From 34% to 10%? Why the Real Unemployment Question Is About Visibility, Not Just Stats

July 25, 2025 Melanie Hawken

by Sasha Knott

South Africa is having something of a statistical identity crisis. Recently, Capitec CEO Gerrie Fourie questioned the country’s official unemployment rate of 32.9%, suggesting it might be closer to 10% if we included the informal sector – gig workers, informal traders, and side hustlers. Minister Parks Tau echoed the sentiment. Stats SA, however, held firm. While that debate sparks headlines, it may be missing the bigger picture. The real issue? We’re still not connecting the right people to the right jobs – fast enough or far enough. “Arguing whether unemployment is 34% or 10% misses the point,” says Sasha Knott, Global CEO of Job Crystal. “The real debate should be: how do we reduce unemployment? If 24% of our workforce is in the informal sector, why aren’t we building tools to help those businesses grow and hire more?”

Our New Year’s Resolution: ‘Maximum Satisfaction, Minimum Effort’ with AI & fellow Lionesses

January 12, 2025 Melanie Hawken

by Lionesses of Africa Operations Department

So 2025 has begun and as with all new years, we have our own resolutions. Although not technically a ‘resolution’ as by definition it is designed to only last one month, ‘Dry January’ does tend to outlast many of our well thought out self promises for the year, although as (occasional) wine drinkers, we of course don’t count as a failure the ‘White Wednesdays’ and ‘Thirsty Thursdays’ that tend to creep in towards the end of the month. We are after all, only human.

Lusanda Omelo, a South African digital marketing and AI automation business helping SMMEs establish their online presence

December 14, 2024 Melanie Hawken

Lusanda Omelo, founder, findaiforthat (South Africa)

Startup Story

Lusanda Omelo is the founder of findaiforthat, a digital marketing and AI automation business in South Africa. After many years in the corporate world, Lusanda embarked on her entrepreneurial journey. With a rich background in marketing, she has worked with both multinationals and startups. Her true passion lies in helping SMMEs thrive in their environments. In her exploration of AI, Lusanda developed findaiforthat.co.za, an online AI directory featuring over 1,000 tools designed to make business tasks easier. This platform is a testament to her commitment to leveraging AI to support businesses in achieving their goals. She has partnered with various international clients to ensure that these tools are used and easily available to Africans.The business started in 2021 and has created jobs for 3 people.

Don't Think a Degree Guarantees You Work

October 6, 2024 Melanie Hawken

by Sasha Knott

South Africa is facing an unemployment crisis, but there is much you can do to secure a job. South Africa is grappling with a significant challenge to economic growth: the shortage of critical skills, even basic ones such as crafting effective CVs. With a high unemployment rate and growing demand for specialised expertise, collaboration among students, educational institutions, and public-private partnerships is essential to bridging this skills gap.

Lusanda Omelo, a South African digital marketing and AI automation business helping SMMEs establish their online presence

July 21, 2024 Melanie Hawken

Lusanda Omelo, Managing Director, Luome Brands (South Africa)

Startup Story

Lusanda Omelo is the Managing Director of Luome Brands, a digital marketing and AI automation business in South Africa. After many years in the corporate world, Lusanda embarked on her entrepreneurial journey. With a rich background in marketing, she has worked with both multinationals and startups. Her true passion lies in helping SMMEs thrive in their environments. In her exploration of AI, Lusanda developed findaiforthat.co.za, an online AI directory featuring over 1,000 tools designed to make business tasks easier. This platform is a testament to her commitment to leveraging AI to support businesses in achieving their goals. She has partnered with various international clients to ensure that these tools are used and easily available to Africans.The business started in 2021 and has created jobs for 3 people.

Using Hiring AI to Bridge the Gender Pay Gap

July 14, 2024 Melanie Hawken

by Sasha Knott

The gender pay gap is a persistent problem in South Africa, with women earning on average 23% less than men. This gap is even wider for women in certain industries, such as technology and engineering. There are several factors that contribute to the gender pay gap, including unconscious bias, occupational segregation, and lack of access to opportunities. AI recruitment can help to address some of these factors and improve the gender pay gap in South Africa.

Sasha Knott & Kelly Louw, pioneers showcasing Africa’s people talent using AI

June 23, 2024 Melanie Hawken

Lioness Weekender Cover Story

Job Crystal, growing small to medium business by giving them the ability to hire in seconds, by using AI, while helping the cash flow!

Sasha Knott, the CEO of Job Crystal, started her career in IT and moved quickly in her career finding her passion for entrepreneurship and combining this with technology that works for the customer and often disrupts industries. Kelly Louw, the COO of Job Crystal, started her career in Recruitment and has become a well-known professional in the Recruitment space. Their current plan is to grow small to medium business by giving them the ability to hire in seconds, by using AI, while helping the cash flow! The vision is to make a dent in unemployment in Africa, while working on the SDG goal 8 of Decent work and Economic Growth worldwide. The business started in 2009, but Sasha and Kelly bought it in 2015, and today it has created jobs for 18 people.

The Impact of Coups in Africa on Women in Business: Navigating Uncertain Times

November 26, 2023 Melanie Hawken

by Tsitsi Mutendi

Africa, a continent rich in cultural diversity and abundant resources, has often been marked by political instability and military coups. These abrupt changes in leadership can have far-reaching consequences for societies, economies, and various sectors, including women in business. In this article, we will explore how coups in Africa influence women in business on the continent and offer strategies for navigating such turbulent times.

The Rise and Rise of AI: How it Impacts Women in Business

November 4, 2023 Melanie Hawken

by Tsitsi Mutendi

Artificial Intelligence (AI) is not just a technological advancement; it's a transformative force that's reshaping industries and society as a whole. In this digital age, where data is the new gold, AI has rapidly risen to prominence, impacting various sectors. One area where AI's influence is significant but often overlooked is its impact on women in business. Women, who have long fought for equal opportunities in the corporate world, must recognize the potential of AI and leverage it to bridge gender disparities and excel in their careers. This article delves into the rise and rise of AI, its implications for women in business, and how they can harness its power to their advantage.

Using Hiring AI to Bridge the Pay Gap

August 11, 2023 Melanie Hawken

by Sasha Knott

Empowering the Future: The Crucial Role of Human Oversight in AI

July 9, 2023 Melanie Hawken

by Sasha Knott

In the rapidly evolving landscape of artificial intelligence (AI), one thing remains clear: humans are essential. AI is advancing, and for it to keep being an aid, human oversight is needed to ensure that it remains ethical, that biases are detected and addressed, and that AI decision-making remains transparent. As the world latches onto the idea of AI making our lives easier, we need to be harnessing its potential through human intervention, thereby mitigating risks and safeguarding societal values.

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