Personal Management Web Based Recruitment

Question: Describe about the Personal Management for Web Based Recruitment. Answer: Introduction A company, based on its requirement, plans for the suitable number and competencies of manpower to match its current and future needs. Effective selection and placement of the work force not just contributes to the accomplishment of business objectives but also provides considerable potential for future growth. Hence developing and retaining a competent workforce is a central function of the HR department. The present report revolves around Singapore Airlines and its Marketing department where there is an urgent need of Brand Manager. The ensuing paragraphs present an overview of the job analysis, job design and recruitment strategies for the vacant position. Singapore Airlines: An Overview Singapore Airlines is the flagship airline of Singapore. It is considered as the national icon and symbol of Singapore. It was founded in the year 1947 as Malayan Airways and was later on named as the Malaysia-Singapore Airline (MSA). However, with the cessation of MSAs operations, due to diverging growth plans of Singapore and Malaysia, resulted in the formation of the now Singapore Airlines. The company is ranked among the top fifteen airlines in the world in respect of revenue passenger kilometers and stands 10th in terms of global passengers carried. On December 15th, 2010, it was proclaimed the second largest carrier in the world by the International Air Transport Association in terms of market capitalization which was 14bn American dollars (Levine, 2012). With a fleet size of 107, Singapore Airlines continues to grow in size and scale. Undeniably, holding a strong brand image is hence imperative for the company to ensure the consistent success of its brand. Therefore, a brand manager is very important for Singapore Airlines to make certain that its brand represents the correct image and is not diluted or compromised across the market it operates in. The organization takes its branding very seriously and there are exacting brand deadlines (MartinRoll, 2014). The marketing department has recently notified the HR department about the imminent vacancy for the position of Brand Manager. Job Analysis of the Position Job Description Main purpose of the Job: To make sure Singapore Airlines brand, uniqueness and culture are visibly understood, communicated, articulated and consistent across all functions, employees, and external stakeholders through promotion campaigns and brand management. To develop the profitability and image of the brand Singapore Airlines in the global marketplace, in accordance with local and international objectives, through budgeting, planning and executing the appropriate marketing activities, under the direction of Group Marketing Manager. Scope of the Job: To build the Singapore Airlines brand strategy To build and implement an integrated marketing communication plan to support the comprehensive brand strategy To endorse and entrench the Singapore Airlines brand worldwide to augment our essence and culture. Decision Making Authority: Make sound decisions pertaining to marketing aspects of the brand both externally and internally and plan promotional activities. Key duties and responsibilities: To build Singapore Airlines brand strategy Build a strategy that will create a powerful brand which is suitable for purpose and will support the companys objectives Devise and execute a brand research, tracking activities that will examine the brand and develop an understanding of brand perception Making informed choices on brand development, promote new brand campaigns, ensure the brand culture and values are accurately reflected. Liaising with compliance and legal officials, to make sure the brand collateral is registered for IP and trademark rights where required. To build and implement an integrated marketing communication plan to support the comprehensive brand strategy Developing and executing an integrated marketing communication plan for the brand that supports the brand strategy on the whole Examine supporter and consumer reactions to the brand through market research and making sure this is fed to the brand communication planning. Supervise the generation of marketing products through myriad channels such as social media, TV, print ads, press releases, PR, etc. To endorse and entrench the brand worldwide to augment our essence and culture - Working across the group to develop awareness and understanding of the brand, making sure it is portrayed appropriately and accurately and communicated consistently Employ all required channels for ensuring the employees comprehend their roles in promoting and manifesting the brand such that Singapore Airlines breathes the brand Creating and communicating powerful brand messages fostered through internal storytelling, media stories and award success. Job Specification Important Knowledge and Skills Sound practical knowledge of marketing principles, especially to fuel the creation and promotion of brands Strong analytical skills of market trends, market research, and brands Robust knowledge of various media channels for different types of target segments Numerate and capable of managing budgets and analyzing financial data Provable efficiency at negotiating, networking, diplomacy, influencing and presentation skills Provable competency at motivating self and team and secure involvement and cooperation of important external and internal stakeholders Brilliant written and oral communications skills Proficient with working on MS Office Job Design Job design typically is the apportionment of specific tasks to groups and individuals. Allocation of tasks and jobs implies outlining the method, contents, and relationships of tasks to meet organizational and technical requirements, together with the personal needs of the employees. The main inputs of a powerful job design include a task, the motivation to do it, efficiency, health safety, mental capacity and a compensation system (Armstrong, 2010). Figure 1: Job Design Fundamentals (Source: Armstrong, 2010) For the position of Branding Manager in Singapore Airlines, the following job design has been developed: Task A task is a piece of allotted work expected to be performed by the job holder within a specific period of time. In the present case the task of the Branding Manager would involve planning and implementing present as well as future operational marketing plans as per the consented guidelines and budgets from both the marketing and the finance department (Bohlander and Snell, 2010). The job holder will work closely with the senior brand manager, his team, the sales department and the finance department. The sales department will keep him informed about the regions where sales are high and regions which demand more efforts in terms of marketing and branding. The finance department will inform about the budget set out for branding activities. The job would require working for 8 hours per day per week for 5 days in a week. This is an ongoing job and will be located in Singapore Airlines head office. Motivation The job has been designed in such a way that the employee feels passionate, motivated, excited and compelled to do it (Landy and Conte, 2010). Milestones have been established for every branding project and on the accomplishment of those milestones, monetary rewards as well as recognition are conferred. Apart from these project based incentives, a competent job holder will be given timely raises, bonuses and job security. Efficiency Efficiency in the job will be achieved through proper resource allocation and the job holder will be provided with adequate resources such as money, physical resources, human resources and time to complete the branding projects efficiently (Durai and Pravin, 2010). Health Safety The job of Branding Manager has not been designed in a way that would hamper the health or safety of the employee. The job holder would not be required to work for long hours and if any overtime is required then he/she would be compensated appropriately (Armstrong, 2010). The work environment, lighting, heating, seating conditions are all suitable. Mental Capacity The position of Branding Manager is designed keeping in mind the mental capacity and ability required for such job. The duties and responsibilities are such that are relevant to a person working on this position. Recruitment Strategies Several companies choose to fill the vacant positions from within. This involves promoting a deserving employee to a higher post or carrying out job rotations. However, in the case of Singapore Airlines, the vacancy of Branding Manager will be filled through external recruitment. There are several strategies for external recruitment enumerated below: Advertising This is one of the most common methods of recruitment. It involves posting advertisements in the specialized section of newspapers. A clearly worded and well thought out advertisement enables the interested applicants to screen themselves out thereby only targeting the required candidates (OMeara, 2013). Recruitment Agencies - There are several HR consultant agencies offering recruitment services these days. These agencies usually have specialization in a particular domain of expertise. For instance, some specialize in blue collar jobs while some specialize in white collar jobs. They generally have a rich supply of candidates in their books (Taylor, 2010). Networking This may offer an immensely useful source of information about potential candidates and this is particularly advantageous if the HR personnel have an extensive network of contacts. Contacts may encompass unions, associations, suppliers, friends, clubs or even academic and business acquaintances (Gardner, 2005). The Internet Online recruitment entails both applicants or employers or both going on the internet for seeking an employment relationship. The turnaround time for a reaction to a job posted on the internet can as minimum as 15 minutes from the actual posting (Allen, Mahto and Otondo, 2007). The internet is comparatively cheaper and provides extensive coverage as well as instant continuous access. However, its main drawback is problems in attracting the correct candidate because of the huge data available on the Internet (Headworth, 2015). For hiring the Branding Manager, the recruitment strategy of employment agencies will be utilized. The company will register with one of the premium agencies in Singapore. This agency will be asked to do the preliminary hiring for the company. It will then advertise the position through a clearly articulated message, sort through all the applications and then provide the HR department with a shortlist of suitable candidates (as per the person specification and job description) who are ready to be interviewed (Breaugh, 2009). An agency that specializes in hiring white collar professionals will be contacted for the said purpose. In return the agency will be paid a fee on the successful placement of the candidate. The terms of the fees will be decided and roughly it may equate to 5-15% of the yearly starting salary of the placed candidate. Though this is a bit expensive means to hire, but it saves a lot of resources and time. Moreover, reputable agencies give assurance, like, if the new recruit leaves before completing a pre-determined tenure, which in the case of Singapore Airlines is 12 months, the employment agency will hire a new candidate for free or will give back the initial fee (Taylor, 2010). Conclusion Hence, it can be concluded that job analysis and job design will help in streamlining the human efforts in Singapore Airlines search for a Branding Manager and will ensure the attainment of best possible output. Both job design and analysis are critical components of strategic solution, as they define how the work force will be used in the company. The ultimate objective of both these functions is to augment organizational performance. Through a sound job analysis, the HR manager at Singapore Airlines will be able to outline specific responsibilities, tasks and skills that the new recruit need to perform and possess respectively to maximize their contribution to their employers success (Landy and Conte, 2010). Job analysis assists with measuring whether the individual goals and performances are consistent with the companys objectives or not. These functions help in determining the evaluation criteria, performance standards as well as individual output. This eventually adds value to t he company because employees perform as per the standards set as their performance appraisals are based on achieving at par levels. Job analysis also determines the type of worker required to do a specific task like in the present case the Branding Manager. Recruitment of the correct person eventually adds value to the company in form of distinctive human capital (Armstrong, 2010). Selecting the most optimal recruitment strategy is highly critical for any organization because the hiring and selection is a very time and resource consuming job. The correct mix of recruitment strategies ensures the selection of right person with optimum utilization of resources and minimum wastage of efforts thereby adding significant value to the organization. References Allen, D. B., Mahto, R. V. Otondo, R. F. (2007). Web-based recruitment: Effects of information, organizational brand, and attitudes toward a web site on applicant attraction. Journal of Applied Psychology, 92(6), 1696-1708. Armstrong, M., (2010). Handbook on Human Resource Management Practices. 11th ed. London: Kogan Page Publisher. Bohlander, W. G. Snell, S., (2010). Managing Human Resources. Cengage Learning. Breaugh, A. J. (2009). Recruiting and Attracting Talent. 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