HRMLecture 8:RecruitmentInstructor: Shawn Komar, PhDOffice: P2022Office Hours: Mon & Wed, 2:30-3:30Email: skomar@wlu.ca

Recruitment• Finding and attracting capable applicants

to apply for employment

•Closely related to selection, but distinct•Recruitment concerns building the

applicant pool• Selection concerns hiring those

applicants that make the cut

Recruitment is:•Vital and fundamental for HR• “War for talent” competitive

advantage• Strategic objectives• Recruiting specific competencies

•HR objectives• Diversity initiatives

•A 130 billion dollar industry

Marketing Mix

•Product• Good or service• Fills consumer need or

want

•Price• Meet the firm’s profit

objectives and buyer’s purchasing objectives

•Promotion• Techniques for

communicating information about products

•Place• Getting products from

producer to buyer (transportation / sales outlets)

Recruitment Mix

•Product• Open position within

the company• Features? Value

Package?

•Price• Compensation• e.g., Competitive salary

•Promotion• Advertising open

positions• Strategy (informative,

persuasive, etc.), Media (internet, word of mouth)

•Place• Where does one apply

for the job?• Where is the job?

BrandingEmployer Branding involves three steps:

• Step 1 - define the target audience, where to find them, and what they want from an employer

• Step 2 - develop the employee value proposition - the specific reasons why the organization is a unique place to work and a more attractive employer for the target audience compared to other organizations

• Step 3 - communicate the brand by incorporating the value proposition into all recruitment efforts

HR Branding – “Media Channels”• Company website

• Job ads

• Word of mouth

• Top employer awards

This is in addition to any “brand” information communicated by the company through their non-HR

operations

Job Ad example• CIBC focuses on what matters to our employees - access

to career and development opportunities, safe and healthy workplaces, effective training, and positive work-life balance - so that employees are able to perform at their best, contribute to their communities and focus on cultivating deeper relationships with our clients.

• Every year, CIBC is recognized for its business success, community commitment and employee initiatives. We are proud of this success and are committed to creating an inclusive workplace and an environment where all employees can excel.

Branding• Cultivating an image or impression of an

employer

• Communicates benefits of being employed by the organization•Organizational attractiveness

• Branding works both ways – Personal branding!• Build trust by communicating integrity and

benevolence

Sourcing•Where potential applicants come from• Internal (current employees)• External (employees from outside of the

organization)

• Great sourcing saves time• Filtered groups

• You have to know where to find the employees you’re looking for

Employee Referrals• Fantastic source of applicants!

• Benefits:• Current employees know where to find colleagues• Referred employees already know about the company• Referred employees are often similar to current

employees (Like attracts like)

• Drawbacks:• Complicates selection and performance management• Can maintain demographic features of the workforce

Encouraging Referrals• Let current employees know about

openings

•Offer an incentive for a successful referral• e.g., $500 if the employee stays 3

months

Recruiting Online• Job Boards• High volume• Importance of keywords• Pick the right job board• Occupation specific job boards

• Company websites•More control over content / branding• Applicants don’t like using applicant tracking

systems

LinkedIn• In theory an ideal search tool for recruiters• Job ads can be highly targeted• Up-to-date resume and contact info for candidates• Experience, education, references, contacts• Passive (Direct) sourcing – find candidates who

aren’t currently looking for work

• Great tool for job seekers• Relevant job ads and job search tools• Can present a “personal brand”

LinkedIn• Growing rapidly• Recruiting is a big part of LinkedIn’s income

stream• Not quite mainstream yet (but do make a profile)

• Not just for recruiting• “Relationship management system” (RMS)• Not everyone on LinkedIn is looking for a job• “Headhunting” – unsolicited recruitment• Facebook vs. Lavalife

US Army Recruiting

https://www.youtube.com/watch?v=PnRQjCIdmA4

Ikea Recruiting

http://www.youtube.com/watch?v=qwmXRAGDHeo