SkobaCommunications

StarOil has been on a playful brand banter with their GOIL counterpart in recent days and I can't seem to get enough of it. GOIL had reduced their prices, a move that was matched by StarOil. To take things a notch further, GOIL announced free breakfast for their customers at their Nima Roundabout station and subsequently announced a similar gesture at their Asamankese branch. "We encourage all our customers to pass by and have breakfast there and come back home where they belong," StarOil's response. Attempts to downplay GOIL's free breakfast initiative have sparked a wave of reactions and content pieces unknown in Ghana's petroleum downstream. In one such post, StarOil shows a train full of people and insinuates that after eating GOIL's breakfast, their customers will still drive towards their station to fill their tanks. They subtly frame the whole free breakfast move as a gimmick that would hardly make any impact on their competitor's numbers. Perso...

In today’s digital economy, TikTok has moved beyond entertainment to become a powerful platform for professional services firms — including HR and management consultancies. With over 1.6 billion monthly active users, the platform offers African consultants an unprecedented opportunity to amplify their voice, build trust, and engage both talent and employers in new ways.  For HR-focused consultancies in Ghana and across Africa, TikTok is not just about visibility — it is about shaping conversations on work, leadership, and people management in a rapidly changing world of work. Below are five strategic ways HR consultancies can harness TikTok effectively.  1. Establish Thought Leadership in African HR: HR consulting firms can use TikTok to demystify workplace issues and showcase their expertise in a relatable way. Short, insightful videos on topics such as employee engagement, performance management, leadership development, workplace culture, and labour relations can position f...