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Transcript of R&S final copy
Recruitment and Selection: Director of Marketing
MarieAlexis Juliano, Tinadio Moaku Matia, Isabella Lee, Tarek Jazi
Recruitment and Selection: Director of Marketing
HRM 2003
Professor Susan Lewis
5 December 2012
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Recruitment and Selection: Director of Marketing
Table of Contents
Introduction
Job Description
Recruitment Method
Job Ad
Steps Prior to Formal Interview Assessment
Interview Format and Questions
Scoring Guide
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Recruitment and Selection: Director of Marketing
Introduction
From the human resources department, in this report the company will evaluate
the best recruitment and selection method to find the appropriate candidate for
the position of director of marketing. With the job description in the document, we will
be able to demonstrate why we decided that the methods we used in this report is the
appropriate method to recruit a candidate with the appropriate K,S,A, and O. And how
they relate with the job description. The best practices needs to be implemented in order
for us to find someone that can best fit the organizations cultures and values.
Company: Company A is a new company in the travel agency. The
company’s mission is to create a niche in the travel market by providing professionals
with disposable income, with both an educational experience and a unique travel
experience. Individuals who will be considered for an opportunity will need to have
a passion for travel, respect for different cultures, a willingness to be flexible and to help
out whenever necessary to ensure superior standard of customer satisfaction is
maintained.
Job Description
Job title: Director of Marketing
Category:
Department: Marketing
Reports to: Executive Director of Marketing, CEO, and COO
Position Summary: The position of Director of Marketing is responsible for planning,
development, and implementation of all of the organization’s marketing strategies,
marketing communications, and public relations activities. The Director of Marketing
also directs the efforts of the marketing and public relations staff and coordinates them at
a strategic and tactical level. Finally, the Director of Marketing is responsible for
attending to the development and implementation of operations in the area of marketing.
Primary Organizational Relationships: The Director of Marketing reports to the
Executive Director and is a member of the senior team. In addition to this, the Director of
Marketing also reports to the Chief Operations Officer. This position participates in the
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Recruitment and Selection: Director of Marketing
meetings concerning the effectiveness of the organization’s operations along side the
board of directors.
Key Responsibilities: This position has the following key responsibilities:
1. Effectively communicate marketing prospects to subordinates and executives
2. Maintaining a productive and high performance marketing staff
3. Act as the organization’s representative with the media
4. Ensure the communication of the organization’s desired marketing channels and
methods of delivery
5. Annotating the direction, design, production, and distribution of all marketing
publications
6. Coordinating the media’s interest in the organization and make sure that there is a
regular contact with the target media and appropriate response to media requests
7. Coordinate the appearance of all organization print and electronic materials.
8. Develop short and long budgetary plans for the marketing department.
9. Monitoring progress, assure adherence and evaluate performance of staff and
projects
10. Provide directions to dealings concerning the marketing department
11. Ensure that the department regularly conducts relevant market research and
coordinate and attend to this activity and monitor trends.
12. Lead projects as assigned such as special events in marketing.
Working Conditions: This position works in an office environment but often work more
than the standard 40 hours work week. This position also requires extensive international
travelling.
Requirements:
1. Bachelor’s degree in marketing, journalism, communications, or public relations.
Graduate degree in a related field is desirable.
2. Minimum of 5 years experience in marketing, communications, or public relations
3. Proficiency using MS Excel, Word, Outlook and Powerpoint
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Recruitment and Selection: Director of Marketing
4. Strong oral and written communication skills
5. Demonstrated the appropriate K,S,A and experience in the design and execution
of marketing.
6. Experience developing and managing budgets as well as developing, supervising,
and appraising marketing personnel
7. Has demonstrated successful experience writing press releases, making
presentations and negotiating with media
8. Ability to manage multiple projects at a time
Additional Requirements:
1. Out-of-town, overnight or more travel is required
2. Membership with the appropriate marketing associations
Recruitment method
For the position of Director of marketing, the company needs someone that has
the same values as the organization, suits the job description and understands the
marketing strategies for travel agencies. But at the same time they want someone with
experience in the industry with new ideas. The recruitment method will be done
internally and externally to find a candidate that will fit the organization.
Internally recruiting has its advantages and makes it easier to find someone with
the same values as the organization and that also understands its marketing strategies.
The human resources department decided that for this position an ad will be advertised in
the organization’s intranet for 3 weeks, and job ads will be posted in the offices.
Externally the company is looking for someone that already has experience as
director of marketing but that can also fit with the organization’s culture. To do so the job
ad will be advertise in the newspaper, service Canada centers, the company website,
online job banks and in some job fairs. These are the most cost effective ways to
advertise for this company. The external ads have also more information to narrow down
the applicant’s pool the meet the job descriptions criteria.
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Recruitment and Selection: Director of Marketing
Job Ad
Title: Director of Marketing
Terms Of Employment: Permanent, Full Time
Starting Date: As soon as possible
Location: Toronto, Ontario
Position Summary: The position of Director of Marketing is responsible for planning,
development, and implementation of all of the organization’s marketing strategies,
marketing communications, and public relations activities. The Director of Marketing
also directs the efforts of the marketing and public relations staff and coordinates them at
a strategic and tactical level. Finally, the Director of Marketing’s responsible for
attending to the development and implementation of operations in the area of marketing.
Office environment and works standard 40hrs a week plus extensive international
travelling.
Job Requirement: The perfect candidate should have good managerial skills, be
detailed oriented, and be able to work in a fast pace environment. . Individuals who work
for this company need to have a passion for travel, respect for different cultures, and
given the limited hierarchy in the organization, a willingness to be flexible and to help
out whenever necessary to ensure a superior standard of customer satisfaction is
maintained.
Skill Requirements:
Education: Bachelor’s degree in Journalism, marketing, communications, or public
relations.
Experience: Team player with 2 years and up of experience and strong leadership skills.
Language: Read, write and speaks English. Proficiency in another language would be
good but not necessary.
Specific skills: self-direction, motivation, high energy, financial ambition and persuasive
communication
Salary ; $83,000 annually
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Recruitment and Selection: Director of Marketing
Employer: Travel Agency
How To Apply:By fax at (416)515-5555, or email at [email protected]
Advertised until: January 1st 2013
Steps Prior to Formal Interview Assessment
Internal Hiring
At first we will find potential or suitable candidates within our own company for a
promotion as a Director of Marketing. We have chosen to do so for the following
reasons: it is more efficient and reliable to hire someone within the company because of
previous experience, reliability, and familiarity and cost reasons. Our method will be
posting up the offer on the employee bulletin board and announcing the previous director
will be leaving. As well, we will send out e-mails to staff members for this opportunity.
We will consider five people before moving on. This reason being we do not want to
disrupt the workplace if other applicants do not receive the job. This can create a hostile
environment between employees with feelings of jealousy and embarrassment. If there
are no applicants within our company that meet our criteria or do not have as much
experience with marketing then we will seek to the outside contenders.
Applicants from within the company will need to meet certain requirements
before taken into consideration. There will be crucial key factors that we will be
assessing. Those key factors are:
Previous experience in marketing (2-3 years)
Bachelor’s degree in Marketing, Business Administration, or something
similar
Previous experience in managing many employees
Outstanding achievements within the company and recognized as valuable
from peers
Good knowledge of different cultures
Creative contributions
Up-to-date with the ever-changing marketplace and economic
environment
Excellent communication skills
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Recruitment and Selection: Director of Marketing
External Hiring
We will first post ads on travel sites and various blogs etc, as well we will post it
on job sites such as Workopolis, Craigslist and Kijiji under the correct category. Next, we
will screen out twenty resumes, and screen out ten more through a phone interview. After
narrowing it down to the remaining ten, we will then call each one in for an interview
with the Director of Human resources. The first interview will be containing technical
questions such as “Are you organized?” or “What Microsoft programs do you know how
to use?” We will then screen out five more applicants. The last five will receive another
meeting; however each one will be called in for a panel interview with the Director of
Human resources, previous director of marketing and Project manager. This will include
more situational and behavioral questions as well we will show the candidates around the
organization and what they are to expect if hired.
Applicants from outside the company will need to meet certain requirements
before taken into consideration. There will be crucial key factors that we will be
assessing. Those key factors are:
Previous experience in marketing (3-5 years)
Bachelor’s degree in Marketing, Business Administration, or something
similar
Previous experience in managing many employees
Ability to work under pressure and meet deadlines on time
Good knowledge of different cultures
Creativity
Up-to-date with the ever-changing marketplace and economic
environment
Excellent communication skills
Since this position requires many responsibilities, we will need an individual that
has had previous experience in managing a large amount of employees, approving
various projects, keeping with the company’s strategic plan and staying within budget. A
thorough understanding of marketing will be essential to understand that we are a
customer-driven company that wants provide superior value for the customer’s travel
needs and wants. In addition, the director of marketing will have to supervise different
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Recruitment and Selection: Director of Marketing
projects and have total quality management. Moreover, a strong foundation for cultural
interest and understanding is mandatory since we are a travel company, there will be
occasions which require the candidate to have business meetings overseas to our partners.
Thus, our future candidate should be adaptable as well as flexible with their time. Also,
staying current with the marketplace is important. This will be advantageous if any
changes are needed to adapt to the marketplace to keep up-to-date. Last, but not least
there should always be good communication within the organization. This will ensure
employees feeling more unison rather being left out of the loop. Our ideal candidate will
possess these entire features to guarantee success in our organization.
Interview Format and Questions
Introduction
The interview for this position will have a structured format and will be
conducted by a panel. The panel will consist of the board of Directors because these
people will be working together with the director of Marketing. The productivity and the
excellent performance outcome of the executive team depend on how well the director of
marketing can coordinate with the demands of the executive team. The human resources
team chose to conduct a structured interview because this method yields
greater reliability and validity than unstructured interviews.
Interview Format
1. Introduction stage
a. Introducing each other
b. Interviewer introduces the company
2. Information from the interviewer to the candidate
a. Build a rapport: In this stage, the interviewer will set an accommodating
atmosphere to the candidate in attempt to ease the candidate’s nervousness
and anxieties.
3. Interview questions: During this stage, the interviewers will have a scoring guide
available to efficiently assess the candidate’s answers and to add validity and
reliability to the information shared by the candidate.
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Recruitment and Selection: Director of Marketing
a. Question qualifications, credibility and capability
i. Ask situational questions that will reflect the level of K,S,A to
qualify a candidate.
b. Question how compatible a candidate is with the organizational climate
i. Ask behavioral questions that will potentially predict a personality
that is fit with the organization.
c. Question the candidate’s commitment to the organization
i. The interviewers will decipher a candidate’s commitment to the
organization by asking situational questions that will predict this.
4. Questions from the interviewee: In this stage, the interviewers will be asking the
candidate about questions that they would like to ask the interviewers.
5. Conclusions: In this stage the interviewers will close the interviews by informing
the candidate about when the hiring decision will be made, and will share
contact information to the candidate to allow the candidate to contact the
appropriate person to inquire about the status of the hiring decision.
Interview Questions
1. Tell me about an experience where you had to present a marketing prospect to a
team? How did it go and how would you improve this?
2. Tell me a situation where in your team was unmotivated, how would you maintain
a productive and high performing staff?
3. Tell me about an experience where you had to represent an organization during a
press release that involves poor marketing practices, tell me how it went and how
would you have handled this situation if you haven’t experienced this before.
4. What do you think is the most effective marketing channel for communicating our
tourism packages?
5. Tell me about an experience where in you were given a budget for a project? How
did you enforce this? And which components did you allocate most of your
resources to?
6. Tell me about an experience where in you had to sell tourism packages to a
foreign country? Or another product to person who you had language barriers
with?
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Recruitment and Selection: Director of Marketing
7. Tell me about a difficult personality that you had to work with, how did you
handle this situation? And how would you have improved your attitude?
8. What attracted you to this company?
9. Tell me about a situation where you have been put into a team where in more
than one person didn’t contribute their work, how did you handle this situation?
10. Tell me about a problem you uncovered in your previous job. What steps did you
take to sort it out?
11. How long did you work for your previous employer? And why did you leave?
12. The deadline for your project is tomorrow and your sister’s graduation is tonight,
your 75% done with your project and you estimate that it will take a whole night
to finish the project, what would you do?
13.You are offered a job with a competing organization that offers a higher
compensation compared to us, what would you do and why?
Scoring guideThe following scoring guide will provide sample answers to each interview question that will be asked during our selection process, ranked from 1 (poor) to 4(excellent). The sample answers will highlight the key points that the interviewer should look for in the interviewee’s answer and provide a quantitative way to evaluate each interview once scores for each answer have been recorded. This final score along with the interviewers’ general impression of the candidate will be used to select which candidate will advance to the next stage of the selection process. While the candidate’s final score will be taken into consideration, the candidate that scores highest will not necessarily be selected to fill the opening.
1. Tell me about an experience where you had to present a marketing prospect to a team? How did it go and how would you improve this? 1- Answer indicates the candidate has no prior experience in presenting to/managing a marketing team 2- Candidate provides an example in which this situation went poorly, with no ideas on how to improve said situation the next time they encounter it. 3-Candidate provides an example where the presentation went moderately well, with limited ideas on how to improve in the future. 4-Candidate provides a detailed example where the process went well or one where the process went poorly but with good suggestions to improve their performance in the future, displaying both marketing skills and an ability/desire to self critique and improve.
2. Tell me a situation where in your team was unmotivated, how would you maintain a productive and high performing staff? 1- Candidate gives an example where they were not able to motivate staff to produce and perform. 2-Candidate required assistance to motivate their team.
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Recruitment and Selection: Director of Marketing
3-Candidate was able to motivate the team but had trouble maintaining the motivation for an extended period of time. 4-Candidate gives an example where they both motivated the staff and ensured future staff motivation, indicating the candidate goes above the call of duty.
3. Tell me about an experience where you had to represent an organization during a press release that involves poor marketing practices, tell me how it went and how would you have handled this situation if you haven’t experienced this before. 1-Candidate’s answer indicates they do not have the skills to handle the situation. 2-Candidate gives a basic understanding of how to handle the situation, but does not appear to have developed the required skills fully. 3-Candidate provides a serviceable plan, but has some skill gaps that need to be filled. 4-Candidate gives a detailed plan on how to handle the situation, displaying strong marketing and public relation skills.
4. What do you think is the most effective marketing channel for communicating our tourism packages? 1-Candidate displays minimal to no understanding of marketing channels 2-Candidate is only aware of certain marketing channels, none of which apply to our company. 3-Candidate understands marketing channels, but can only apply some to our company. 4-Candidate answers with a strong understanding of marketing channels and the ones that work best for our company.5. Tell me about an experience where in you were given a budget for a project? How did you enforce this? And which components did you allocate most of your resources to? 1-Candidate has no experience managing or working with budgets 2-Candidate has minimal experience with budgets, or usually exceeds budgets. 3-Candidate has some experience with budgets, but is not fully proficient in allocating resources/enforcing budgets. 4-Candidate displays thorough knowledge on how to manage a budget/good resource management skills
6. Tell me about an experience where in you had to overcome a language barrier to market a product to a customer 1- Candidate was not able to overcome the language barrier 2-Candidate was forced to use the aid of a 3rd party to overcome the language barrier. 3-Candidate overcame the language barrier with some difficulty 4- Candidate displayed good communication and problem solving skills to overcome the language barrier easily.
7. Tell me about a difficult personality that you had to work with, how did you handle this situation? And how would you have improved your attitude? 1-Candidate did not handle the situation well and has not improved their attitude. 2-Candidate did not handle the situation well, but has made slight positive adjustments to their attitude. 3-Candidate gives an example where the situation went well, as well as showing some improvement in attitude.
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Recruitment and Selection: Director of Marketing
4-Candidate gives a detailed example were a situation was handled well using good communication and problem solving skills, and details about their attitude that may make them a good fit with the organization.
8. What attracted you to this company? 1- Candidate shows no interest in or prior knowledge of the organization. 2-Candidate displays limited knowledge/interest in the organization. 3-Candidate displays interest in the organization, and has appears to have done some research on the organization. 4-Candidate has researched the company beforehand and displays sincere interest in the company and thorough knowledge of the organization.
9. Tell me about a situation where you have been put into a team where in more than one person didn’t contribute their work, how did you handle this situation? 1- Candidate was not able to solve the team’s problem. 2-Candidate either completed the work themselves or gave the unfinished work to other team members to complete. 3-Candidate got the unresponsive team members to perform, but did so with some difficulty. 4-Candidate addressed the employee’s performance issue and improved both team performance and the employee’s future performance, displaying both team management and coaching skills. 10. Tell me about a problem you uncovered in your previous job. What steps did you take to sort it out?
1- Candidate ignored the problem, aggravated the situation, etc. 2-Candidate needed outside assistance to solve the problem. 3-Candidate solved the problem fairly easy, but with room to improve their problem solving skills. 4-Candidate easily solved the problem, and their answer displays solid transferrable problem solving skills.
11. How long did you work for your previous employer? And why did you leave? 1- Candidate’s answer indicates they have problems committing to a job/organization. 2-Candidate’s answer indicates below average organizational commitment. 3-Candidate’s answer indicates average organizational commitment 4-Candidate’s answer indicates strong organizational commitment.
12. The deadline for your project is tomorrow and your sister’s graduation is tonight , your 75% done with your project and you estimate that it will take a whole night to finish the project, what would you do? 1- Candidate’s response does not show initiative to finish project 2-Candidate decides to delegate the task to a subordinate/request an extension 3-Candidate answers that they would prioritize the remaining tasks and complete as many as possible before attending the graduation. 4-Candidate answers that they would complete the project at all costs, indicating strong organizational commitment and work ethic.
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Recruitment and Selection: Director of Marketing
13. You are offered a job with a competing organization that offers a higher compensation compared to us, what would you do and why? 1-Candidate answers they would take the job with the competing company. 2-Candidate answers they would strongly consider the offer, but ultimately remain with our company. 3-Candidate answers they would remain with our company with minimal consideration of the other job offer. 4-Candidate answers that they would be committed to our company and would not consider taking the offer.
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