Michael Illert, Partner
Culture in Recruitment
The FIRM’s 2015 Autumn Conference

Dusseldorf
Munich
London
Dubai
Hong Kong
Singapore
Sydney
Melbourne

OCTOBEART

SHOOTING STAR CHASE
 Shooting Star Chase is a childrens’ hospice charity caring for babies,
children and young people with life-limiting conditions
 They support families from diagnosis to end of life and throughout
bereavement
 “It costs £9.5m to support 650 families, 365 days a year”
 Our UK employees voted to make Shooting Star Chase our charity
partner for 2014-15
 Extended the relationship into 2015-16

Agenda
 The Global HR Population
 Key HR Trends
 Culture in recruitment processes
 Assessment of cultural fit
 Culture as pull factor in the offer process

Michael Illert, Partner
Frazer Jones Workstyle Report

How happy are we?

Job satisfaction?

Are you valued?

What about pay?

What about workload?

What we like and what we don‘t like

What we like and what we don‘t like

Global HC Trends 2014, Deloitte

Michael Illert, Partner
Key Drivers for Candidates

Key Drivers
 Bi-directional Value Proposition
 Culture
 Money

Michael Illert, Partner
What has changed post GFC?

Key Drivers
1. Culture
2. Bi-directional Value Proposition
3. Money

Key Drivers – Generational context
Older Generation Younger Generation
Culture Management Style
Feedback Culture
Hierarchical vs Non-hierarchical
Team, Outside work events
Flexibility / agility
CSR
Value
Proposition
What can I gain for my career
What can I deliver
How will this speed up my career
What can I learn
Money Attractive compensation
Increase compared to current
Attractive pension and LTI
Paid fairly
Take home

Corporate Culture
 According to Needle (2004)
Organizational culture represents the collective values, beliefs and principles of
organizational members and is a product of such factors as history, product,
market, technology, and strategy, type of employees, management style, and
national culture.

Michael Illert, Partner
Communicating Culture

How to promote your corporate culture in general
 Product / Technology
 Employees on all levels
 Alumni
 Social Media / Blogs
 Office / Open House
 CSR
 Advertisement & PR
 Any business interaction

How to promote your corporate culture through recruitment
 Referral programs
– employees on all levels
– Alumni referral
– Candidates
 Direct approach
– In-house recruitment teams
– Agencies & Search firms
 Advertisement
– Job advertisement
– Brand advertisement
 Social Media / Blogs
– Facebook page
– Youtube
– Blogs

Facebook – direct `controllable` communication
12%
6%
39%
43%
1000000+
100000 to 1000000
1000 to 100000
less then 1000
80%
20%
Yes
No
80% on Facebook
43 % with less then 1000
likes

Glassdoor – indirect `uncontrollable` communication
10%
48%
32%
4+
3 - 4
Under 3
70%
30%
Yes
No
70% on Glassdoor
Only 10 % 4 or more stars

Challenges communicating culture to Global Talent
 Offline media with not enough reach
 To much noise online, you are simply not big enough
– Youtube
– LinkedIn
– Facebook
– Twitter
 You already have to be in touch (2nd grade) to reach your target audience
 Uncontrollable information about you
– Glassdoor
– Peeple
 Solution is to use cultural ambassadors
– (Employee) referral programmes
– In-house search teams
– Recruitment agencies and search firms

Michael Illert, Partner
How you communicate culture

Culture in Interview / Selection Processes
 Approach to market
 Speed
 Methods
 Attitude
 Interviewer
 Feedback

What do candidates ask before interview
 Detailed role requirements, responsibilities and influence
 Management style
 Compensation

What candidates feed back after interviews
 Appreciation
– How was I received
– Atmosphere
– Room
 Interviewer
– Prepared
– Engaging
 Process
– Speed
– Methods

Michael Illert, Partner
How to assess cultural fit

Assessment of cultural fit
 Specific questions in structured interviews
 Social element in the interview process
 Psychometric assessments
 Pointers such as feedback from receptionists
 Can you define your culture?
 Do you recognise that culture will differ from team to team?
 Do you brief your recruiters / search firms on your culture?
 Our ‘a day with you’ approach

Michael Illert, Partner
Culture in Offer Process

Key Drivers
 Bi-directional Value Proposition
 Culture
 Money

Culture in Offer Process
 Culture as emotional driver
– What do you miss at your current employer?
– What do you want to have with your new employer?
– Management style / manager
– Decision making & feedback culture
 Know these drivers from 1st interview stage
 Deliver relevant messages / candidate experience throughout the process

Challenges
 Your size in the market
 What is your culture? Can you put that in words or messages?
 Do you live up to these messages in your recruitment process?

Michael Illert, Partner
Thank you!

Michael Illert
michaelillert@frazerjones.com
020 7415 2815
www.frazerjones.com