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the international recruitment manual
THE INTERNATIONAL RECRUITMENT MANUAL L.Y. STAMET Intelligence Group June 2007 The International Recruitment Manual © 2007, Intelligence Group Content • Why international recruitment? • The research • Mobile workers • Case: How to attract the talent you seek • How to become an international employer of choice The International Recruitment Manual © 2007, Intelligence Group Why international recruitment? • Economic development The International Recruitment Manual © 2007, Intelligence Group Unemployment rate The International Recruitment Manual © 2007, Intelligence Group Why international recruitment? • Economic development • Demographic development The International Recruitment Manual © 2007, Intelligence Group (2 5 m L u em xe ber m s) N et bou he r r la g D nd en s m ar k M a Sw lta ed E s en to n C ia yp ru La s Li tv t h ia ua U n ni te Ir ia d ela K in nd gd o Fi m nl an Fr d an B ce el g H ium un g Sl ary ov ak Po ia la C n ze A ch u d s Re t ri pu a Sl blic ov G eni er a m Po any rt ug G al re ec e Ita l Sp y ai n EU The International Recruitment Manual © 2007, Intelligence Group 80 Pensioners vs labour force 70 60 50 40 30 20 10 0 2005 2010 2020 2030 2040 2050 The International Recruitment Manual © 2007, Intelligence Group Why international recruitment? • Economic development • Demographic development • Technological development The International Recruitment Manual © 2007, Intelligence Group Science & technology graduates The International Recruitment Manual © 2007, Intelligence Group Content • Why international recruitment? • The research • Mobile workers • Case: How to attract the talent you seek • How to become an international employer of choice The International Recruitment Manual © 2007, Intelligence Group The research • Visitors to the StepStone/Totaljobs-UK website • 2.171 companies from eight European countries • 20.998 workers from nine European countries • Collected between April and July of 2006 The International Recruitment Manual © 2007, Intelligence Group Content • Why international recruitment? • The research • Mobile workers • Case: How to attract the talent you seek • How to become an international employer of choice The International Recruitment Manual © 2007, Intelligence Group Strategy The International Recruitment Manual © 2007, Intelligence Group Mobile workers ¾ 62% of the European workers are willing to work abroad ¾ Only 0,4% actually moves abroad to work in another country The International Recruitment Manual © 2007, Intelligence Group Total 62% Male 68% Female 54% Primary 44% Secondary 55% Tertiary 66% Single 68% Married 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% The International Recruitment Manual © 2007, Intelligence Group Who are willing to go abroad? 62% Total 88% United Kingdom 72% Sweden 71% Germany 62% Italy Belgium 58% France 58% Norway 58% 49% Netherlands 46% Denmark 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The International Recruitment Manual © 2007, Intelligence Group Popular countries 35% 34% 30% 29% 29% 25% 25% 24% NR 18 (6,8%) 18% 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% The International Recruitment Manual © 2007, Intelligence Group Strategy • Know your target group – Are they willing to work abroad? – Where can you find them? – Where would they like to go? • Why would they be willing to come to you? – Country marketing – Employer branding • What do they look for in a job? – Job marketing • How can you reach them? – Media strategy The International Recruitment Manual © 2007, Intelligence Group Content • Why international recruitment? • The research • Mobile workers • Case: How to attract the talent you seek • How to become an international employer of choice The International Recruitment Manual © 2007, Intelligence Group The Case • A Belgian company is looking for sales managers to come and work for them in Belgium from the three countries in which their market share has grown rapidly over the last year. These countries are: The Netherlands, Germany and Italy The International Recruitment Manual © 2007, Intelligence Group Know the target group Target group: Salesmanagers willing to work abroad General description • 67% is male • 62% is high educated • 53% has 9 years or more work experience 25% 30% 21% 24% up to 1 year 1 to 2 years 2 to 5 years more than 5 years The International Recruitment Manual © 2007, Intelligence Group Position of Belgium • On average sales managers would like to work in 5 countries • Salas managers willing to work in Belgium would, on average, like to work in 14 different countries • Belgium is on the 19th place in the list of preferred countries for sales managers The International Recruitment Manual © 2007, Intelligence Group Global recruitment strategy: regional focus No country is the same • Message to talent in different countries differs in: • • • • Country marketing Employer Branding Job marketing Media usage differs per country: • • Search methods Media titles The International Recruitment Manual © 2007, Intelligence Group Regional focus Three countries - The Netherlands Germany Italy The International Recruitment Manual © 2007, Intelligence Group Country Marketing Opportunity to broaden experience Career developm ent opportunities Opportunity to get a m ore attractive job Fulfilling an am bition Pay To get to know different cultures For a challenge in the job To m eet new people Adventure To take advantage of education opportunities To w ork for a m ore trustw orthy em ployer Appealing products/services Size of the com pany Tax benefits Motivating m anagem ent Housing / accom odation benefits 0 50 Dutch Sales managers 100 German Sales managers 150 Italian Sales managers 200 250 The International Recruitment Manual © 2007, Intelligence Group Important aspects of a job Sales managers willing to work abroad Sales managers willing to go to Belgium Personal development 69% 73% Salary 62% 58% Corporate culture 46% 55% A company with a sound financial standing 34% 39% Ability to make an “impact” 34% 45% More responsibility 33% 40% Competent boss 30% 30% A company with a “good” reputation 27% 29% Flexible working hours 26% 19% Office location 23% 21% Better benefits 18% 22% The International Recruitment Manual © 2007, Intelligence Group Job Marketing Personal development Salary Corporate culture A company with a sound financial standing Ability to make an “impact” More responsibility Competent boss A company with a “good” reputation Flexible working hours Office location Better benefits More holidays 0 20 40 Dutch Sales managers 60 80 100 German Sales managers 120 140 Italian Sales managers 160 180 200 The International Recruitment Manual © 2007, Intelligence Group Conclusion Dutch Sales manager German Sales manager Italian sales manager Housing rates Low unemployment International economy Sights & Social life Stable economy Educational opportunities Trustworthy & Financially sound Size Corporate culture Corporate culture Career development opportunities Impact for the organisation Challenge Benefits Challenge & Benefits Impact for the organisation Responsibility Adventure Security & challenge Career Country Marketing Employer branding Reputation Job Marketing Message The International Recruitment Manual © 2007, Intelligence Group Global recruitment strategy: regional focus No country is the same • Message to talent in different countries differs in: • • • • Country marketing Employer Branding Job marketing Media usage differs per country: • • Search methods Media titles The International Recruitment Manual © 2007, Intelligence Group Media strategy Active international jobseeker: > International media Passive international jobseeker: > Domestic media The International Recruitment Manual © 2007, Intelligence Group Active international jobseeker Dutch Germans Italians Search job boards 72% 95% 65% Visit corporate websites of companies based abroad 22% 53% 9% Search job boards abroad 45% 39% 32% International newspapers 26% 22% 19% Contact recruitment agencies abroad 22% 17% 42% International trade magazines 16% 7% 9% 7% 3% 14% Contact the local embassy for information The International Recruitment Manual © 2007, Intelligence Group StepStone The International Recruitment Manual © 2007, Intelligence Group Passive international jobseeker 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Online job board Company website Newspaper Personal network Dutch Sales managers Recruitment agency Magazine / trade magazine German Sales managers Job Fair or other career event Temp agency Italian Sales managers Company presentation or open day Other The International Recruitment Manual © 2007, Intelligence Group Passive international Dutch sales manager Search methods • Extensive use of agencies, newspapers and job boards • Average use of magazines and company websites Sites and publications • StepStone.nl, Monsterboard.nl • De Telegraaf, de Volkskrant • Intermediair • nu.nl, google.nl, wikipedia.nl The International Recruitment Manual © 2007, Intelligence Group www.nu.nl The International Recruitment Manual © 2007, Intelligence Group www.intermediair.nl The International Recruitment Manual © 2007, Intelligence Group Passive international German sales manager Search methods • Extensive use of internet • Average use of Print • Less use of agencies and social networks Sites and publications • StepStone.de and Monster.de • Jobscout.de, jobpilot.de • FAZ (Frankfurter Allgemeine Zeitung) • Karriere, Manager Magazin • handelsblatt.de, google.de, web.de, openbc.de The International Recruitment Manual © 2007, Intelligence Group www.karriere.de The International Recruitment Manual © 2007, Intelligence Group www.handelsblatt.com The International Recruitment Manual © 2007, Intelligence Group Passive international Italian sales manager Search methods • Extensive use of personal network • Average use of job boards and print • Less use of company websites Sites and publications • StepStone.it, Monster.it • Trovolavoro.it, jobsinfo.it • Corriere della Sera • Corriere.it, repubblica.it, ilsole24ore.com, gazetta.it The International Recruitment Manual © 2007, Intelligence Group Corierre.it The International Recruitment Manual © 2007, Intelligence Group gazetta.it The International Recruitment Manual © 2007, Intelligence Group The International Recruitment Manual © 2007, Intelligence Group Content • Why international recruitment? • The research • Mobile workers • Case: How to attract the talent you seek • How to become an international employer of choice The International Recruitment Manual © 2007, Intelligence Group Employer branding ¾88% will visit corporate website during job search • Advice on schools and universities • Housing rates and information • Local Facilities • Local shopping/entertainment • Medical advice • Transport links The International Recruitment Manual © 2007, Intelligence Group Employer branding 80 websites of the top ten preferred employers per country 41 only available in the local language 11 in English, recruitment section in local language 27 in English with English recruitment section, no additional information 1 in English with English recruitment section and additional information The International Recruitment Manual © 2007, Intelligence Group Employer branding • Language • Additional information • International profile • Corporate culture The International Recruitment Manual © 2007, Intelligence Group Employer branding • Language • Additional information • International profile • Corporate culture • Findability on the internet • Search engine marketing The International Recruitment Manual © 2007, Intelligence Group Employer branding The International Recruitment Manual © 2007, Intelligence Group Employer branding • Language • Additional information • International profile • Corporate culture • Findability on the internet • Search engine marketing • Communities The International Recruitment Manual © 2006, Intelligence Group The International Recruitment Manual © 2007, Intelligence Group Employer branding • Language • Additional information • International profile • Corporate culture • Findability on the internet • Search engine marketing • Communities • Other sites The International Recruitment Manual © 2007, Intelligence Group International research • General results can be found in the report: ‘The International Recruitment Manual’ • For specific target groups: • Target group profile • Important aspects in a job (abroad) • Media usage per country • Strategic advice The International Recruitment Manual © 2007, Intelligence Group Questions? Yumi Stamet Intelligence Group T: 0031-10 280 9010 E: [email protected] W: www.intelligence-group.nl
