RECRUITMENT IN ADVERTISING

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SUMMER INTERNSHIP PROJECT REPORT

ON

END TO END RECRUITMENT FOR ADVERTISINGAGENCIES

UNDER THE GUIDANCE OF

(Prof. KAPIL BHOPATKAR)

IN PART COMPLETION FOR THE AWARD OF

POST GRADUATE DIPLOMA IN MANAGEMENT DEGREE

TO

GURUNANAK INSTITUTE OF MANAGEMENT STUDIES(GNIMS)

Submitted By:

RACHANA PATEL

ROLL NO: 24

PGDM (2011-2013)

SUMMER PROJECT UNDERTAKEN DURING MAY -JULY 2012

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ACKNOWLEDGEMENT

Its my utmost pleasure to extend my sincere gratitude to TALENT CORNER

HR SERVICES PVT.LTD for offering me an opportunity to undergo summer

internship program in this esteemed organization.

I offer earnest regards to Mr. Rashesh Doshi and Mrs. Deepika Ganesh mycorporate guide for their scholarly guidance & kind cooperation. Their keen

interest and encouraging words at every step were a source of inspiration that

enabled me to broaden my sphere of domain knowledge.

I am equally grateful to my mentor Prof. Kapil Bhopatkar. He gave me moral

support and guided me in different matters regarding the topic. He had been very

kind and patient while suggesting me the outlines of this project and correcting my

doubts.

Thanking you.

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DECLARATION

I Ms. Rachana Patel a student of PGDM second year (III semester) at

Guru Nanak Institute of Management Studies, hereby declare that I have completed

my summer internship project entitled END TO END RECRUITMENT FOR

ADVERTISING AGENCY as partial fulfillment of the course curriculum for the

academic year 2012-2013 under the guidance ofProf. Kapil Bhopatkar. The datacollected and work done by me is truly authentic and is not borrowed or copied

from any dissertation report. The project contains true and complete information.

Whenever references have been made to previous work of others, it has been

clearly predicted as such and included in the Bibliography.

Certified by

Signature of guide Sign of a candidate

Place: MUMBAI

Date:

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INDEX

COMPANY PROFILE:

4

SR. NO PARTICULARS PG. NO

1.INTRODUCITON TO THE COMPANY

5-62. ABSTRACT 7

3 OVERVIEW OF RECRUITMENT 8-17

4 JOB PART 18-26

5 LITERATURE REVIEW 27-29

6 Rationale of study 30

7 HR CHALLENGES 31-32

8 OBJECTIVES OF STUDY 33

9 RESEARCH METHODOLOGY 34

10 HYPOTHESIS 35

11 ADVERTISING SECTOR 36-39

12 CHALLENGES IN ADVERTISING SECTOR 40-41

13 EMERGING ISSUES 42-43

14 CONCLUSION 44

15 RECOMMENDATIONS 45

16 BIBILIOGRAPHY 46


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Talent Corner H.R. Services Pvt. Ltd. a professional human resources5


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organization providing innovative recruitments and training platforms for thecorporate world. Incorporated in 2002, with a modest set-up of just three people,Talent Corner has now grown into one of Indias leading HR managementconsultants with over 100 employees in 11 offices across the country; serving over100 clients in diverse industries.

Headquartered in Mumbai, we have investments in Ahmadabad,

Bhubaneswar, Delhi,Hyderabad, Kolkata, Meerut, Mumbai, Nagpur and in Pune.

Incorporated in 2002

Director: Mr. Bankim Doshi

100 employees in 11 offices across the country (Above Mentioned)

Talent Corner H.R. Services Pvt. Ltd. brings to you a unique businessopportunity An opportunity that helps you achieve financial freedomanopportunity that lets you work alongside your present jobAn opportunity that letsYou call the shotsAn opportunity to own your very own business

If you are looking to escape the confines of your boring cubicle, there's somethingdefinitely appealing about buying a "business in a box" that takes the mystery (andat least some of the risk) out of starting your own business.

Talent Corner understands this and hence we invite you to be our business partnerand to reap rewards with us.

Talent Corner is a professional human resource organization providing innovativerecruitment and training platforms for the corporate world. Incorporated in 2002,with a modest set-up of just three people, Talent Corner has now grown into one ofIndias leading HR management consultants with over 100 employees in 16 officesacross the country; serving over 500 clients in diverse industries. Headquartered in

Mumbai, we have branches in Andheri,Seawood,Kolkata, Hyderabad, Delhi, Pune,Ahemdabad,Meerut, Bhuwaneshwar and Nagpur.

ABSTRACT

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This deals with recruitment process by the consultancy for the particular industry, company/organization. The recruitment is the process towards creating the competitive strength and thestrategic advantages for the organizations.

The motive behind this project is to find out the process of recruitment which is done byconsultancy for the particular company, industry. This is all about how recruitment starts andhow it ends with getting good candidate for the vacant position. Recruitment processes haveseldom been studied as key business processes. Performance measurement, process efficiency,effectiveness and continuous improvements have been rarely been associated with talentacquisition.

Within general discussions about skills, education, training and their relationship with the labourmarket, recruitment and selection is often either wholly absent as a topic or is regarded as being

of relatively marginal importance.

The recruitment cycle consist of start to end recruitment which mainly consists.

Understanding requirements then

identifying proper candidates (Job Description).

Source the proper candidates, if the candidates are suitable as per our requirement.

schedule theinterview with the client.

Short list the candidates,

selection of one candidate at the vacant place.

Finally, take the feedback from the candidate about the environment and the working condition,if the candidate is satisfied or not.

From my research I can say that, recruitment is a cycle, One candidate is finalized or a closer isdone then search for the next candidate for the same of different position. In case of consultancy

they recruit the candidates for their clients.

OVERVIEW OF RECRUITMENT

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There is no doubt that the world of work is rapidly changing. As part of an organization then,HRM must be equipped to deal with the effects of the changing world of work. For them thismeans understanding the implications of globalization, technology changes, workforce diversity.

Recruitment is a process to discover the sources of man power to meet the requirement of thestaffing schedule. It helps to employ effective measured for attracting manpower in adequatenumber to facilitate selection of effective personnel.

Changing skill requirements, continuous improvement initiatives contingent workforce,decentralized worksites and employee involvement are the issue for deal with. Now it is a bigchallenge for the HRM to support the organization by providing the best personnel for thesuitable position in shortest possible time. Starting with recognizing the vacancies and planningfor them is a big task. Moreover selecting attracting the suitable candidates and selecting the bestperson in time is a challenge.

The cost of the recruitment is significant. So, proper planning and formulate those plan is the taskthat require more focus and improvement. Equal opportunity and sourcing is also a vital part.Realizing this need we tried to find the difference and similarities between theoretical aspectsfrom the books with the practical steps taken by the company and the employees. When companyneed the person for the particular position. They have following sources:

Sources of Recruitment

Internal Sources External Sources

Promotion Consultants

Internal Ads Advertisements

Retirees Recommendations

Transfers Campus Recruitment

Many organizations have an internal human resources function that deals with many of theoperational aspects of the resourcing process. However, some organisations do not have adedicated function and managers often have to devote precious time overseeing recruitmentthemselves. At that time when they need a man power they use the external resource which isconsultants, In which consultant/ recruiter find the right mach as per the companies requirement.

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Factors taken into consideration while recruiting people/ employees

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Recruitment and selection, as defined here, can play a pivotally important role in shaping anorganizations effectiveness and performance, if work organisations are able to acquire workerswho already possess relevant knowledge, skills and aptitudes and are also able to make an

accurate prediction regarding their future abilities.

If organizations accept this premise and selecting staff in an effective manner, unavoidable costcan be avoided- for example, those associated with high staff turnover, poor performance anddissatisfied customers.

STAGES OF RECRUITMEN T

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Job Analysis

JobDescription

PersonSpecification

Filtering theapplication/Selectihe InterviewProcess


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1. Job Analysis- this is the initial phase of recruitment and selection. Is their a job that actuallyexists? Think about what happened when the PTs of English and Modern Languages left theschool. They were not replaced individually but by a new role: Faculty Head ofCommunications, which absorbed the managerial side of the PT posts. Obviously the teachingside was absorbed into the departments, as the new FH is an English specialist, so Modern

Languages teachers had to take on new classes.

2. Job Description - this is when a document is written up by HR that contains the job title, theduties, roles and responsibilities of the job.

3. Person Specification - again another document that is created as part of the application packsent out to potential candidates. It contains information of the characteristics and skills requiredof the ideal candidate. It includes essential and desirable features. ie in the new Faculty of ICT

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Advertisinginternally orexternally

Applicationforms

Other selectionmethods


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new Teachers HAVE to teach either Computing or Business, but ideally they can be dualqualified like Mr Arthur (I'm only at the probation stage for Computing, but I wonder if I'll everget it done! I'm far too busy!) as this gives timetable flexibility to the school.

4. Advertising the post Internally or Externally.

For this you need to think about the costs involved and also the benefits/costs of hiring peoplewho work already within the business or getting new ideas and experiences from outside. Thinkabout the impact of either on existing staff morale (career development, promotion etc)

5. Application Forms and CV/Cover Letters - these are sent out to candidates by post or emailand they have to complete and send in by a closing date.

6. Filtering the applications (shortlist) - the panel go through the applications and seperate thewheat from the chaff. Remember the Phones 4 U video. The HR Manager went through 2,500CVs only allocating 10 seconds per CV. The lucky 6 or so candidates are invited to attendinterview.

7. The interview process - a series of questions are asked by a panel of interviewers. They takenotes on the candidates and compare at the end. I will publish a separate article on interviewingtips later.

8. Other Selection Methods - This stage may also happen whereby IQ, Aptitude and personalitytests are involved or Assessment Centres are used to select the top candidates.(Remember Assessment Centers are expensive and normally only used for high flying jobs andnot for low paid positions).

9. The Job Offer - normally the candidate who has got the job is offered the job BEFORE theunsuccessful candidates are told they didn't get it. This is so if the successful candidate rejects thejob they have others to fall back on.

PURPOSE OF RECRUITMENT

Attract and encourage more and more candidates to apply in the

organization.

Create a talent pool of candidates to enable the selection of best candidates

for the organization.

Determine present and future requirements of the organization in

conjunction with its personnel planning and job analysis activities.

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Recruitment is the process which links the employers with the employees.

Increase the pool of job candidates at minimum cost.

Help increase the success rate of selection process by decreasing number of

visibly under qualified or overqualified job applicants.

Help reduce the probability that job applicants once recruited and selected

will leave the organization only after a short period of time.

Meet the organizations legal and social obligations regarding the composition

of its workforce.

Begin identifying and preparing potential job applicants who will be

appropriate candidates.

Increase organization and individual effectiveness of various recruiting

techniques and sources for all types of job applicants

SOURCES OF RECRUITMENT

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SOURCES OF RECRUITMENT


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Internal Sources Of Recruitment

1. PROMOTIONS: Promotions means to give higher position, status, salary andresponsibility to the employee. So the vacancy can be filled by promoting a suitablecandidate from the same organization.

2. Transfers: Transfer means a change in place of employment without any change inthe position, status, salary and responsibility of the employee. So, the vacancy can befilled by transferring a suitable candidate from the same organization.

3. Internal Advertisement: Here, the vacancy is advertised within the organization.The existing employee are asked to apply for the vacancy. So, recruitment is donewithin the organization.

4 Retired Managers: Sometimes, retired managers may be recalled for a short period.This is done when the organization cannot find a suitable candidate.

5 Recall from Long Leave : The organization may recall a manager who has gone on along leave. This is done when the organization faces a problem which can only besolved by that particular manager. After he solves the problem, his leave is extended.

Merits of Internal Sources

The benefits / advantages / merits of using internal sources of recruitment:-

1. It is time saving, economical, simple and reliable.2. There is no need of induction training because the candidate already knows everything

about the organization, the work, the employee, the rules and regulations, etc.3. It motivates the employees of work hard in order to get higher jobs in the same

organization.4. It increases the morale of the employees and it improves the relations in the organization.5. It reduce executive turnover.

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The Job Offer

INTERNAL EXTERNAL


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6. It develops loyalty and a sense of responsibility.

Demerits of Internal Sources

The limitations / demerits of using internal sources of recruitment:-

1. It prevents new blood from entering the organization. New blood brings innovative ideas,fresh thinking and dynamism into the organisation.

2. It has limited scope because it is not possible to fill up all types of vacancies from withinthe organisation.

3. The position of the person who is promoted or transferred will be vacant.4. There may be bias or partiality in promoting or transferring persons from within the

organisation.5. Those who are not promoted will be unhappy.

6. The right person may be promoted or transferred only if proper confidential reports of allemployees are maintained. This involves a lot of time, money and energy.

External Sources of Recruitment

The external sources of recruitment are:-

1. Management Consultants : Management consultants are used for selecting higher-levelstaff. They act as a representative of the employer. They make all the necessaryarrangements for recruitment and selection. In return for their services, they take a servicecharge or commission.

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2. Public Advertisements : The Personnel department of a company advertises the vacancyin newspapers, the internet, etc. This advertisement gives information about the company,the job and the required qualities of the candidate. It invites applications from suitablecandidates. This source is the most popular source of recruitment. This is because it givesa very wide choice. However, it is very costly and time consuming.

3. Campus Recruitment : The organisation conducts interviews in the campuses ofManagement institutes and Engineering Colleges. Final year students, who're soon to getgraduate, are interviewed. Suitable candidates are selected by the organisation based ontheir academic record, communication skills, intelligence, etc. This source is used forrecruiting qualified, trained but inexperienced candidates.

4. Recommendations : The organisation may also recruit candidates based on therecommendations received from existing managers or from sister companies.

5. Deputation Personnel : The organisation may also recruit candidates who are sent ondeputation by the Government or Financial institutions or by holding or subsidiarycompanies.

Advantages of External Sources

The benefits / merits / advantages of using external sources of recruitment:-

1. It encourages young blood with new ideas to enter the organisation.2. It offers wide scope for selection. This is because a large number of suitable candidates

will come for the selection process.3. There are less chances of bias or partiality.4. Here there is no need to maintain confidential records.

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Limitations of External Sources

The demerits / limitations of using external sources of recruitment:-

1. It is very costly. This is because advertisements, test, medical examination etc., has to beconducted.

2. It is very time consuming. This is because the selection process is very lengthy.3. It may not develop loyalty among the existing managers.4. The existing managers may leave the organisation if outsiders are given higher post.

JOB PART

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RECRUITMENT PROCESS

Preparation of Job Description

Searching the Right CandidatePitch the Candidate IF CANDIDATE IS NOTSOURCED

Telephonic InterviewSchedule Interview Head HuntingTelephonic InterviewSchedule InterviewCo-ordination with

Client

Co-ordination withCandidateNegotiation


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JOB PART

The core responsibility was to provide with the support work which plays an important role inrecruitment.

Like:

searching the right candidate from job portals,

pitch the candidate,

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IF CANDIDATE IS

SOURCED

Co-ordination with

Client

Co-ordination with

Candidate

Negotiation


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schedule the interview,

head- hunting,

telephonic interviews

and co-ordination with candidate after interview.

The main task was negotiation between client and candidate.

Recruitment begins with the human resource recruitment, initiating activities and

action to identify the possible source from where they can meet, communicating the

information about the jobs, terms and conditions and prospects of the company/ client.

The recruitment process is as follows:

Deciding How Many People Company Needed:

This is only matters to the client how many people they need for the particular

position and what is maximum requirement. As if they need the executive level of

employees they might need more in numbers. Otherwise if it is one of the higher position

so they need only one person for that specific job.

Searching The Right Candidate:

After preparing proper job description we started searching right candidate for

the vacant position. In this I search the candidate on job portals which are:

monsterjob.com, timesjob.com. I search for the candidate on the portals as per our

criteria. We sort the CV of the candidates as per our requirement, and the ability of the

candidate then I take my foot forth to next step.

Pitch The Candidate:

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After sorting out the candidate by clients requirement. We have to pitch them

or call them if they are searching for the job or not. If candidate is ready so, I took the

first telephonic interview which consist of some questions which can little bit

information about the candidate.

Questions are as follows:

What is the reason to change job?

Narrate your current role and responsibilities

Confirm education qualification.

Whether full time or part time etc.

In this interview we examined the candidate, and take the decision whether he

is suitable for that job or not.

Head- Hunting:

Some times as per the client requirement we would not get the proper

candidates on job portals. Sometimes client wanted some particular people from the

particular company. That is known as Head- hunting which done as, by any ways

finding out the phone number of that particular client.

TBWA is an Advertising Agency so they need the candidate for Main Line client servicing withexperience in Advertising

The HR person of the company had given me some name of the companies which are:

Ogilvy & Mather

Mudra Communication

Draft FCB

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Telephonic Interview:

After candidates resume is finalised by client we take the telephonic

interview which is the first step towards the interview round. The questions which are

asked by use to the candidates are:

Narrate your current role and responsibilities

Achievements at work.

What are your goals? What is the time frame you have set to achieve it?

Personal Details: Family Background

Are you flexible about work timings?

Willingness to relocate?

What is your Current CTC?

What is your Expected CTC?

How much youre Notice Period can be?

Schedule Interview:

AS per clients and candidates time availability I schedule the interview. In this

period also we are in the touch with client and candidate.

Co-Ordination With Client:

After the interview is done I took the feedback from the client about candidate. If he like toappoint that candidate or not. If he is ready to take the candidate in the

company then the we proceed to next step.

Co-ordination With Candidate:

Before going for an interview we are in touch with the candidate and help him if he need. Iprovide him all information about the company and etc. After the interview is done I took thefeedback from the candidate, about how was his/ her interview, what he/ she expect from theinterview. How much positive he/ she are feeling after that. When the candidate join the

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company I took feedback from him how is the environment of the company. If he can adjust his/herself in that.

Negotiation:

If the candidate get selected sometimes we have to negotiate between the client and the candidateabout the salary and the join date of the candidate. The recruitment does not end hear, after thisprocess for one candidate. The same process repeat for the next candidate. Hence, recruitment inthe consultancy is a cyclic process. Then once again new requirement new candidate, new clientant etc. will repeat.

TOP 20 ADVERTISING AGENCY

1. Ogilvy & Mather

2. JWT

3. Mudra Communication

4. FCB ULKA/ Draft FCB ULKA

5. Redifussion Y & R

6. McCann Erickson

7. R K Swamy BBDO

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8. Grey Worldwide

9. Leo Burnett

10. Contract Advertising

11.Percept D Mark

12.TBWA

13.Euro RSCG

14.Pressman Consulting

15.Trition Communication

16.Publicis

17.Quadrant Communication

18.Fountain Head Communication

19.Saint & Warriors

20.Bates India

Brief introduction about the Client of Talent Corner

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Ogilvy & Mather

In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting withno clients and a staff of two, he built his company into one of the eight largest advertisingnetworks in the world. Today it has more than 450 offices in 169 cities.

David firmly believed that the function of advertising is to sell, and that successful advertisingfor any product is based on information about its consumer. His copy was written to sellproducts, and it followed the basic rules of advertising: research and position the product,develop a brand image, and have a big idea

In 1948, he founded the New York-based ad agency Hewitt, Ogilvy, Benson & Mather (whicheventually became Ogilvy & Mather Worldwide), with the financial backing of London agencyMather & Crowther

In 1965, Ogilvy merged the agency with Mather & Crowther, his London backers, to form a newinternational company. One year later the company went public - one of the first advertisingfirms to do so. Soon Ogilvy & Mather had expanded around the world and was firmly in place as

one of the top agencies in all regions.

The requirement given by Ogilvy & Mather was as follows:

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Position Group Account Manager( Main Line Client Servicing)

Brands Unilever, BFSI, Industrial & Automotive Lubricants

Experience 5.5+ years in Advertising

CTC 5.5lpa

Position Management Supervisor

Brands Telecom

Experience 7-9 years in Advertising

CTC 9lpa

The requirement given by Draft FCB is as follows:

Position social media manager

The candidate who can handle Social Media + Market Research + Client Servicing +Strategizing.

Experience 3-4 years

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CTC 4lpa

The requirement given by TBWA is as follows:

Position Group Account Manager (Financial Client)

Brands Standard Charted , Visa

Experience 5+ years

CTC 8lpa

Position Sr. Account Executive

Brands Nissan, IDFC, Loop, Lavie, Singapore Airline

Experience 2-3years

CTC 4-4.2lpa

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LITERATURE SURVEY

Article 1:

Recruitment and Selection are conceived as the processes by which organizations solicit, contactand interest potential appointees, and then establish whether it would be appropriate to appointany of them (Sisson, 1994). Another research suggest Recruitment as Positive process of

generating a pool of candidates by reaching the right audience, suitable to fill the vacancy(Leopold, 2002).

Article 2:

Recruiting is the work of human resource management, which identifies sources Of qualifiedcandidates to fill a post and it determines the candidates to apply for employment of new orvacant positions within an organization (Deaconu et al. 2002). Another review on recruitment astraditionally, organizations in the UK recruiting industry found it a lot easier to recruit candidatesthat from the list of job applicants given that the majority of applicants accepted any form of joboffering. (Mohamed, 2008, p. 498).

Article 3:

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The recruitment and selection process follows some defined sequences characterized by distinctand inter-linked stages. These sequences are referred to as the resourcing cycle of the recruitmentand selection process. This cycle begins when graduates identify an available vacancy and endswhen the selected candidate lives up to the expectation of the case by performing to the requiredstandards. To graduate, the organization is a prospective employer while to the organization the

candidate is evaluated to fill the vacancy. (Raybould, andSheedy, 2005).

Article 4:

The first step of the recruitment and selection process entails the announcement of a vacantposition within an organization. This move is subject to thorough decision-making by membersof the management regarding the strategic impacts within their organization. (Tineke, & Maddy,2008). Another review as the recruiting cycle that entails short listing the number of candidatesto a manageable level whereby it will be easy to make an employment decision: (Tineke &Maddy, 2008).

Article 5:

The current employees within the organization can act as a rich source of providing linkages topotential recruits. They might be hold vital information about graduates who can match theavailable position within the organization and such individuals might not be in a position ofresponding to normal recruitment methods (Shiona, 2010).

Article 6:

Recruiting agencies specialize in the provision ofjob recruitmentinitiatives whereby they screenjob applicants and subject them to tests relative to the positions they have applied based on theirskills and qualifications. The costs of utilizing services from the recruiting agency might be highbut they offer the best services in terms of selecting the ideal candidates for particular positions(Roberts, 2005).

Article 7:

Recruitment is the process of searching the candidates for employment and stimulating them toapply for jobs in the organisation (Edwin B. Flippo). Another research states the recruitment asRecruitment and selection forms the foundation of the core activities and processes underlyinghuman resource management and such activities include theacquisition, training anddevelopment, and rewarding performance of workers. (Gilmore,and Williams, 2009)

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Article 8:

Recruitment is nothing but the process of searching the candidates for employment and then

stimulating them for jobs in the organization. It is the activity that links the employees and thejob seekers. It is also defined as the process of finding and attracting capable applicants foremployment. It is the pool of applicants from which the new employees are selected. It can alsobe defined as a process to discover sources of manpower to meet the requirement of the staffingschedule and to employ effective measures for attracting the manpower in adequate numbers inorder to facilitate the effective selection of an efficient working force. (Edwin B Flippo)

Article 9:

The recruitment needs are of three types which are as follow:

(a) First one is Planned Needs: These are the needs that arise from the changes in the

organization and retirement policy creating vacancy for new jobs.

(b).Second one is Anticipated Needs: These are those movements in personal which an

organization can predict by studying trends both in external as well as internal environment.

(c) Last one is Unexpected Needs:

These needs arise due to various reasons like deaths, resignations, accidents, illness, relocationetc. (According to David A De Cenzo)

Article 10:

This article outlines seven commonly held misconceptions about recruitment and selectionpractices. Areas discussed include the validity of various Recruitment and selection measures(e.g., interviewing, reference checks), the Conditions necessary to maximize the effectiveness ofthese practices, and Common mistaken perceptions of the interview process. This article is mostuseful for readers interested in workforce development theory and research. Taylor, P. (1998).

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RATIONALE OF STUDY

Advertising is a booming sector in India with large number of people getting

attracted towards the advertising agencies for their career. These agencies are

always in the constant hunt for hiring the right candidates who are talented enough

to handle the challenges that is being thrown at them everyday.

These agencies with the help of the consultancies search for the right candidates

and also help them in filling the vacant position.

Talent Corner helps the agencies to find the right candidates for the agencies

according to needs and requirements of the agencies. The main aim of conducting

this study was to have a broad look at how consultancies help the organizations tofind the right candidate for the vacant position.

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HR Challenges In Recruitment

Recruitment is a function that requires business perspective, expertise, ability to find and matchthe best potential candidate for the organization, diplomacy, marketing skills (as to sell theposition to the candidate) and wisdom to align the recruitment processes for the benefit of theorganization. The HR professionals handling the recruitment function of the organization- areconstantly facing new challenges. The biggest challenge for such professionals is to source orrecruit the best people or potential candidate for the organization.

In the last few years, the job market has undergone some fundamental changes in terms of

technologies, sources of recruitment, competition in the market etc. In an already saturated jobmarket, where the practices like poaching and raiding are gaining momentum, HR professionalsare constantly facing new challenges in one of their most important function- recruitment. Theyhave to face and conquer various challenges to find the best candidates for their organizations.The major challenges faced by the HR in recruitment are:

Adaptability to globalization The HR professionals are expected and required tokeep in tune with the changing times, i.e. the changes taking place across the globe. HRshould maintain the timeliness of the process

Lack of motivation Recruitment is considered to be a thankless job. Even if theorganization is achieving results, HR department or professionals are not thanked forrecruiting the right employees and performers.

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Process analysis The immediacy and speed of the recruitment process are the mainconcerns of the HR in recruitment. The process should be flexible, adaptive andresponsive to the immediate requirements. The recruitment process should also be costeffective.

Strategic prioritization The emerging new systems are both an opportunity as wellas a challenge for the HR professionals. Therefore, reviewing staffing needs andprioritizing the tasks to meet the changes in the market has become a challenge for therecruitment professionals.

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OBJECTIVE OF STUDY

The study emphasis is on the recruitment process carried by the consultancy.

The study aims at understanding the process of recruitment for different level ofemployees and the requirements at different levels.

The study was done only to know various sources to find out right candidate for theparticular organization, at different level.

Main focus of the research is to understand various processes of recruitment byconsultancies

To know the effective methods of recruitment in the consultancies.

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RESEARCH METHODOLOGY

The research was carried by observing the candidates who were being interviewed for aparticular position for a particular advertising agency.

There are basically two types of data that was collected

Primary Data

Secondary Data

Primary Data

The primary information collected through face to face interview,observation, and by participation in the recruitment and selection process.

Secondary Data

The time period allotted to us to close a particular position.

The time allotted to close a position by an agency was 20 days.

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HYPOTHESIS:

Ha: Candidate sourcing processing at Talent Corner is effective.

Ho: Candidate sourcing process at Talent Corner is not effective

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ADVERTISING

Advertising is a form of communication intended to persuade an audience (viewers, readers orlisteners) to take some action, usually to purchase or consume a product or service. It is totallydriven and focussed on the client and the client's marketing or advertising need for a brand orproduct. It crosses multiple platforms from broadcast, print, billboard and online.

It is a sector which leads the way with cross-platform innovation as campaigns crossboundaries between TV, radio, print, billboard and interactive media. Job roles within advertisingare varied and include copywriting, creative, media planning and buying, account management,production and client services.

Most people in advertising fall into five departments:

Account Services - who liaise with clients and maintain their relationship Creative - who generate the ideas and concepts for a campaign. This may be for one

platform or across multiple platforms. Production - this team moves the ideas from the creative concept into reality. Some of

the larger advertisers may have these services in house, but the majority of agencies willneed to have good contacts with production companies and facilities houses.

Media - the media planners work with the different elements of the media that

advertising crosses. This department organises where the campaign will be seen to createthe maximum effect.

Other Services - these may include researchers, interns (who may work across severaldepartments) and a traffic department which looks at the flow of the agencies work.

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The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries andtertiary sectors and has broadened its horizons be it the creative aspect, the capital employed orthe number of personnel involved. Indian advertising industry in very little time has carved aniche for itself and placed itself on the global map.

Indian advertising industry with an estimated value of es13, 200-crore has made jaws drop andset eyeballs gazing with some astonishing pieces of work that it has given in the recent past. Thecreative minds that the Indian advertising industry incorporates have come up with some mind-boggling concepts and work that can be termed as masterpieces in the field of advertising.

Advertising agencies in the country too have taken a leap. They have come a long way frombeing small and medium sized industries to becoming well known brands in the business. Mudra,Ogilvy and Mathew (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett are some of the topagencies of the country.

Indian economy is on a boom and the market is on a continuous trail of expansion. With themarket gaining grounds Indian advertising has every reason to celebrate. Businesses are lookingup to advertising as a tool to cash in on lucrative business opportunities. Growth in business haslead to a consecutive boom in the advertising industry as well.

The Indian advertising today handles both national and international projects. This is primarilybecause of the reason that the industry offers a host of functions to its clients that includeeverything from start to finish that include client servicing, media planning, media buying,creative conceptualization, pre and post campaign analysis, market research, marketing,

branding, andpublic relation services.

HIERARCHY IN ADVERTISING AGENCY

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What are the main skills issues and concerns in the

Advertising Sector?

The Institute of Practitioners in Advertising (IPA) has identified the following areas as areas of

concern for the sector:

A greater recognition of the value of advertising - as a driver of the creativeand wider economy, and as a showcase of UK creative talent, advertising providesemployment and/or income across the spectrum of the creative industries.

Increased Inward investment programmes - ranging from ambassadorprogrammes, trade missions and the promotion of London as a global financial centre, all

should contain a component relating to the unique offering of London (and regional)advertising agencies on the global stage.

Restrictions and bans - decisions which may impede freedom to advertise, provide adirect correlation between advertising revenue and the quality of editorial and programmecontent. This leads to a deterioration in investment levels in that editorial or programmecontent by the creative industries (television, publishing). For example, children'sprogramming has deteriorated slowly over the last seven to 10 years as major advertisershave gradually withdrawn advertising around children's programmes in a climate ofuncertainty about restrictions on advertising to children.

Amendments to TUPE legislation - Under TUPE, where agency employees work

'predominantly' on one piece of business, client advertisers are unable to move from oneagency to another without the same staff moving with the business. This defeats the veryreason, in many cases, for clients choosing to move their business in the first place.

Intellectual Property - although it is not possible, and rightly so, to own copyright inideas, agencies do have a legal right to retain copyright in the execution of those ideas.But copyright protection is limited and, in practice, client advertisers normally requirethat agencies assign to them all copyright ownership at the stage of contract negotiation,thereby making it virtually impossible commercially for agencies to retain rights in theirown assets. The agency is then also required to make the same demands with othercopyright owners (e.g. illustrators, photographers, composers etc.) in its supply chain.

CHALLENGES IN ADVERTSING SECTOR:

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Entertainment is an effective vehicle, not advertisement objective. Maximizing sales data helps

focus & refine targeting the secret to advertising cost effectiveness. -Roy Morgan

International

Advertising is a curious and unique service industry that has thrived at cost of its clients.Probablythe only industry where companies pay to people for playing & experimenting with theirproducts and marketing interests.It is an important part ofPromotional methods of anyorganisation Profitable or not-for-profit.

The term "Madison Avenue" is often used metonymously foradvertising, and MadisonAvenue became identified with the advertising industry after the explosive growth in this area inthe 1920s in USA. Madison avenue is otherwise a posh lane in Manhattan borough of New York

near Madison square ( One of US Presidents' name) that also hosted a few advertising companiesand related paraphernalia. Today its has several fashionable boutiques, too.

Advertising is a curious and unique service industry that has thrived at cost of its clients.Probably the only industry where companies pay to people for playing & experimenting withtheir products and marketing interests. It is an important part ofPromotional methods of anyorganisation Profitable or not-for-profit.

The term "Madison Avenue" is often used metonymously foradvertising, and MadisonAvenue became identified with the advertising industry after the explosive growth in this area inthe 1920s in USA. Madison avenue is otherwise a posh lane in Manhattan borough of New York

near Madison square ( One of US Presidents' name) that also hosted a few advertising companiesand related paraphernalia. Today its has several fashionable boutiques, too.

According to "The Emergence of Advertising in America, by the year 1861 there were twentyadvertising agencies in New York City, and in 1911, the New York City Association ofAdvertising Agencies was founded, predating the establishment of the American Association ofAdvertising Agencies( covers 80% of US ad business turnover) by several years. Manycompanies later shifted HQs elsewhere in USA.

Hence the word Madison Avenue is synonymous with US ad industry.

Many people argue that advertising is sheer wastage of money and products could be cheaperwithout it. Other side argues that advertising makes products known to larger markets and deeplythus bringing down cost of production and distribution and hence it is important economicactivity to save companies and may be nations. It finally helps the customer with a cheaper andbetter product. No other method can reach so fast and deeper to largest possible customers basegeographgically scattered on vast territories. No company can create an alternative personalselling outfit to replace advertising. Even here the advertsing plays back up role to salesmen.

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The amount spent by companies may be 4-5 % of sales revenue but may jolly well reduce finalproduction and distribution costs by 20 to 30 % at least due to deeper penetration and timelyinformation about product in case of seasonal and service oriented products like tourism.Advertising can help achieve economies of scale. The reachof advertising is of course tied toreach and quality of relevant media.

Advertisement can do three things nicely:Make customer aware of a brand or product, narrateits USP or function ( in very brief time-may be maximum 30 seconds or half page of a magazine)that may satisfy a targeted consumer need/want or thirdly stimulate short term sales promotion. Idoubt if advertising can do much beyond this. I even doubt it can create any of above wellenough. Even if that is achieved it is great performance.

It is a fallacy to think that advertising can create brands and cults.

It is also fallacy to think that advertisements can create a fresh desire for instant action on part ofbuyer like in AIDA or AIDCA theories( it has to be existing there in direct or latent form).Itneeds lot of field work by sales staff or agents and convincing and follow up. Public relations isrising rapidly as PR is more important than advertising to develop and sustain brands over a longperiod of time. That is what companies have to bother about. Both corporate and productbranding. That only can save them in disastrous market conditions.

Most of the time audience appreciates the musical of ad film or layout of print ad or its sexymodels and her vital stats and not even remember which product it was meant for. It is well saidoften, that , good creative advertisement sells the ad company well and not the product. It thenremains reduced to nice piece of art for archives and annual awards.

EMERGING ISSUES:

The rules of game are changing fast for traditional (not below-the-line) advertising which wasbread winner or major revenue source for most ad companies, like:

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1. Falling audience of channels and broadcasters

2. Ingress of internet slowly but surely (online sales have several limitations though like

credibility, tangibility and goods return and refund) It also concerns with data security oninternet like credit card details.

3. Problems of Zipping and Zapping ( in future ,TV recording by customer for leisureviewing/interactive TV, may eliminate advertising totally-Microsoft Vista has somefeatures incorporated already for home theatre and recording convenience)

4. Emergence of Direct Marketing networks led by companies like Amway, EurekaForbes, Tupperware and so onThe list is growing fast. It is proving better and moreeffective and cheaper too in some cases.

5. Advertisement cluttering .

6. Rising costs of advertising both in electronic and Print media despite reduced numberof exposures and clutter. You can't see your own matrimonial ad in news paper easily.

7. Intense competitionbetween brands and product and suppliers.

8. Need for global advertising strategies thus changing criteria for agency selection.

9. Little margins for advertising clients and limited role of advertising in building brands( A painful long term process as now realized).

10. Tough customers asking for integrated services from Ad companies and also welldefined measureable results ( DAGMAR).

11. Rapid product launches and new technology creating need for perpetual customerinformation and outdoing competitive models.

12. Tired and confused customers with heavy dose of advertising, may be 250 to 350exposure per day.

13. Search for strong USP for client and lack of self confidence in Indian advertising

Industry, that anyway has just a speck of annual turnover of global trade, being notmuch more than one month's sales of Microsoft.

ISSUES AND CHALLENGES:

Issues and challenges

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A well made ad can be lost in crowd of ads and clutter if not timed and positioned well. The costis to be optimized handling conflicting interest of keeping costs low and need to reach wider anddeeper audience at the same time and the right type of audience. Media planning has becomemore complicated by emergence of powerful regional and vernacular channels of communicationlike newspapers, magazines and TV channels. Thus the cost of national coverage, if done

properly may exceed well over Rs 100 millions for one time campaign say for a product launch.If we believe a recent rumor, Reliance Retail plans to allocate INR 3000 Millions as adbudget for 'RelianceMart' their third format- the Hyperstore. A tough going for small firms,therefore, and they have to look elsewhere for promoting their products; Hence search for below-the-line and non traditional means of product promotion including direct marketing andpromotional schemes using distribution partners. This definitely is giving sleepless nights tosmall ad agencies in particular. A need for planning a suitable media mix is thus very importantand traditional ad agency work has become marketing communication consulting business inwhich ad happens to be a part, an important part, though.

Indian advertising industry has gone through rediscovering and restructuring itself acquiring

foreign ownerships and alliances. But the caliber of Indian ad agencies has yet to be establishedand stabilized in volatile markets and dramatic changes in new brands, products, competition andglobal coverage. Future is for big agencies that have integrated services to offer to the client andwork as marketing partners and advisors with strong research arm or a tie up like that withNelson.ORG etc.

Advertising effectiveness is one area that has been not well researched and understood. Adcannot pull the products through markets on its own, anymore. Advertising will have to mergewith PR strategies for effective solutions particularly for brand building and long term goals likemarket share and industry leadership image creation. Customers are no longer found and retainedby advertising alone. Its role is diminishing for sure and advertising will have to rediscover itself.The advertising tactics have now newer and newer possibilities ranging from traditionaladvertising to direct marketing, emailing, banner advertising on web, audio and video CDs, salespromotion schemes and public relations (Publicity) exercises. But all this has to fit well intooverall marketing strategies of organization; A tall order for the industry.

CONCLUSION

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Recruitment is the important issue of the organization. When the vacant place needs to be fill,which does not mean that should be filling-up early. Recruitment allows the organization to placeright person on the right job.The organization should select the person who can carry forwarded the organization in terms ofdevelopment, values and ethics. Mainly the precious resource for any organization is their

knowledge based efficient workers. The organizations should more cautious on this issue toensure the quality and ethics, which also followed in Talent Corner HR Services.

On the basis of research and studies done conclusion is drawn as follows:

Major source in advertising industry is through the consultancy.

Most of the advertising companies held the presentation round to find out theperson with innovative ideas.

Most of the companies always need the experienced candidate for the higher

level. Sometimes for the middle level candidate company more emphasis on theexperienced person.

There are some organizations who do not conduct background checks, andreference check.

RECOMMENDATIONS

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Organization should recruit management students, because they can bring newinnovative idea which can help to grow the organization better.

Campus Recruitment can be cost effective for the organization.

The Job Description should decide by the organization, not by the consultancy.So at the time of searching the candidate recruiter should not interrupted by the HR

person of the company for the change of job description.

REFERENCES

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1. About the company:http://www.talentcorner.in/

2. Company Broachure:http://www.talentcorner.in/online-brochure.php

3. Companies work environment: http://www.talentcorner.in/our-vision.php

4. K Aswathappa ,Human Resource Management, 6th edition, Mc Graw HillPublication.

5. http://www.indianmba.com/Faculty_Column/FC628/fc628.html
http://www.talentcorner.in/http://www.talentcorner.in/http://www.talentcorner.in/online-brochure.phphttp://www.talentcorner.in/online-brochure.phphttp://www.talentcorner.in/our-vision.phphttp://www.talentcorner.in/http://www.talentcorner.in/online-brochure.phphttp://www.talentcorner.in/our-vision.php

RECRUITMENT IN ADVERTISING

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