The South African government has issued a strong warning to young women across the country not to fall victim to deceptive job recruitment drives being promoted on social media. This comes after several viral videos, particularly one from well-known influencer Cyan Boujee, advertised what appeared to be lucrative opportunities for South African women to work in Russia. Authorities say these offers are not only misleading but could also put the lives and futures of young women at risk.
South Africa continues to face a high unemployment rate, with many young people desperately seeking work. Recruiters are taking advantage of this desperation by packaging foreign job opportunities as glamorous life-changing experiences. In one of the videos now under investigation, influencer Cyan Boujee, whose real name is Honour Zuma, promoted a so-called “start programme” aimed at women between the ages of 18 and 22. She showcased accommodation in Tatarstan, Russia, describing it as a chance for young women to begin their careers abroad, gain professional skills, and even learn the Russian language.
Boujee’s video suggested that women from Africa, Asia, and Latin America would be treated fairly in this program and described it as a “fresh new start.” With her 1.7 million TikTok followers, the post quickly gained traction before it was deleted. While there is no evidence that she engaged in illegal activity, critics and authorities have expressed alarm at how such social media promotions could mislead young people. The influencer herself has remained largely silent about the backlash, only posting lighthearted updates on her Instagram, seemingly dismissing the controversy.
South Africa’s head of public diplomacy, Clayson Monyela, has been vocal about the dangers of such recruitment drives. Using his X (formerly Twitter) account, he cautioned young South Africans to be skeptical of any foreign job offers that seem “too good to be true.” He emphasized that young women in particular should seek advice and verify opportunities before committing to overseas programs, as these could easily be a front for exploitative labor schemes.
Concerns escalated after allegations emerged that some of the recruits sent to Tatarstan were not given the professional career opportunities they were promised. Instead, reports indicate that they ended up working in weapons factories, specifically in drone production facilities tied to Russia’s ongoing war in Ukraine. According to investigations, most of the women recruited through this program were engaged directly in drone manufacturing, while others were relegated to support roles such as cleaners and caterers within the industrial complexes.
These revelations were further backed by a detailed report published in May by the Global Initiative Against Transnational Organized Crime. The report concluded that the so-called “start programme” entices recruits under false pretenses, misrepresenting the nature of the work, the working conditions, and the educational opportunities on offer. Instead of empowering women with professional training and stable employment, the program appears to serve the larger objective of supporting Russia’s drone production program.
For South Africa, the rise of social media influencers being used as recruitment tools has added another layer of complexity to the fight against human trafficking and exploitative labor schemes. While the influencers themselves may not always be aware of the true nature of the jobs they are promoting, their massive online reach means that vulnerable young women are being exposed to these opportunities without knowing the risks. The government is now urging young people to remain cautious, highlighting that desperation for employment should never override the need for safety and careful verification.
The warning from the South African authorities serves as a timely reminder that in the digital age, not every opportunity presented online is genuine. As joblessness continues to be a painful reality for many, scammers and foreign recruiters will continue to exploit this vulnerability. By staying vigilant and seeking proper guidance, young women can protect themselves from falling into dangerous traps disguised as opportunities abroad.
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