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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 isbeing created less and less within vertical silosand more and more through horizontalcollaboration.

--Thomas L. Friedman

Author 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 Market

Community Activation Place

Conversation Promotion

Commercialisation Selling

Character Brand

Caring Service

Tack the sails!!

HR: friend or foe?

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

• Selling vs engaging

• Community activation:

– Community sites

– Targeted industry websites

– Blogs

Recipe for success: advertising

• Brand vs. character

• Service vs. caring

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

• Executive / Scarce Skill Search Partners vs. general recruitment vendors

• Head Hunter track record: success, integrity values

• Head Hunter access to decision makers and crucial (confidential) information

• Hands off agreements

Recipe for success: Timelines

• Agree and commit to timelines with HR, Hiring Managers and recruitment partners

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

Recipe for success: Which Recruitment

Methodology?• Consider EE targets, Scarce skills, Timelines

Recipe for success: Communicating

effectively in a flat market

• Head hunted candidates vs job seekers

Recipe for success:

Communicating in a flat market

• Will your favourite candidate choose you??

In a flat market the individual rules

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