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Babe-Bolyai University

Faculty of Business

International Human Resource


Management

Recruiting strategy
Butterfly & synergy effect in HR

recruiting strategy
Case study

Recruiting Strategy
January 2014

Strategy content
Upgrading the
recruiting strategy
Professional branding &
employee branding
Strategy matrix: synchronizing recruiting
sources and recruiting methods
Details about the
recruiting techniques
Planning the recruiting activities
Gantt Graphic

Upgrading the
recruiting strategy

Upgraded values
Ownership
the company controls the image or
the brand projected during the
recruiting process.

Creativity
Use recruiting sources and recruiting
methods that go against the current of
the market and differentiate

Critical mass
Employees and the partners are not
just the passive receptors of new
colleagues but the main leverage for
recruiting.

Open source process


Constantly collect information from
multiple sources (employees,
candidates, clients, collaborators, etc.)
and build a 3600 view of the recruiting
process.

Proactive
Do not expect the candidates to come
to you but identify them and go for
them.
Transparency
Avoid overselling the job and go for a
realistic job preview, mentioning the
pros and cons.

Cost efficiency
Design a multilayer process in order to
get a synergy effect (hit multiple
targets in one shot): big number of
people, low cost per hire, high success
rate, branding, gent new clients and
be socially responsible...

Marketing (7Ps) & recruiting


1. Product. Relevant and specific
technical details (guarantees)
embedded in a job description
(JD) with a powerful marketing
component.
2. Price. Balance the product (JD)
with the amount of work, time,
competencies, effort, education,
etc. the candidates are willing to
offer or to pay for the job.
3. Place or the logistics. Go
where the people are, identify the
geographical or virtual location,
time yourself with the biorhythm of
the candidates and adjust the
number of jobs to the
characteristics of the local labor
market.

4. Promotion. Synchronize the


recruiting sources, methods and
messages in a concerted campaign
across multiple channels. Be
specific, attract ad repel at the
same time.
5. People. The recruiters or the
scouts must reflect the values of the
company, match the profile of the
candidate and reflect the diversity
the company promotes.
6. Process. Transparent, simple,
efficient, and combine the recruiting
approach with the PR approach.
7. Physical evidence
Use testimonials from employees,
collaborators, clients or even ex
employees to increase credibility.

Recruiting objectives
Qualitative
Attract people that:
fit the basic requirements of the
job and team roles required.
have something special
(knowledge, language, humor, IT
skills, network, critical approach to
the businesses, etc.)
feel something special (attitude:
determination, adrenaline,
competitive, confidence, etc.) and

Quantitative
Attract 150 candidates / month
at the national level, with a
success rate of 1/10, after first
12 months of the project.
(SMART objective).
Sustainability
The system will be set in place
after one year (beta period) and
then it will run from inertia with
minimal costs.

do something out of the ordinary


(client oriented, productive, action
oriented, move people and
resources, etc.).

Professional branding
& employee branding

The good side story


Two stories underlying the emotional ,
and caregiving side of this business. When
people get in trouble, and need help, not
just moral support but real, pragmatic
support, showing that the company kept its
promise. (deceased husband, burned
storehouse, etc.)
The story doesnt have to be an emotional
blackmail, but to reflect the fact that there is
a noble mission of this profession,
mission that is often overlooked by those
people looking for a job and fit for the
insurance industry.

Fit Quiz

7 reasons why you would want


to work in insurance industry

7 reasons that prevent you from


working in the insurance industry

Social skills. Insurance industry


represent the social kind of
activity at its highest. The
foundation of this industry rests
on building trustworthy relations,
communication and persuasion
reaching a level only attained
trough sustained exercise and
assuming failures as learning
experiences.

Social skills. You are not


comfortable to call 50 potential
clients on a daily basis, to plan 3
meeting and to close 0,25
contract per day. Those 47
refusals throw you in a deep
melancholic state and you can
not see them as a feedback
meant to recalibrate your system,
as a ordinary challenge.

Fit Quiz

7 reasons why you would want


to work in insurance industry
Financial reasons. If you really
want your performance to be
rewarded, insurance is the perfect
place. For an excellent
performance (X contracts) you
will make 3000 euro per month.
Insurance industry is one of the
few where you can reach 4 digits
before 30 years of age.
Insurances are the worst paid
easy job, or the highest paid
titanic job

7 reasons that prevent you from


working in the insurance industry
Financial reasons. You aim for a
constant income even if is small,
your objective is to stay afloat.
You are happy with a poor
performance (x contracts),
meaning 300 euro per month. The
risk and the effort associated with
an extra gain just doesnt worth
the effort. You are not a natural
player and you dont want to
invest energy.

Fit Quiz

7 reasons why you would want


to work in insurance industry

7 reasons that prevent you from


working in the insurance industry

Reasons for the brain

Reasons for the brain

Reasons for the soul

Reasons for the soul

Professional development
reasons
Work and life balance reasons
Equal opportunities reasons

Professional development
reasons
Work and life balance reasons
Equal opportunities reasons

Career stages
C

insurance

COMPANY

insurance

COMPANY

One graphic model,


underlying from the
beginning in a
transparent manner the
fact that those outside
the system, without a
insurance certificate,
need to make an
C
insurance
initial investment of
COMPANY
100 euros for their
professional
development. It is a
guarantee of their
interest.

three successful cases

Name FAMILY NAME


Senior, phone generation
Headquarter director
> 15 years of experience

Name FAMILY NAME


Middle age, PC generation
Unit manager
> 10 years of experience

Name FAMILY NAME


Young, smartphone generation
Agent
> 1 year of experience

Top story
Worst story
Investment (time, effort)
Earning minimum/maxim
Central motivation: active
after a certain age and
connected to economic
reality

Top story
Worst story
Investment (time, effort)
Earning minimum/maxim
Central motivation: financial
security net for family

Top story
Worst story
Investment (time, effort)
Earning minimum/maxim
Central motivation: financial
earnings correlated with
performance not with
seniority..

recruiting strategy
matrix: synchronizing
sources and methods

RECRUITING SOURCES

RECRUITING METHODS
3
On line advertising

1
Talent scouts
(company
employees)

2
Off line
advertising

A
Similar
companies
employees
(sales)

Business cards
RECRUITING!

Supermarket
banner (food
court)

B
Bachelor and
master students

2 trainings/
month/ 50
students +
lectures

C
Clients

Business cards
RECRUITING!

D
Niche: single
parents

Business cards
RECRUITING!

D
Niche:
housewives

4
PR campaign

3.1
web

3.2
Google Ads

3.3
Social media

Adjusted for
smaprtphone,
PC and phone

Targeting sales
people or with
transferable
skills

Targeted:
contest,
scholarships,
press releases

Adjusted for
smaprtphone,
PC and phone

Targeting sales
people or with
transferable
skills

Targeted:
contest,
scholarships,
lectures

4 marketing
campaigns +
travel insurances

Adjusted for
smaprtphone,
PC and phone

Targeting sales
people or with
transferable
skills

Targeted:
contest,
scholarships,
press releases

Posters in kinder
gardens and toy
stores

Adjusted for
smaprtphone,
PC and phone

Targeting sales
people or with
transferable
skills

Targeted
campaign:
family friendly

Training rebuild
your career
Business cards
RECRUITING!

Supermarket
banner (food
court)

Adjusted for
smaprtphone,
PC and phone

Targeting sales
people or with
transferable
skills

Targeted
campaign:
home made

E
Niche:
active and
retired
professors

Training rebuild
your career
Business cards
RECRUITING!

Posters and
banners in
educational
institutions

Adjusted for
smaprtphone,
PC and phone

Targeting sales
people or with
transferable
skills

Targeted
seniors
children or the
relatives

F
Niche:
educated
seniors

Training rebuild
your career
Business cards
RECRUITING!

Banners on the
busses and
pensioners clubs,
prints on the
travel pass.

Adjusted for
smaprtphone,
PC and phone

Targeting sales
people or with
transferable
skills

Targeted
seniors
children or the
relatives

Stage 1

4.2
Contest

4.3
Scholarships

4.4
Press
releases &
case studies

Back to the
university
(diversity
scholarships)

Designed for
the recruiting
source

Contest the
perfect
career in
insurances

Competition
and similar
companies
employees
CSR,
visibility,
evaluate

Designed for
the recruiting
source
Back to the
university
(diversity
scholarships)

Contest the
perfect
insurance for
my kid

Designed for
the recruiting
source

competition

Exceptional
clients

Designed for
the recruiting
source

Designed for
the recruiting
source

Contest
redesigning
my career

Designed for
the recruiting
source

Back to the
university
(diversity
scholarships)

Stage 2

7
Job
fairs

5
Headhunting

Designed for
the recruiting
source

Stage 3

CSR,
visibility,
evaluate
competition

CSR,
visibility,
evaluate
competition

CSR,
visibility,
evaluate
competition

CSR,
visibility,
evaluate
competition
Stage 4

Talent scouts: face-to-face


designing the
recruiting pack
Training the
talent scouts

Advertising
training sessions
Planning training
sessions

Training sessions
2 hours on topics like sales
techniques, career
management in sales,
redesigning your career
Promoting also the
opportunities the COMPANY
offers and also trying an initial
selection of the participants.

Delivering
training

Monitoring and
upgrading
Follow
up

Reward talent
scouts

RECRUITING business
cards! Allows the talent
scouts (own employees) to
attract good performers from
less visible areas. It is a
spontaneous recruiting
form.

Talent scouts: face-to-face


C

insurance

COMPANY

Recruiting business card


example. An sales agent in
the electronics department
(recruiting source: employees
from similar companies) with
an excellent attitude, is
praised for efficiency by the
talent scout and receives a
recruiting business card urging
him/her to contact the
Insurance COMPANY.

What you are doing is


EXTRAORDINARY!
your name is:

Show this recommendation to the interviewer!

insurance

COMPANY

recruiting!
The name of the talent scout (companys employee)
www.company.ro/recruiting or call at the hotline 0742130435

advertising offline: classical medium


Design the
application
procedure

deliver the
message

Design the
message

Promote the professional


opportunities in 4 annual
marketing/recruiting
campaigns. Combine product or
services marketing with
recruiting marketing.
Posting the recruiting message
in or on the travel insurance
sold by tourism agencies.

Reload another
layer

Evaluate
campaign

Billboards, banners, posters and


flyers posted at kinder gardens, toy
stores, schools (recruiting sources:
parents, active and retired
professors), supermarkets (parents,
housewives, retirees), school
inspectorates (active and retired
professors), pension house (fresh
retirees), buss, companys cars (all
the recruiting sources).
Flyers inserted in the transport pass,
deposited in visible places at the
pension houses and retirees
associations.

advertising online: virtual space


Develop the
profile of the collaborator
Fit Quiz
(7 reasons)

Inspirational web sites:


www.experiencepg.com afunny
approach aimed at young candidates.
www.ikea.com fit quiz match between
the candidate and the
industry/organizations culture selfsorting. ww.intel.com clear and
transparent benefits credible
approach. www.siemens.com dare to
ask.. The employees, facts and
figures... portfolio... Technical approach.

Visualize the
career

Ask Mary!

Application
procedure

The website is the hub or the interface


connecting the recruiting strategy
(sources/methods/messages). After the
selling pitch persuaded a candidate to
make the next move, he/she is led to
the companys website where the
company should sell the jobs to the next
level.

public relations campaign (PR)


Learning Academy
Contest
Companys scholarships
Press releases and case studies
European funded project POSDRU

Scholarships beneficiaries can be selected


during the training sessions dedicated to
mature employees and have attached some
obligations in terms of employment loyalty
and minimum performance

Grafic Gantt

Butterfly effect
&
synergy effect

the butterfly effect in HRM


Start the selection process with a file containing: the curriculum vitae,
intention letter, medical tests and the legal record

Negative effects for


candidates

Negative effects for


employers

Negative effects for


third parties

Time consumed:
days
Money for medical
tests
Potential traumas

More documents to
process
Time and money
Week differentiation

Work overload for


medical units
Unsatisfied clients
Increases chances of
malpractice

HRM activities and the butterfly effect


200 euro / candidate
300 candidates

60.000 euro
split that in half
and you have a

the butterfly effect in HRM


Ursel, N. and Armstrong-Stassen, M. (2006). How Age
Discrimination in Employment Affects Stockholders.
One article in the newspaper about age
discrimination produce

Negative effects for


HR

Negative effects for


employees

Negative effects for


shareholders

Hundreds of
documents to be
presented in court The
ethical image is
compromised

Decreased loyalty
Some of the
employees start to
look for a safer job

Law suit fees


2% drop in share
price in the first 48
hours

HRM activities and the butterfly effect

2% means

40 millions $
the average loss

100 times more


than the legal fees

400.000

Synergy effect
Successfully tests
the behaviour and
not the candidates
personal marketing
skills
This new method
to find out the most
suitable candidate
for a job received
supports worldwide
Campaign promotes
the fame of
Heineken brand
around the world
in a viral, creative
way

40.000.000

https://www.youtube.com/watch?v=hlvD4gPdbHQ
https://www.youtube.com/watch?v=JXTxmtM_aPI

279% traffic
increase to their HR
sites
317% increase in
resumes submitted
after campaign
launch.
91% of Heineken
employees
watched the video
and found it
stimulating for their
job

10

Exercise

Identify a butterfly/synergy effect


in HR practices
team task: 60 min + 10 min presentations

Positive effects for

Positive effects for

Positive effects for

task

Identify small HR activities with great repercussions (positive or


negative) at organizational and/or social level

Negative effects for

Negative effects for

Negative effects for

See you soon!

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