Recruitment Advertising

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

Recruitment

PRE RECRUITMENT Job Analysis Job Descriptions Person specifications

RECRUITMENT Definition Recruitment methods

Formal methods x 6 Informal methods x

Ethical & Legal considerations

Evaluation of

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

1. Attract a pool of suitable candidates

2. Deter unsuitable candidates from applying

3. 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


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


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%)


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


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

1. Identify the tactics that Studsvik UK Ltd used to attract and retain the scarce skills the required?

2. List the advantages that Weightwatchers gained from their new approach to recruitment

3. Compare & contrast the tactics used by Bracknell Forest Council and Studsvik to recruit and retain social workers

4. 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

1. Pick out the key points about writing an advert from the two articles

2. 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

1. Read the two articles and pick out key points as they relate to what we have been studying.

Documents

Recruitment Advertising