Productivity in the Modern Era: A Shift from Hours to Value Creation
Erefe Coker, the founder of HR Expo Africa, has declared that productivity in today's world is fundamentally measured by value creation, marking a significant departure from traditional metrics based on time spent on tasks. She made this statement during her address at the HR Expo Africa Work Festival 2026, held in Lagos, Nigeria.
Redefining Productivity with AI and Ethics
The event, themed 'Redefining productivity in the age of AI and Analytics,' served as a platform for Coker to emphasize that most contemporary tasks can be enhanced through the integration of Artificial Intelligence (AI) and ethical considerations. She stressed the importance of safeguarding transparency and safety in this technological evolution, noting that while technology drives change, it is ultimately people who must harness its full potential to achieve meaningful outcomes.
Reflecting on the growth of HR Expo Africa, Coker highlighted that over the years, the platform has attracted thousands of participants and hundreds of influential speakers. These contributors have shaped critical discussions on key topics such as employee engagement, workforce wellbeing, recruitment innovation, and the development of AI-powered workplaces. She reinforced the role of human resources, stating, "HR is the people-driven function within an organisation. We are future-driven. Today, we are in the future of work we spoke about ten years ago."
Coaching as a Key to Workplace Productivity
Adding to the conversation, Adewale Smatt-Oyerinde, the Director-General of the Nigeria Employers’ Consultative Association (NECA), identified coaching as an essential prerequisite for achieving productivity in the workplace. He pointed out a paradox where Nigerians often work harder but produce less, advocating for coaching to be embedded into managerial responsibilities. Smatt-Oyerinde called for equipping team leads and supervisors with foundational skills, explaining, "Coaching changes the connotation of what success is. Coaching is not training. Training has been bastardised, and many of the things learnt are never used."
A Framework for Productivity in the AI Age
Ruby Igwe, Regional Director for West and Central Africa at ALX Africa, echoed the need for a fundamental shift in how productivity is defined and measured amidst advancements in AI and analytics. She proposed a three-part framework to drive productivity, consisting of:
- Capability: The skills and knowledge of individuals.
- Access: The availability of tools and resources.
- Application: The effective use of capabilities and access in real-world scenarios.
Igwe asserted that alignment across these areas directly influences organisational performance, speed, and outcomes. She elaborated, "Saying today's productivity is determined by how effectively organisations combine human capability with intelligent systems, the future of work is already here. The organisations that align capability, access, and application with speed and precision will define productivity across Africa." She also commended Erefe Coker for creating a platform that continues to shape the future of work across the continent.
