Repercussions in Recruiting Incompetent People

INDEX
Serial No. | Chapters |
| Page no: |
1 | Executive Summary | 04 |
2 | Problem Statement | 05-12 |
3 | Alternatives | 13-17 |
4 | Conclusion | 18 |
Executive Summary
This is an individual work based on the case study Repercussions in
Recruiting Incompetent People. In briefly there is a company called as
Global Consumer products and the company wanted to hire a Brand
Manager for their newly developed Baby Soap. This was an urgent need
for them, so the company had advertised on a week day English
Newspaper. But, some of the salient features were missed out in their
advertisement. Only a few candidates were attracted by their
advertisement.
Finally they hired a brand manager (Mr. Anton) with including only two
interview and the hired person had to involve the business activities at the
very first day. Mr. Anton didnt have any idea about the gravity of his work.
Thereby the market for the Baby Soap was significantly dropped. So
branding team also was fed up and demotivated because of the target
wasnt achieved. Finally management of Global Consumer Products
decided to extend the probation period for Mr. Anton.
By based on above described situation I am required to;
* Analyze and Identify issues involved in the case.

* Make recommendations as alternative solutions to this case from modern

employee resourcing practices of view.
Problem statement
The problem statement which known as Defining the Issues, is not easy
to write! Now it is time to decide what the main issues involve in this case
study. There are main 4 issues which are gathered by me. They are;
* Not having adequate or enough candidates for the selection of proposed
Brand Manager Position.
* Not having proper recruitment and selection procedure in order to select
the right candidate.
* Not having proper induction for the selected candidate.
* Not having proper link between HR strategy and business strategy with
impacting organizational goals and their employees.
So lets discuss these issues one by one.
* Issue No 01 :
Not having adequate or enough candidates for the selection of proposed
"Brand Manager" position.
As the marketing condition was very healthy (it means good to do many
businesses), the Global Consumer Products Company wanted to hire very
urgent position of "Brand Manager" for their newly develop baby soap
ranges.
First of all lets get an idea about what is Brand Management.
Brand Management is the process of maintaining, improving, and
upholding a brand so that the name is associated with positive results.
Brand management involves a number of important aspects such as;
* Cost
* Customers satisfaction

* In- store presentation

* Competition.
Brand Management is built on a marketing foundation but focuses directly
on the brand and now that brand can remain favorable to customers.
Proper brand management can result in higher sales of not only one
product, but on other products associated with that brand.
For example:
If a customer loves baby soaps and trusts the brand in this company, he or
she is more likely to try other newly developed baby soap ranges offered by
this company.
First of all lets get an idea about what is Brand Management.
Brand Management is the process of maintaining, improving, and
upholding a brand so that the name is associated with positive results.
Brand management involves a number of important aspects such as;
* Cost
* Customers satisfaction
* In- store presentation
* Competition.
Brand Management is built on a marketing foundation but focuses directly
on the brand and now that brand can remain favorable to customers.
Proper brand management can result in higher sales of not only one
product, but on other products associated with that brand.
For example:
If a customer loves baby soaps and trusts the brand in this company, he or
she is more likely to try other newly developed baby soap ranges offered by
this company.

Brand Manager post refers to a top level position. And it can be a new
position or an existing position to this company.
According to the definition of brand management, it is necessary to hire the
best candidate for the post of brand manager. So that there should be a
better recruitment and selection procedure for this type of designation.
In this case study the company needs very urgent position of brand
manager. So that they were hurriedly & internally drafted an advertisement
and advertised it on a week day English newspaper. So there was some
mistakes as they were advertised it on a weekday newspaper. Because
weekend newspaper have wide job seeker audience than the weekday
newspaper. The results of that only few candidates were attracted by their
advertisement. According to that the company struggled to fit the suitable
guy in that position.
And also some salient features of well drafted advertisement were missed
out from the advertisement such as Job Design and Job Specification for
the position which was advertised. It was another main reason for not
having enough candidates for this post. Job description and Job
specification are the essential features that must be in an advertisement.
Lets get an idea about what is Job analysis.
Job analysis is the procedure for determining the duties and the skill
requirements of a job and the kind of a person who should be hired for it.
This includes preparation of job description and job specification.
Job description: - A list of duties, responsibilities reporting relationships,
working conditions and supervisory responsibilities. For an example from
this case study a brand manager should do duties like as follows;
* Plan, develop and direct marketing efforts for a particular brand or
product.
* Create strategies to take advantage of market opportunities.
* Conceptualize strategies initiatives & implement details of a campaign.
* Execute strategies with cross functional teams.

* Manage access to brand assets.

* Develop brand standards and usage guidelines.
* Assist integration of campaigns with brand consistency.
* Trach consumer and market insights by reviewing metrics such as sales
volume, market share, profit projections, pricing and distribution, and by
conducting consumer research.
* Analyze sales data to update a brand or category portfolio, determine new
products and delete underperforming products.
* Write reports, specifications &creative briefs.
Job Specification: - A list of a jobs Human Requirements, that is the
requisite education, skills, and personality. Example is given bellow;
* Proven working experience as brand manager
* BS/MS degree in marketing or related field.
* Excellent command of the English language
* Advance communication &interpersonal skills.
* Excellent understanding of the full marketing mix.
* ------------------------------------------------Proven ability to develop brand and marketing strategies and effectively
communicate recommendations to executive management
* ------------------------------------------------Drive for result & leadership skills... etc.
So missed out the Job description and the Job specification and Job
specification from an advertisement is difficult to understand the job role
and what sort of people should apply for that position.so the result of that
only few candidates applied for the job.

* Issue No 02 :Not having proper recruitment and selection procedure in order to select
the right candidate.
So lets get an idea about recruitment as follows;
What is recruitment?
Recruitment is a process searching for prospective employees and
stimulating them to apply for the job in an organization.
It may be sourced by internally or externally. This organization used the
external source for recruiting the brand manager position. But in another
way use of the external source will frustrate amongst existing employees.
And they used the channel of Advertising method for that particular
recruitment. They have to use better recruitment process. Such as; [But
most of these steps they didnt done clearly.]
* HR planning further and current requirements
* Preparation Job Description and Job Specification this was not done
properly in the process
* Confirmation from relevant department heads for hiring
no/designations/posts this was done in the process as they decided to
select one brand manager for the marketing department.
* Locating & developing sources the company used the external source
* Identifying prospective employees with required personnel specification.
It was poor.
* Advertising the job but some salient futures were missed out from it.
* Encouraging prospective candidates to apply
* Assess the effectiveness on the recruitment process.
So lets get an idea about recruitment as follows;
What is recruitment?

Recruitment is a process searching for prospective employees and

stimulating them to apply for the job in an organization.
It may be sourced by internally or externally. This organization used the
external source for recruiting the brand manager position. But in another
way use of the external source will frustrate amongst existing employees.
And they used the channel of Advertising method for that particular
recruitment. They have to use better recruitment process. Such as; [But
most of these steps they didnt done clearly.]
* HR planning further and current requirements
* Preparation Job Description and Job Specification this was not done
properly in the process
* Confirmation from relevant department heads for hiring
no/designations/posts this was done in the process as they decided to
select one brand manager for the marketing department.
* Locating & developing sources the company used the external source
* Identifying prospective employees with required personnel specification.
It was poor.
* Advertising the job but some salient futures were missed out from it.
* Encouraging prospective candidates to apply
* Assess the effectiveness on the recruitment process.
The first issue was related to the advertising the vacancy. According to that
poor advertisement, they received only few application forms for that
position. So that they hardly found the suitable candidates and shortlisted
the CVs and called for interviews for 3 candidates. It is related to the
recruitment procedure.
So according to this recruitment process, it was low effectiveness process
as they received limited no of application forms.
Lets get an idea about the selection procedure.

What is Selection?
Selection is the process to choose from those available the individuals
most likely to perform successfully in a job. There should be better
selection procedure for selecting the most suitable employee. Such as;
* Completion and screening of the application forms -In this step they do
not have wider options to most skillful person as they receive only a few
applications forms.
* Preliminary interview - It was done by the first interview.
* Employment testing -It will enable short assist organization to the
candidates competencies, which cant be measured at the time of
preliminary interview.
* Diagnostic interview -this interview is used to supplement information
gained in other steps in the selection process to determine the suitability of
an applicant. This is the final interview of the selection procedure.
* Reference checking
* Physical/medical examinations
* Final decision The CEO was selected one candidate (Mr. Anton) for that
position.
* Job offer and acceptance they select the employee and asked to join
the company as early as possible.
Lets get an idea about the selection procedure.
What is Selection?
Selection is the process to choose from those available the individuals
most likely to perform successfully in a job. There should be better
selection procedure for selecting the most suitable employee. Such as;
* Completion and screening of the application forms -In this step they do
not have wider options to most skillful person as they receive only a few
applications forms.

* Preliminary interview - It was done by the first interview.

* Employment testing -It will enable short assist organization to the
candidates competencies, which cant be measured at the time of
preliminary interview.
* Diagnostic interview -this interview is used to supplement information
gained in other steps in the selection process to determine the suitability of
an applicant. This is the final interview of the selection procedure.
* Reference checking
* Physical/medical examinations
* Final decision The CEO was selected one candidate (Mr. Anton) for that
position.
* Job offer and acceptance they select the employee and asked to join
the company as early as possible.
These two not mentioned in the case study but they should do these two
functions.
These two not mentioned in the case study but they should do these two
functions.
Also there were some mistakes on the selection procedure. Because they
selected the brand manager only conducting 2 interviews. The first
interview was carried out just before a monthly board meeting without
paying much attention to the interview. So that it might not select the most
suitable candidate as they were not pay much attention for the interview.
And then they entered to the final interview in 10 days after the 1st
interview without doing any employment testing. The final interview was
conducted by the CEO of the company. Marketing Director wasnt come to
the final interview as he and his team attended for an exhibition. But the
marketing director should involve in the final interview as the vacancy
related to the marketing field and he knows what are the skills should
require for that position.

So the company not having a proper recruitment and selection procedure

according to the above detailed theory part.
* Issue No 03 :Not having proper induction for the selected candidate.
After the final decision they selected Mr. Anton as the brand Manager in
their company. So he joined the company in the following week. But he had
not proper induction and also a probation period.
Mr. Anton wasnt familiarized with the system and the process of the
company and he immediately got involved the works at the very first days.
So that he had not any proper induction program.
And also there was not having any probation period for Mr. Anton. So that
he doesnt know the gravity of the type of work that had to carry out with his
branding team. So that he cant handle his work during the orders kept
coming rapidly for the newly developed products. It will be damage the
growth of the business. So that he had to depend on his subordinates as
the competency levels which were required for this position were not
possessed by him.
* Issue No 04 :Not having proper link between HR strategy and business strategy with
impacting organizational goals and their employees.
According to the induction & probation period issue, he was totally
depending on his subordinates as the competency levels which were
required for this position were not possessed by him. Because lack of the
experiences & less skills & competency of the position expected from him,
he doesnt have clear idea about the gravity of the work. So that the normal
working targets were dropped down as there were no proper working
conditions for the workers. Also depending on the subordinates is not
matched for a brand manager. So the respects for the brand manager
position may damage. Workers do not care of their superiors orders. So
there may be happen dissatisfactions and conflicts among them.

Little by little there was a significant drop in the market for this particular
baby soap as these issue and hardly any branding activity was taken place
in the company. So the branding team members also really demotivated as
the target was set for them had not been achieved at all.
Alternatives
This section deals with different ways in which the problem can be
resolved.
Solution for Issue 01: Advertising is a crucial part of recruitment process. It is intended to
research out into the labor market with an attractive offer of employment.
This company advertised their vacancy on a weekday newspaper. But it is
not refer to the job seekers as most of the job seekers use the weekend
newspapers. Although the position of the vacancy goes to top level
management. So that it will be better if it is published on popular job
vacancy web site such as topjobs.lk, cv.com etc. because most of the
top level position job seekers use web sites to find their careers. It will be a
wider options to attract more candidates.
Also, once they published their vacancy advertisement, only few
candidates applied for the job because some of the salient features of a
well drafted advertisement were missed out. Such as clear JD & JS.
Also there should some few criteria to evaluate the effectiveness of
newspaper advertisement of a job vacancy as;
*
* Distinctive headlines
* Effective graphics
* Clever and creative
* Avoids sounding too glamorous
* Specifies nature of job & qualification

* Sells the employee

* Avoid stereotyping & helps candidate identify self.
There is a sample advertisement which was created by me for this
company. I think there should be a proper advertisement like as bellow;
Global Consumer Products
Brand Manager
..Branch
My client is a well-known company manufacturer and distributors of baby
soaps products. Etc. [should include some details of the company briefly]
Your key responsibilities are:
* Manage and execute the new product launch
* Brand management, awareness and promotion
* Integrated campaigns - design, social media and internal communications
* Cost management
* Strategy and planning
* Analysis and forecasting
* Reports
You will be required to have:
* A degree in Marketing of a minimum of 5 years experience in a similar
role.
* Excellent communication, oral & presentation skills
Strong background in marketing concepts, branding and message
development
* Budget and cost management

* Stakeholder influence and relationship building

* excellent time management
An attractive remuneration package above industry standards is waiting for
the right match.
If this is a role that lights your spark then APPLY BELOW. Alternatively you
can email your CV and cover letter with names & contact details of nonrelated referees; to.. [Should give an email address and the postal
address and the contact details.]
Global Consumer Products
Brand Manager
..Branch
My client is a well-known company manufacturer and distributors of baby
soaps products. Etc. [should include some details of the company briefly]
Your key responsibilities are:
* Manage and execute the new product launch
* Brand management, awareness and promotion
* Integrated campaigns - design, social media and internal communications
* Cost management
* Strategy and planning
* Analysis and forecasting
* Reports
You will be required to have:
* A degree in Marketing of a minimum of 5 years experience in a similar
role.
* Excellent communication, oral & presentation skills

Strong background in marketing concepts, branding and message

development
* Budget and cost management
* Stakeholder influence and relationship building
* excellent time management
An attractive remuneration package above industry standards is waiting for
the right match.
If this is a role that lights your spark then APPLY BELOW. Alternatively you
can email your CV and cover letter with names & contact details of nonrelated referees; to.. [Should give an email address and the postal
address and the contact details.]
Solution for Issue 02: There should pay more attention to the interview as same as the board
meeting. According to that there should be at least 15 minutes for
intervening each candidate.
The purpose of an interview is to assess the thinking, attitudes and
aspirations of the candidate and match against the job requirements. And
should be consist with appropriate panel members for this type of job and
should beforehand discuss and agree as the specifics of the interview.
And also during the interview they can ask questions such as opening
questions, probing questions, hypothetical questions and closed questions.
So the use of these effective questioning will help
* In understanding the evidence presented during the interview
* Gain greater understanding of the candidates view, thinking etc.
* Filter information
And also there should include at least 2 employment tests such as
personality testing and intelligent testing according to this position.
Because the employment test pays an important role in the selection

procedure. Hence the suitability of the test will be depend according to the
category and level of specific jobs to be field. [According to this situation
the personality & intelligent tests is match for the brand manager position]
Personality test personality refers to those traits of an individual or those
aspects of his/her behaviors that have emotional, motivational or moral
connotations such as stability, extraversion, perseverance and honesty.
Such tests are conducted with the help of questionnaires.
Intelligent tests these tests are generally include verbal comprehension,
verbal fluency, memory, inductive reasoning, etc. these test are used to
measure intelligence and mental ability quantitatively.
Solution for Issue 03: There should be a proper placement.
According to Paul Pagers and Charles A. Myers placement is, the
determination of the job to which an accepted candidate is to be assigned
and his assignment to that job. The overall purpose of placement is to fit in
the new employees to the job demands. When the new employee join a
company he/she is supposedly an unknown or and an untried quantity to
the organization. So for this reason they are initially put under a probation
period. So that Mr. Anton should put under a probation period.
So at the end of the probation period the employee (Mr. Anton) the
company should measure performance and should decide, accordingly the
employee will be remaining in the company as a regulars employee or will
discharged as an unsatisfactory probationer.
There should be a proper induction.
After offering the job this company used to utilize the newly recruited
employee straight away to the job without providing him initial
familiarization training about the organization and the particular job to
perform. So giving an induction is help new employees [Mr. Anton] to reach
the level of performance expected from an experienced worker. So that
good and effective induction training ensures new starters are retained,
settled quickly and happily engaged in productive role.

Solution for Issue 04: They should have a proper idea about the link between in HR Strategy and
the Business strategy.
What is business strategy?
Business strategy is viewed in terms of domain navigation. It is more
focused on how the company will compete against rival firms in order to
create value for customers. The company can increase the value they offer
customers by decreasing the cost of their products by increasing the
benefits their products provide.
What is HR Strategy?
A coordinated set of actions aimed at integrating an organizations culture,
organization, people and system in order to get achieve the business goals.
What is business strategy?
Business strategy is viewed in terms of domain navigation. It is more
focused on how the company will compete against rival firms in order to
create value for customers. The company can increase the value they offer
customers by decreasing the cost of their products by increasing the
benefits their products provide.
What is HR Strategy?
A coordinated set of actions aimed at integrating an organizations culture,
organization, people and system in order to get achieve the business goals.
So, the recruitment and selection process of this companys human
resources department is paramount in building a productive workforce.
Developing a human resource strategy for recruiting and selecting the best
employees affects this organization's bottom line. Maintaining a workforce
where employees enjoy high levels of job satisfaction and job security
translates into a workforce that helps achieve business goals. According to
HR experts, human capital, or human resources, is the most valuable
resource. So the company can improve the job satisfaction by giving
motivational factors such as welfare, financial incentives, allowances etc.

Conclusion
Finally management of global consumer products decided to extend the
probation period of Mr. Anton purely on his performance and incompetence.
I agree for that solution because it may highly waste the time and money
for doing another recruitment procedure.
So that it is more suitable for this situation as their profit also dropped
down, so they should save the company money with doing the best
solution. The duration of the probation period may be last from three
months to six months or more according to the policies and procedures of
this organization.
So by giving probation it may be good result as, Mr. Anton can familiar to
the company and get the gravity of his work and know the working
procedure of the company. If so he gets an improvement from the probation
period and then he can fix the branding activities as early as possible. So
that the team member will active and will satisfy for their job by motivating.
But if the probation period result is not good, the company has to do a
training program for this person or has to recruit a new employee. So that it
will may high cost for this company.
Reference
* https://www.businessdictionary.com/definition/brand-management.html.
* http://www.yourarticlelibrary.com/advertising/7.salient-features-of-a-goodadvertisement-copy/25871/
*
http://www.floridatechonline.com/resources/marketing/brand-managercareer-and-salary-profile/#.VcHCPKabaSE.