R&S final copy

Recruitment and Selection: Director of Marketing

MarieAlexis Juliano, Tinadio Moaku Matia, Isabella Lee, Tarek Jazi


HRM 2003

Professor Susan Lewis

5 December 2012

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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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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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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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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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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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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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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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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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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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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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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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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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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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R&S final copy

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