Brazil and the talent war (notes included)
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Transcript of Brazil and the talent war (notes included)
THE GAME IS ONIS YOUR COMPANY READY TO PLAY?
Rob [email protected]@gmail.com
Developed countries: 63,5%of the global economic growth1998
THE GLOBAL GAME...
...HAS NEW PLAYERS!Sources: IMF and Bradesco Bank
Emerging countries represent 36% of global GDP, but only 17% of leading global companies’ revenues
6th largest economy
The most entrepeneurial country of the G20
Dilma Roussef , president of Brazil, ranked 3rd most powerful woman in the worldPre-salt will turn Brazil into one of the six major oil producers
Sources: Forbes Magazine and GEM
WHERE DOES BRAZIL STAND IN THE GLOBAL
MARKET PLACE?
A COUNTRY WITH CONSISTENT GROWTH
2007 2008 2009 2010 2011 2012 2013 2014 2015
Sou
rce:
FSG
an
aly
sis,
Mark
etV
iew
, C
on
sen
sus
Eco
nom
ics,
EIU
GDP (US$bn, %YOY)
6,15,2
-0,3
7,5
2,9 3,0
4,35,0
4,2
► 7th – Hong Kong - 36► 8th – UK - 32► 9th – Brazil - 30► 10th – Japan - 26
NOTEABLE ACHIEVEMENTS
Number of billionaires per country:
10 million+ will join between now and 2014
19 NEW MILLIONAIRES EACH DAY50 million people have joined the middle class since 2003 = the entire population of Spain!
Sources: Forbes Magazine and FGV
► has lost 2,5 million jobs since 2001
► Unemployment has increased 2,8 pts since 2008
HOW DOES THIS NEW ROLE IMPACT LABOR MARKET?
USA
► has created 15 million new jobs since 2003
► Unemployment has decreased 2,3 pts since 2008
BRAZIL
Brazil’s service sector employs67%of the workforce
Sources: Brazilian Ministry of Labour and IPEA
► Economy has seen rapid growth
► Education has not progressed at the same pace
BUT THERE IS A PROBLEM!
1
2
Increased Spending on Education…
► 1999: 3,8% of GDP
BRAZIL’S EDUCATIONAL CHALLENGE
…but still below the grade
► 5,9% of GDP is still considered below average according to the OECD studies
► 2010: 5,2% of GDP
Source: OECD
BRAZILIANS GOING TO SCHOOL
Age 7 to 14: 99% in elementary
Age 15 to 17: 50,6% in high school
Age 18 to 24: 30% in college
UK 59%USA 82%
Source: UNESCO
BRAZILIAN EDUCATION QUALITY GAP
Brazil ranks 52nd place in PISA ranking behind countries such as Singapore, Serbia, Colombia and Romania
2,281 higher educational institutions
HIGH SCHOOL
COLLEGE
But only one in the top
100 Source: OECD/PISA and Times Higher Education Ranking
SIGNIFICANT CHALLENGE AHEAD
1 in 10 brazilians over 15 years old is illiterate
1 in 5 brazilians are still living beneath the poverty line
Sou
rce:
IBG
E
LACK OF SPECIALIZED PROFESSIONALS Major problem for:
► 58% of global CEOs► 71% of brazilian CEOs
THE CONSEQUENCES
THE CONSEQUENCESBrazil has only 1.95 engineers/10,000 inhabitants
lowest among countries in an OECD 35 nation study
BRAZIL IS FACING A TALENT GAP
Economy
Companies
Talents
Talent Gap
THE TALENT GAP IS NOT NEW
Enough people, but
no match:
1,7 million
new jobs
X
2,3 million
unemployed
-17
5
3
-3
-3
-2
-1-2
-3 -6
-10
-9
-1
0
4
2
2
0 319
47
74
5
1
5
US
Mexico
Brasil
UK
GermanyFrance
Spain
Italy
Ireland
Iraq
Turkey
Czech Republic
Russia
Egypt
Israel IranPakistan
China
Bangladesh
Malaysia
Indonesia
Australia
India
Vietnan
Philippines
Japan
THE TALENT GAP
Spirce: Active population shortage and excess by 2020 (M persons)
THE GAME IS ON!
ECONOMY IS GROWING RAPIDLY
WHAT IS THE MAIN CHALLENGE?
HIRING PEOPLE
HOW ARE COMPANIES PLAYING THE GAME?
71% of employers in Brazil face difficulty in
hiring
Brazil is placed second in a global ranking of countries
coping with labor shortages
Source: Manpower
HIGH TURNOVER Executives wanting to change jobs in the next 6 months
► 30% worldwide
► 40% in Brazil
EMPLOYEE TURNOVER IN BRAZIL► 45% in 2001
► 53,8% in 2011
DIFFICULT TO KEEP GOOD PROFESSIONALS
Source: Robert Half and DIEESE
SALARIES HAVE BECOME THE ONLY RESOURCE TO RETAIN TALENTS
Source: Ministry of Labour and Michael Page
COMMERCIAL DIRECTOR
UK
Spain
Italy
Mexico
Brazil
R$ 31.724
R$ 19.891R$ 23.105
R$ 29.005
R$ 34.000
► Average salary paid in Brazil exceeds what’s offered in several countries
SALARY BUBBLE
COMMERCIAL DIRECTOR
UK
Spain
Italy
Mexico
Brazil
R$ 31.724
R$ 19.891R$ 23.105
R$ 29.005
R$ 34.000
► Average salary paid in Brazil exceeds what’s offered in several countries
SALARIES: THE ONLY RESOURCE TO RETAIN TALENTS
Source: Ministry of Labour and Michael Page
SALARY BUBBLE
► It’s more cost effective to import executives than hiring in Brazil
► 60% more work visas issued in the last four years
TALENT WAR
Talent Gap+
Booming Economy
=
NEW RULESNEW SCENARIO
► Many generations working together► Different medias interacting
together
MEDIA LANDSCAPE IN BRAZIL
► 5th most connected country in the world
► 2nd highest in Facebook users
GROWING
ECONOMY
INCREASINGCONSUMER MARKET
SOCIAL AND EDUCATIONAL CHALLENGE
NEW MEDIA LANSCAPETALENT
GAPTALENT WAR
DIFFERENT
GENERATIONS
WORKING
TOGETHER
From a tactical recruitment…
…to a marketer mindset!
IN THIS GAME, YOUR COMPANY IS A BRAND
► Job in Solid Company
► + Good Benefits
► = Line of candidates
BEFORE
► Job in Solid Company
► + Good Benefits
► = Not enough anymore
TODAY
3
2
4
1
Can they always find you?
Who are your keepers?
How do you match and hire the best
players?
When you reach them, how do you
attract them?
ALWAYS ON
ON DEMAND
YOUR NEXT
TALENT
4 STAGES OF INTEGRATED RECRUITMENT APPROACH
3
2
4
1
Who are your keepers?
YOUR NEXT
TALENT
4 STAGES OF INTEGRATED RECRUITMENT APPROACH
1► The people you build your
brand for► The people you can´t
afford to loose► Prepare your company to
meet their expectations
WHO ARE YOUR
KEEPERS?
WHAT DO THEY WANT?
► Different generations = Different ways of communicating your brand
1
► Sell functional and emotional benefits
► Pick the right brand messages to attract and engage the target group
► Ensure reasons to believe
WHO ARE YOUR
KEEPERS?
BRAND
Functional Benefits
EmotionalBenefits
Reasons to Believe
Pay
Safe work environment
Equipment
Career development
Pension
Healthcare
Inherent value in work
How organizations value their work
Belief in organization values
Pleasant work environment
Daily work
Environment
Alumni examples
Word-of-mouth
3
2
4
1
Can they always find you?
4 STAGES OF INTEGRATED RECRUITMENT APPROACH
CAN THEY ALWAYS
FIND YOU?2
UNLOCK THE POWER OF THE INTERNET!
► Connect yourself through a career site
► Integrate your site with social networks and mobile devices
► Always make sureyou are where the candidate is
When you reach them, how do you
attract them?
3
2
4
1
4 STAGES OF INTEGRATED RECRUITMENT APPROACH
WHEN YOU REACH THEM,how do you attract them?
3
Your hiring process must be consistent with your brand messages!
► Easy + Fast + Full Integrated
► Provide feedbackduring the process
► Evaluate your recruitment process constantly
► Infrastructure to capture value front office + back office
How do you match and hire the best
players?
3
2
4
1
4 STAGES OF INTEGRATED RECRUITMENT APPROACH
4HOW DO YOU MATCH AND HIRE
THE BEST PLAYERS?
REACH & ATTRACT
MATCH& ACQUIRE
ENGAGE & MANAGE
TARGET &BRAND
MESSAGE
ALWAYS ON! ON DEMAND!
THE PATH TO YOUR NEW TALENTS O
NLI
NE
MOBILE
SO
CIA
L
TALENT M
ANAGEM
ENT
YOUR COMPANY
BRAND MES
SAGE
>
< P
EOPL
E FL
OW
BRAND MESSAGE >
< PEOPLE FLOW
BRAND MESSAGE > < PEOPLE FLOW
On DemandCampaigns
Always OnFoundation
APPLICANT TRACKIN
G
PRE-
SELECTION
SELECTION &
HIRIN
G
CAREER
SITE
WE HAVE A NEW GAME AND ONLY ONE CHOICE:
TO PLAY IS TO
CHANGE