Module 5 Flashcards
What is a Gig economy
A trend away from traditional employment models towards the use of freelance contractors to fulfil projects.
Characterised by the rise of a dispersed workforce and increase in flexible working
What is Uberisation?
This is an example of gig economy.
Also called the sharing economy.
Features are:
Digital platform
Minimises distance between provider and customer of a service
Often bypassing the role of centrally planned corporations
Uses a rating system for customer feedback
Examples - Uber and Airbnb
What is a human cloud?
Where tasks or projects as performed remotely and on demand by people who are independent, not employees.
Work arrangements (including payment) can be completed online.
Examples - Upwork, Freelance and people per hour
What is fragmentation?
The recruitment market in the uk is highly fragmented. This meant that no single recruitment consultancy has more than 5% market share
What are the features of a fragmented market?
Fragmentation allows for innovative service offerings, enabling small organisations to compete against bigger, established corporate brands.
Also low entry costs involved as marketing can be characterised by low cost activities such as local media and word of mouth.
How do recruitment consultancies protect the rights and working conditions on their workers?
Being a well regulated form of labour
Providing an essential stepping stone to the labour markets and to permanent employment
Creating new employment opportunities that would not exist otherwise
Providing agency workers with a social status that no other worker in a flexible contract or employment relationship enjoys
How do the REC sector groups help their members?
Lobbying
Champion best practice
Network and share knowledge
Develop the reputation and professionalism of their market
Explain candidate driven and client led markets
Candidate driven is when there is a shortage of talent of skills available. The candidate is in a strong position to influence the course of events
Client led is when there are more jobs than relevant candidates. The hiring organisation occupies the stronger position
What reasons would clients need a temporary candidate?
Emergency replacement cover for absence
Planned cover for absence
Interim cover
Specialised projects
Seasonal trends
Temp to perm
What are the top 3 complaints the REC receives?
Payment (including holiday pay)
Unprofessional conduct
Failures to provide or be forwarded for work
What are the practical points to avoid criticism of service?
Have robust policies and procedures in place
Ensure policies and procedures are clear and visible
Ensure all staff are aware of all compliance areas
Conduct training at all levels
Regularly measure customer satisfaction
Manage complaints in a timely manner
Gain regular feedback and testimonials
Influences likely to effect the recruitment market
Job market changes
New technology
Flexible staffing models
Inclusive recruitment
Customer service excellence
The changing role of the recruiter
*generic influences -
Economic changes
Labour market fluctuations
Political and regulatory decisions
Social concerns*
What is a brand?
A brand can be defined as a promise of an experience
Also known as corporate identity or brand personality
A strong brand should enable a recruitment business to positively differentiate itself from its competitors and stand out in the market
Questions to consider when developing a brand…..
What does the business do?
Who or what is the target market?
What values does the business believe in?
How does the business want to be perceived by its customers and employees?
What differentiates the business from others?
What is the vision of the business?
Benefits of having a successful recruitment brand
Client and candidate recognition
Competitive edge (stand out)
Market share
Advertising (can save money if not needed)
Easier to introduce new products or services
Customer loyalty
What did Seth Godwin talk about?
That the transitional checklist of P’s used by marketing professionals
Pricing
Promotion
Publicity
Were no longer relevant. Instead he wrote about a further P - purple cow! He said organisations were either remarkable or invisible. The purple cow will stand out whilst the rest will go unnoticed
Brand characteristics
DAADCLAW
Different Authentic Attractive Dependable Clear Loved Accountable Worthy
Brand positioning is the added value. How it compares to others in the market. What are the 5 factors that affect brand positioning?
BBCCP
Brand attributes
Brand recognition
Consumers expectations
Competitor attributes
Price
Strong brand attributes
CCARPUS
Consistency Credibility Appeal Relevance Positioning Uniqueness Sustainability
What is marketing collateral used for?
Inform and educate customers
Promote candidates
Increase brand awareness
Connect customers with the brand
Provide advice and information
Encourage referrals
Create loyalty and engagement
Share good news
