Recruitment Advertising. Chapter 9 in Employee Resourcing by Stephen Taylor. By the end of this module you should be able to. Evaluate the effectiveness of alternative recruitment methods Analyse different recruitment advertising strategies
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Recruitment Advertising Chapter 9 in Employee Resourcing by Stephen Taylor
By the end of this module you should be able to • Evaluate the effectiveness of alternative recruitment methods • Analyse different recruitment advertising strategies • Draft advertisements for filling vacancies and select appropriate media for specific cases • Describe the recruitment monitoring and evaluation process
General Comments • One of the most important HR function • Recruitment versus selection? Are the two different? • Not just about finding the right person for the job but the person that fits the company • Good recruitment should make selection easier • This is the ‘Marketing’ end of HR • Need to comply with the legislation • Who do you involve in the process? • Important to evaluate the process regularly
PRE RECRUITMENT Job Analysis Job Descriptions Person specifications RECRUITMENT Definition Recruitment methods Formal methods x 6 Informal methods x Ethical & Legal considerations Evaluation of Recruitment
Definition of Recruitment “ a positive activity requiring employers to sell themselves in the relevant labour markets so as to maximise the pool of well-qualified candidates from which future employees can be chosen” (Taylor 2001: 100)
Recruitment 3 Functions • Attract a pool of suitable candidates • Deter unsuitable candidates from applying • Create a positive image of the company 2 main approaches • Internal • External
Outline the advantages and disadvantages of internal recruitment.
ADVANTAGES Cost effective Staff retention Increase motivation and commitment Easier induction Better knowledge of the candidates Faster recruitment DISADVANTAGES No fresh blood Is the organisation getting the ‘best’ person for the job? Ill feeling of unsuccessful candidates
External Recruitment methods • Printed Media • External agencies • Education liaison • Other media • Professional contacts • Informal methods See table 9.1, Taylor (2005): 170
How to decide which method? • Cost? • Which method will hit your target audience? • What image of the organisation do you wish to portray? • What are the time constraints? • What volume of response are you looking for? • What volume of response can you handle?
Where is it ‘best’ to advertise the following vacancies? According to the IRS (UK) 1999 • Young people Local paper • New graduates National Paper • Clerical Univeristy/college • Skilled manual • Professionals Specialist journal • Managerial National Paper IRS(1999) Employee Development Bulletin 115 – Cost Effective recruitmetn: an IRS survey of employers experiences
IRS 1999 Survey • Young people Local paper • New graduates National Paper • Clerical Univeristy/college • Skilled manual • Professionals Specialist journal • Managerial National Paper IRS(1999) Employee Development Bulletin 115 – Cost Effective recruitmetn: an IRS survey of employers experiences
CIPD 2007 Recruitment Survey • Corporate websites (70%) and local newspaper advertisements (75%) are equally used by employers • Average recruitment cost of filling a vacancy per employee is £4,333 • > 70% of organisations use recruitment agencies but mostly private sector • 70% of organisations said they have an employer brand
CIPD 2008 Recruitment Survey • Only 50% of respondents have a resourcing strategy • Key reasons for recruitment difficulties are lack of necessary specialist skills (70%), higher pay expectations (44%), insufficient experience (42%) • Top Solution: appoint people with potential to grow
CIPD 2008 Recruitment Survey • Helpful recruitment initiatives: training internal candidates to fill posts, providing realistic job previews, employer branding • Just 32% make use of talent banks • Most common recruitment methods: Recruitment agencies (78%); Company’s own website (75%); local newspaper ads (74%) • Selection method interview based on CV (72%); competency based interview (65%)
CIPD 2008 Recruitment Survey • 90% of organisations reference check • 50% of orgs say ref checking is effective, 50% not • Web 2.0: 80% don’t use it • Those using Web 2.0 use Linkedin, Facebook, MySpace and specifically to target graduates and professionals • 85% do NOT use social networking sites to vet candidates
CIPD 2008 Recruitment Survey Comments about Web 2.0 • Concerned about damaging comments about the organisation being posted on social networking sites (SNS’s)and blogs • SNS’s are useful for engaging potential job seekers • Offers organisation ability to learn about how they are perceived in the labour market
CIPD 2009 Survey • Resourcing budgets cut • More of a focus on retention than recruitment • Training & developing existing staff to fill posts • 73% of employers still have difficulties recruiting for specialist skills • Expect demand for temporary workers and use of part time workers to increase • Labour turnover has decreased
CIPD 2009 Survey • Methods for improving retention • Invest in training & development of employees • Improve induction • Improving line manager people skills • Do more with less • Balance the short and long term resourcing needs of the organisation
CIPD Resourcing & Talent Planning Survey 2010 • 56% a formal recruitment strategy • 2/3rds of orgs still difficult vacancies • Corporate websites & recruitment agencies most popular methods
CIPD Resourcing & Talent Planning Survey 2010 Resourcing in turbulent times • Tighter recruitment budget • Developing talent in house • Reduce recruitment costs • Improving retention
Q&A 2010 Survey • Identify the tactics that Studsvik UK Ltd used to attract and retain the scarce skills the required? • List the advantages that Weightwatchers gained from their new approach to recruitment • Compare & contrast the tactics used by Bracknell Forest Council and Studsvik to recruit and retain social workers • What will employers need to focus on with regard to recruitment for 2011, 2012.
Printed Media • Was still the most popular (CIPD 2004) but now ‘neck & neck’ with e methods • Which newspaper or journal? • Style & wording • Wide trawl or wide net? • Realistic v positive • Corporate image v’s emphasis on the job • Precise v vague information • Plain speaking v elaborate
Cost of Recruitment Advertising • 3 cm x 1cm = Single column centimetre rate • A 10cm x 6 cm ad = 20 scc Irish Times • €72 scc mono • €89.25 scc colour • Full page = €28,500 mono • Half page = €14,000 mono; 17,000 colour
Chandler & Scott article & Job Advert article • Pick out the key points about writing an advert from the two articles • Think about what type of ads to choose for your project and how to evaluate them
Advertisement Should be clear and indicate • Outline requirements of the job • Necessary and desirable criteria for job applicants • Nature of the organisation’s activities • Job location • Reward package • Job tenure/length of contract • Details of how to apply • Should appeal to all sections of the community using positive visual images & wording
Other Media:Internet or Online or e recruitment • 2009 80% of employers use own corporate website; 30% use commercial job board • More and more people use the web for job search • Employer website • On line boards/Cyber agencies • Jobsites linked to newspapers and journals • Jobsites operated by employment agencies
What do you think might be the advantages & disadvantages of using the internet for recruitment purposes? In your view what types of jobs are best advertised on line? How can an employer maximise the benefits of on line recruitment?
Advantages of e-recruitment • Wider audience • Speed that candidates can reply • Cost savings • Provision of information • More attractive option for candidates • Strengthen the employer brand • 24/7 access for candidates to vacancies • Build a talent bank
Disdvantages of e-recruitment • Unwelcome applicants • Confidentiality • Technical problems • Barrier to older workers
Tips for e-recruitment (CIPD 2005) • Integrate • Evaluate and monitor • Keep content fresh • Avoid jargon & company speak • Invest time • Policy for unsolicited applicants • Contact telephone numbers for technical problems • Ensure site is accessible • Research the best sites for you • Make it easy for search engines to locate • Realise your own limitations
Useful documents in the S:drive • CIPD Recruitment Survey 2007, 2008, 2009 • CIPD Factsheet on Recruitment • CIPD Factsheet on On line Recruitment • Recruitment advertising – getting it right
Summary • Recruitment v’s selection • Internal recruitment • Recruitment advertising • Internet recruitment
Sample Questions • The growth of e recruitment is one of the more recent developments in the area of recruitment. Discuss it’s effectiveness as a recruitment method. • You are the Regional HR Leader for a large food retailer. A vacancy for an HR Business Partner in one of your outlets. Describe the recruitment methods you would adopt to fill this vacancy and why.
Revision in Moodle • Chapter 9 • CIPD Recruitment & Retention Surveys, 2007, 2008, 2009, 2010 • CIPD Factsheet on Recruitment • CIPD Factsheet on E Recruitment • Articles on how to write and design job adverts • Article: Recruitment war games at KPMG and The Allure of online • Article: An analysis of the use & success of online recruitment methods in the UK (2008) • CIPD Podcasts 22 & 24
War Games & The Allure of Online • Read the two articles and pick out key points as they relate to what we have been studying.