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ASTD 2010

Presented By: Leonie Pentz

Global Executive Search

The world is still round but the (recruitment) market is already flat...

- Hermawan Kartajaya, President of World Marketing Association

A bird’s eye view : How did the market become flat?

•Digitalization•Globalization•Futurization

...hierarchies are being flattened and value is being created less and less within vertical silos and more and more through horizontal collaboration.

--Thomas L. FriedmanAuthor of The World is Flat

Digitalization: a horizontal collaboration

Globalization: a borderless world

… The world has already attained the position of being effectively without borders.

-Kenichi Ohmae-Author of The Borderless World

Futurization : an individual focus

BEFORE: Uninformed/ Uneducated customers = Vertical Marketing

NOW:Clever customers = Horizontal marketing

How do we adapt?NEW Horizontal Market OLD Vertical Market

Communication Segmentation

Confirmation Targeting

Clarification Positioning

Codification Differentiation

Crowd Combo Marketing mix

Co-Creation Product

Value Price

How do we adapt?

NEW Horizontal Market OLD Vertical MarketCommunity Activation PlaceConversation PromotionCommercialisation SellingCharacter BrandCaring Service

Tack the sails!!

Worst recruitment mistakes

• Flat recruitment advertising• Inefficient recruitment processes• Wrong recruitment partners• Time to hire is way too long• Treating (EE) candidates as if they are stupid

Case study 1. Belden Europe

• Identified recruitment process as inefficient• Set target to reduce time to hire to 65 days

from sign-off (from 130 +days)• Chose Head Hunting company as recruitment

partner for scarce skills• Got Senior Management involved• Reduced time to hire to 83 days in six months

Case study 2: Large Tobacco co, South Africa

• Employer brand vs. Consumer Brand• Employ for attitude (future fit)and train for

skill• Engage staff• Drive recruitment policy from top down• Partner with Head Hunter• Buddy system, Coaching, Training

Recipe for success: advertising

• Print media vs on-line• Community sites • Targeted industry websites • Blogs• Selling vs engaging

Recipe for success: advertising• Employer Brand integrity (character)• Net promoters?

Recipe for success: Process

• Drive process from top• Human Resource Department vs. Hiring

Manager• First interview: Say WHAT?!• Be realistic;– Salary Surveys– Industry Research– Timeframes– EE targets

Recipe for success: The ideal Recruitment Partners

• DO not treat Executive / Scarce Skill Search Partners the same as general recruitment vendors

• Ensure your Head Hunter has a track record of success, integrity and similar values

• Allow Head Hunter access to top decision makers and any information which will affect the appointment

Recipe for success: Timelines

• Agree on timelines with HR, Hiring Managers and Head Hunter and STICK TO THEM

• Ensure all candidates are communicated with and regretted timeously and courteously

Recipe for success: Which Methodology?

• Consider EE targets, Scarce skills, Seniority

Recipe for success: Communicating in a flat market

• Candidates are informed and intelligent

Recipe for success: Communicating effectively in a flat market

• Head hunted candidates vs job seekers