General Electric hired marketing expert Shaunda Zilich to head
up the company's efforts to build a branding strategy and improve
recruiting effectiveness. Her background working in different jobs
in different organizations made her especially well-suited to
manage the recruiting efforts at General Electric. In particular,
she heads up several groups that focus on establishing General
Electric's global brand so that it appeals to a variety of job
applicants. Zilich believes that her background in marketing shapes
the way she approaches global recruitment because sales and
staffing are so linked in practice. Many employers use the
employment brand and the marketing function together to hire
excellent employees.
Zilich offers helpful advice for positive and effective recruiting.
In addition to developing a positive brand, employers need to be
people oriented. They can connect with people by getting to know
job applicants better, identifying their interests and professional
goals. Recruiting professionals also need to understand how to
effectively interact with candidates to determine exactly what they
want from an employer. Once these characteristics are identified,
then recruiters can start matching individuals to the open
positions that need to be filled. Such a matching process can
result in a long-term career in a company, or it can result in a
more short-term career but still beneficial employment
situation.
Zilich also believes that organizations should encourage current
employees to be ambassadors of a company's brand, spreading the
word about the available opportunities. Part of this message
includes the kinds of experiences that interest job applicants. For
example, corporate sustainability and social responsibility are
important to potential employees, and these issues can be included
in recruiting messages to generate interest in the organization.
Zilich claims that successful recruiting is tied to good messaging
that is delivered at the right time. Doing this allows the company
to identify good talent with an interest in the company's mission,
even if individuals are not actively looking for new work
opportunities.
General Electric is taking the right steps to build a successful
recruiting program. The company seeks to build a bridge between
marketing and HR, which has enabled it to more broadly define how
people are recruited, hired, and matched to particular work
opportunities. By highlighting the company's unique culture, it
generates interest among job candidates, even the passive ones who
aren't looking to leave their current jobs.
General Electric made the excellent decision of hiring
marketing expert Shaunda Zilich for employment branding. Thanks to
her skills and experience, the company conducted many fruitful
recruiting programs. Which of the following statements, if true,
would strengthen this statement?
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a. She worked toward bridging the gap between marketing and HR
The objective was to enable and broadly define how the gap between marketing and HR is defined which will actually help towards the overall recruiting program
General Electric hired marketing expert Shaunda Zilich to head up the company's efforts to build a...
General Electric hired marketing expert Shaunda Zilich to head up the company's efforts to build a branding strategy and improve recruiting effectiveness. Her background working in different jobs in different organizations made her especially well-suited to manage the recruiting efforts at General Electric. In particular, she heads up several groups that focus on establishing General Electric's global brand so that it appeals to a variety of job applicants. Zilich believes that her background in marketing shapes the way she approaches...
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1.2 Recruitment is one of the crucial functions of HRM. Based on the information provided below, how would you describe THE COMPANY’s approach to recruitment, before and after the implementation of the Brand Ambassador Program? How did the use of social media lead to the revision of the whole approach regarding recruitment? How ‘THE COMPANY’ Developed a Brand Ambassador Program At ‘THE COMPANY’ we usually categorize Employment Brand at ‘THE COMPANY’ into four big ‘buckets’: candidate experience, brand ambassador programs,...
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