quality that is hard to find in some other teams.So, passion towards the business would be the perfect answer as we all share the same passion.

10- HR Revolution Middle-East Magazine: Are you outsourcing your social media and marketing campaigns? Why?

Sherif El Medany: The answer would be 50% yes and 50% no. We do outsource with social media agencies but with our ideas. All the partners had previous experience in travelling and following the foreign and exotic ideas, so we try to introduce new marketing ideas to the Egyptian market like giveaways, festivals and professional videos,which are all made by us; specifically, our creative partner Ahmed Dowidar, who also works as a lecturer in the university. So, yes we do outsource, but no we make it our own way to a creative extent.

11- HR Revolution Middle-East Magazine: Does your employer know about your private business? Did this create any conflict? Does this affect you in your career in a positive or negative way?

Sherif El Medany: No, none of the employers know about our private business, but no conflicts were created as all the team is able to provide professional work at both careers without any shortage in performing their tasks.

My own opinion would be that all of us have been affected in a positive way in our careers as we learned a lot from Nutellopia, because not less than 10 years of experience have been provided in this project. Therefore, all the co-founders have a wider view of business now and can both positively affect their career and employer, and can also provide an expansion for Nutellopia.

12- HR Revolution Middle-East Magazine: In your day job you work as a financial auditor. What is your opinion about HR in Egypt in general from an auditor’s perspective? And what sort of advice would you pass to HR professionals?

Sherif El Medany: My own advice would be that HR in Egypt are so bookish and traditional, most of the recruiters search for qualities in a person and do not think about developing creative minds. They only search for people who are able to perform donkey-work. On the other hand, all of the HR departments in all developed countries search for the creative youth and give them space to create and add value to the organization. Take Google for example and see how they recruit people. You will find out that this is their main reason for success. So my advice is to start giving space to their new hires, and allow them to add values to their organizations, not just teach them simple steps to work in a bookish environment, which is a great hindrance to Egypt’s economy.

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Sherif El Medany – Cooking

13-HR Revolution Middle-East Magazine: In Nutellopia, how do you audit the responsibilities of each of your employees? And how do you audit the quality of your products?

Sherif El Medany: We do have an audit system for each and every function. The idea of an audit is to set up controls to allow people to monitor each other to reach transparency and make it harder for anyone to break the chain or the system. So, for example, we have someone who closes the financial closing at night, then the manager oversees his work and ensures his accuracy, and then my turn comes to compare this data with the system that we use and do my analytics along with the inventory count to ensure that the data I got was reliable. So, this control could help the financial process be more firm and strict. For Aly, he does a product count on a daily basis and then sends me his data from a separate point of view, which I then compare to the system to ensure that accuracy was obtained. So overseeing and audit could always help a system to improve the controls and facilitate the work done, and to efficiently manage your resources without wasting any of them.

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14- HR Revolution Middle-East Magazine: If someone from the readers is willing to start their own business. What would be your advice for them?

Sherif El Medany: “If you do not take risks you will always work for someone who did.”

But actually it’s not only about risk. There are several factors that I would like to advise people about:

1- Always be different. People who imitate are not authentic.

2- Do the opposite of everything you hate about your job. For example, if you are tightened to certain working hours, try to give your employees a flexible working environment. You will find out that they will work harder, smarter and more efficiently.

3- Be nice to your employees. Treat them like team members and always use their ideas and also appreciation is always the key.

4- Be a smart planner, and even a smarter implementer.

5- Serve people in the best way you would like to be served. This is the key to success, so you have to work yourself in your business until you are able to make all your team with the same professionalism.

6- Always start a business with a team, not alone. Your team will always have diversified opinions, which is always healthy to the business.

7- Be creative.

8- Do not forget number 7.

9- Be a risk-taker.

10- Always keep on training, improving your skills, your team, and your employees.

HR Revolution Middle-East Magazine: Mr. Sherif, thank you for being so generous with us in the interview. I am sure the readers will have a lot to learn from Nutellopia as a one of a kind case-study.

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Photography: Mahmoud Mansi

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Find Nutellopia on Facebook:

https://www.facebook.com/NutellopiaEgypt/?fref=ts

Corporate

Q&A with Yasmine Yehia | MEA Employer Branding Manager at Schneider Electric, Life Coach & Consultant

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Interviewer: Mahmoud Mansi

“To be able to have a strong brand, you need to start from within – you need to have an attractive story to tell so if this is not there, it won’t be the right time for employer branding. I always tell the people I teach employer branding – fix internally first and then you will have something to say externally.”

Yasmine yehia

HR Revolution Middle East Magazine: How would you introduce yourself to the audience?

Yasmine Yehia: I am an Employer Branding expert, a certified life and career coach from the ICF, a public speaker and a certified trainer!

HR Revolution Middle East Magazine: How do you define Employer Branding in your own words?

Yasmine Yehia: Employer Branding is the art of story-telling, each employer has a story to tell, and this story is very useful for those who are interested in the company. A story about values, a story about culture, a story about care – a story about authenticity and uniqueness.

HR Revolution Middle East Magazine: What does an Employer Branding Manager do?

Yasmine Yehia: An Employer Branding Manager is someone who is an expert in storytelling, someone who is also an expert in the employer strategy and people vision and who is talented in showing what differs the employer from any others in the market.

HR Revolution Middle East Magazine: Employer Branding is one of the new global trends in HR, yet still not implemented in several countries and among many organizations. Why do you think some organizations have concerns regarding implementing Employer Branding as a comprehensive initiative?

Yasmine Yehia: I don’t think it is a matter of a concern at all – I think it is a matter of time and maturity. To be able to have a strong brand, you need to start from within – you need to have an attractive story to tell so if this is not there, it won’t be the right time for employer branding. I always tell the people I teach employer branding – fix internally first and then you will have something to say externally.

HR Revolution Middle East Magazine: How do you measure the ROI of your Employer Branding initiatives?

Yasmine Yehia: Oh God, there are zillions of ways to measure the ROI of our initiatives and campaigns, as sophisticated as a brand awareness analysis to as simple as the quality of CVs we’re receiving for open vacancies. Measuring the pride and engagement of employees, measuring engagements and reach on our employer branding social media posts.

HR Revolution Middle East Magazine: Who are your main stakeholders and partners in the Employer Branding process?

Yasmine Yehia: And like I teach in my workshop – Employer Branding is never an independent function, actually we cannot even function or deliver alone, it is a collaborative work between us, HR and Marcom.

HR Revolution Middle East Magazine: Can you share with us one of the challenges you have faced in your current job and how you overcame it?

Yasmine Yehia: Managing a complex region like MEA is quite tough and I think the deep knowledge of each country in the region was my main challenge – what is it that my target audience in each country look for in an employer? I overcame it with loads of study and education and also with using the help of specialized agencies to provide me with the needed reports.

HR Revolution Middle East Magazine: What pieces of advice would you give to organizations who want to empower their employer brand?

Yasmine Yehia: Be authentic! Start from within and have an authentic story to tell. You will reach the hearts of your target audiences effortlessly.

HR Revolution Middle East Magazine: Jessie (if we may call you with your nickname), we are curious what is the first job you ever had and what is the most valuable lesson you have learnt from it?

Yasmine Yehia: My very first job was an IT Recruiter for fortune 1000 companies in USA – I learned the art of assessing and dealing with people, if there is one thing recruitment has given me, it is the strong people skills!

HR Revolution Middle East Magazine: You are also a certified Life Coach, how does this help you in your role in HR?

Yasmine Yehia: In both HR and Employer Branding your main customer and target audience is people, right? A life coach listens to so many people, to their issues and struggles, it makes you a people person by heart – it gives you the perfect listening skills and it strengthens the way you interact and communicate with people, and this is exactly what you need as an HRian!

HR Revolution Middle East Magazine: As a Life Coach, what advices do you have to professionals who want to sustain a work-life balance? Do we all need to have a work-life balance?

Yasmine Yehia: YES, we all need a work life balance definitely – you need time for yourself, to recharge, reflect and develop. I’d tell them, make the time for yourself a priority – do not miss it, this time is actually good for your work too because you will always have the right energy to continue. If there is a learning lesson from 2020, it is the importance of our mental health. Have a routine and this routine must include time for yourself!

HR Revolution Middle East Magazine: As a Career Coach, how do you think Covid-19 impacted the employment market?

Yasmine Yehia: Well, from what I see from my clients – so many people are thinking to shift careers post covid-19. Some of them must because they lost their jobs and some of them realized the importance of mental health, so they decided to leave a very stressful career. I think moving forward companies will have to learn to be flexible in their hiring process and start accepting candidates having the right skills for a job rather than a big number of years of experience! It is hiring for talents not years! People also need to be more resilient and smart in using their skills.

HR Revolution Middle East Magazine: Finally, as a Trainer – why do you think personal branding is very important? We know you teach the topic.

Yasmine Yehia: In a world that has gone totally virtual – people need to learn how to build a strong personal brand online, it is how you will smartly use your skills and get paid for it! You no longer have the big chance to meet your recruiters face to face, following the new ways of working, we are heading towards working from home and flexible hours more, your personal brand is the only thing that will differentiate you in the market and open doors for you.

HR Revolution Middle East Magazine: Thank you for your time, would you like to say anything?

Yasmine Yehia: Thank you for having me – I hope I continue inspiring those interested in the employer branding career!

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Civil Work

مقابلة صحفية مع إيناس عبدالقادر – مهندسة نسيج ومتحدثة في مؤتمر تيدكس وادمدني بالسودان

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صحافة: محمود منسي

ثورة الموارد البشرية: إيناس لديك العديد من الخبرات في مجالات مختلفة، هل يمكن أن تعطينا نبذة عن نفسك وأعمالك؟

مهندسة نسيج حاصلة على درجة الماجستير في هندسة النسيج (إعادة تدوير مخلفات النسيج)، من جامعة الجزيرة بالسودان.. عملي مستقل كموظفة ذاتية في مجال التصميم والبحث العلمي.. بالإضافة إلى أنني أعمل في قسم التسويق في مصنع لأكياس القماش غير المنسوجة.. وقد أصبحت القضايا البيئية جزءًا من شغفي نتيجة لذلك قمت بتأسيس شركة ريتيكس التي تعمل في إعادة تدوير مخلفات الملابس، حيث أثر فيروس كوفيد على العالم كله.

وأنشأنا مبادرة

(SudaHope)

و كانت نتيجة لتغيير جزء من خط الإنتاج لدينا إلى إنتاج أقنعة الوجه… وبالمزيد من التفكير في ريادة الأعمال كأداة يمكن أن تساعد الناس في تحسين حياتهم ، شاركت في تأسيس مبادرة

 (Business Master)

 لمساعدة أصحاب (الأعمال الصغيرة).. حظيت بالتحدث على منصة تيدكس ودمدني في 2019.. أعتقد أن أي شخص في هذا العالم يمكن أن يوفر تأثيرًا اجتماعيًا أو بيئيًا وأنا أفعل ما بوسعي للمساعدة في نجاح المبادرات المذكورة أعلاه.

ثورة الموارد البشرية: كيف يؤثر عملك على المجتمع والبيئة؟

أنا اعمل في مجال إعادة التدوير لمخلفات المنسوجات والأقمشة، ولهذا المجال العديد من الآثار على البيئة والمجتمع حيث نعمل علي خلق فرص عمل جديدة وتحسين مستوى الاقتصاد المحلي. ونظراً لمشاركتي في عدد من برامج تنمية وتطوير المجتمع أهمها (برنامج القيادات الشابة من الأمم المتحدة وعدد من برامج ريادة الأعمال من المجلس الثقافي البريطاني)، فأنا الآن اعمل على نقل هذه الخبرات التي اكتسبتها من تلك البرامج إلي عدد كبير من الشباب والعمل على تطوير مهاراتهم ليكونوا جيلاً مهتماً بريادة الأعمال ومشاريع تنمية البلاد.

ثورة الموارد البشرية: من خلال خبرتك ومن منظورك الشخصي ما هي التحديات التي تواجه بيئة العمل بالسودان؟ ما هي مقترحاتك للتعامل مع تلك التحديات؟

إن من خلال تعاملي مع عدد من المؤسسات الحكومية والخاصة في السودان لاحظت أن معظم المشاكل التي تواجه هذه المؤسسات هي عدم الاختيار السليم للموظفين بمعنى عدم وجود الشخص المناسب في المكان المناسب، ويرجع ذلك إلى عدد من الأسباب أهمها الوساطة والمحسوبية وعدم وجود تعريفات محدده للوظائف، كما أن من التحديات التي تواجه مكان العمل عدم احترام الوقت في بعض الأحيان وعدم وجود توافق بين الموظفين في المكان الواحد.

يمكن التغلب على هذه التحديات بتوظيف الأشخاص حسب تخصصاتهم وخبراتهم في المجال المعين، وكذلك التوعية بالحفاظ على الوقت وزيادة الوعي بأهمية روح الفريق الواحد ونتائجها على العمل.

ثورة الموارد البشرية: كنتي من ضمن المتحدثات بمؤتمر تيدكس وادمدني بالسودان، ماذا كان محور موضوعك؟

في عام 2019 كنت أحد المتحدثات في مؤتمر تيدكس ودمدني، وقد كان أحد أهم أهدافي أن اصعد على مسرح تيدكس ودمدني وأشارك الجميع موضوعاً يعتبر من أهم المواضيع في السودان ولكن لا يتم التطرق إليه إلا وهو موضوع نفايات؛ الأقمشة والمنسوجات وأهمية إعادة تدويرها، تكمن أهمية هذا الموضوع في انه يؤثر بصورة مباشرة على الإنسان والمجتمع ككل والبيئة المحيطة.

وعندما يتم إعادة تدوير هذه المخلفات والاستفادة منها فإنها تنتج لنا بيئة نظيفة وصحية خالية من النفايات كما أن هذا المجال يوفر عدد كبير من فرص العمل للشباب، كما أن مثل هذه المشاريع تدعم الاقتصادي المحلي للدولة.

ثورة الموارد البشرية: ما هي النشاطات الأكثر شغفاً لكي؟

من أهم النشاطات التي أحب القيام بها هي مساعدة الآخرين في تطوير أنفسهم وتحفيزهم على ذلك سواء كان ذلك عن طريق المساعدة بالتدريب أو التوجيه والإرشاد أو التوعية أو حتى عن طريق منحهم الطاقة الإيجابية التي تمنحهم ثقة في أنفسهم.

ثورة الموارد البشرية: من وجهة نظرك الشخصية ما الذي يجعل منصة تيدكس مميزة؟

تيدكس من أهم المنصات العالمية التي يجب على الجميع أن يكونوا على دراية كاملة بها لما تقدمه من محتوى يفيد الجميع في حياتهم، خاصة أنها لا تنحصر في مجال معين بل إنها تشمل العلم والتكنولوجيا والإبداع والترفيه والكثير الكثير من المجالات التي تهم الناس وتجعل حياتهم أفضل، أنا أرى أن تيدكس هي منصة التعليم الإلكتروني الأولى في العالم.

ثورة الموارد البشرية: هل يمكن أن تقصي علينا تجربة أو موقف قد مررتي به وتعلمتي منه درساً في الحياة؟

في حياتنا اليومية نقابل عدد من الأشخاص ونخوض العديد من التجارب وبالنتيجة يؤثر كل ذلك علينا ويغير طباعنا وطريقة تفكيرنا وحكمنا على الأشياء والأشخاص، ومن أعظم التجارب التي مررت بها هي تجربة مشاركتي في مؤتمر تيدكس ودمدني حيث أنني كنت من الأشخاص الذين تنتابهم الرهبة والخوف من الجمهور ولكن وبعد الصعود على المسرح وبمرور أول دقائق شعرت بتقبل الجمهور لي واستماعهم لي بعناية كبيرة ومن بعد تلك التجربة أصبحت أكثر ثقة في نفسي وزادت مقدرتي على مواجهة الجمهور وبدأت بتدريب وتحفيز العديد من الأشخاص في عدد من المجالات وأهم ما انصح به دائماً أن يواجهه الإنسان مخاوفه ويتحدي نفسه وعندها سيندهش بالنتيجة.

ثورة الموارد البشرية: ربما مفهوم “القيادة” يختلف من عصر إلا آخر بل أحياناً يختلف من شخص إلى آخر، ما هو مفهومك الشخصي للقيادة؟

إن نجاح مفهوم القيادة في الوضع الحالي يتعلق بصورة مباشرة بطريقة تفكير الأشخاص، والطريقة التي يشعرون بها، وتصرفهم بطريقة مسؤولة. فهي أكثر من كونها كاريزما أو شيء يمكن تعلمه بثلاث خطوات سهلة أو من خلال أحد البرنامج. حيث تتطلب القيادة القوية التطوير باستمرار. وليس بالضرورة أن يتمتع الأشخاص الأذكياء بالحكمة. ولكن بإمكانهم أن يتعلموا كيفية إيجاد سبل للتعامل مع التجارب الصعبة من خلال معرفة أنفسهم. كما أن العصر الحالي يعتمد على التفكير خارج الصندوق وإيجاد الحلول الإبداعية لجميع المشكلات التي تواجه الشخص القائد أو فريق العمل لدية.

ثورة الموارد البشرية: هل يمكن أن نتناول أحد التحديات التي قد مررت بها خلال حياتك العملية؟

في بداية هذا العام كنا نعمل على إنشاء ورشة لتصنيع الملابس الجاهزة وإعادة تدوير مخلفات المنسوجات، ولكن ومع ظهور فيروس (Covid19) توقف هذا العمل نظراً لتوقف الأسواق عن العمل ولم نتمكن من شراء كافة الاحتياجات الأساسية لبدء المشروع.

لم نتوقف عن العمل بل بدأنا بتحويل فكرة المشروع وتأسيس مبادرة تهتم بتصنيع الكمامات عن طريق الخياطين الذين توقفت أعمالهم وبذلك خلقنا لهم فرص عمل جديدة ووفرنا للجميع أهم وسيلة للوقاية من فيروس (Covid19).

ثورة الموارد البشرية: من وجهة نظرك الشخصية ما هي التهديدات التي تواجة إقتصاد السودان؟ وما هي مقترحاتك الاستراتيجية لتجنب المخاطر؟

إن الوضع الحالي في السودان غير مستقر في معظم القطاعات خاصة القطاع الاقتصادي وهذا القطاع يؤثر على جميع طبقات المجتمع باختلافها ومن أهم الاقتراحات الإستراتيجية التي يجب أن تطبق على البلاد هي أن نعمل على إصلاح المجتمع السوداني نفسه من خلال تكثيف التوعية والاهتمام بالأفراد وتوفير سبل العيش الكريم لهم، كما يجب أن يراعي أن السودان يحتوي على اختلافات كبيرة جداً بين الناس وعادة ما لا يتقبل أحد رأي الآخر أو توحيد الجهود مع بعضهم البعض لذلك فإن عمليات التوعية للأفراد والمجتمعات تخلق جيلاً أفضل ويعمل على نهضة البلاد.

ومن ثم إعادة النظر في السياسات الدولية للسودان وتحسين العلاقات الخارجية للبلاد، ومن أهم هذه الاقتراحات هي أن يُمحي أسم السودان من قائمة الدول الراعية للإرهاب.

ثورة الموارد البشرية: ما هي نصيحتك لمن يبغى التحدث بموؤتمر تيدكس؟

أنا أحب دائماً تشجيع أصدقائي أن يتابعوا كل الفيديوهات التي تطرح في منصة تيدكس، كما أشجعهم أن يكونوا حضورا لعدد من المؤتمرات وأحداث تيدكس في السودان خاصة تيدكس ودمدني، وبالفعل شجعت صديقتي حتى كانت أحد المتحدثين في المؤتمر السابق والآن أساعد ثلاثة من أصدقائي أن يكونوا متحدثين في المؤتمر القادم.

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Interviews

Q&A with Germeen El Manadily; TV Presenter | Publisher | Digital Marketing Expert | TEDx Speaker

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Interviewer: Mahmoud Mansi

“After the COVID-19 Pandemic, the world came to the realization that social media has a huge influence on business development, even when real physical marketing was absent.”

Germeen El Manadily

1- HR Revolution Middle East Magazine: Germeen, you have successfully worked in many different careers, can you tell us more about your journey?

Germeen El Manadily: I started my journey during college days, I have 12 years of work experience. I have BA from Alexandria University, and currently working on my Master’s degree in the influence of digital marketing on social development.

I worked 6 years as a publisher for a Swiss Publishing House, where I was fortunate enough to be introduced to the magical world of publishing and books. During these years we successfully published for many authors. I published more than 40 books in many languages, my first was the autobiography of the Egyptian feminist “Nawal Elsadawy.” 

I also worked on translation and publishing projects of books written by Egyptian authors, such as Youssef Idris, Salah Jahin, Abdel Rahman el Abnoudi, and Ibrahim Abdel Meguid. I contracted with Dr. Mahmoud Al-Dabaa, to translate his book, “The Culture, Identity and Arab Awareness.”

As for children’s literature, I had the opportunity to translate the original text of “The Brothers Grimm” into four languages. In addition, I worked on the production of the children’s travel literature book, “Adventures of Rouge and the Mystery of the Papyrus.”

I also spearheaded an initiative aiming at discovering new writing talents.

Finally ending my publishing career, I was the chapter head of the Middle East.

My other hat is working as a TV presenter in a weekly show at Orbit TV network, focusing on general social topics, as women rights, and career coaching.

I was chosen to speak as a motivational speaker at TEDxCIC, UN Women & Arab’s League Innovation (Her Story), and the French Institute panel in the women’s international day.

I recently shifted my career to become a digital marketing and communication expert.

My short-term plan is to make my own fingerprint in this challenging field and establish my own digital marketing firm covering Africa and the Middle East.

2- HR Revolution Middle East Magazine: Can you please tell us what did you love most in each job and also a lesson that you have learnt from each?

Germeen El Manadily: As a Publisher, I loved the fact of shedding the light on hidden people’s talent in writing, developing their skills, and giving them the opportunity to be introduced to the world. Being a TV presenter, I was introduced to a completely different community which gave me the chance to represent women of my age to the world. Currently, I find the digital marketing field very interesting as you play a major role in business development in a variety of fields; hence, in digital marketing you have the capability to be introduced to multiple fields at the same time, and you have to understand, compete, and plan a strategic map to grow this business in a specific period of time.

3- HR Revolution Middle East Magazine: As a TV Presenter you do a lot of multi-tasking even if on air. Can you please tell us what was the most challenging thing about that job?

Germeen El Manadily: Time is the most challenging thing as a TV presenter. You must be able to communicate your ideas with your audience effectively in a specific period.

4- HR Revolution Middle East Magazine: As you have worked 6 years in publishing, what do you believe are the common challenges facing this industry these days? What are your advice and suggested solutions?

Germeen El Manadily: Translation is a major defect in the field of publishing. Considering foreign literature occupies a big portion of the Middle East market. Professional translation needs to be further developed.

5- HR Revolution Middle East Magazine: As a Digital Marketing Expert, how do you believe this profession is especially important in today’s business world?

Germeen El Manadily: After the COVID-19 Pandemic, the world came to the realization that social media has a huge influence on business development, even when real physical marketing was absent.

6- HR Revolution Middle East Magazine: Since your next plan is to establish your own startup, what are the skills, talents, and personalities that you will be looking for in the market to recruit?

Germeen El Manadily: Creativity and time orientation in applicants.

7- HR Revolution Middle East Magazine: At such age you have accomplished many things in your career, what about your personal life? Tell us a personal challenge that you have faced in your life and how did you overcome it and what did you learn from it?

Germeen El Manadily: Leaving my home city and family at my early years of life to start my business journey. Aiming high in my life and trying to hit my targets was my driving force for these challenges. Nothing is impossible.

8- HR Revolution Middle East Magazine: Last but not least, as a Leader, how do you work on motivating yourself and sustaining your happiness at work?

Germeen El Manadily: Self-reward is the key in keeping your motivation up and building your self-esteem.

Thank You

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