Points to keep in mind for recruiting new personnel into an organisation if you are the HR Manager of a footwear manufacturing company :
Manpower or human power may be the total knowledge, skills, creative activities, talents and aptitudes of an organization’s workforce as well as the values, attitudes and benefits of an individual involved. It is the sum total of inherent abilities, acquired knowledge and skills represented by the talents and aptitudes of the employed persons. The most important in a management system is the management of men, which is the most valuable asset of an organisation.
Human Resource Planning, means deciding the number and type of Human Resources required for each job, unit and the total company for a particular future date in order to carry out organizational activities. Strategic planning is the basis for human resource planning.
The human resource manager of the company has to understand the company’s strategies and their demand for human resource by planning for human resource. Human resource planning may be viewed as foreseeing the human resource requirements of an organization and the future supply of human resources. It is not only about the number of the employees, but it also means skills, knowledge, values, ability, commitment, motivation etc.
The Manpower planning process is an important aspect to be considered before commencing any recruitment procedures:-
1. Are vacancies to be filled by promotions from within or by hiring from outside?.
2. How do the training and development objectives interfere with the manpower planning objectives?.
3. What union constraints are encountered in manpower planning and what policies are needed to handle these constraints?.
4. How to enrich employee’s job? Should the routine and boring jobs continue or be eliminated.
5. How to downsize the organisation to make it more competitive.
6. To what extent production and operations be automated and what can be done about those displaced.
7. How to ensure continuous availability of adaptive and flexible workforce.
Forecasting of human resources requirements serves the following purposes
1. To quantify the jobs necessary for producing a given number of goods; or offering a given amount of service;
2. To determine what staff-mix is desirable in the future;
3. To assess appropriate
INTRODUCTION
Footwear is the collective term for the movable objects, which support to bear the weight of human body with soft feet on the surfaces of the ground. Footwear can be a product of artistic design and is considered a form of decorative art also though the same is for safeguarding the foot.
Now a days the footwear industry is facing tough and still competition to withstand in this situation the industry need to have a major share of market, this can be obtained only through sustained, prolonged advertisements. Here the market is having a brand image and goodwill became other advertisement. Its true that quality matter but this quality can be brought to light only through in depth advertisements. So it’s really imperative to have a company advertisement wing in this footwear competition.
Team of employees in Lidsole:-
In order to meet the challenges of dynamic business environment, the organisation has replaced the old hierarchies with teams of different types in the form of work teams or project teams. A team is a group of people in the organisation constituted for completing certain assignments. A team is like a task force with a major difference. A task force is created to solve unusual problems that an organisation may face occasional. In contrast to this, work teams are constituted quite frequently.
Types of Team
There are different types of teams. The typology of the teams are based on their constitution, purpose, power entrusted, duration, etc.
The teams are
1. Lead team
2. Cross functional Team
3. Problem solving Team.
4. Self managing team
Lead team
The lead team consists of managers and their direct subordinates. This is the most usual form of team which works in every part of an organisation. The basic feature of this type of team is that it is created on the basis of hierarchical relationships as organisational administrative units. The objective of a lead team is to plan and execute the business activities in its specified area of responsibility. These activities include determining how and what contribution the team will make to achieve organisational objectives. The lead team sets the example by demonstrating the art of teamwork. The approach is team work adopted is ‘do as I do’ rather than the conventional ‘do as I say’ approach. This creates the team spirit among its members which is essential for effective performance.
Cross functional Team:-
A cross-functional team has been constituted by selecting personal from different functional areas, particularly from those functions which have high interdependence. The basic objective of this team is to solve problems and take decisions in those areas which cannot be done by a particular functional department.
Problem solving Team
The problem solving team is also known as corrective action team, which is constituted to solve specific problems which the organisation is facing It was constituted to make effective of the following lines:-
a. Selecting the specific problems, which cannot be soled by an individual alone.
b. Selecting the personal who have intimate knowledge of the problem.
c. Communicating the nature of the problem and need for its solution.
d. Giving the team a high profile within the organisation.
e. Implementing the solution suggested by the team
f. Recognizing the contributions made by the team
Self managing Team:
It is a team, which is empowered and is having the following characteristics
a. They are empowered to share various management and leadership functions.
b. They plan, control and improve their own work processes.
c. They set their own goals and inspect their own work.
d. They often create their own schedules and review their performance as a group.
e. They prepare their own budgets and coordinate their work with other departments.
f. They usually order materials, keep inventories and deal with suppliers
g. They are frequently responsible for acquiring any new training they might need.
h. They may hire their own replacement or assume responsibility for disciplining their own members.
i. They and no other outside the team takes responsibility for the quality of their products or service.
Advertising : Meaning and definition:
At every point of the day you are bombarded with commercial messages. Advertisements are everywhere. When you get up in the morning by your beside radio, when you pick up junk mail from the doormat, when you stand at the poster laden bus stop, when you read newspaper, when you watch TV at night, the commercial assault on your senses seems relentless. Researchers in the United States have estimated that by the age of 18 the average American will have seen around 3,50,000 commercials. Love them or hate them, you cannot avoid them. The term, `Advertising' came to be defined as paid form for mass media communication, rather than all promotional activity. It became a means to the marketing ends of managing and controlling the consumer markets at the least cost. Advertising can be used for a number of reasons, to motivate consumers to buy goods, or certain consumers not to buy goods, to change attitudes or to encourage retailers to stock products.
When a marketer or a firm has developed a product to satisfy market demand after thoroughly analyzing the market, there is a need for establishing contact with the target market to eventually sell the product. Moreover this has to be a mass contract, which means that the marketer is interested in reaching a large number of people so that his products ma receive optimum exposure
Naturally the best way to reach this, mass market is through mass communication and advertising is one of such mass communication along with such other means as publicity, sales promotion and public relations. Advertising is not a panacea that can restore a poor product or rejuvenate a declining market. It only helps in selling through the art and business of persuasive communication.
"Advertising is neither a science, an art, nor manufacture. It has no general standard, no root principles, no hard and fast rules, no precedents, and no foolproof machinery. It is a subject full of controversy today as it was fifty years back." Successful advertising appeals both to the head and to the heart, to reason and emotions. Now days doing business without advertising, is like -winking at a girl in the dark; you know what you are doing but nobody else does.
Evolution
Advertising, as we understand it today, was not used until about 200 years ago. The form of advertising for the transmission of information dates back to ancient Greek and Rome. Criers and signs were used to carry information for advertising goods and services well before the development of printing. During 17th century, when newspapers started appearing in various parts of the world, newspaper advertising began to develop. This was an important phase in the history of advertising. Earlier ads in the newspapers were for books, marriage offers, new beverages and ads for travel. Soon advertising became the main source of revenue for newspaper and space selling came into existence. Those early advertiser were mostly importers of products that were new to England. For example the first add offering coffee was made in a news paper in England in1652 chocolates and tea were first introduced through news paper in 1657 and 1658 respectively in England in 19 century advertising marked a great expansion, In 1875, the first modern advertising agency was set up in Philadelphia (N.W. Ayer & Son). They offered not only space selling but also many other services to clients.
Industry revolution had a tremendous impact on advertising industry. Industry revolution led to the expansion of mass manufactured goods in Europe and America, making markets larger and larger. TV development altered the relationship between the makers and users of goods and created a need for advertising. By the end of 1920s advertising had grown into a major industry in USA. A majority of automobiles and packaged foods were advertised on a large scale.
The pre-independence ads were mostly about ladies goods, gent’s cloths, traveling eating-places and entertainment for British in India. It is only after independence and the abolition of the princely order that a newborn middle class received the attention of the advertisers
Our advertising in the last couple of decades has made much progress in terms of technical excellence, copy and graphics. However, progress in the area of relating to customers is slow. There is a definite trend both in audiovisual and print ads to use appeals that are compatible with Indian culture.
Advertising in India - reasons for renaissance:
• The prospect of the opening up of new segments like health care and insurance.
• The increased ad spends by dot-coms on traditional and non traditional media
• The increase in competition, which is, seeing the entry of new companies and new campaigns.
• The discovery of new market segments for specific products at specific prices
• The emergence of advance media planning techniques that facilitates optimal choice of media
• A strong demand for desi ads, owing to the success of Pepsi ‘dil mange more’
• International affiliations that make available best-in-class advertising systems to Indian agencies.
• The coming of age of integrated communications, which helps agencies manage brands better.
• The willingness of MNCs to make adjustments in the treatment of advertisements.
There will be a number of challenges unique to the coming generation and with these challenges there will be opportunities, responsibilities and rewards that Advertisers of the past could not have imagined.
The Workmen’s participation in employment become evitable now a day as the strength of trade union is growing day by day. The ability to meet the customers' needs depends on the knowledge, imagination, skills, diversity, teamwork and integrity of the people working in an organisation and their dedication. Human resources programs are driven by this commitment. There will be a number of challenges unique to the coming generation and with these challenges there will be opportunities, responsibilities and rewards that Advertisers of the past could not have imagined.
"Advertising is a funny business because it is not only a business - it is half a business, quarter a profession and quarters an art. An advertiser may organize the advertisement campaign through its own advertisement department, or may entrust the work to an advertisement agency.
The advertising agencies operating in India are accredited by the INS-(Indian Newspaper Society), New Delhi. While granting accreditation, the services rendered by the agencies, the accounts handled, the billing made, the organization structure and facilities, the foreign tie-ups, the creative output, the personnel employed, all these are taken in to account. INS press hand book lists accredited agencies together with basic information.
An advertising agency renders a variety of advertising and marketing services to the company. On behalf of its client companies', it studies capacity’s products, sales pattern, distribution system and consumers and in the background prepares the plans for advertising campaigns. It then executes these plans by preparing an advertising copy, layout, selects media; buys space and evaluate the advertisement results.
A Company benefits enormously by the quality of these services, which are an amalgam of rich expertise, varied experiences and objectives and professional attitude. The kind of quality of services rendered sometimes far out weigh the cost involved.
The advertising agency manages its employees finance and other resources effectively and economically. Public relations, sales promotional function and clients contacts are maintained by the management for the effective operations of the advertising agency.
The advertising agency selects the media or a set of suitable media for the client to reach the right type of audience. The rates, circulation, population, audience, income and other important information are collected for this purpose. It has to see to it that the media plan is carried out properly which is devised to implement the campaign communication objectives.
Planning
The management delegates the responsibilities of advertising planning and execution to an agency, which must have a fair knowledge of the firm's products, its history, the present market conditions, distribution methods, price levels, and other conditions.
The advertising copy is written, the layout is prepared, illustrations are drawn, photographs are finalized, and a correct mechanical form for running it in the selected media is produced, and thereafter a suitable advertising copy for insertion in all the media.
Research is a key function in advertising campaign for the product. The decisions on creativity and media selection are taken on the findings uncovered by research. Research makes every decision systematic and logical based as it is on facts and figures. The Management should give adequate precaution to this aspect inorder to regulate the market.
Hindustan Thompson Associates Ltd (HTA) has retained its position as the number one Indian advertising agency in 1998-99, even as the advertising industry grew at 17.9 per cent, according to the tenth A&M Agency report.
Marketing of a product is mainly by advertising, medium is a channel of communication, such as newspapers, magazines, radio and television. It is needed a vehicle for carrying the sales message of an advertiser to the large group of prospects and thereby aids in closing the gap between producer at one end and the consumer at the other end. Each medium designs its product to be more and more attractive among its audience, Each medium applies marketing concepts to the designing of the right product, selling it at the right price, distributing is through several outlets and at times, taking the help of right promotional means to increase its circulation or improve the popularity of its programs.
Types of media:-
The media are classified into two categories:
Above the line media: press TV, outdoor, posters, cinema and radio. The recognized agencies get commission from these media.
Below the line media: those who do not give commission to the ad agency. The agency adds a percentage as a handling or profit charge or charges a service fee. It includes direct mail POS, SP, Merchandising, Exhibition and sales literature.
The following are the various categories of media available to a media buyer or an advertiser to place the advertisement regarding the posts vacant, types of goods, etc.
1. Print media
(i) News paper
Daily
Sunday
Weekend
(ii) Magazines
a) Consumer magazines: general interest, special interest magazines like Auto world, Interior India
(b)Business Publications: Industrial publications, institutional publications, etc
(iii) Direct Advertising:
Direct mail,
Catalogues
2. Broadcast Media:
(i) Radio: Vivid Bharati, FM, World space.
(ii) Television: Terrestrial channels like DD and satellite channels like STAR, ZEE TV.
(iii) Narrow- cast media: Video and Cable TV, Cinema, AD films.
3. Outdoor Media:
(a) Transit media
(b) Billboards
(c) Posters
4. Other Media:
(i) Specialty Media: T - Shirts, caps, stickers, badges etc.
(ii)Direct advertising or direct marketing
(iii)Product placement
(iv)Internet
(v) SMS
Market research equips the advertiser with knowledge and data about the consumer, the product and the market. These data are about who the consumers are, what their needs and wants are, what is their buying behavior what are the product qualities; when and where these products are bought, who are the competitors, what is the extent of the competition; and a great deal of other information. These are useful in planning advertising programs, and in selecting the type of media to be employed.
Advertisement testing may be done either before or after the ad has run in the media. The first one is referred to as pre testing, and the other one is referred to as post testing. However, the basic purpose of testing advertisement effectiveness is to avoid costly mistakes, to predict the relative strength of alternative advertising agencies, and to increase their efficiency.
Lidsole has selected all the ways to advertise its product, find a suitable market, select the preferred customers, and make available the required quantity of materials and at the required time and place.
In spite of rapid developments in the tools and materials used, traditional Indian cobblers are still rooted in the ancient style of their ancestors, and use the simplest of hand instruments while footwear pieces.
Besides dealing in natural rubber, Lidsole manufacture and markets a wide variety of products, ranging from footwear to schoolbag, from cycle tyres and tubes to mats and mattresses. Now Lidsole is the largest exporter of footwear.
LISOLE INDIA
COMPANY PROFILE
The most modern footwear manufacturing plant has a processing capacity of 40,00,000 pairs of various types of footwear per year. The products are being exported to UK, USA, Japan and many other countries across the world. Lidsole is also manufacturing some varieties of footwear using the finger joining technology and is available in attractive finishes.
The organization is poised for high level of growth and it is this idea that has propelled it towards adopting the International quality management system.
PRODUCT PROFILE
Product is the fundamental feature, which determines the success or failure of the firm. It is the medium through which the firm attains the objective of customer satisfaction and profit maximization.
The range introduced by Lidsole comprises of elegantly designed, modern footwear fashioned out of eco friendly rubber and other raw materials, Manufactured in technical and financial collaboration with other leading companies. The Lidsole range conforms to International standards in finishing and durability and is crafted from specially treated rubber, leather and other raw materials for extra durability and finish.
The following are the various ranges of products offered by Lidsole.
a. Canvas.
b. Sandals
c. Evalite
d. Sunshine etc
Lidsole Canvas open up unlimited possibilities in designs and processing on pars with the highest standards and unequalled elegance. This canvas footwears are produced by sophisticated process of finger joining and edge gluing, using resigns of polymers.
MAKING IMPRESSIVE STRIDES
Lidsole Canvas footwear division manufactures a range of quality casual footwear
The plant employee sophisticated machinery and has a production capacity of 3.6 million pairs per annum. The product range includes sturdy regulates and comfy ultra-lites. Perfect blend, quality row material and superior manufacturing methods make the Lidsole range second to none. In a short span, Lidsole has made its presence felt in fiercely competitive markets on account of the excellent quality of its products. This division also manufactures school bags, shoe polish, brush, belt, etc in fascinating colours. Lidsole footwear range presently comprises of three leading brands- Lidsole Hawai, Lidsole Rainbow and Lidsole Classic. Lidsole Hawai has durable flexi-strap, soft insoles and Power Grip technology, offering true value for money. Lidsole Rain-bow is a colorful range of ultra-light, casual foot wear with cushioned insoles and extra straps. Lidsole Classic is a top quality Hawai that provides excellent wearing comfort and durability.
MARKETING DEPARTMENT
Marketing is a comprehensive activity and it includes all resources and set of activity necessary to direct and facilitate the flow of goods and services from producer to consumer in the process of distribution. Human efforts, finance and management constitute the primary resources in marketing.
Marketing is a total system of business and ongoing process of discovering and translating consumer needs and desires into products and services, creating the demand for those products and services, and expanding the market even in the face of keen competition.
Definition
The American Marketing Association (AMA) defines Marketing as; the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfied individual and organizational objectives. Marketing aims at customer satisfaction and delivers standard of living to the society. Marketing function of Lidsole is undertaken by Lidsole’s sole marketing company; LIDSOLE SALES INTERNATIONAL LTD. It has wide marketing network all over world.
Channels of Distribution:-
Channel of Distribution simply means the set of marketing intermediaries through which the goods flow from the producer to the consumer. In short it is the outlet to let out the goods to final consumers.
In field of marketing, Channel of Distribution means the path or network through which the products are made available to the consumers, thus providing time and place utility. The channels of distribution of the company are distributed through exclusive dealers.
Line and Staff Organisation Structure.
Line and staff organisation refers to a pattern in which staff specialists advise line managers to perform their duties. When the work of an executive increases, its performance requires the services of specialties which he himself cannot provide because of his limited capabilities on these fronts. Such advise is provided to line managers by staff personal who are generally specialist in their fields. The staff positions or departments are purely advisory nature. They have the right to recommend, but have no authority to enforce their preference on other departments.
In actual practice sometimes it is difficult to determine which departments are line or staff. The problem can usually be solved by classifying activities within an organisation. The departments performing substantive (direct) in its contribution to the organisations overall objectives are line one and the those performing objective(Indirect) of activities are staffs ones.
Market segmentation
A market consists of buyers, they are large in numbers, they are widely scattered, they differ in their wants, purchasing power buying attitudes, buying practices etc. Therefore, it is desirable to group the buyers on the basis of location, income, age, education, sex etc. So as to enhance satisfaction to consumers and profit to the markets. This grouping of buyers is called Market Segmentation.
In other words, Market Segmentation means divisions of markets of certain products or services.
At the primary level the unit geographically divided segments into two area; i.e., Home Segment and Outside India Segment. Home Segment consisting of inside India and Outside India Segment consisting the all states all foreign countries.
Urban division
Urban Wholesale Division consist of 25 depots selling over 15.0 Million pairs across the country through 150 distributors and over 20,000 dealers. The focus is on selling volume products catering to complete family needs.
Wholesaler
Shoe trader who buys merchandise to resell to dealers (multibrand outlets) located in street markets of major cities / towns and rural areas. They keep inventory of lidsole products for replacement and sell on credit or cash basis. Their focus is on volume products like basic closed shoes, sandals/chappals, school shoes, Canvas shoes, Hawai, Sandak and Batalite.
Departments in Lidsole India
1. Production Department
2. Quality Department
3. Marketing Department
4. Finance Department
5. Sales and shipping Department
6. Maintenance Department
7. Purchase Department
8. Personnel and administration Department.
Dealers
Multibrand outlets located in major cities selling lidsole products also. Products consist of medium to high priced shoes for the whole family. These shops deal in regional brands and unbranded footwear from small manufacturers also. Some of the dealer stores are located in high streets and are also air-conditioned.
ADVERTISING
Advertising covers various types of activities connected with the giving of publicity regarding goods and services. Advertising is a non-personal presentation and promotion of ideas, goods or services by an identified sponsor. It is impersonal promotion in which a standard message is transmitted to a large audience.
Advertising of Lidsole products are made directly through Hoarding, Press Media and Visual Media, internet.
EXPORT
Lidsole products are being exported to UK, USA, JAPAN, IRELAND, SAUDI ARABIA and all other African countries and many other countries across the globe.
BRANDING
The word brand is a comprehensive term, which includes name, symbol, mark, design or a combination of them which is intended to identify goods or services of one seller or group of sellers and differentiate them from competitors.
TRANSPORTATION
To collect raw materials from factories and to distribute finished products in far away places; one has to depend upon transport. Sales and shipping department undertakes the transportation function of the company.
Dispatch procedure
Dispatch is done according to the order. The dispatch is by way of parcels, shipping, and also by airways based on the orders. However more dispatch is by way of shipping to various destinations and the domestic orders are met by parcels service.
RESEARCH METHODOLOGY:-
Research design is the basic framework, which provides guidelines for the research process. It provides the incomparable skeleton system for the research process. It was more of descriptive study than an exploratory one. Descriptive study helps in obtaining needed information required for this study. The required data collected from a sample of a population of interest. Another aspect that forms a part of research process is the sample and model design. When the marketing researcher has to decide to carry out a field survey, he has to decide whether it is to be a census or sample survey. In almost all cases, a sample survey is undertaken on account of its overwhelming advantage over a census survey .The researcher has to select a specific type of sample design from a number of sample designs.
Data collection
Data constitute formulation of research. Hence the first step was to obtain the data. The study was conducted all the states of India and some regions in abroad. A pilot survey was conducted to know about the market and based on the main survey was conducted. The primary data was collected through structured schedules .The secondary data has been collected from company records. Discussing with respondents has collected some addition information
Research Design
Research design is the plan, structure, and strategy of investigation achieved so as to obtain answers to research question and to control variance. Design consist of three important terms- plan, structure and strategy. Different types research designs have emerged on account of the different perspective from which a research study can be viewed. Descriptive research design is used in this study. Since the study describes the state of affaires as it exists at present. Descriptive research includes survey and fact-finding enquiries of different kind. In this study the researcher is analyzing the effectiveness of the present advertisement campaign of Lidsole descriptive research design selected for this particular study.
Sampling Method
Stratified sampling method was used to select the 100 respondents from the India and abroad.
Sampling Design
The sample design for the study conducted was probability sampling
Population
The population for the study comprises of consumers and dealers of India and abroad.
Sampling unit
Sampling unit for the study are customers characterized into male and female
Sample size
Sample size consists of 100 customers and 20 retailers. 50 customers and 10 retailers were selected from India and abroad respectively.
Materials used for production
A wide range of materials and combinations are used to produce footwear nowadays. Leather, rubber, synthetic materials and fabrics are all mainly used for the uppers.
Each material has its own specific features, not only in appearance but also in properties, performance and treatment. The type of material used has an important influence on how long the item lasts and, often, dictates the recommended use.
However, the natural material that is most widely used for footwear is LEATHER. Leather breathes, it is soft, it has good impact resistance, it adapts perfectly to your feet. There are various main types:
• Smooth leather – has a soft surface with tiny pores, it can be shiny or matt.
• Drummed leather – has a very soft and lined surface.
• Patent leather – has a very smooth and shiny surface; it is easily damaged, due to chemical substances, to frost.
• Nubuck – is similar to suede and is easily marked even if you touch it lightly with your fingers, but they brush off easily.
• Leather – a type used for the soles on formal footwear.
• Crust – a section of the skin, under the surface.
In India, synthetic materials and fabrics are used for the uppers and insole or lining of a shoe.
2 most frequent used synthetic material used besides textile:
PVC
Polyvinyl chloride is flexible material that is chemically non-reactive. PVC accepts paints and performs well under most silk-screening processes have high strength. It's weather resistance, and odorless.
PU
Polyurethane is a flexible and soft material that sometimes looks like leather. Very light but does not have a long lasting shelve life. Will tends to bio-degrade itself after 2-3 years into small molecular powder.
WHAT WE OFFER AT LIDSOLE
At Lidsole, we build business leaders who create value, who believe that the future belongs to those who are able to create it. We value integrity, creativity, passion, a 'Will-do' attitude and the will to succeed above all else. Together, these empower our people to take risks, to experiment, to set their own goals and win in the market place.
In turn, we encourage those who are eager to take the initiative to continuously learn and experiment. This attitude helps us remain contemporary and relevant at all times. We believe that the most enduring way to retain talent is to enable our people to continuously add value to them.
The main objective of our training is that of “Supporting, Developing and Strengthening our sales nature.
2Recruitment procedures start from where the demand for the employees arises. To know the requirement the following procedures are followed.
I) Analyzing the corporate and unit level strategies: -
Human Resource planning should start with analyzing corporate level and unit level strategies. These strategies include expansion, diversification, mergers, acquisitions, reduction in operations, low cost and differentiation, implementation. Strategic implementation requires the production implementation, technological implementation, marketing implementation and human resources implementation.
II) Demand Forecasting of the overall human resource requirements: -
The existing job design and analysis may thoroughly be reviewed keeping in view the future capabilities, knowledge and skills of present employees. The jobs should be redesigned and reanalyzed keeping in view the organizations and unit wise plans and programs, future work quantum, future activity or task analysis, future skills, values, knowledge and capabilities of present employees and prospective employees. One of the important aspects of demand forecasting is the forecasting of the quality of human resources (skill, knowledge, values etc.,)
Methods of Forecasting: -
The forecasting methods of the requirement of the man power are as follows:-
a) Managerial judgment: -
Managers decide the number of employees required for future operation based on their past experience.
b) Statistical techniques: -
The statistical techniques include ratio analysis and econometric models. Under ratio trend analysis, ratios are calculated for the past date and these ratios are used for the estimation of the future human resource requirements.
Examples for statistical techniques are as follows,
• Present level of production (1-1-2004) - 2000 Units
• Present number of foremen (1-1-2006) - 4
• Ratio is 2000 : 4 - 500
• Estimated production as on (1-1-2008) - 5000 Units.
• Foreman required as on (1-1-2008) -5000
Important objectives of Human Resource Planning are –
1. To recruit and retain the human resource of required quantity and quality and to avoid the unnecessary postings and filling of unnecessary post.
2. To foresee the employee turn over and make the arrangements for minimizing turn over and filling up of consequent vacancies.
3. To meet the needs of the programs of expansion, diversification etc.
4. To foresee the impact of technology on work, existing employees and future human resource requirements.
5. To improve the standards, skill, knowledge, ability, discipline etc.
6. To assess the surplus or shortage of human resource and take measures accordingly.
7. To maintain congenial industrial relations by maintaining optimum level and structure of human resources.
8. To minimize the imbalances caused due to non-availability of human resources of the right kind, right number in right time and right place.
9. To make the best use of the human resources.
10. To estimate the cost of human resources.
RECRUITMENT:-
The recruitment and selection is one of the important areas of personal administration. An enterprise after knowing its manpower requirements on the basis of job description and job specifications takes the steps to recruit personnel. Recruitment forms the first stage in the process, which continues with selection and ceases with the placement of the candidate. It is the process of identifying the prospective employees, stimulating and encouraging them to apply for a particular job or jobs in an organization. It is a positive action as it involves inviting people to apply. The purpose is to have an inventory of eligible persons from amongst whom proper selection of the most suitable person can be made.
The General Manager of a company should aware the Theories regarding Recruitment
In fact there are number of theories in recruitment which an authority will have to take care while commencing the recruitment process. The recruitment is a two way street; it takes a recruiter and a recruitee. Just as the recruiter has a choice whom to recruit and whom not, so also the prospective employee has to make the decision if he should apply for that organization’s job. The individual makes this decision usually on three different basis; the objective factor, critical contact and subjective factor.
“The objective factor theory views the process of organizational choice as being one of weighing and evaluating a set of measurable characteristics the employment offers, such as pay, benefits, location, opportunity for advancement, the nature of work to be performed and educational opportunities.”
“The critical contact theory suggests that the typical candidate is unable to make a meaningful differentiation of organization’s offers in terms of objective or subjective factors, because of his limited or very short contact with the organization. Choice can be made only when the applicant can readily perceive the factors such as the behaviour of the recruiter; the nature of the physical facilities and the efficiency in processing paper work associated with the application.”
“The subjective factor theory emphasizes the congruence between personality patterns and the image of the organization i.e., choices are made on a highly personal and emotional basis.”
Recruitment process involve number of steps:
In general, personnel recruitment process involves five elements
a. Recruitment policy.
b. Recruitment organization,
c. Forecast of manpower,
d. The development of sources of recruitment
e. Different techniques used for utilizing these sources
f. Method of assessing the recruitment programme.
Place of Recruitment in Selection System
Recruitment policy
Such a policy assets the objectives of the recruitment and provides a framework of implementation of the recruitment Programme in the form of procedures. As Yoder and others observe “Such a policy may involve a commitment to broad principles such as filing vacancies with the best qualified individuals. It may embrace several issues such as extent promotion from within, attitudes of enterprise in recruiting its old employees, handicaps, minority groups, women employees, part time employees, friends and relatives of present employees. It may also involve the organization system to be developed for implementing recruitment Programme and procedures to the employed.”
Therefore a well considered and pre-planned recruitment policy based on corporate goals, study of environment and the corporate needs, may avoid hasty or ill considered decisions and may go a long way to man the organization with the right type of personnel.
A good recruitment policy must contain these elements.
a) Organization’s objectives: - both in the short-term and long-term – must be taken into consideration as a basic parameter for recruitment decisions and needs of the personnel – area-wise, job-family-wise.
b) Identification of the recruitment needs to take decisions regarding the balance of the qualitative dimensions of the would be recruits i.e., the recruiters should prepare profiles for each category of workers and accordingly work out the man specifications, decide the sections, departments or branches where they should be placed and identify the particular responsibilities which may be immediately assigned to them.
c) Preferred sources of recruitment which would be tapped by the organization e.g., for skilled or semi-skilled manual workers, internal sources and employment exchanges may be preferred; for highly specialized categories and managerial personnel, other sources besides the former may be utilized.
d) Criteria of selection and preference.These should be based on conscious thought and serious deliberations. In some cases trade unions may be consulted in working out the recruitment policy. In others management may take the unilateral decision.
e) The cost of recruitment and financial implications of the same.
i) To find and employ the best qualified persons for each job.
ii) To retain the best and most promising of those hired.
iii) To offer promising opportunities for life-time working careers
iv) To provide programmes and facilities for personal growth on the job.
According to Yoder “the recruitment policy is concerned with quantity and qualifications (Viz., Q1 and Q2) of man power.” It establishes broad guidelines for the staffing process. Generally the following factors are involved in recruitment policy.
(i) To carefully observe the letter and spirit of the relevant public policy on hiring and on the whole, employment relationship;
(ii) To provide individual employees with the maximum of employment security, avoiding frequent lay-off or lost-time;
(iii) To provide each employee with an open road and encouragement in the continuing development of his talents and skills.
(iv) To assure each employee of the organization interest in his personal goals and employment objectives.
(v) To assure employees of fairness in all employment relationship, including promotions and transfers;
(vi) To avoid cliques which, may develop when several members of the same household or community are employed in the organization;
(vii) To provide employment in jobs which are engineered to meet the qualifications of handicapped workers and minority sections.
(viii) To encourage one or more strong, effective, responsible trade unions among the employees.
Pre-requisites of a Good Recruitment Policy
The recruitment policy of an organization must satisfy the following conditions:
(i) It should be in conformity with its general personnel policies.
(ii) It should be flexible enough to meet the changing needs of an organization.
(iii) It should be so designed as to ensure employment opportunities for its employees on a long-term basis so that the goals of the organization should be achievable; and it should develop the potentialities of employees;
(iv) It should match the qualities of employees with the requirements of the work for which they are employed;
(v) It should highlight the necessity of establishing job analysis.
The nature and extent of the recruitment programme depends on a number of factors, including the skills required, the state of the labour market, general economic conditions and the image of the employer. A company, which has a reputation paying fair wages, providing good employee benefits and taking interest in employee welfare activities, would attract a large number of applicants than it needs without making any extra recruiting effort. Small companies which hire only a few persons each year may not need to do more than spread the word around the plant or office that a vacancy exists. However, as a result of regulations and pressure from society and the government, the recruitment Programme now requires the employees to go out and actively seek job applicants from groups of those who may not otherwise apply for employment.
Recruitment Organization
There is no general procedure for hiring new personnel, which is applicable to all business enterprises. Each enterprise has its “tailor made” procedure, which brings in the desired quantity and quality of manpower at the minimum possible cost. The most commonly adopted practice is to centralize the recruitment and selection function in a single office. All employment activity should be centralizes if the policies of the top management are to be implemented consistently and efficiently. Only when personnel requisitions go through one Central Source and all employment records are kept up-to-date there is a possibility of maximum efficiency and success in hiring.
The advantages of centralization of recruitment and selection are:
(i) It reduces the administrative cost associated with selection by consolidating all activity in a single office;
(ii) It relieves line officers of the details involved in hiring workers, which is common under a decentralized plan;
(iii) It tends to make the selection of workers scientific;
(iv) It makes possible the development of a centralizes manpower pool in a company;
(v) It provides a wider opportunity for placing an applicant in several departments of the company;
(vi) It tends to reduce favouritism as a basis for selection.
This centralized department is generally known as the Resource Center or the Recruitment Section. The staff personnel is attached to it. This enables specialists to concentrate upon the recruitment function, and soon they become very efficient in the use of various recruitment techniques.
This office should be properly equipped with furniture. Its waiting room should be spacious, clean and well ventilated; it should have lighting facilities and drinking water, and it should be comfortable. This room should also have a table and a counter so that candidate may fill in their application blanks conveniently. It is desirable that personnel records be filled in a room accessible to the interview.
This office is concerned with the following function:
(i). Establishing employment standards;
(ii). Making initial contact with prospective employees,
(iii). Conducting final interviews,
(iv). Testing,
(v). Conducting physical examinations,
(vi). Filling out necessary forms and record keeping,
(vii). Introducing the employee to his superior,
(viii). Following up the employee.
It may be noted that in small organizations recruiting procedure is merely informal and generally the “line official” may be responsible to handle this function. But in larger organizations, it is entrusted to a staff unit with personnel or industrial relations department. However, recruitment remains as the line responsibility as far as the personnel requisition forms are originated by the line personnel.
Forecast of Manpower Requirements
It is only to be stated here that a ‘requisition’ or an ‘indent’ for recruitment has to be submitted to the line official. Such ‘indents’ usually specify:
(i). The jobs or operations or positions for which the persons should be available.
(ii). Duration of their employment.
(iii) Salary to be offered and any other conditions and terms of employment, which the indenting officer feels necessary.
The indents are then checked against the posts allotted to the department/branch and also against authorization for expansion, if already granted. Financial implications of the proposed appointments and additional expenditure are worked out and these should be within the budgetary sanctions of the department concerned. If the indents are found correct, the proposed requirement are authorized and the initial pay, the scale and other admissible allowances are determined.
Finally, job-specifications and man-specifications are determined in consultation with the line managers.
Sources of Recruitment:
The sources of recruitment can be broadly classified into two types viz., internal and external. Most organizations depend on both the sources of recruitment and the relative emphasis and the use of these tow sources may differ from one organization to another. The management decides the extent to which it should depend on internal and external sources on the basis of the following factors.
1. Management approach towards recruitment.
2.The level of specialization and training required for employees.
3.The need for originality and initiative required from the employees. If the management feels that internal training can provide originality and initiative to employees, it may provide internal resource. On the other hand, if the management feels that internal training cannot provide originality and initiative, it will depend on external sources.
4.Trade Union’s attitude towards management’s recruitment policy.
Internal Sources
Under its source, personnel needs are filled through transfers or promotions. Internal source, though it is the main source of recruitment for much organization, it is applicable only for jobs above the entry level. For entry-level jobs, the enterprise has to depend on outside source only.
External Sources:-
If the organization feels that the needed human resources are not available within the enterprise, it will have to depend on outside sources. There are many external sources from where the personnel can be recruited. Here are the external sources, which are more commonly used for recruitment.
Advertising:
Advertisements are inserted in newspapers, journals, trade, and professional periodicals stating the available job, duties and responsibilities, emoluments, qualifications and experience required for the job. This is one of the popular methods used by the business concerns.
2. Personnel consultants or management consultants:
A consulting firm is a specialized agency, which helps client companies in recruiting personnel. On behalf of its client, it invites application through advertisement for filling the post specified by the clients, screens applications, holds interviews and selects the candidate. For its service the consulting firm receives some fee from the client company.
3. Employment Exchanges:
Employment exchanges are also an important source of recruitment. Job seekers register their names with these exchanges and the names of these persons will be supplied to business concern on the basis of their requisition. Generally, skilled and inexperienced persons register their names.
The LIDSOLE GROUP OF COMPANIES HYDERABAD required 150 lower grade employees to work in its factory situated at Bangalore.
The Zonal Manager, HR has been given the charge of selection of candidates to fill the above posts.
The Zonal Manager, HR has prepared the specification of the job with the number of required candidates. The letter of requirement with the minimum qualifications required has been submitted to the Bangalore Employment exchange for getting the information regarding the candidates.
The recruitment is by direct selection. However the company reserves the right either to make permanent or to terminate the service. The employment exchange can furnish the list of candidates who are having the required qualification.
1. Educational Institutions:
Universities, colleges and institutions are the sources of recruitment particularly for the post such as engineers, scientists, and management specialists. University and educations institutions run employment bureaus in recruiting students for various posts. Business concerns hold campus interview and select some students for final interview at their offices.
Waiting list
Many business concerns prepare a waiting list of candidates who had already been interviewed but could not be appointed for lack of vacancies. When the vacancies arise, the candidates from the waiting lists are appointed.
To verify the waiting list a letter is to be addressed to the office in charge of employees requesting him to furnish the list of candidates.
Present employees
The present employees may be encouraged to recommend suitable persons among their friends and relatives for employment in the concerns it, which they are working. This keeps the employees happy and also in good morale. Generally, the employees recommend only those persons who are sincere and who can perform the job well.
Leasing
This source is used particularly by the public sector organizations in which personnel from the civil services, account services and defence services are employed for specific periods. This method is used by the public sector organizations because of the acute shortage of managerial personnel to manage the organization.
Merits
Some of the merits of the external sources are: -
1) Wide choice: - The enterprises can choose personnel from among a large number of applicants after considering the plus and minus points of all the candidates. By this the enterprise can make the best selection.
2) Fresh view points and outlook: - The enterprise can get the benefit of fresh viewpoints and freshness of outlook and approach of the personnel selected from external sources.
3) Varied and broader experience: - The enterprise can also get the benefit of employing the personnel with varied and broader experience.
There are numerous classes of Information a General Manager should know about the organisation.
Ascertaining the information needs of the Management for the business execution is a complex task. The complexity can be handled if the information is classified on the basis of its application and the user, which becomes the basis for the ascertainment.
a. Organizational: - This information includes the number of employees, products, services, locations, the type of business, turn over and variety of the details of each one of these entities.
b. Functional: - Another class of information is functional which includes Purchases, sales, production, stocks, receivables, payables, outstanding, budgets, statutory information.
c. Knowledge:- Knowledge is yet another class of information. It consists of the trend in sales, production technology, the deviations from the budgets, targets, norms etc. competitor’s information, industry and business information plan performance and target; and its analysis.
d. Decision: - Status information on a particular aspect, such as utilization, profitability standard, requirement versus a availability. Information for problem solving and modeling. Quantitative information on the business status. Non-moving inventory, overdue payments and receivables. This is mainly used by the middle management.
e. Operational: -Yet another class of information is Operational. Information on the production, sales, purchase, dispatches, consumption, etc. in the form of planned versus actual. This information is required for monitoring of execution schedules. This class is mainly used by the supervisor section
Methods or Techniques of Recruitment
The different techniques for the recruitment are:
(i) Direct
(ii) Indirect
(iii) Third party methods
Direct Methods:-
These include sending traveling recruiters to educational and professional institutions, employees’ contact with public, and manned exhibits. One of the widely used direct methods is that of sending of recruiters to college and technical schools. Most of the college recruiting is done in co-operation with the placement office of a college. The placement office usually provides help in attracting students, arranging interviews, furnishing space and providing student resumes. For managerial, professional and sales personnel, campus recruiting is an extensive operation. Persons reading for MBA or other technical diplomas are picked up in this manner. For this purpose, carefully prepared brochures, describing the organization and the job it offers, are distributed among students, before the interviewer arrives. The DCM, TATAS and other enlightened firms maintain continuing contacts with institutions’ placement officials with a view to recruiting staff regularly for different responsible positions.
Sometimes, firms directly solicit information from the concerned professors about students with an outstanding record. Many companies have found employees’ contact with the public a very effective method. Other direct methods include sending recruiters to conventions and seminars setting up exhibits at fairs and using mobile offices to go to the desired centers.
Indirect Method
This involves mostly advertising in newspaper, on the radio, in trade and professional journals, technical magazines and brochures.
Advertising
Advertising in newspapers and trade journals and magazines is the most frequently used method, when qualified or experienced personnel are not available from other sources. Senior posts are largely filled by such methods when they cannot be filled by promotion from within.
Advertising is very useful for recruiting blue-collar and hourly workers, as well as scientific, professional and technical employees. Local newspaper can be a good source for blue-collar workers, clerical employees and lower level administrative employees.
The main point is that higher the position in the organization or the more specialized the skills sought; the more widely dispersed advertisement is likely to be. The search for top executive might include advertisements in a national periodical; while the advertisement of blue-collar jobs is usually confined to the daily newspaper or regional trade journals.
The classified advertisement section of a daily newspaper of the Sunday weekly editions of the Hindustan Times, The Times of India, The Tribune, Bharat Jyoti, The Hindu, The Indian Express etc, carry advertisements for all types of positions. Such advertisements enable prospective candidates to screen themselves in order to find out whether they are fit for the job for which the advertisement has been issued.
In order to be successful, an advertisement should be carefully written. If it is not properly written, it may not draw the right type of applicants or it may attract too many applicants who are not qualified for the job. It should be so framed as to attract attention – for example by the use of different sizes and types of print. The first line should limit the audience somewhat and the next few lines should further screen out the readers who do not possess the necessary qualifications. It should provide specific informations on job requirement and opportunities for advancement, the benefits to be enjoyed by working in the company; and it should emphasise facts related to the dignity of the job and to its professional aspect. “Frilly advertisements, containing exaggerated claims and gimmicky appeals are to be avoided”. Advertising can be very effective if its media are properly chosen.
According to advertisement tactics and strategy in Personnel Recruitment, three points need to be borne in mind before an advertisement is inserted. First, to visualize the type of applicant one is trying to recruit. Second, to write out a list of the advantages a company offers; third, to decide where to run the advertisement, not only in which area, but in which newspaper, having a local, state or nation wide circulation.
Many organizations often place what is referred to as a blind advertisement, one in which there is no identification of the organization. Respondents are asked to reply to a ‘Post Office Box Number’ or to a consulting firm that is acting as an intermediary between the applicant and the organization. The large organizations with regional or national reputation do not usually use blind advertisements.
Other methods include advertising in publications, such as trade and professional journals, and a radio or television announcement as is done by many Indian manufacturers. Professional journals are read by people with specialized backgrounds and interests. Therefore, advertisements in these are generally selective.
Third Party Methods
These include the use of commercial or private employment agencies, state agencies, placement offices of schools, colleges and professional associations, recruiting firms, management consulting firm, indoctrination seminars for college professors and friends and relatives.
Private employment agencies are widely used. They charge a small fee from an applicant. They specialize in specific occupations; general office help, salesman, technical workers, accountants, computer staff, engineers and executives. These private agencies are broker who bring employers and employees together. The specialization of these agencies enhances their capacity to interpret the needs of their clients, to seek out particular types of persons and to develop proficiency in recognizing the talent of specialized personnel.
State or public employment agencies also known as Employment or Labour Exchanges, are the main agencies of public employment. They provide a clearinghouse for jobs and job information. Employers inform them of their personnel requirements, while job-seekers get information for them about the types of jobs that are referred to by employers. These agencies provide a wide range of services counseling, assistance in getting jobs, information about the labour and wage rates.
Schools, colleges and professional institutions offer opportunities for recruiting their students. They operate placement services where complete bio-data and other particulars of the students are available. The companies that need employees maintain contact with the Guidance Counsellors of Employment Bureaus and teachers of business and vocational subjects. The prospective employers can review credentials and interview candidates for management trainees or probationers. Whether the education sought involves a higher secondary certificate, specific vocational training or a college background with a bachelor’s, master’s or doctoral degree, educational institutions provide an excellent source of potential employees for entry – level positions in organisations. These general and technical/professional institutions provide blue–collar applicants, white-collar and managerial personnel.
Sometime, the organizations provide work-study programme to the students or summer jobs for undertaking a project in the establishment so as to get them interested in the organization in question and after completion of this they may be absorbed by the companies concerned.
Professional organizations or recruiting firms or executive recruiters maintain complete information records about employed executive. These firms are looked upon as ‘head hunters’, ‘raiders’ and ‘pirates’ by organizations which choose personnel through their efforts. However, the same organizations may employ “executive search firms” to help them find executive talent. These consulting firms recommend persons of high caliber for managerial, marketing and production engineers’ post. Indoctrination seminars for college professors are arranged to discuss the problem of companies and employees. Professors are invited to take part in these seminars. Visits to plants and banquets are arranged so that the participating professors may be favourably impressed. They may later speak well of a Company and help it in getting the required personnel.
Employee Referrals
Friends and relatives of present employees are also a good source from which employees may be drawn. When the labour market is very tight, large employers frequently offer their employees bonuses or prizes for any referrals who are hired and entertained with the Company for a specific length of time. Some Companies maintain a register of former employees whose record was good to contact them when there are new job openings for which they are qualified. This method of recruitment, however, suffers from a serious defect that it encourages nepotism, i.e, persons of one’s community or caste are employed, who may or may not be fit for the jobs.
Trade unions also provide manual and skilled workers in sufficient numbers. Under agreement, they may agree as to who is to be given preference. But in case of adverse industrial relations this technique may create difficulties.
Casual Labour or Applicant at the gate
Most industrial units rely to some extent on the casual labour, which presents itself daily at the factory gate or employment office. However, this source is uncertain and the candidates cover a wide range of abilities. Even then many of our industries make use of this source to fill up casual vacancies.
Unconsolidated Applications
For positions in which large numbers of candidates are not available from other sources, the companies may gain in keeping files of applications received from candidates who make direct enquiries about possible vacancies on their own, or may send unconsolidated applications. The information may be indexed and filed for future uses when there are opening in these jobs. If necessary, the candidates may be requested to keep the organization posted with any change in their qualifications, experience or achievements made. Voluntary organizations, such as private clubs, social organizations etc., might also provide employees-handicaps, widowed or married women, old persons, retired hands etc., in response to advertisements.
Computer Data Banks
When a company desires a particular type of employee, job-specifications and requirements are fed into a computer, where they are matched against the resume data stored therein. The output is a set of resumes of individuals who meet the requirements. This method is very useful for identifying candidates for hard-to-fill positions, which call for an unusual combination of skills.
Which particular source is to be tapped will depend on the policy of a firm, the position of labour supply, Government regulations and agreements with labour organizations. However, the Personnel Manager must be in close touch with these different sources and use them in accordance with his needs. The best management policy regarding recruitment is to look first within the organization. If that source fails, external recruitment must be tackled.
The present tendency among most business firms is to “home grow” their executive leaders. Therefore rightly observe that the policy should be to “raise” talent rather than “raid” for it.
Evaluation of Alternative Sources
The enterprise has to consider the plus and minus points of the different sources from the angle of cost source, suitability of source and time involved in each source and select the best source or a judicious combination of sources for selecting its personnel.
LIDSOLE COMPANY, which is a famous footwear company, is hereby planning to recruit number of employees into the organisation. The HR manager is entrusted to formulate strategies for recruitment.
Therefore the H R manager is hereby composing strategies for the recruitment of the posts mentioned here below.
Selection
Selection involves choosing personnel to fill specific jobs in the organization on the basis of educational qualifications, training, skills, abilities and personality of the persons available for the jobs. Selection starts only after an adequate number of applications have been secured through different sources of recruitment. It is the process of examining the applicants with regard to their suitability for the given job or jobs and choosing the best from the suitable candidates and rejecting the others. However since the rejection of the candidate is involved this process is negative in nature.
Essential of Selection Procedure
The selection procedure adopted by an organization is mostly tailor-made to meet its particular needs. The thoroughness of the procedure depends upon three factors.
First, the nature of selection whether faulty or safe: - Because a faulty selection affects not only the training period that may be needed, but also results in heavy expenditure on the new employee and the loss that may be incurred by the organization in case the job-occupant fails on his job.
Second, the policy of the Company and the attitude of the Management: - As a practice, some companies usually hire more than the actual number needed with a view to removing the unfit persons from the jobs.
Third, the length of the probationary or the trial period: - The longer the period, the greater is the uncertainty in the mind of the selected candidate about his future.
The hiring process can be successful, if the following preliminary requirement are satisfied:
(i) Some one should have the authority to hire. The authority comes from the employment requisition, as developed by an analysis of the work-load and work force.
(ii) There must be some standard or personnel with which a prospective employee may be compared i.e., there should be available, beforehand, a comprehensive job-description and job-specifications as developed by a job Analysis.
(iii) There must be sufficient number of applicants from whom the required number of employees may be selected.
Selection Procedure
In order to be able to determine the qualifications needed to meet the requirements of the job, the Company has to analyse the job, write job-description and prepare job-specifications.
Job Analysis
Job Analysis is the process by means of which a description is developed of the present methods and procedures of doing a job, physical conditions in which the job is done, relation of the job to other jobs and other conditions of employment. Job analysis is intended to reveal what is actually done as opposed to what should be done. Therefore, if a man is found doing some activity not required of that job, it should still form part of the job analysis. The purpose of job analysis is not to describe an ideal but show the management how at the moment the constituent parts of its business are being carried out. The information concerning the job can be obtained from a number of sources such a s observation of workers, interviews, questionnaire responses, bulletins etc., knowledge of the materials of work and actual performance of work. It has been found that questionnaire is best suited for clerical workers and interviewing is suited to shop workers. Working conditions and hazards are better described when viewed by the analyst.
Job Specification:-
Job specification also known as an or employee specification, is a statement of minimum acceptable qualities required in a job incumbent for the effective performance of the job. In contrast to job description which provides various features of the job, job specification specifies various features of the job holder.
It is also called man specification and is a statement of the minimum acceptable human qualities necessary to perform a job satisfactorily. Making job-description as its base, it lays down the abilities and qualities that a worker should possess in order to hold the job in question. The exact list of these abilities and qualities varies according to the Company and the uses to which the job-specification is to be put
The job specification of Human Resource director in Lidsole is as follows:-
Qualification and experience:-
a. Demonstrated expertise over atleast 5 to 6 years in human resource management in a leading role, in a large organisation environment preferably with experience in change management .
b. Understanding of HR Management for multiple HR constituencies- General Managers, Highly skilled scientist, sales force and workers, Should be IT savvy.
c. Should be capable of effectively understanding the HR nuances for the recruitment of expatriates for the senior positions abroad.
d. Preferably (but essential) MBA from a good abroad or one of the top institutes in India.
e. Age between 40 to 45 years.
Personality Traits:-
1. Ability to be a strong team player and to lead from behind.
2. Sensitivity to people-related issues at different levels/backgrounds in the organisation.
3. Ability to be perceived as a counselor and peer by senior management.
4. Strong selling and communication abilities
5. Thinking on the feet and on-line creativity.
Job – description
The results of job analysis are set down in job-description. Writing job-descriptions for production workers, clerical people and first line supervisors is a fairly established practice. The two types of job-descriptions differ from each other in many ways.
1. The lower level job-descriptions are generally written by the Personnel Department, but managerial job-descriptions are written by the incumbent executive himself or by his superior.
2. The lower job-descriptions are written inter alia for wage and salary administration and so centre directly around tangible duties and day-to-day assignments while higher level descriptions are more closely related to organization planning and so naturally are descriptions or intangible interrelationships, overall responsibilities and lines of authority. Further, the emphasis in managerial description is not a “How” a work is done but on “What” work is done.
Uses of job Description
Job description is used for those purpose for which job analysis is used . Job description may be used in the following areas of human resource management.
1. Job grading and job classification.
2. providing base for preparing job specification, leading to recruitment ad selection.
3. Procurement and placement of employees.
4. Developing career path.
5. Training and development.
6. Setting performance standards and appraisal
7. Promotion and transfer.
8. Developing work procedures and processes.
9. Taking preventive measures to minimize the impact of hazardous conditions.
10. Employee counseling and vocational guidance.
In the next step the organization taps the various recruitment sources and select individuals. There is no standard or specific procedure to select different kinds of personnel. The selection procedure will vary from job to job and from organization to organization.
In some cased the selection procedure will be simple, but in the case of posts which are considered important, the selection procedure is complicated and involves a lot of time. However, the following can be considered as standard steps.
1. Receipt and scrutiny of application
2. Preliminary interview
3. Selection test
4. References
5. Employment interview
6. Medical examination / physical examination
7. Placement
8. Orientation
Receipt and Scrutiny of Application
All those who apply for a job in an enterprise may not be qualified for the job. Those who do not possess adequate experience and qualifications should not be included in the list of candidates to be called for preliminary interview. If this is done, even candidates with inadequate experience and qualification will be called for preliminary interview. This means wasting of time and money of employer and the candidates who have applied for the jobs. Hence a proper scrutiny of the application is made to select candidates to be called for preliminary interview.
Preliminary interview
The employer tries to find out whether the candidate is physically and mentally fit for the job. In general, the candidates are asked about their qualifications, experience, interests, residence, age, etc. Employers should not take much time for conduction the preliminary interview.
Selection test
Those candidates who have passed the preliminary interview will be asked to appear for the selection tests. Tests serve as an important device in the process of selection. Test aims at discovering and measuring selected qualities, abilities, and skills of a candidate in terms of job-specifications.
Types of tests
Tests can be classified into 2 types: a) proficiency tests b) aptitude tests. While proficiency test tries to measure the skills and abilities which are already possessed by the candidate, aptitude test tries to measure the skills and abilities which the candidate may develop later, which may enable him in future to perform the job. In other words, aptitude test assesses the candidate’s potential for performing a certain job in future.
Proficiency tests
It includes
a) Trade or achievement tests
b) Dexterity tests
a) Trade or achievement tests
This test measures the knowledge and proficiency already possessed by a candidate, acquired by the employee while working in yet another organisation. It includes all the work experience, knowledge of handling the situations etc.
b) Dexterity tests
This test aims at measuring the quickness and efficiency with which a candidate uses his hands and fingers. The handling of different types of tasks together such as attending a phone while doing the works in computer and concentrating the subordinates regarding their work etc. The quickness of the work is mainly assessed here.
Aptitude Tests
It consists of
(a) Intelligence tests
(b) Personality tests
(c) Vocational tests
a) Intelligence tests
Intelligence Test tries to measure the level of intelligence of a candidate. This test generally includes verbal comprehension, word fluency, memory, inductive, reasoning, number facility, sped of perception, spatial, visualization etc. The scores on the test are usually expressed numerically as intelligence quotient (IQ) which can be calculated as follows:-
Mental Age
IQ = ___________ x 100
Actual age
This goes to show that the IQ is derived by converting actual age into mental age and multiplied it by 100 in order to facilitate comparison.
It aims at measuring the mental capacity, memory power and speed of thought of the candidate.
b) Personality tests
It aims at assessing the candidate’s personal characteristics such as temperament, likes, dislikes, initiative, courage, emotional make-up, reaction, ability to mix with people and to motivate others etc. Personality test is administered to predict performance success for jobs that require dealing with people, or jobs that are essentially supervisory or managerial in character. Dimensions of personality such as interpersonal, competence, dominance- submission, extroversion-introversion, self-confidence, leadership ability, patience and ambition can be measured through personality of the individual who may be employed by the organisation. In Lidsole the most widely used personality test is Thematic Apperception Test (TAT) and its more improved version Thematic Evaluation of Management Potential (TEMP).
c) Vocational tests
This test which is also known as the interest test aims to measure a candidate’s interest in a particular kind of work. In other words, it tries to find out the candidate’s most suitable vocation.
Advantage of test
If the tests are properly designed and administered, they can offer a number of advantages to the employees. It helps the employer in assessing a candidate’s suitability or unsuitability for a given job. It also helps in checking a candidate’s claim in respect of qualifications, experience etc. Further, as these tests provide an objective method of determining the suitability of a person to a given job; there is not scope for personal preference or prejudice concerning any candidate. These tests also help in establishing standard of job performance. In addition, as the test helps in selecting the best person and as the applicant also is satisfied with the method of selection, it induces him to remain with the Organization.
Checking of references
A candidate applying for a job generally gives more some reference e.g.: - names of persons to whom enquiries as to his qualifications, experience, character etc. might be addressed. Sometimes, checking of references may help in finding out the correctness of information furnished by the candidate regarding his previous employment, designation and salary, reason for leaving the job etc.
Employment Interview:-
Interview is an attempt to secure maximum possible information about the candidates relevant for their suitability or otherwise for the employment. In fact it is so essential in the selection process that many times, selection of the candidates is made on the basis of interview alone. Interview is a ‘face to face’ observational and personal appraisal method to evaluate a candidate’s fitness for the job. It is the only method of direct contact between the candidates. Every person who is selected by a company for interview is interviewed by one or more persons. Interview helps the employer in assessing the prospective employees’ motivation, personality, smartness, intelligence and his overall attitude.
Types of interviews
Different types of interviews that may be conducted by the employer are as follows: -
a) Direct interview: - It is a straight forward, face to face question answers session between the interviewer and the interviewee. In this interview, the interviewer tries to assess the candidate’s knowledge of the job, attitude, motivation and other personal characteristics.
b) Non-direct interview: - No direct questions are asked in this interview. The candidate is asked to express his views on any topic of his liking. The interviewer is playing mainly a listener’s role without interrupting the candidate. This method provides freedom of expression to the interviewee and also keeps him more at ease. This helps the employer in making a better assessment of the personality of the candidate.
Patterned interview
Under this method, a number of standard questions to be asked to a candidate are framed in advance. Even answers to these questions are determined beforehand. The answers given by the candidate are compared with the answers determined before head in order to find out the suitability of the candidate for the job for which he is interviewed.
Stress interview
The interviewer puts such questions which can make the candidate lose his temper or make him angry or get irritated. For example, the interviewer may ask: “Did your previous employer sack you from the job because he was not satisfied with your performance?” In case the candidate answers such questions without getting irritated he has a good chance of being selected for the job.
Panel Interview
This is done by members of the Interview Board or a Selection Committee. This is done usually for supervisory and managerial positions. It pools the collective judgment and wisdom of members of the panel. The candidate may be asked to meet the panel individually for a fairly lengthy interview.
Group interview
A group of candidates is observed in-group discussion on a specific problem. If a candidate’s performance is impressive in the group, he stands a fair chance to get selected.
Interview Rating
Important aspect of personality can be categorized under the following seven main headings.
1. Physical make up : Health, age, physique, hearing, speech and
appearance.
2. Attainments : Education, occupational training and
experience.
3. Intelligence : Basic and “effective”.
4. Special Aptitudes : Written and oral fluency of expression,
numeracy, and administrative skill.
5. Interests : Intellectual, practical, social and artistic.
6. Disposition : Self-reliance, nature, motivation and
acceptability.
7. Circumstances : Domestic, Social back ground and
experience.
This is called “The Seven Point Plan”. The importance of each of these points will vary from organization to organization and from job to job. Hence these should be assign wed weightage according to their degree of importance for the job.
On the basis of information gathered through an interview, each candidate should be rated in respect of each point give above as – 1) Outstanding; 2) Good; 3) Above average; 4) Below average; 5) Unsatisfactory. Marks should be allotted to each of these and the score for each point is arrived at by multiplying it by weights and the total of all these will determine the final position of a candidate al the interview.
PRINCIPLES OF INTERVIEW
Interview is the most frequently used technique for selection. However it can give better results only when it is conducted properly.
Lidsole is following the following points for consideration to make interview more effective:-
1. There should be proper planning before holding the interview. Planning include determination of the following :-
(a). Who will conduct interview,
(b). What way it will be conducted,
(c) On what basis the candidate is to be evaluated
(d). How much weightage will be given to interview in the total selection process etc. Preparation on these lines will avoid ambiguity and confusion in interviewing.
(2). There should be proper setting for conducting interview. The setting is required both of physical and mental nature. The physical setting for the interview should be both comfortable and free from any physical disturbance. The mental setting should be one of rapport between interviewer and the candidate. The interview should not start unless the candidate is composed and overcome the mental stress of the interview. It is well known fact that the candidates feel nervous the moment they enter the interview room. They may react badly about any showing of surprise or disapproval of their cloths or manner. In such a case they may not be proper evaluation of the candidates.
When the candidates feels at ease, the interview may be started. At this state, the interview obtains the desired information and may provide the information sought by the candidate. The interview can solicit important personal information if he demonstrates a basic liking and respect of people. He should ask questions in a manner that encourages the candidate to talk. He should listen to carefully when the candidates is furnishing the information. This gives an impression to the candidate that the interviewer is quite serious about him and he will do his best.
The interview of the candidate should be closed with pleasant remarks. If possible, the interviewer should give an indication about the likely end of interview, saying “ THANKS” “Good Wishes”, “Good Luck” or similar things carries much better impression about the interviewer.
Immediately after interview is over, the interviewer should make an evaluation of the candidate. At this stage, the things are quite fresh in his mind. He can give remarks about the characteristics of the candidate or give grade or mark as the case may be. This will help the interviewer to make a comparative evaluation of all candidates easilty.
Limitations of Interviews
Interviewers have their own limitations in matters of selection. Some of these are mentioned below:
1. Subjective judgment of the interviewer may be based on his prejudices, likes, dislikes, biases etc.
2. One prominent characteristic of a candidate may be allowed to dominate appraisal of entire personality.
3. The interviewer’s experience may have created a close association between some particular trait and a distinctive type of personality.
4. Some managers believe that they are good at character analysis based on some pseudo-scientific methods and are guided by their own abilities.
Qualities of “good interviewers
A good interviewer should have the following qualities.
1. Knowledge of the job or other things with which interviewers are concerned.
2. Emotional maturity and a stable personality.
3. Sensitivity to the interviewer’s feelings and a sympathetic attitude.
4. Extrovert behaviour and considerable physical and mental stamina.
6. Medical examination / physical examination
Applicants who get over one or more of the preliminary hurdles are sent for a physical examination either to the organisation’s physician or to a medical officer approved for the purpose.
Purpose
A physical examination serves the following purpose:
1. It gives an indication regarding fitness of a candidate for the job concerned.
2. It discovers existing disabilities and obtains a record thereof, which may be helpful later in deciding the company’s responsibility in the event of a workman’s compensations claim.
3. It helps in placing those who are otherwise employable but whose physical handicaps may necessitate assignment only to specified jobs.
Contents of Physical Examination
1. The applicant’s medical history.
2. His physical measurements – height, weight etc.
3. General examination – skin, musculature and joints.
4. Special senses – Visual and Auditory activity.
5. Examination of chest and lungs.
6. Check up of blood pressure and heart.
7. Pathological tests of urine, blood etc.
8. X-ray examination of chest and other parts of the body.
PLACEMENT AND INDUCTION
After a candidate is selected for employment, he is placed on the job. Initially the placement is on probation, the period of which may range from six months to two years. After successful completion of the probation period, the candidate will be offered permanent employment.
Induction
After the initial placement of the candidate on the job, his induction is necessary, Induction is a technique by which a new employee is rehabilitated into the changed surroundings and introduced to the purposes, policies and practices of the organisation, employee’s job and working conditions, salary, perks etc. in other words, t is the process of introducing the employee to the organisation and vice versa.
Induction is required because of following reasons:-
a. When a new employee joins an organisation, he is a stranger to the organisation and vice versa. He may feel insecure, shy and nervous in the strange situation. He may have anxiety because of lack of adequate information about the job, work procedures, organisational policies and practices etc. Frustration is likely to develop because of ambiguity. In such case, induction is needed through which relevant information can be provided, he is introduced to old employees and to work procedures. All these may develop confidence in the candidates and he may start developing positive thinking about the organisation.
b. Effective induction can minimize the impact of reality shock some new employees may undergo. Often fresher join the organisation with very high expectations which may be far beyond the reality. When they come across with reality, they often feel shocked. By proper induction, the newcomers can be made to understand the reality of the situation.
The induction in Lidsole is through the personal department.
Lidsole considers selection as an event in the total process if acquiring and developing managers. The company believes that the selection process must be consistent with other events in the total process for it to be effective. Therefore the company adopts a systematic and integrated selection process to select the best possible candidates. It may be mentioned that Lidsole has been one of the best favored company by the prospective candidates for managerial positions.
The selection process of the company can be broken into three steps:-
a. Screening of application forms.
b. Preliminary interview
c. Final selection
Screening of Application forms:-
The company usually receives large number of applications for the positions advertised or through campus interview. Such applications are screened keeping in mind the minimum qualifications prescribed to ascertain the eleigiblity of candidates. Such applications contain usauly brief information about the candidates. The selected candidates are then required to fill I a detailed application form. Thi form is quite elaborate and seeks factual information about the candidate and also about his attitudes and personality. A stricter screening of applications is made at this stage. However, since the company believs that mere application form may not be very reliable sources for selecting or rejecting candidates , it tries to conduct a brief preliminary interview of as many candidates as is administratively possible.
Preliminary Interview :-
Preliminary interview is conducted for about ten to twenty minutes usually by one manager. The basic objective of this interview is to decide whether the candidate is worthy of further consideration. During this brief personal contact, some time is spent in discussing the nature of the job, the future career possibly for the applicant, and the company’s policy in this regard. Often a second interview is conducted before the applicant is rejected or selected for further consideration.
Final selection:-
Final selection process is quite elaborate. This stage consists of two aspects- Group discussion and final interview. Group discussion is conducted in two stages. In the first group discussion, the chairman of the panel of selectors requests the group to select a subject which can be economic , political, social, educational or even a lighter subject. The subject is decided by the group itself out of the various topics given to it. When the topic is finalized, the members of the group discuss it. Usually size of the group is limited between six to ten applicants. In the second group discussion, a case is given. The case is distributed in advance so that the candidates can compose their thoughts about the case. The evaluation of the group discussion is done by a board consisting of the personal director, the director of the division in which the applicants have to be absorbed, a senior manager of the same division, and a senior manager of the other division. The board evaluates the candidates along the following factors:- style of self introduction by the candidates, general knowledge and knowledge of his subject, clarity of thought and logic, lucidity of expression, tolerance of other’s views, persuasiveness and leadership qualities. Each selector is given a blank sheet to evaluate the candidates. He evaluates the candidates individually.
After the group discussion, personal interview is conducted by the board. The interview is structured along the information given by the candidate in his application form. The applicants past performance and attitudes, revealed in the form, are explored here more specifically. On the completion of the individual interviews, the board members discuss about the candidates among themselves and arrive at a consensus. Normally, the result of selection is communicated on the same evening to the candidates. On the next day, the selected candidates undergo medical examinations. Those who pass medical examinations successfully are given intimation about their final selection.
Sometimes a particular person is selected for a given job. Often, more than one person may be selected for the jobs of similar nature. In the second case, individual employees have to be put under individual supervisors with the approval of the latter. In the first case also his approval is necessary but it should be done early in the selection process. A proper placement reduces employee turnover, absenteeism, and accident rates and improves morale.
Orientation
This involves making the new employee getting acquainted with the enterprise. During the period of orientation, he is informed about the company and its products. He is provided with a complete description of his job and also a copy of the rules, policies and procedures to be followed by him. He will be informed about his authority, responsibility, his superiors and subordinates. The new employee may also be taken round the offices and plant and made familiar with the activities and schemes of the enterprise. Generally orientation of new recruits may be entrusted to the job supervisor or to the senior colleagues of the new recruit.
In the total process of acquiring and placing human resources in the organisation, recruitment falls in between different sub-processes.
All the necessary steps are duly followed with great precaution so as to avoid any type of dispute at a later stage.
By this the recruitment procedure, precaution, steps, etc are followed and completed in Lidsole Footwear Industry.
Human Resource Planning, means deciding the number and type of Human Resources required for each job, unit and the total company for a particular future date in order to carry out organizational activities. Strategic planning is the basis for human resource planning.
The human resource manager of the company has to understand the company’s strategies and their demand for human resource by planning for human resource. Human resource planning may be viewed as foreseeing the human resource requirements of an organization and the future supply of human resources. It is not only about the number of the employees, but it also means skills, knowledge, values, ability, commitment, motivation etc.
The Manpower planning process is an important aspect to be considered before commencing any recruitment procedures:-
1. Are vacancies to be filled by promotions from within or by hiring from outside?.
2. How do the training and development objectives interfere with the manpower planning objectives?.
3. What union constraints are encountered in manpower planning and what policies are needed to handle these constraints?.
4. How to enrich employee’s job? Should the routine and boring jobs continue or be eliminated.
5. How to downsize the organisation to make it more competitive.
6. To what extent production and operations be automated and what can be done about those displaced.
7. How to ensure continuous availability of adaptive and flexible workforce.
Forecasting of human resources requirements serves the following purposes
1. To quantify the jobs necessary for producing a given number of goods; or offering a given amount of service;
2. To determine what staff-mix is desirable in the future;
3. To assess appropriate
INTRODUCTION
Footwear is the collective term for the movable objects, which support to bear the weight of human body with soft feet on the surfaces of the ground. Footwear can be a product of artistic design and is considered a form of decorative art also though the same is for safeguarding the foot.
Now a days the footwear industry is facing tough and still competition to withstand in this situation the industry need to have a major share of market, this can be obtained only through sustained, prolonged advertisements. Here the market is having a brand image and goodwill became other advertisement. Its true that quality matter but this quality can be brought to light only through in depth advertisements. So it’s really imperative to have a company advertisement wing in this footwear competition.
Team of employees in Lidsole:-
In order to meet the challenges of dynamic business environment, the organisation has replaced the old hierarchies with teams of different types in the form of work teams or project teams. A team is a group of people in the organisation constituted for completing certain assignments. A team is like a task force with a major difference. A task force is created to solve unusual problems that an organisation may face occasional. In contrast to this, work teams are constituted quite frequently.
Types of Team
There are different types of teams. The typology of the teams are based on their constitution, purpose, power entrusted, duration, etc.
The teams are
1. Lead team
2. Cross functional Team
3. Problem solving Team.
4. Self managing team
Lead team
The lead team consists of managers and their direct subordinates. This is the most usual form of team which works in every part of an organisation. The basic feature of this type of team is that it is created on the basis of hierarchical relationships as organisational administrative units. The objective of a lead team is to plan and execute the business activities in its specified area of responsibility. These activities include determining how and what contribution the team will make to achieve organisational objectives. The lead team sets the example by demonstrating the art of teamwork. The approach is team work adopted is ‘do as I do’ rather than the conventional ‘do as I say’ approach. This creates the team spirit among its members which is essential for effective performance.
Cross functional Team:-
A cross-functional team has been constituted by selecting personal from different functional areas, particularly from those functions which have high interdependence. The basic objective of this team is to solve problems and take decisions in those areas which cannot be done by a particular functional department.
Problem solving Team
The problem solving team is also known as corrective action team, which is constituted to solve specific problems which the organisation is facing It was constituted to make effective of the following lines:-
a. Selecting the specific problems, which cannot be soled by an individual alone.
b. Selecting the personal who have intimate knowledge of the problem.
c. Communicating the nature of the problem and need for its solution.
d. Giving the team a high profile within the organisation.
e. Implementing the solution suggested by the team
f. Recognizing the contributions made by the team
Self managing Team:
It is a team, which is empowered and is having the following characteristics
a. They are empowered to share various management and leadership functions.
b. They plan, control and improve their own work processes.
c. They set their own goals and inspect their own work.
d. They often create their own schedules and review their performance as a group.
e. They prepare their own budgets and coordinate their work with other departments.
f. They usually order materials, keep inventories and deal with suppliers
g. They are frequently responsible for acquiring any new training they might need.
h. They may hire their own replacement or assume responsibility for disciplining their own members.
i. They and no other outside the team takes responsibility for the quality of their products or service.
Advertising : Meaning and definition:
At every point of the day you are bombarded with commercial messages. Advertisements are everywhere. When you get up in the morning by your beside radio, when you pick up junk mail from the doormat, when you stand at the poster laden bus stop, when you read newspaper, when you watch TV at night, the commercial assault on your senses seems relentless. Researchers in the United States have estimated that by the age of 18 the average American will have seen around 3,50,000 commercials. Love them or hate them, you cannot avoid them. The term, `Advertising' came to be defined as paid form for mass media communication, rather than all promotional activity. It became a means to the marketing ends of managing and controlling the consumer markets at the least cost. Advertising can be used for a number of reasons, to motivate consumers to buy goods, or certain consumers not to buy goods, to change attitudes or to encourage retailers to stock products.
When a marketer or a firm has developed a product to satisfy market demand after thoroughly analyzing the market, there is a need for establishing contact with the target market to eventually sell the product. Moreover this has to be a mass contract, which means that the marketer is interested in reaching a large number of people so that his products ma receive optimum exposure
Naturally the best way to reach this, mass market is through mass communication and advertising is one of such mass communication along with such other means as publicity, sales promotion and public relations. Advertising is not a panacea that can restore a poor product or rejuvenate a declining market. It only helps in selling through the art and business of persuasive communication.
"Advertising is neither a science, an art, nor manufacture. It has no general standard, no root principles, no hard and fast rules, no precedents, and no foolproof machinery. It is a subject full of controversy today as it was fifty years back." Successful advertising appeals both to the head and to the heart, to reason and emotions. Now days doing business without advertising, is like -winking at a girl in the dark; you know what you are doing but nobody else does.
Evolution
Advertising, as we understand it today, was not used until about 200 years ago. The form of advertising for the transmission of information dates back to ancient Greek and Rome. Criers and signs were used to carry information for advertising goods and services well before the development of printing. During 17th century, when newspapers started appearing in various parts of the world, newspaper advertising began to develop. This was an important phase in the history of advertising. Earlier ads in the newspapers were for books, marriage offers, new beverages and ads for travel. Soon advertising became the main source of revenue for newspaper and space selling came into existence. Those early advertiser were mostly importers of products that were new to England. For example the first add offering coffee was made in a news paper in England in1652 chocolates and tea were first introduced through news paper in 1657 and 1658 respectively in England in 19 century advertising marked a great expansion, In 1875, the first modern advertising agency was set up in Philadelphia (N.W. Ayer & Son). They offered not only space selling but also many other services to clients.
Industry revolution had a tremendous impact on advertising industry. Industry revolution led to the expansion of mass manufactured goods in Europe and America, making markets larger and larger. TV development altered the relationship between the makers and users of goods and created a need for advertising. By the end of 1920s advertising had grown into a major industry in USA. A majority of automobiles and packaged foods were advertised on a large scale.
The pre-independence ads were mostly about ladies goods, gent’s cloths, traveling eating-places and entertainment for British in India. It is only after independence and the abolition of the princely order that a newborn middle class received the attention of the advertisers
Our advertising in the last couple of decades has made much progress in terms of technical excellence, copy and graphics. However, progress in the area of relating to customers is slow. There is a definite trend both in audiovisual and print ads to use appeals that are compatible with Indian culture.
Advertising in India - reasons for renaissance:
• The prospect of the opening up of new segments like health care and insurance.
• The increased ad spends by dot-coms on traditional and non traditional media
• The increase in competition, which is, seeing the entry of new companies and new campaigns.
• The discovery of new market segments for specific products at specific prices
• The emergence of advance media planning techniques that facilitates optimal choice of media
• A strong demand for desi ads, owing to the success of Pepsi ‘dil mange more’
• International affiliations that make available best-in-class advertising systems to Indian agencies.
• The coming of age of integrated communications, which helps agencies manage brands better.
• The willingness of MNCs to make adjustments in the treatment of advertisements.
There will be a number of challenges unique to the coming generation and with these challenges there will be opportunities, responsibilities and rewards that Advertisers of the past could not have imagined.
The Workmen’s participation in employment become evitable now a day as the strength of trade union is growing day by day. The ability to meet the customers' needs depends on the knowledge, imagination, skills, diversity, teamwork and integrity of the people working in an organisation and their dedication. Human resources programs are driven by this commitment. There will be a number of challenges unique to the coming generation and with these challenges there will be opportunities, responsibilities and rewards that Advertisers of the past could not have imagined.
"Advertising is a funny business because it is not only a business - it is half a business, quarter a profession and quarters an art. An advertiser may organize the advertisement campaign through its own advertisement department, or may entrust the work to an advertisement agency.
The advertising agencies operating in India are accredited by the INS-(Indian Newspaper Society), New Delhi. While granting accreditation, the services rendered by the agencies, the accounts handled, the billing made, the organization structure and facilities, the foreign tie-ups, the creative output, the personnel employed, all these are taken in to account. INS press hand book lists accredited agencies together with basic information.
An advertising agency renders a variety of advertising and marketing services to the company. On behalf of its client companies', it studies capacity’s products, sales pattern, distribution system and consumers and in the background prepares the plans for advertising campaigns. It then executes these plans by preparing an advertising copy, layout, selects media; buys space and evaluate the advertisement results.
A Company benefits enormously by the quality of these services, which are an amalgam of rich expertise, varied experiences and objectives and professional attitude. The kind of quality of services rendered sometimes far out weigh the cost involved.
The advertising agency manages its employees finance and other resources effectively and economically. Public relations, sales promotional function and clients contacts are maintained by the management for the effective operations of the advertising agency.
The advertising agency selects the media or a set of suitable media for the client to reach the right type of audience. The rates, circulation, population, audience, income and other important information are collected for this purpose. It has to see to it that the media plan is carried out properly which is devised to implement the campaign communication objectives.
Planning
The management delegates the responsibilities of advertising planning and execution to an agency, which must have a fair knowledge of the firm's products, its history, the present market conditions, distribution methods, price levels, and other conditions.
The advertising copy is written, the layout is prepared, illustrations are drawn, photographs are finalized, and a correct mechanical form for running it in the selected media is produced, and thereafter a suitable advertising copy for insertion in all the media.
Research is a key function in advertising campaign for the product. The decisions on creativity and media selection are taken on the findings uncovered by research. Research makes every decision systematic and logical based as it is on facts and figures. The Management should give adequate precaution to this aspect inorder to regulate the market.
Hindustan Thompson Associates Ltd (HTA) has retained its position as the number one Indian advertising agency in 1998-99, even as the advertising industry grew at 17.9 per cent, according to the tenth A&M Agency report.
Marketing of a product is mainly by advertising, medium is a channel of communication, such as newspapers, magazines, radio and television. It is needed a vehicle for carrying the sales message of an advertiser to the large group of prospects and thereby aids in closing the gap between producer at one end and the consumer at the other end. Each medium designs its product to be more and more attractive among its audience, Each medium applies marketing concepts to the designing of the right product, selling it at the right price, distributing is through several outlets and at times, taking the help of right promotional means to increase its circulation or improve the popularity of its programs.
Types of media:-
The media are classified into two categories:
Above the line media: press TV, outdoor, posters, cinema and radio. The recognized agencies get commission from these media.
Below the line media: those who do not give commission to the ad agency. The agency adds a percentage as a handling or profit charge or charges a service fee. It includes direct mail POS, SP, Merchandising, Exhibition and sales literature.
The following are the various categories of media available to a media buyer or an advertiser to place the advertisement regarding the posts vacant, types of goods, etc.
1. Print media
(i) News paper
Daily
Sunday
Weekend
(ii) Magazines
a) Consumer magazines: general interest, special interest magazines like Auto world, Interior India
(b)Business Publications: Industrial publications, institutional publications, etc
(iii) Direct Advertising:
Direct mail,
Catalogues
2. Broadcast Media:
(i) Radio: Vivid Bharati, FM, World space.
(ii) Television: Terrestrial channels like DD and satellite channels like STAR, ZEE TV.
(iii) Narrow- cast media: Video and Cable TV, Cinema, AD films.
3. Outdoor Media:
(a) Transit media
(b) Billboards
(c) Posters
4. Other Media:
(i) Specialty Media: T - Shirts, caps, stickers, badges etc.
(ii)Direct advertising or direct marketing
(iii)Product placement
(iv)Internet
(v) SMS
Market research equips the advertiser with knowledge and data about the consumer, the product and the market. These data are about who the consumers are, what their needs and wants are, what is their buying behavior what are the product qualities; when and where these products are bought, who are the competitors, what is the extent of the competition; and a great deal of other information. These are useful in planning advertising programs, and in selecting the type of media to be employed.
Advertisement testing may be done either before or after the ad has run in the media. The first one is referred to as pre testing, and the other one is referred to as post testing. However, the basic purpose of testing advertisement effectiveness is to avoid costly mistakes, to predict the relative strength of alternative advertising agencies, and to increase their efficiency.
Lidsole has selected all the ways to advertise its product, find a suitable market, select the preferred customers, and make available the required quantity of materials and at the required time and place.
In spite of rapid developments in the tools and materials used, traditional Indian cobblers are still rooted in the ancient style of their ancestors, and use the simplest of hand instruments while footwear pieces.
Besides dealing in natural rubber, Lidsole manufacture and markets a wide variety of products, ranging from footwear to schoolbag, from cycle tyres and tubes to mats and mattresses. Now Lidsole is the largest exporter of footwear.
LISOLE INDIA
COMPANY PROFILE
The most modern footwear manufacturing plant has a processing capacity of 40,00,000 pairs of various types of footwear per year. The products are being exported to UK, USA, Japan and many other countries across the world. Lidsole is also manufacturing some varieties of footwear using the finger joining technology and is available in attractive finishes.
The organization is poised for high level of growth and it is this idea that has propelled it towards adopting the International quality management system.
PRODUCT PROFILE
Product is the fundamental feature, which determines the success or failure of the firm. It is the medium through which the firm attains the objective of customer satisfaction and profit maximization.
The range introduced by Lidsole comprises of elegantly designed, modern footwear fashioned out of eco friendly rubber and other raw materials, Manufactured in technical and financial collaboration with other leading companies. The Lidsole range conforms to International standards in finishing and durability and is crafted from specially treated rubber, leather and other raw materials for extra durability and finish.
The following are the various ranges of products offered by Lidsole.
a. Canvas.
b. Sandals
c. Evalite
d. Sunshine etc
Lidsole Canvas open up unlimited possibilities in designs and processing on pars with the highest standards and unequalled elegance. This canvas footwears are produced by sophisticated process of finger joining and edge gluing, using resigns of polymers.
MAKING IMPRESSIVE STRIDES
Lidsole Canvas footwear division manufactures a range of quality casual footwear
The plant employee sophisticated machinery and has a production capacity of 3.6 million pairs per annum. The product range includes sturdy regulates and comfy ultra-lites. Perfect blend, quality row material and superior manufacturing methods make the Lidsole range second to none. In a short span, Lidsole has made its presence felt in fiercely competitive markets on account of the excellent quality of its products. This division also manufactures school bags, shoe polish, brush, belt, etc in fascinating colours. Lidsole footwear range presently comprises of three leading brands- Lidsole Hawai, Lidsole Rainbow and Lidsole Classic. Lidsole Hawai has durable flexi-strap, soft insoles and Power Grip technology, offering true value for money. Lidsole Rain-bow is a colorful range of ultra-light, casual foot wear with cushioned insoles and extra straps. Lidsole Classic is a top quality Hawai that provides excellent wearing comfort and durability.
MARKETING DEPARTMENT
Marketing is a comprehensive activity and it includes all resources and set of activity necessary to direct and facilitate the flow of goods and services from producer to consumer in the process of distribution. Human efforts, finance and management constitute the primary resources in marketing.
Marketing is a total system of business and ongoing process of discovering and translating consumer needs and desires into products and services, creating the demand for those products and services, and expanding the market even in the face of keen competition.
Definition
The American Marketing Association (AMA) defines Marketing as; the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfied individual and organizational objectives. Marketing aims at customer satisfaction and delivers standard of living to the society. Marketing function of Lidsole is undertaken by Lidsole’s sole marketing company; LIDSOLE SALES INTERNATIONAL LTD. It has wide marketing network all over world.
Channels of Distribution:-
Channel of Distribution simply means the set of marketing intermediaries through which the goods flow from the producer to the consumer. In short it is the outlet to let out the goods to final consumers.
In field of marketing, Channel of Distribution means the path or network through which the products are made available to the consumers, thus providing time and place utility. The channels of distribution of the company are distributed through exclusive dealers.
Line and Staff Organisation Structure.
Line and staff organisation refers to a pattern in which staff specialists advise line managers to perform their duties. When the work of an executive increases, its performance requires the services of specialties which he himself cannot provide because of his limited capabilities on these fronts. Such advise is provided to line managers by staff personal who are generally specialist in their fields. The staff positions or departments are purely advisory nature. They have the right to recommend, but have no authority to enforce their preference on other departments.
In actual practice sometimes it is difficult to determine which departments are line or staff. The problem can usually be solved by classifying activities within an organisation. The departments performing substantive (direct) in its contribution to the organisations overall objectives are line one and the those performing objective(Indirect) of activities are staffs ones.
Market segmentation
A market consists of buyers, they are large in numbers, they are widely scattered, they differ in their wants, purchasing power buying attitudes, buying practices etc. Therefore, it is desirable to group the buyers on the basis of location, income, age, education, sex etc. So as to enhance satisfaction to consumers and profit to the markets. This grouping of buyers is called Market Segmentation.
In other words, Market Segmentation means divisions of markets of certain products or services.
At the primary level the unit geographically divided segments into two area; i.e., Home Segment and Outside India Segment. Home Segment consisting of inside India and Outside India Segment consisting the all states all foreign countries.
Urban division
Urban Wholesale Division consist of 25 depots selling over 15.0 Million pairs across the country through 150 distributors and over 20,000 dealers. The focus is on selling volume products catering to complete family needs.
Wholesaler
Shoe trader who buys merchandise to resell to dealers (multibrand outlets) located in street markets of major cities / towns and rural areas. They keep inventory of lidsole products for replacement and sell on credit or cash basis. Their focus is on volume products like basic closed shoes, sandals/chappals, school shoes, Canvas shoes, Hawai, Sandak and Batalite.
Departments in Lidsole India
1. Production Department
2. Quality Department
3. Marketing Department
4. Finance Department
5. Sales and shipping Department
6. Maintenance Department
7. Purchase Department
8. Personnel and administration Department.
Dealers
Multibrand outlets located in major cities selling lidsole products also. Products consist of medium to high priced shoes for the whole family. These shops deal in regional brands and unbranded footwear from small manufacturers also. Some of the dealer stores are located in high streets and are also air-conditioned.
ADVERTISING
Advertising covers various types of activities connected with the giving of publicity regarding goods and services. Advertising is a non-personal presentation and promotion of ideas, goods or services by an identified sponsor. It is impersonal promotion in which a standard message is transmitted to a large audience.
Advertising of Lidsole products are made directly through Hoarding, Press Media and Visual Media, internet.
EXPORT
Lidsole products are being exported to UK, USA, JAPAN, IRELAND, SAUDI ARABIA and all other African countries and many other countries across the globe.
BRANDING
The word brand is a comprehensive term, which includes name, symbol, mark, design or a combination of them which is intended to identify goods or services of one seller or group of sellers and differentiate them from competitors.
TRANSPORTATION
To collect raw materials from factories and to distribute finished products in far away places; one has to depend upon transport. Sales and shipping department undertakes the transportation function of the company.
Dispatch procedure
Dispatch is done according to the order. The dispatch is by way of parcels, shipping, and also by airways based on the orders. However more dispatch is by way of shipping to various destinations and the domestic orders are met by parcels service.
RESEARCH METHODOLOGY:-
Research design is the basic framework, which provides guidelines for the research process. It provides the incomparable skeleton system for the research process. It was more of descriptive study than an exploratory one. Descriptive study helps in obtaining needed information required for this study. The required data collected from a sample of a population of interest. Another aspect that forms a part of research process is the sample and model design. When the marketing researcher has to decide to carry out a field survey, he has to decide whether it is to be a census or sample survey. In almost all cases, a sample survey is undertaken on account of its overwhelming advantage over a census survey .The researcher has to select a specific type of sample design from a number of sample designs.
Data collection
Data constitute formulation of research. Hence the first step was to obtain the data. The study was conducted all the states of India and some regions in abroad. A pilot survey was conducted to know about the market and based on the main survey was conducted. The primary data was collected through structured schedules .The secondary data has been collected from company records. Discussing with respondents has collected some addition information
Research Design
Research design is the plan, structure, and strategy of investigation achieved so as to obtain answers to research question and to control variance. Design consist of three important terms- plan, structure and strategy. Different types research designs have emerged on account of the different perspective from which a research study can be viewed. Descriptive research design is used in this study. Since the study describes the state of affaires as it exists at present. Descriptive research includes survey and fact-finding enquiries of different kind. In this study the researcher is analyzing the effectiveness of the present advertisement campaign of Lidsole descriptive research design selected for this particular study.
Sampling Method
Stratified sampling method was used to select the 100 respondents from the India and abroad.
Sampling Design
The sample design for the study conducted was probability sampling
Population
The population for the study comprises of consumers and dealers of India and abroad.
Sampling unit
Sampling unit for the study are customers characterized into male and female
Sample size
Sample size consists of 100 customers and 20 retailers. 50 customers and 10 retailers were selected from India and abroad respectively.
Materials used for production
A wide range of materials and combinations are used to produce footwear nowadays. Leather, rubber, synthetic materials and fabrics are all mainly used for the uppers.
Each material has its own specific features, not only in appearance but also in properties, performance and treatment. The type of material used has an important influence on how long the item lasts and, often, dictates the recommended use.
However, the natural material that is most widely used for footwear is LEATHER. Leather breathes, it is soft, it has good impact resistance, it adapts perfectly to your feet. There are various main types:
• Smooth leather – has a soft surface with tiny pores, it can be shiny or matt.
• Drummed leather – has a very soft and lined surface.
• Patent leather – has a very smooth and shiny surface; it is easily damaged, due to chemical substances, to frost.
• Nubuck – is similar to suede and is easily marked even if you touch it lightly with your fingers, but they brush off easily.
• Leather – a type used for the soles on formal footwear.
• Crust – a section of the skin, under the surface.
In India, synthetic materials and fabrics are used for the uppers and insole or lining of a shoe.
2 most frequent used synthetic material used besides textile:
PVC
Polyvinyl chloride is flexible material that is chemically non-reactive. PVC accepts paints and performs well under most silk-screening processes have high strength. It's weather resistance, and odorless.
PU
Polyurethane is a flexible and soft material that sometimes looks like leather. Very light but does not have a long lasting shelve life. Will tends to bio-degrade itself after 2-3 years into small molecular powder.
WHAT WE OFFER AT LIDSOLE
At Lidsole, we build business leaders who create value, who believe that the future belongs to those who are able to create it. We value integrity, creativity, passion, a 'Will-do' attitude and the will to succeed above all else. Together, these empower our people to take risks, to experiment, to set their own goals and win in the market place.
In turn, we encourage those who are eager to take the initiative to continuously learn and experiment. This attitude helps us remain contemporary and relevant at all times. We believe that the most enduring way to retain talent is to enable our people to continuously add value to them.
The main objective of our training is that of “Supporting, Developing and Strengthening our sales nature.
2Recruitment procedures start from where the demand for the employees arises. To know the requirement the following procedures are followed.
I) Analyzing the corporate and unit level strategies: -
Human Resource planning should start with analyzing corporate level and unit level strategies. These strategies include expansion, diversification, mergers, acquisitions, reduction in operations, low cost and differentiation, implementation. Strategic implementation requires the production implementation, technological implementation, marketing implementation and human resources implementation.
II) Demand Forecasting of the overall human resource requirements: -
The existing job design and analysis may thoroughly be reviewed keeping in view the future capabilities, knowledge and skills of present employees. The jobs should be redesigned and reanalyzed keeping in view the organizations and unit wise plans and programs, future work quantum, future activity or task analysis, future skills, values, knowledge and capabilities of present employees and prospective employees. One of the important aspects of demand forecasting is the forecasting of the quality of human resources (skill, knowledge, values etc.,)
Methods of Forecasting: -
The forecasting methods of the requirement of the man power are as follows:-
a) Managerial judgment: -
Managers decide the number of employees required for future operation based on their past experience.
b) Statistical techniques: -
The statistical techniques include ratio analysis and econometric models. Under ratio trend analysis, ratios are calculated for the past date and these ratios are used for the estimation of the future human resource requirements.
Examples for statistical techniques are as follows,
• Present level of production (1-1-2004) - 2000 Units
• Present number of foremen (1-1-2006) - 4
• Ratio is 2000 : 4 - 500
• Estimated production as on (1-1-2008) - 5000 Units.
• Foreman required as on (1-1-2008) -5000
Important objectives of Human Resource Planning are –
1. To recruit and retain the human resource of required quantity and quality and to avoid the unnecessary postings and filling of unnecessary post.
2. To foresee the employee turn over and make the arrangements for minimizing turn over and filling up of consequent vacancies.
3. To meet the needs of the programs of expansion, diversification etc.
4. To foresee the impact of technology on work, existing employees and future human resource requirements.
5. To improve the standards, skill, knowledge, ability, discipline etc.
6. To assess the surplus or shortage of human resource and take measures accordingly.
7. To maintain congenial industrial relations by maintaining optimum level and structure of human resources.
8. To minimize the imbalances caused due to non-availability of human resources of the right kind, right number in right time and right place.
9. To make the best use of the human resources.
10. To estimate the cost of human resources.
RECRUITMENT:-
The recruitment and selection is one of the important areas of personal administration. An enterprise after knowing its manpower requirements on the basis of job description and job specifications takes the steps to recruit personnel. Recruitment forms the first stage in the process, which continues with selection and ceases with the placement of the candidate. It is the process of identifying the prospective employees, stimulating and encouraging them to apply for a particular job or jobs in an organization. It is a positive action as it involves inviting people to apply. The purpose is to have an inventory of eligible persons from amongst whom proper selection of the most suitable person can be made.
The General Manager of a company should aware the Theories regarding Recruitment
In fact there are number of theories in recruitment which an authority will have to take care while commencing the recruitment process. The recruitment is a two way street; it takes a recruiter and a recruitee. Just as the recruiter has a choice whom to recruit and whom not, so also the prospective employee has to make the decision if he should apply for that organization’s job. The individual makes this decision usually on three different basis; the objective factor, critical contact and subjective factor.
“The objective factor theory views the process of organizational choice as being one of weighing and evaluating a set of measurable characteristics the employment offers, such as pay, benefits, location, opportunity for advancement, the nature of work to be performed and educational opportunities.”
“The critical contact theory suggests that the typical candidate is unable to make a meaningful differentiation of organization’s offers in terms of objective or subjective factors, because of his limited or very short contact with the organization. Choice can be made only when the applicant can readily perceive the factors such as the behaviour of the recruiter; the nature of the physical facilities and the efficiency in processing paper work associated with the application.”
“The subjective factor theory emphasizes the congruence between personality patterns and the image of the organization i.e., choices are made on a highly personal and emotional basis.”
Recruitment process involve number of steps:
In general, personnel recruitment process involves five elements
a. Recruitment policy.
b. Recruitment organization,
c. Forecast of manpower,
d. The development of sources of recruitment
e. Different techniques used for utilizing these sources
f. Method of assessing the recruitment programme.
Place of Recruitment in Selection System
Recruitment policy
Such a policy assets the objectives of the recruitment and provides a framework of implementation of the recruitment Programme in the form of procedures. As Yoder and others observe “Such a policy may involve a commitment to broad principles such as filing vacancies with the best qualified individuals. It may embrace several issues such as extent promotion from within, attitudes of enterprise in recruiting its old employees, handicaps, minority groups, women employees, part time employees, friends and relatives of present employees. It may also involve the organization system to be developed for implementing recruitment Programme and procedures to the employed.”
Therefore a well considered and pre-planned recruitment policy based on corporate goals, study of environment and the corporate needs, may avoid hasty or ill considered decisions and may go a long way to man the organization with the right type of personnel.
A good recruitment policy must contain these elements.
a) Organization’s objectives: - both in the short-term and long-term – must be taken into consideration as a basic parameter for recruitment decisions and needs of the personnel – area-wise, job-family-wise.
b) Identification of the recruitment needs to take decisions regarding the balance of the qualitative dimensions of the would be recruits i.e., the recruiters should prepare profiles for each category of workers and accordingly work out the man specifications, decide the sections, departments or branches where they should be placed and identify the particular responsibilities which may be immediately assigned to them.
c) Preferred sources of recruitment which would be tapped by the organization e.g., for skilled or semi-skilled manual workers, internal sources and employment exchanges may be preferred; for highly specialized categories and managerial personnel, other sources besides the former may be utilized.
d) Criteria of selection and preference.These should be based on conscious thought and serious deliberations. In some cases trade unions may be consulted in working out the recruitment policy. In others management may take the unilateral decision.
e) The cost of recruitment and financial implications of the same.
i) To find and employ the best qualified persons for each job.
ii) To retain the best and most promising of those hired.
iii) To offer promising opportunities for life-time working careers
iv) To provide programmes and facilities for personal growth on the job.
According to Yoder “the recruitment policy is concerned with quantity and qualifications (Viz., Q1 and Q2) of man power.” It establishes broad guidelines for the staffing process. Generally the following factors are involved in recruitment policy.
(i) To carefully observe the letter and spirit of the relevant public policy on hiring and on the whole, employment relationship;
(ii) To provide individual employees with the maximum of employment security, avoiding frequent lay-off or lost-time;
(iii) To provide each employee with an open road and encouragement in the continuing development of his talents and skills.
(iv) To assure each employee of the organization interest in his personal goals and employment objectives.
(v) To assure employees of fairness in all employment relationship, including promotions and transfers;
(vi) To avoid cliques which, may develop when several members of the same household or community are employed in the organization;
(vii) To provide employment in jobs which are engineered to meet the qualifications of handicapped workers and minority sections.
(viii) To encourage one or more strong, effective, responsible trade unions among the employees.
Pre-requisites of a Good Recruitment Policy
The recruitment policy of an organization must satisfy the following conditions:
(i) It should be in conformity with its general personnel policies.
(ii) It should be flexible enough to meet the changing needs of an organization.
(iii) It should be so designed as to ensure employment opportunities for its employees on a long-term basis so that the goals of the organization should be achievable; and it should develop the potentialities of employees;
(iv) It should match the qualities of employees with the requirements of the work for which they are employed;
(v) It should highlight the necessity of establishing job analysis.
The nature and extent of the recruitment programme depends on a number of factors, including the skills required, the state of the labour market, general economic conditions and the image of the employer. A company, which has a reputation paying fair wages, providing good employee benefits and taking interest in employee welfare activities, would attract a large number of applicants than it needs without making any extra recruiting effort. Small companies which hire only a few persons each year may not need to do more than spread the word around the plant or office that a vacancy exists. However, as a result of regulations and pressure from society and the government, the recruitment Programme now requires the employees to go out and actively seek job applicants from groups of those who may not otherwise apply for employment.
Recruitment Organization
There is no general procedure for hiring new personnel, which is applicable to all business enterprises. Each enterprise has its “tailor made” procedure, which brings in the desired quantity and quality of manpower at the minimum possible cost. The most commonly adopted practice is to centralize the recruitment and selection function in a single office. All employment activity should be centralizes if the policies of the top management are to be implemented consistently and efficiently. Only when personnel requisitions go through one Central Source and all employment records are kept up-to-date there is a possibility of maximum efficiency and success in hiring.
The advantages of centralization of recruitment and selection are:
(i) It reduces the administrative cost associated with selection by consolidating all activity in a single office;
(ii) It relieves line officers of the details involved in hiring workers, which is common under a decentralized plan;
(iii) It tends to make the selection of workers scientific;
(iv) It makes possible the development of a centralizes manpower pool in a company;
(v) It provides a wider opportunity for placing an applicant in several departments of the company;
(vi) It tends to reduce favouritism as a basis for selection.
This centralized department is generally known as the Resource Center or the Recruitment Section. The staff personnel is attached to it. This enables specialists to concentrate upon the recruitment function, and soon they become very efficient in the use of various recruitment techniques.
This office should be properly equipped with furniture. Its waiting room should be spacious, clean and well ventilated; it should have lighting facilities and drinking water, and it should be comfortable. This room should also have a table and a counter so that candidate may fill in their application blanks conveniently. It is desirable that personnel records be filled in a room accessible to the interview.
This office is concerned with the following function:
(i). Establishing employment standards;
(ii). Making initial contact with prospective employees,
(iii). Conducting final interviews,
(iv). Testing,
(v). Conducting physical examinations,
(vi). Filling out necessary forms and record keeping,
(vii). Introducing the employee to his superior,
(viii). Following up the employee.
It may be noted that in small organizations recruiting procedure is merely informal and generally the “line official” may be responsible to handle this function. But in larger organizations, it is entrusted to a staff unit with personnel or industrial relations department. However, recruitment remains as the line responsibility as far as the personnel requisition forms are originated by the line personnel.
Forecast of Manpower Requirements
It is only to be stated here that a ‘requisition’ or an ‘indent’ for recruitment has to be submitted to the line official. Such ‘indents’ usually specify:
(i). The jobs or operations or positions for which the persons should be available.
(ii). Duration of their employment.
(iii) Salary to be offered and any other conditions and terms of employment, which the indenting officer feels necessary.
The indents are then checked against the posts allotted to the department/branch and also against authorization for expansion, if already granted. Financial implications of the proposed appointments and additional expenditure are worked out and these should be within the budgetary sanctions of the department concerned. If the indents are found correct, the proposed requirement are authorized and the initial pay, the scale and other admissible allowances are determined.
Finally, job-specifications and man-specifications are determined in consultation with the line managers.
Sources of Recruitment:
The sources of recruitment can be broadly classified into two types viz., internal and external. Most organizations depend on both the sources of recruitment and the relative emphasis and the use of these tow sources may differ from one organization to another. The management decides the extent to which it should depend on internal and external sources on the basis of the following factors.
1. Management approach towards recruitment.
2.The level of specialization and training required for employees.
3.The need for originality and initiative required from the employees. If the management feels that internal training can provide originality and initiative to employees, it may provide internal resource. On the other hand, if the management feels that internal training cannot provide originality and initiative, it will depend on external sources.
4.Trade Union’s attitude towards management’s recruitment policy.
Internal Sources
Under its source, personnel needs are filled through transfers or promotions. Internal source, though it is the main source of recruitment for much organization, it is applicable only for jobs above the entry level. For entry-level jobs, the enterprise has to depend on outside source only.
External Sources:-
If the organization feels that the needed human resources are not available within the enterprise, it will have to depend on outside sources. There are many external sources from where the personnel can be recruited. Here are the external sources, which are more commonly used for recruitment.
Advertising:
Advertisements are inserted in newspapers, journals, trade, and professional periodicals stating the available job, duties and responsibilities, emoluments, qualifications and experience required for the job. This is one of the popular methods used by the business concerns.
2. Personnel consultants or management consultants:
A consulting firm is a specialized agency, which helps client companies in recruiting personnel. On behalf of its client, it invites application through advertisement for filling the post specified by the clients, screens applications, holds interviews and selects the candidate. For its service the consulting firm receives some fee from the client company.
3. Employment Exchanges:
Employment exchanges are also an important source of recruitment. Job seekers register their names with these exchanges and the names of these persons will be supplied to business concern on the basis of their requisition. Generally, skilled and inexperienced persons register their names.
The LIDSOLE GROUP OF COMPANIES HYDERABAD required 150 lower grade employees to work in its factory situated at Bangalore.
The Zonal Manager, HR has been given the charge of selection of candidates to fill the above posts.
The Zonal Manager, HR has prepared the specification of the job with the number of required candidates. The letter of requirement with the minimum qualifications required has been submitted to the Bangalore Employment exchange for getting the information regarding the candidates.
The recruitment is by direct selection. However the company reserves the right either to make permanent or to terminate the service. The employment exchange can furnish the list of candidates who are having the required qualification.
1. Educational Institutions:
Universities, colleges and institutions are the sources of recruitment particularly for the post such as engineers, scientists, and management specialists. University and educations institutions run employment bureaus in recruiting students for various posts. Business concerns hold campus interview and select some students for final interview at their offices.
Waiting list
Many business concerns prepare a waiting list of candidates who had already been interviewed but could not be appointed for lack of vacancies. When the vacancies arise, the candidates from the waiting lists are appointed.
To verify the waiting list a letter is to be addressed to the office in charge of employees requesting him to furnish the list of candidates.
Present employees
The present employees may be encouraged to recommend suitable persons among their friends and relatives for employment in the concerns it, which they are working. This keeps the employees happy and also in good morale. Generally, the employees recommend only those persons who are sincere and who can perform the job well.
Leasing
This source is used particularly by the public sector organizations in which personnel from the civil services, account services and defence services are employed for specific periods. This method is used by the public sector organizations because of the acute shortage of managerial personnel to manage the organization.
Merits
Some of the merits of the external sources are: -
1) Wide choice: - The enterprises can choose personnel from among a large number of applicants after considering the plus and minus points of all the candidates. By this the enterprise can make the best selection.
2) Fresh view points and outlook: - The enterprise can get the benefit of fresh viewpoints and freshness of outlook and approach of the personnel selected from external sources.
3) Varied and broader experience: - The enterprise can also get the benefit of employing the personnel with varied and broader experience.
There are numerous classes of Information a General Manager should know about the organisation.
Ascertaining the information needs of the Management for the business execution is a complex task. The complexity can be handled if the information is classified on the basis of its application and the user, which becomes the basis for the ascertainment.
a. Organizational: - This information includes the number of employees, products, services, locations, the type of business, turn over and variety of the details of each one of these entities.
b. Functional: - Another class of information is functional which includes Purchases, sales, production, stocks, receivables, payables, outstanding, budgets, statutory information.
c. Knowledge:- Knowledge is yet another class of information. It consists of the trend in sales, production technology, the deviations from the budgets, targets, norms etc. competitor’s information, industry and business information plan performance and target; and its analysis.
d. Decision: - Status information on a particular aspect, such as utilization, profitability standard, requirement versus a availability. Information for problem solving and modeling. Quantitative information on the business status. Non-moving inventory, overdue payments and receivables. This is mainly used by the middle management.
e. Operational: -Yet another class of information is Operational. Information on the production, sales, purchase, dispatches, consumption, etc. in the form of planned versus actual. This information is required for monitoring of execution schedules. This class is mainly used by the supervisor section
Methods or Techniques of Recruitment
The different techniques for the recruitment are:
(i) Direct
(ii) Indirect
(iii) Third party methods
Direct Methods:-
These include sending traveling recruiters to educational and professional institutions, employees’ contact with public, and manned exhibits. One of the widely used direct methods is that of sending of recruiters to college and technical schools. Most of the college recruiting is done in co-operation with the placement office of a college. The placement office usually provides help in attracting students, arranging interviews, furnishing space and providing student resumes. For managerial, professional and sales personnel, campus recruiting is an extensive operation. Persons reading for MBA or other technical diplomas are picked up in this manner. For this purpose, carefully prepared brochures, describing the organization and the job it offers, are distributed among students, before the interviewer arrives. The DCM, TATAS and other enlightened firms maintain continuing contacts with institutions’ placement officials with a view to recruiting staff regularly for different responsible positions.
Sometimes, firms directly solicit information from the concerned professors about students with an outstanding record. Many companies have found employees’ contact with the public a very effective method. Other direct methods include sending recruiters to conventions and seminars setting up exhibits at fairs and using mobile offices to go to the desired centers.
Indirect Method
This involves mostly advertising in newspaper, on the radio, in trade and professional journals, technical magazines and brochures.
Advertising
Advertising in newspapers and trade journals and magazines is the most frequently used method, when qualified or experienced personnel are not available from other sources. Senior posts are largely filled by such methods when they cannot be filled by promotion from within.
Advertising is very useful for recruiting blue-collar and hourly workers, as well as scientific, professional and technical employees. Local newspaper can be a good source for blue-collar workers, clerical employees and lower level administrative employees.
The main point is that higher the position in the organization or the more specialized the skills sought; the more widely dispersed advertisement is likely to be. The search for top executive might include advertisements in a national periodical; while the advertisement of blue-collar jobs is usually confined to the daily newspaper or regional trade journals.
The classified advertisement section of a daily newspaper of the Sunday weekly editions of the Hindustan Times, The Times of India, The Tribune, Bharat Jyoti, The Hindu, The Indian Express etc, carry advertisements for all types of positions. Such advertisements enable prospective candidates to screen themselves in order to find out whether they are fit for the job for which the advertisement has been issued.
In order to be successful, an advertisement should be carefully written. If it is not properly written, it may not draw the right type of applicants or it may attract too many applicants who are not qualified for the job. It should be so framed as to attract attention – for example by the use of different sizes and types of print. The first line should limit the audience somewhat and the next few lines should further screen out the readers who do not possess the necessary qualifications. It should provide specific informations on job requirement and opportunities for advancement, the benefits to be enjoyed by working in the company; and it should emphasise facts related to the dignity of the job and to its professional aspect. “Frilly advertisements, containing exaggerated claims and gimmicky appeals are to be avoided”. Advertising can be very effective if its media are properly chosen.
According to advertisement tactics and strategy in Personnel Recruitment, three points need to be borne in mind before an advertisement is inserted. First, to visualize the type of applicant one is trying to recruit. Second, to write out a list of the advantages a company offers; third, to decide where to run the advertisement, not only in which area, but in which newspaper, having a local, state or nation wide circulation.
Many organizations often place what is referred to as a blind advertisement, one in which there is no identification of the organization. Respondents are asked to reply to a ‘Post Office Box Number’ or to a consulting firm that is acting as an intermediary between the applicant and the organization. The large organizations with regional or national reputation do not usually use blind advertisements.
Other methods include advertising in publications, such as trade and professional journals, and a radio or television announcement as is done by many Indian manufacturers. Professional journals are read by people with specialized backgrounds and interests. Therefore, advertisements in these are generally selective.
Third Party Methods
These include the use of commercial or private employment agencies, state agencies, placement offices of schools, colleges and professional associations, recruiting firms, management consulting firm, indoctrination seminars for college professors and friends and relatives.
Private employment agencies are widely used. They charge a small fee from an applicant. They specialize in specific occupations; general office help, salesman, technical workers, accountants, computer staff, engineers and executives. These private agencies are broker who bring employers and employees together. The specialization of these agencies enhances their capacity to interpret the needs of their clients, to seek out particular types of persons and to develop proficiency in recognizing the talent of specialized personnel.
State or public employment agencies also known as Employment or Labour Exchanges, are the main agencies of public employment. They provide a clearinghouse for jobs and job information. Employers inform them of their personnel requirements, while job-seekers get information for them about the types of jobs that are referred to by employers. These agencies provide a wide range of services counseling, assistance in getting jobs, information about the labour and wage rates.
Schools, colleges and professional institutions offer opportunities for recruiting their students. They operate placement services where complete bio-data and other particulars of the students are available. The companies that need employees maintain contact with the Guidance Counsellors of Employment Bureaus and teachers of business and vocational subjects. The prospective employers can review credentials and interview candidates for management trainees or probationers. Whether the education sought involves a higher secondary certificate, specific vocational training or a college background with a bachelor’s, master’s or doctoral degree, educational institutions provide an excellent source of potential employees for entry – level positions in organisations. These general and technical/professional institutions provide blue–collar applicants, white-collar and managerial personnel.
Sometime, the organizations provide work-study programme to the students or summer jobs for undertaking a project in the establishment so as to get them interested in the organization in question and after completion of this they may be absorbed by the companies concerned.
Professional organizations or recruiting firms or executive recruiters maintain complete information records about employed executive. These firms are looked upon as ‘head hunters’, ‘raiders’ and ‘pirates’ by organizations which choose personnel through their efforts. However, the same organizations may employ “executive search firms” to help them find executive talent. These consulting firms recommend persons of high caliber for managerial, marketing and production engineers’ post. Indoctrination seminars for college professors are arranged to discuss the problem of companies and employees. Professors are invited to take part in these seminars. Visits to plants and banquets are arranged so that the participating professors may be favourably impressed. They may later speak well of a Company and help it in getting the required personnel.
Employee Referrals
Friends and relatives of present employees are also a good source from which employees may be drawn. When the labour market is very tight, large employers frequently offer their employees bonuses or prizes for any referrals who are hired and entertained with the Company for a specific length of time. Some Companies maintain a register of former employees whose record was good to contact them when there are new job openings for which they are qualified. This method of recruitment, however, suffers from a serious defect that it encourages nepotism, i.e, persons of one’s community or caste are employed, who may or may not be fit for the jobs.
Trade unions also provide manual and skilled workers in sufficient numbers. Under agreement, they may agree as to who is to be given preference. But in case of adverse industrial relations this technique may create difficulties.
Casual Labour or Applicant at the gate
Most industrial units rely to some extent on the casual labour, which presents itself daily at the factory gate or employment office. However, this source is uncertain and the candidates cover a wide range of abilities. Even then many of our industries make use of this source to fill up casual vacancies.
Unconsolidated Applications
For positions in which large numbers of candidates are not available from other sources, the companies may gain in keeping files of applications received from candidates who make direct enquiries about possible vacancies on their own, or may send unconsolidated applications. The information may be indexed and filed for future uses when there are opening in these jobs. If necessary, the candidates may be requested to keep the organization posted with any change in their qualifications, experience or achievements made. Voluntary organizations, such as private clubs, social organizations etc., might also provide employees-handicaps, widowed or married women, old persons, retired hands etc., in response to advertisements.
Computer Data Banks
When a company desires a particular type of employee, job-specifications and requirements are fed into a computer, where they are matched against the resume data stored therein. The output is a set of resumes of individuals who meet the requirements. This method is very useful for identifying candidates for hard-to-fill positions, which call for an unusual combination of skills.
Which particular source is to be tapped will depend on the policy of a firm, the position of labour supply, Government regulations and agreements with labour organizations. However, the Personnel Manager must be in close touch with these different sources and use them in accordance with his needs. The best management policy regarding recruitment is to look first within the organization. If that source fails, external recruitment must be tackled.
The present tendency among most business firms is to “home grow” their executive leaders. Therefore rightly observe that the policy should be to “raise” talent rather than “raid” for it.
Evaluation of Alternative Sources
The enterprise has to consider the plus and minus points of the different sources from the angle of cost source, suitability of source and time involved in each source and select the best source or a judicious combination of sources for selecting its personnel.
LIDSOLE COMPANY, which is a famous footwear company, is hereby planning to recruit number of employees into the organisation. The HR manager is entrusted to formulate strategies for recruitment.
Therefore the H R manager is hereby composing strategies for the recruitment of the posts mentioned here below.
Selection
Selection involves choosing personnel to fill specific jobs in the organization on the basis of educational qualifications, training, skills, abilities and personality of the persons available for the jobs. Selection starts only after an adequate number of applications have been secured through different sources of recruitment. It is the process of examining the applicants with regard to their suitability for the given job or jobs and choosing the best from the suitable candidates and rejecting the others. However since the rejection of the candidate is involved this process is negative in nature.
Essential of Selection Procedure
The selection procedure adopted by an organization is mostly tailor-made to meet its particular needs. The thoroughness of the procedure depends upon three factors.
First, the nature of selection whether faulty or safe: - Because a faulty selection affects not only the training period that may be needed, but also results in heavy expenditure on the new employee and the loss that may be incurred by the organization in case the job-occupant fails on his job.
Second, the policy of the Company and the attitude of the Management: - As a practice, some companies usually hire more than the actual number needed with a view to removing the unfit persons from the jobs.
Third, the length of the probationary or the trial period: - The longer the period, the greater is the uncertainty in the mind of the selected candidate about his future.
The hiring process can be successful, if the following preliminary requirement are satisfied:
(i) Some one should have the authority to hire. The authority comes from the employment requisition, as developed by an analysis of the work-load and work force.
(ii) There must be some standard or personnel with which a prospective employee may be compared i.e., there should be available, beforehand, a comprehensive job-description and job-specifications as developed by a job Analysis.
(iii) There must be sufficient number of applicants from whom the required number of employees may be selected.
Selection Procedure
In order to be able to determine the qualifications needed to meet the requirements of the job, the Company has to analyse the job, write job-description and prepare job-specifications.
Job Analysis
Job Analysis is the process by means of which a description is developed of the present methods and procedures of doing a job, physical conditions in which the job is done, relation of the job to other jobs and other conditions of employment. Job analysis is intended to reveal what is actually done as opposed to what should be done. Therefore, if a man is found doing some activity not required of that job, it should still form part of the job analysis. The purpose of job analysis is not to describe an ideal but show the management how at the moment the constituent parts of its business are being carried out. The information concerning the job can be obtained from a number of sources such a s observation of workers, interviews, questionnaire responses, bulletins etc., knowledge of the materials of work and actual performance of work. It has been found that questionnaire is best suited for clerical workers and interviewing is suited to shop workers. Working conditions and hazards are better described when viewed by the analyst.
Job Specification:-
Job specification also known as an or employee specification, is a statement of minimum acceptable qualities required in a job incumbent for the effective performance of the job. In contrast to job description which provides various features of the job, job specification specifies various features of the job holder.
It is also called man specification and is a statement of the minimum acceptable human qualities necessary to perform a job satisfactorily. Making job-description as its base, it lays down the abilities and qualities that a worker should possess in order to hold the job in question. The exact list of these abilities and qualities varies according to the Company and the uses to which the job-specification is to be put
The job specification of Human Resource director in Lidsole is as follows:-
Qualification and experience:-
a. Demonstrated expertise over atleast 5 to 6 years in human resource management in a leading role, in a large organisation environment preferably with experience in change management .
b. Understanding of HR Management for multiple HR constituencies- General Managers, Highly skilled scientist, sales force and workers, Should be IT savvy.
c. Should be capable of effectively understanding the HR nuances for the recruitment of expatriates for the senior positions abroad.
d. Preferably (but essential) MBA from a good abroad or one of the top institutes in India.
e. Age between 40 to 45 years.
Personality Traits:-
1. Ability to be a strong team player and to lead from behind.
2. Sensitivity to people-related issues at different levels/backgrounds in the organisation.
3. Ability to be perceived as a counselor and peer by senior management.
4. Strong selling and communication abilities
5. Thinking on the feet and on-line creativity.
Job – description
The results of job analysis are set down in job-description. Writing job-descriptions for production workers, clerical people and first line supervisors is a fairly established practice. The two types of job-descriptions differ from each other in many ways.
1. The lower level job-descriptions are generally written by the Personnel Department, but managerial job-descriptions are written by the incumbent executive himself or by his superior.
2. The lower job-descriptions are written inter alia for wage and salary administration and so centre directly around tangible duties and day-to-day assignments while higher level descriptions are more closely related to organization planning and so naturally are descriptions or intangible interrelationships, overall responsibilities and lines of authority. Further, the emphasis in managerial description is not a “How” a work is done but on “What” work is done.
Uses of job Description
Job description is used for those purpose for which job analysis is used . Job description may be used in the following areas of human resource management.
1. Job grading and job classification.
2. providing base for preparing job specification, leading to recruitment ad selection.
3. Procurement and placement of employees.
4. Developing career path.
5. Training and development.
6. Setting performance standards and appraisal
7. Promotion and transfer.
8. Developing work procedures and processes.
9. Taking preventive measures to minimize the impact of hazardous conditions.
10. Employee counseling and vocational guidance.
In the next step the organization taps the various recruitment sources and select individuals. There is no standard or specific procedure to select different kinds of personnel. The selection procedure will vary from job to job and from organization to organization.
In some cased the selection procedure will be simple, but in the case of posts which are considered important, the selection procedure is complicated and involves a lot of time. However, the following can be considered as standard steps.
1. Receipt and scrutiny of application
2. Preliminary interview
3. Selection test
4. References
5. Employment interview
6. Medical examination / physical examination
7. Placement
8. Orientation
Receipt and Scrutiny of Application
All those who apply for a job in an enterprise may not be qualified for the job. Those who do not possess adequate experience and qualifications should not be included in the list of candidates to be called for preliminary interview. If this is done, even candidates with inadequate experience and qualification will be called for preliminary interview. This means wasting of time and money of employer and the candidates who have applied for the jobs. Hence a proper scrutiny of the application is made to select candidates to be called for preliminary interview.
Preliminary interview
The employer tries to find out whether the candidate is physically and mentally fit for the job. In general, the candidates are asked about their qualifications, experience, interests, residence, age, etc. Employers should not take much time for conduction the preliminary interview.
Selection test
Those candidates who have passed the preliminary interview will be asked to appear for the selection tests. Tests serve as an important device in the process of selection. Test aims at discovering and measuring selected qualities, abilities, and skills of a candidate in terms of job-specifications.
Types of tests
Tests can be classified into 2 types: a) proficiency tests b) aptitude tests. While proficiency test tries to measure the skills and abilities which are already possessed by the candidate, aptitude test tries to measure the skills and abilities which the candidate may develop later, which may enable him in future to perform the job. In other words, aptitude test assesses the candidate’s potential for performing a certain job in future.
Proficiency tests
It includes
a) Trade or achievement tests
b) Dexterity tests
a) Trade or achievement tests
This test measures the knowledge and proficiency already possessed by a candidate, acquired by the employee while working in yet another organisation. It includes all the work experience, knowledge of handling the situations etc.
b) Dexterity tests
This test aims at measuring the quickness and efficiency with which a candidate uses his hands and fingers. The handling of different types of tasks together such as attending a phone while doing the works in computer and concentrating the subordinates regarding their work etc. The quickness of the work is mainly assessed here.
Aptitude Tests
It consists of
(a) Intelligence tests
(b) Personality tests
(c) Vocational tests
a) Intelligence tests
Intelligence Test tries to measure the level of intelligence of a candidate. This test generally includes verbal comprehension, word fluency, memory, inductive, reasoning, number facility, sped of perception, spatial, visualization etc. The scores on the test are usually expressed numerically as intelligence quotient (IQ) which can be calculated as follows:-
Mental Age
IQ = ___________ x 100
Actual age
This goes to show that the IQ is derived by converting actual age into mental age and multiplied it by 100 in order to facilitate comparison.
It aims at measuring the mental capacity, memory power and speed of thought of the candidate.
b) Personality tests
It aims at assessing the candidate’s personal characteristics such as temperament, likes, dislikes, initiative, courage, emotional make-up, reaction, ability to mix with people and to motivate others etc. Personality test is administered to predict performance success for jobs that require dealing with people, or jobs that are essentially supervisory or managerial in character. Dimensions of personality such as interpersonal, competence, dominance- submission, extroversion-introversion, self-confidence, leadership ability, patience and ambition can be measured through personality of the individual who may be employed by the organisation. In Lidsole the most widely used personality test is Thematic Apperception Test (TAT) and its more improved version Thematic Evaluation of Management Potential (TEMP).
c) Vocational tests
This test which is also known as the interest test aims to measure a candidate’s interest in a particular kind of work. In other words, it tries to find out the candidate’s most suitable vocation.
Advantage of test
If the tests are properly designed and administered, they can offer a number of advantages to the employees. It helps the employer in assessing a candidate’s suitability or unsuitability for a given job. It also helps in checking a candidate’s claim in respect of qualifications, experience etc. Further, as these tests provide an objective method of determining the suitability of a person to a given job; there is not scope for personal preference or prejudice concerning any candidate. These tests also help in establishing standard of job performance. In addition, as the test helps in selecting the best person and as the applicant also is satisfied with the method of selection, it induces him to remain with the Organization.
Checking of references
A candidate applying for a job generally gives more some reference e.g.: - names of persons to whom enquiries as to his qualifications, experience, character etc. might be addressed. Sometimes, checking of references may help in finding out the correctness of information furnished by the candidate regarding his previous employment, designation and salary, reason for leaving the job etc.
Employment Interview:-
Interview is an attempt to secure maximum possible information about the candidates relevant for their suitability or otherwise for the employment. In fact it is so essential in the selection process that many times, selection of the candidates is made on the basis of interview alone. Interview is a ‘face to face’ observational and personal appraisal method to evaluate a candidate’s fitness for the job. It is the only method of direct contact between the candidates. Every person who is selected by a company for interview is interviewed by one or more persons. Interview helps the employer in assessing the prospective employees’ motivation, personality, smartness, intelligence and his overall attitude.
Types of interviews
Different types of interviews that may be conducted by the employer are as follows: -
a) Direct interview: - It is a straight forward, face to face question answers session between the interviewer and the interviewee. In this interview, the interviewer tries to assess the candidate’s knowledge of the job, attitude, motivation and other personal characteristics.
b) Non-direct interview: - No direct questions are asked in this interview. The candidate is asked to express his views on any topic of his liking. The interviewer is playing mainly a listener’s role without interrupting the candidate. This method provides freedom of expression to the interviewee and also keeps him more at ease. This helps the employer in making a better assessment of the personality of the candidate.
Patterned interview
Under this method, a number of standard questions to be asked to a candidate are framed in advance. Even answers to these questions are determined beforehand. The answers given by the candidate are compared with the answers determined before head in order to find out the suitability of the candidate for the job for which he is interviewed.
Stress interview
The interviewer puts such questions which can make the candidate lose his temper or make him angry or get irritated. For example, the interviewer may ask: “Did your previous employer sack you from the job because he was not satisfied with your performance?” In case the candidate answers such questions without getting irritated he has a good chance of being selected for the job.
Panel Interview
This is done by members of the Interview Board or a Selection Committee. This is done usually for supervisory and managerial positions. It pools the collective judgment and wisdom of members of the panel. The candidate may be asked to meet the panel individually for a fairly lengthy interview.
Group interview
A group of candidates is observed in-group discussion on a specific problem. If a candidate’s performance is impressive in the group, he stands a fair chance to get selected.
Interview Rating
Important aspect of personality can be categorized under the following seven main headings.
1. Physical make up : Health, age, physique, hearing, speech and
appearance.
2. Attainments : Education, occupational training and
experience.
3. Intelligence : Basic and “effective”.
4. Special Aptitudes : Written and oral fluency of expression,
numeracy, and administrative skill.
5. Interests : Intellectual, practical, social and artistic.
6. Disposition : Self-reliance, nature, motivation and
acceptability.
7. Circumstances : Domestic, Social back ground and
experience.
This is called “The Seven Point Plan”. The importance of each of these points will vary from organization to organization and from job to job. Hence these should be assign wed weightage according to their degree of importance for the job.
On the basis of information gathered through an interview, each candidate should be rated in respect of each point give above as – 1) Outstanding; 2) Good; 3) Above average; 4) Below average; 5) Unsatisfactory. Marks should be allotted to each of these and the score for each point is arrived at by multiplying it by weights and the total of all these will determine the final position of a candidate al the interview.
PRINCIPLES OF INTERVIEW
Interview is the most frequently used technique for selection. However it can give better results only when it is conducted properly.
Lidsole is following the following points for consideration to make interview more effective:-
1. There should be proper planning before holding the interview. Planning include determination of the following :-
(a). Who will conduct interview,
(b). What way it will be conducted,
(c) On what basis the candidate is to be evaluated
(d). How much weightage will be given to interview in the total selection process etc. Preparation on these lines will avoid ambiguity and confusion in interviewing.
(2). There should be proper setting for conducting interview. The setting is required both of physical and mental nature. The physical setting for the interview should be both comfortable and free from any physical disturbance. The mental setting should be one of rapport between interviewer and the candidate. The interview should not start unless the candidate is composed and overcome the mental stress of the interview. It is well known fact that the candidates feel nervous the moment they enter the interview room. They may react badly about any showing of surprise or disapproval of their cloths or manner. In such a case they may not be proper evaluation of the candidates.
When the candidates feels at ease, the interview may be started. At this state, the interview obtains the desired information and may provide the information sought by the candidate. The interview can solicit important personal information if he demonstrates a basic liking and respect of people. He should ask questions in a manner that encourages the candidate to talk. He should listen to carefully when the candidates is furnishing the information. This gives an impression to the candidate that the interviewer is quite serious about him and he will do his best.
The interview of the candidate should be closed with pleasant remarks. If possible, the interviewer should give an indication about the likely end of interview, saying “ THANKS” “Good Wishes”, “Good Luck” or similar things carries much better impression about the interviewer.
Immediately after interview is over, the interviewer should make an evaluation of the candidate. At this stage, the things are quite fresh in his mind. He can give remarks about the characteristics of the candidate or give grade or mark as the case may be. This will help the interviewer to make a comparative evaluation of all candidates easilty.
Limitations of Interviews
Interviewers have their own limitations in matters of selection. Some of these are mentioned below:
1. Subjective judgment of the interviewer may be based on his prejudices, likes, dislikes, biases etc.
2. One prominent characteristic of a candidate may be allowed to dominate appraisal of entire personality.
3. The interviewer’s experience may have created a close association between some particular trait and a distinctive type of personality.
4. Some managers believe that they are good at character analysis based on some pseudo-scientific methods and are guided by their own abilities.
Qualities of “good interviewers
A good interviewer should have the following qualities.
1. Knowledge of the job or other things with which interviewers are concerned.
2. Emotional maturity and a stable personality.
3. Sensitivity to the interviewer’s feelings and a sympathetic attitude.
4. Extrovert behaviour and considerable physical and mental stamina.
6. Medical examination / physical examination
Applicants who get over one or more of the preliminary hurdles are sent for a physical examination either to the organisation’s physician or to a medical officer approved for the purpose.
Purpose
A physical examination serves the following purpose:
1. It gives an indication regarding fitness of a candidate for the job concerned.
2. It discovers existing disabilities and obtains a record thereof, which may be helpful later in deciding the company’s responsibility in the event of a workman’s compensations claim.
3. It helps in placing those who are otherwise employable but whose physical handicaps may necessitate assignment only to specified jobs.
Contents of Physical Examination
1. The applicant’s medical history.
2. His physical measurements – height, weight etc.
3. General examination – skin, musculature and joints.
4. Special senses – Visual and Auditory activity.
5. Examination of chest and lungs.
6. Check up of blood pressure and heart.
7. Pathological tests of urine, blood etc.
8. X-ray examination of chest and other parts of the body.
PLACEMENT AND INDUCTION
After a candidate is selected for employment, he is placed on the job. Initially the placement is on probation, the period of which may range from six months to two years. After successful completion of the probation period, the candidate will be offered permanent employment.
Induction
After the initial placement of the candidate on the job, his induction is necessary, Induction is a technique by which a new employee is rehabilitated into the changed surroundings and introduced to the purposes, policies and practices of the organisation, employee’s job and working conditions, salary, perks etc. in other words, t is the process of introducing the employee to the organisation and vice versa.
Induction is required because of following reasons:-
a. When a new employee joins an organisation, he is a stranger to the organisation and vice versa. He may feel insecure, shy and nervous in the strange situation. He may have anxiety because of lack of adequate information about the job, work procedures, organisational policies and practices etc. Frustration is likely to develop because of ambiguity. In such case, induction is needed through which relevant information can be provided, he is introduced to old employees and to work procedures. All these may develop confidence in the candidates and he may start developing positive thinking about the organisation.
b. Effective induction can minimize the impact of reality shock some new employees may undergo. Often fresher join the organisation with very high expectations which may be far beyond the reality. When they come across with reality, they often feel shocked. By proper induction, the newcomers can be made to understand the reality of the situation.
The induction in Lidsole is through the personal department.
Lidsole considers selection as an event in the total process if acquiring and developing managers. The company believes that the selection process must be consistent with other events in the total process for it to be effective. Therefore the company adopts a systematic and integrated selection process to select the best possible candidates. It may be mentioned that Lidsole has been one of the best favored company by the prospective candidates for managerial positions.
The selection process of the company can be broken into three steps:-
a. Screening of application forms.
b. Preliminary interview
c. Final selection
Screening of Application forms:-
The company usually receives large number of applications for the positions advertised or through campus interview. Such applications are screened keeping in mind the minimum qualifications prescribed to ascertain the eleigiblity of candidates. Such applications contain usauly brief information about the candidates. The selected candidates are then required to fill I a detailed application form. Thi form is quite elaborate and seeks factual information about the candidate and also about his attitudes and personality. A stricter screening of applications is made at this stage. However, since the company believs that mere application form may not be very reliable sources for selecting or rejecting candidates , it tries to conduct a brief preliminary interview of as many candidates as is administratively possible.
Preliminary Interview :-
Preliminary interview is conducted for about ten to twenty minutes usually by one manager. The basic objective of this interview is to decide whether the candidate is worthy of further consideration. During this brief personal contact, some time is spent in discussing the nature of the job, the future career possibly for the applicant, and the company’s policy in this regard. Often a second interview is conducted before the applicant is rejected or selected for further consideration.
Final selection:-
Final selection process is quite elaborate. This stage consists of two aspects- Group discussion and final interview. Group discussion is conducted in two stages. In the first group discussion, the chairman of the panel of selectors requests the group to select a subject which can be economic , political, social, educational or even a lighter subject. The subject is decided by the group itself out of the various topics given to it. When the topic is finalized, the members of the group discuss it. Usually size of the group is limited between six to ten applicants. In the second group discussion, a case is given. The case is distributed in advance so that the candidates can compose their thoughts about the case. The evaluation of the group discussion is done by a board consisting of the personal director, the director of the division in which the applicants have to be absorbed, a senior manager of the same division, and a senior manager of the other division. The board evaluates the candidates along the following factors:- style of self introduction by the candidates, general knowledge and knowledge of his subject, clarity of thought and logic, lucidity of expression, tolerance of other’s views, persuasiveness and leadership qualities. Each selector is given a blank sheet to evaluate the candidates. He evaluates the candidates individually.
After the group discussion, personal interview is conducted by the board. The interview is structured along the information given by the candidate in his application form. The applicants past performance and attitudes, revealed in the form, are explored here more specifically. On the completion of the individual interviews, the board members discuss about the candidates among themselves and arrive at a consensus. Normally, the result of selection is communicated on the same evening to the candidates. On the next day, the selected candidates undergo medical examinations. Those who pass medical examinations successfully are given intimation about their final selection.
Sometimes a particular person is selected for a given job. Often, more than one person may be selected for the jobs of similar nature. In the second case, individual employees have to be put under individual supervisors with the approval of the latter. In the first case also his approval is necessary but it should be done early in the selection process. A proper placement reduces employee turnover, absenteeism, and accident rates and improves morale.
Orientation
This involves making the new employee getting acquainted with the enterprise. During the period of orientation, he is informed about the company and its products. He is provided with a complete description of his job and also a copy of the rules, policies and procedures to be followed by him. He will be informed about his authority, responsibility, his superiors and subordinates. The new employee may also be taken round the offices and plant and made familiar with the activities and schemes of the enterprise. Generally orientation of new recruits may be entrusted to the job supervisor or to the senior colleagues of the new recruit.
In the total process of acquiring and placing human resources in the organisation, recruitment falls in between different sub-processes.
All the necessary steps are duly followed with great precaution so as to avoid any type of dispute at a later stage.
By this the recruitment procedure, precaution, steps, etc are followed and completed in Lidsole Footwear Industry.
This is example of the excellency and perfection. Very helpful for HR!Personnel Requisition Form
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