Too often, employee rights are treated as an afterthought rather than a cornerstone of a thriving workplace. Long hours, unfair treatment, and limited career growth become the norm, while workers struggle to make their voices heard. Without strong advocacy, the balance of power tilts, leaving employees vulnerable to exploitation, job insecurity, and workplace conditions that stifle both well-being and ambition.
Organizations and leaders frequently recognize these issues but fail to address them in meaningful ways. Policies may exist on paper, yet enforcement is inconsistent, and real change remains elusive. Gender equality, fair wages, and employee development are often viewed as secondary to productivity and profit. Without leaders who are willing to challenge the status quo, progress stalls, and workers are left to navigate these challenges alone.
Martlé Keyter refuses to let that happen. As CEO of Operations at MISA, she has spent decades turning advocacy into action, ensuring that employees are not just heard but truly supported. From founding the MISA Women’s Forum to empowering young professionals through education and career development, her leadership is built on impact, not empty promises.
Pioneering Advocacy for Workplace Equality
Martlé began her journey with MISA in 1994 as a National Legal Advisor, a role she embraced wholeheartedly. Throughout her tenure, she has championed the rights of employees, particularly those in vulnerable positions, ensuring they have a voice in the workplace.
In 2009, she founded the MISA Women’s Forum, aiming to raise awareness and increase understanding of gender equality issues in the professional sphere. The forum focuses on enhancing women’s economic and financial independence, addressing work-life balance challenges, promoting flexibility in working conditions, and supporting women in non-traditional roles.
Her leadership expanded further in 2013 when she was appointed CEO: Operations at MISA. In the same year, she established the Young Workers’ Forum, dedicated to empowering young professionals by providing educational and training opportunities that foster long-term career growth.
Martlé credits her legal background for shaping her strategic decision-making, ensuring that every choice is made after thorough consideration of all possible consequences. Her commitment to meticulous preparation and fact-based leadership continues to guide her approach, reinforcing her dedication to advocacy and workplace transformation.
Hands-On Leadership in the Motor Industry
As CEO of Operations at MISA, Martlé plays a pivotal role in aligning the organization’s vision with the evolving challenges of the retail motor industry. Balancing the expectations of members with the realities of the industry remains a continuous challenge, one that she navigates with strategic foresight and dedication.
Martlé emphasizes the importance of ensuring that every MISA employee fully embraces the union’s vision and mission, recognizing their collective responsibility to serve the best interests of members. She fosters a culture of commitment and accountability within the organization, ensuring that MISA remains steadfast in its purpose.
Her leadership style is hands-on, characterized by an open-door policy that extends to both employees and members. By maintaining direct communication and accessibility, Martlé cultivates a collaborative environment where concerns are addressed, and solutions are developed proactively. This approach not only strengthens MISA’s internal operations but also enhances the overall experience and support provided to its members.
Steering MISA Toward a Future of Growth and Empowerment
Since 2013, when Martlé and Hermann Körstens assumed dual CEO roles at MISA, the organization has focused on becoming the majority trade union within MIBCO (Motor Industry Bargaining Council). Despite the global decline in trade union membership, MISA has grown from 25,000 members to over 69,000, earning official recognition as the majority union in 2023. This success stems from MISA’s ability to adapt by redefining its value to younger generations, offering innovative support beyond traditional union roles.
Martlé emphasizes MISA’s holistic approach to member wellness, setting it apart from other unions. Beyond legal representation, MISA fosters mutual respect between employers and employees, utilizing mediation and, when necessary, legal action—even at the Constitutional Court level. The union also provides unique financial benefits, including maternity, paternity, retrenchment, and school support assistance.
Recognizing the importance of continuous learning, MISA offers members skills training, matric completion programs, and bursaries for higher education. Additionally, the union prioritizes financial wellness, partnering with experts like Nedbank Private Wealth to provide investment guidance. Through webinars, newsletters, and social media, MISA actively educates members on financial planning, ensuring long-term security and empowerment.
Championing Fairness in a Changing World
Martlé highlights the significant challenges in collective bargaining, particularly in South Africa’s highly unequal economy, where unemployment stands at 32.1% and economic growth is projected at just 1% for 2024. With less than 32% of workers belonging to trade unions, there are ongoing attempts by employers to weaken collective bargaining—a fundamental right enshrined in the Bill of Rights. Additionally, managing diversity, equity, and inclusion in the male-dominated retail motor industry adds complexity to negotiations. The rise of social media has also contributed to unrealistic worker expectations, requiring careful management.
MISA navigates these challenges by staying informed on global trends, conducting thorough industry research, and maintaining transparency with its members. Integrity remains central to MISA’s negotiations, ensuring fair and sustainable outcomes.
Recognizing the rapid evolution of the workforce, MISA prioritizes upskilling through its dedicated Training Department. The union provides comprehensive career guidance, soft skills training, and bursaries for tertiary education. Additionally, MISA invests in the future workforce by offering school support benefits, organizing Career Expos, and facilitating educational opportunities for members’ children.
A Powerhouse in Labor Advocacy
Martlé’s leadership extends beyond MISA through her roles as Deputy President of FEDUSA and board member of both MIRF and UIF. FEDUSA’s international affiliations expose MISA to global labor practices, enabling the implementation of progressive initiatives such as the Industry Equality and Diversity Forum (IEDF). Through NEDLAC, MISA actively participates in shaping socio-economic policies and labor legislation, ensuring its members’ voices are heard at a national level.
Serving as a MIRF trustee, Martlé takes an independent approach to safeguarding the interests of all retail motor industry employees. Her role has provided insight into the difficult living conditions of some beneficiaries, further strengthening her commitment to employee welfare. Additionally, her experience with UIF proved invaluable during the COVID-19 pandemic, when MISA became the only South African trade union to secure a service-level agreement with UIF and key employer organizations. This allowed the union to process COVID-19 TERS claims on behalf of affected employees, ensuring they received financial relief for lost income during the crisis.
Martlé emphasizes that MISA’s mission is to protect workers’ rights while maintaining a balanced relationship between employees and employers. In resolving disputes, the union carefully assesses whether a relationship can be salvaged through mediation or if a mutual separation agreement is in the best interest of both parties. Drawing from her early legal career, Martlé believes that aggression rarely leads to sustainable solutions—while it may win a battle, it does not win the war. MISA’s approach prioritizes employees’ long-term career prospects within the industry, ensuring that negotiations serve their best interests without jeopardizing future opportunities.
Fight for Dignity, Equality, and Leadership
As a female leader in a traditionally male-dominated industry, Martlé has faced significant challenges, including harassment and sexism. One of her most defining moments came as a board member of a medical aid fund, where she put an end to the inappropriate and demeaning practice of male board members reviewing images of young women applying for breast reduction surgeries. Her advice to aspiring female leaders is to stand firm in their principles, never lower their standards, and earn respect through integrity and resilience. She acknowledges the sacrifices required for success but underscores the importance of family support in overcoming obstacles.
Leaving a Legacy of Empowerment, Innovation, and Equality
Looking ahead, Martlé envisions MISA continuing to be a leading force in the industry by empowering employees, advocating for gender equality, and equipping the youth with skills for future job opportunities. Recognizing the increasing digitization of the motor retail sector, MISA’s Strategy and Development Department is actively researching technological advancements to keep members informed. The union is also pioneering the use of artificial intelligence to handle basic member inquiries, setting a precedent among local trade unions.
Her motivation stems from a deep commitment to making a lasting impact on vulnerable groups, particularly women, children, and young workers. Through her leadership in the MISA Women’s Forum and Young Workers’ Forum, she has championed meaningful change. She takes pride in her role in drafting the International Labour Organisation’s Convention No. 190 (C190), the first international treaty recognizing the right to a workplace free from violence and harassment. Her ultimate goal is to leave behind a legacy of improving workplace conditions for women and ensuring their rights are protected.
Despite the demands of her career, Martlé has successfully developed a work-life balance, crediting the unwavering support of her husband, Henry, and their three children. Her journey reflects resilience, dedication, and an unwavering commitment to the betterment of workers’ lives.
