First impressions are lasting ones and Joanne Kruger, Managing Director of Red Alert Cleaning Division, certainly makes a bold statement. Her energetic, and larger-than-life presence conveys the impression that you’re dealing with a purpose-driven woman and experienced businessperson.
Joanne is the daughter of the founders of Red Alert so it comes as no surprise that her passion for the brand is palpable. An instinctive entrepreneurial spirit is ingrained in her DNA. Joanne is a tough, no-nonsense businesswoman who demands excellence and who is renowned for her attention to detail. This translates to superior service delivery through personal audits of sites conducted on an ad-hoc basis by her personally.
Having grown up watching her parents establish Red Alert in East London in the early 80’s, she quickly learned the value of hard work and that success requires dedication, integrity, and resilience. Joanne joined the business immediately after her 18th birthday and started out as a housekeeper at one of the leading hotels in the city. Her first-hand experience at floor level translates into a keen understanding of what it takes to get the job done right.
It also resulted in an appreciation for the demands made on individuals and their families in a sector that is renowned for high staff turnover. Red Alert Cleaning has a significantly lower than average staff turnover, a point of pride for Joanne.
“You learn to respect your people and you understand how difficult a task is, when you have had to do it yourself.”
At the tender age of 25 she took on the role of Branch Manager under the watchful eye of her mother, Margi Harvey. Together, and in her own words, by the grace of God, this formidable team changed the face of Red Alert’s Cleaning division, expanding its footprint across South Africa, and growing its workforce to 4,000 staff nationally. Their expertise and reputation, specifically in the motor manufacturing industry, reached a pinnacle when international car manufacturer Mercedes Benz flouted a global directive to use an international cleaning company, and instead opted to award the contract to this homegrown team.
The luxury car manufacturer sited the duo’s passion and commitment to service excellence as the deciding factor in the decision. This is a philosophy that is reiterated by Joanne to any ambitious staff members.
“We value passion and bravery in the people we employ. Degrees are a distant second. Your background and accolades are great but when we identify future leaders in our business, we look at the grit, tenacity, and boldness they display.”
The love of family and Godly values is at the heart of what drives Joanne. If she is not taking over the world of cleaning, you can find Joanne pottering around in her garden or sprucing up her home.
Looking ahead, Joanne is positive that Red Alert will continue to grow from strength to strength. She sees the next generation getting involved in the business and an increased workforce at Red Alert. Their legacy is the positive impact that the company’s growth has on the South African economy. Under caring and invested leadership, the team at Red Alert is a force to be reckoned with. Watch this space because the only way they are going is up!
Also read:
Picture: Supplied