Page 103

DrinksTrade29AugustSeptember2012

The benefits of recruitment A diverse workforce in the liquor industry - the key to an By Simone Allan, director of Mondo Search improved business Tbeen dedicated to this sector. In the late 1990’s it was a vibrant, busy, performance?he benefits of recruitment in the liquor industry are varied. The liquorindustry has had many changes in the 14 years that Mondo Search has energetic and successful sector staffed by passionate wine/liquor professionals. The industry then went through a decline and mergers began to take place. The By Steve Ward, director of Core Element industry has become more integrated, global, and focused on Ecommerce and digital/Ecommerce and global supermarket knowledge are now in demand. Abelieve in and supports a new recruiter to theliquor sector we firmlyThere is pressure in the drinks industry to find extraordinary talent, challenges recruitment needs have changed. Candidates with experience in FMCG sectors, and public pressures such as anti-alcohol lobbying and emerging new job markets ‘diversity’ as a clever approach in the areas of Ecommerce, Digital Marketing and Digital Analytics have made it to talent acquisition. Given the less attractive for new people joining the liquor industry. Permanent roles are often trends with retailer concentration now being contracted and the sales function is being centralised. This has meant an and private label growth in the impact on permanent job opportunities across each state. There is a need for more off-premise and flat to modest skilled analysts, digital marketers and specialised finance and logistics talent. More growth in the on-premise, we are and more consumers are shopping online and roles in Ecommerce, Digital Marketing focussed on helping clients gain and Digital Analytics are now more in demand than traditional marketing roles. critical competitive edge through At Mondo Search we believe the success and future of the liquor industry increasing functional/commercial is dependent upon keeping up with smart talent attraction strategies such as capability, of course via people. cadetship programs, graduate schemes and internships, with opportunities The benefits of a diverse workforce for bright talent to be exposed to cross-functional roles and opportunities. have well documented links to improved engagement, innovation, What are your experiences of clients using Linked In and retention and ultimately business performance. Embracing talent Seek as recruitment tools, and how can businesses become diversity within any FMCG sub-sector is a bold move at face value more targeted in their approach to recruitment? and typically presents a more difficult hiring decision than the Many of our clients do use Linked In and Seek as recruitment tools, understandable convenience of keeping subject matter expertise however they can only be of benefit if a number of criteria are met. They within the family so to speak. It’s important to look at the value need to have a diverse network and have the time to sort through the recruitment can add in this regard. Our approach to partnering the resumes and emails they receive, including many unsuitable applicants. The client is to understand the high level strategic drivers and source challenge with online selection tools is that they may not connect with the best people to enable those strategies, a richer model and and attract the bright talent who are not actively looking for a role. one that allows us to be an extension of their employer brand. We have designed a model where the Return on Investment for using our Having a background and broad network in FMCG grocery, we’re services shows a significant cost saving to clients plus a saving in lost revenue. seeing the liquor sector become a destination of choice for an An analysis of a typical role shows there is a pool of approximately 75% of increasing number of talented sales, category, shopper and brand candidates that are not actively looking for a role. We are able to connect with marketing professionals. They’re seeking an entrepreneurial change these through our global connections and networks. By building authentic to the ever-concentrating grocery space and really thrive in engaging relationships, virtually, as well as face to face, we have established a strong new customers, shoppers and consumers in different ways. We database of top talent with strong relationships, not large contact databases. believe one of the keys for liquor based companies in achieving talent Businesses can become more targeted in their equilibrium, diversity and competitive advantage is to make strategic approach to recruitment in a number of ways. talent acquisitions in ‘best-in-class’ grocery/foodservice customer & category management, shopper & brand marketing professionals. 1 Build an employment brand with an attractive web offering There is no question corporate social networking has brought 2 Have a multi-channel approach to targeting both the active us closer together and made everyone (with a Linkedin profile) job hunters and those not currently looking accessible. In recruitment terms, the functionality of Linkedin is great, 3 Utilize industry thought leaders to attract people to your organization, this may providing a ‘real-time’ database myriad with other handy features. include heads of industry associations, specialised recruiters and targeted social Whilst it has helped spark the inception of many internal recruitment media such as Linked In to connect with those you need to connect with efforts, I’m not sure it can substitute the role of external recruitment. 4 Reward your own staff with financial incentives for At face value, just buy a premium account and you’re on your way personal referrals and successful hires. to being a recruiter right? I’m not so sure it’s that simple. Typically, a third party recruiter is engaged by virtue of the richness of their We have affiliations with global search businesses who have found networks and the ability to engage those (largely passive) networks that products like Linked In and other social network tools are helpful for on a client’s behalf, independently and objectively. Specialist recruiters introductions, but as these social network tools are being more widely used, with ‘real world’ functional insight deliver search precision and consumers are less open to being approached for career opportunities. efficiency and play a complementary role in supporting the internal For more information contact Simone Allan, Director at Mondo recruitment function of those organisations who have them. Search on 1300 737 917 or email simone@mondosearch.com.au. drinks trade 103


DrinksTrade29AugustSeptember2012
To see the actual publication please follow the link above