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Faculty of Business
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.
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...
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.
Professional branding
& employee branding
Fit Quiz
Fit Quiz
Fit Quiz
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
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
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.
insurance
COMPANY
insurance
COMPANY
recruiting!
The name of the talent scout (companys employee)
www.company.ro/recruiting or call at the hotline 0742130435
deliver the
message
Design the
message
Reload another
layer
Evaluate
campaign
Visualize the
career
Ask Mary!
Application
procedure
Grafic Gantt
Butterfly effect
&
synergy effect
Time consumed:
days
Money for medical
tests
Potential traumas
More documents to
process
Time and money
Week differentiation
60.000 euro
split that in half
and you have a
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
2% means
40 millions $
the average loss
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
task
11