IN INSIDER

                                                                                                                                                                                                                                                                                                                                                   HC STEP
                                                                                                                                                                                                                                           RECENT HR MARKET MOVES
                                                                                                                                                                                   CATHY DOYLE was recently appointed as head              development manager for Promina Group Limited. Malcolm’s previous roles include group human resources
                           Are you managing your HR recruitment brand? Asks Craig Mason of The Next Step                                                                                                                              BLAZENKA SKENDER was recently appointed in manager – Stationery Group with PaperlinX Ltd.
                                                                                                                                                                                   of people Qantas Airlines. Previous to this position,

                                                                                                                                                                                   Cathy served as executive general manager people   the role of human resources director Aust/NZ with JANE CONNORS has been appointed as capability
                                                                                                                                                                                   with the Commonwealth Bank of Australia.           Teletech. Previous to this role she was employed as development manager, operations & projects at
                                                         hat is the value     well-defined and managed HR recruitment            approach? Extremely important. It certainly
                                                         of a ‘brand’         process with a ‘wow’ impact at the end are         makes a substantial difference when an            ROBERT FELIX was recently appointed as manager, head of human resources & training (Asia Pacific), Deloitte. Previous to this role Jane was employed
                                                         in the human         attracting and securing HR talent. Some            individual HR practitioner’s personal brand is    remuneration with QBE Mercantile Mutual. Previous group manager – call centre and head of organisation as learning and development manager with Aussie
                                                         resources            companies are attracting talent despite the        tied to a company that has a great ‘HR brand’.    to this role Robert served as head of remuneration development with Thorn Asia Pacific Pty Ltd.         Home Loans.
                                                         market? We           process and others are missing out. It is, after      If a company is well known for its HR          with Commonwealth Bank of Australia.               DENISE PASSMORE has been appointed human MARYANN BUTLER recently joined SPI Powernet
                                                         know the value       all, a talent-short market.                        leaders and processes, then a candidate           MATT KEOGH was recently appointed as general resources manager with Computer Sciences as industrial relations manager. Maryann’s background
                                                         of brands in                                                            will have a strong chance of being asked          manager human resources with Country Road.              Corporation. Denise was previously with Teletech as includes national human resources manager with
                           the wider consumer market but what are the         Turn-off’s for candidates include:                  to at least discuss opportunities. For                                                                    human resources manager and with Colgate-Palmolive National Personnel and employee relations manager
                                                                                                                                                                                   Matt’s previous roles include human resources
                           implications for both employing companies          • Meandering interview processes that aren’t       example, companies that provided their            manager – corporate & business capability with          in the UK as resource and development executive.    with the Victorian Workcover Authority.

                                                                                                                                                                                                                                                                                                                                                   HUMAN CAPITAL ISSUE 3.6

                           and practitioners in the HR market? Whilst           well defined at the start in terms of the         HR practitioners a strong brand platform in
                                                                                                                                                                                   Australian Leisure & Hospitality Group and learning &
                                                                                                                                                                                                                                    ALICIA PURTELL has recently joined Lion Nathan           FLAVIA D’ALO was recently appointed as human
                           the answer to this question is quite subjective,     number of stages.                                the mid 1980’s and into the 1990’s included
                                                                                                                                                                                   organisational development manager with Fosters. Australia as change culture leader. Alicia’s previous    resources director with Hitachi Data Systems.
                           nobody can deny that in a talent-short             • Long time delays between interviews.             BHP, Unilever, Ford and the NRMA. These
                           market, the issue of ‘brand management’ and                                                           companies were recognised at the time as          SUE MCDONNELL was recently appointed as human roles include human resources relationship manager          Flavia’s previous roles include general manger of
                                                                                An awareness needs to be developed that
                           its execution need to be considered.                                                                  being focused on developing HR talent and         resources manager with PricewaterhouseCoopers. and human resources consultant with Citibank.              human resources for Asia Pacific with Guidant
                                                                                interviewing talent at the back end of a
                                                                                                                                 being at the forefront of their approach to HR.   Previous to this role she served as relationship MALCOLM BURNS was recently appointed national            Intercontinental Corporation and human resources
                           Companies – It’s not just about putting up           process is a priority, not something to be
                                                                                                                                 Candidates that worked in these organisations     manager, talent management and management human resources manager with Henkel Australia.                  director at Orion Ventures.
                           the billboard!                                       fitted into available blank spots in diaries.
                                                                                                                                 had doors opened for them, providing a great
                           The key to HR talent acquisition is                • Meetings with HR and business leaders
                                                                                                                                 foundation for significant HR careers.
                           managing your brand throughout the                   that don’t engage HR candidates with a
                                                                                                                                    If working for a strong HR brand
                           employment experience.                               ‘vision’ for what they’re trying to achieve.
                                                                                                                                 potentially opens doors, what are the
                             Much has been said about the importance          • A general non-appreciation that the
                                                                                                                                 implications for HR practitioners working
                           of building employment brands that reach             company has to ‘sell’ itself to HR candidates
                                                                                                                                 for ‘no-name’ HR brand companies?
                                                                                                                                 Probably not fatal to a career is the answer,
                           SOME COMPANIES UNDERSTAND THAT THE                                                                    but it will add a handicap when competing
                                                                                                                                 for future roles in an open market. If faced
                           INDIVIDUAL HR RECRUITMENT EXPERIENCE                                                                  with the choice between HR roles, the
                           SHOULD BE AS ‘SLICK’ AS THE EMPLOYMENT                                                                real question is, which company brand is
                                                                                                                                 going to work the best for me in the future?
                           BRAND – MANY DON’T                                                                                    Candidates will sometimes join a ‘no-name’
                                                                                                                                 HR brand company for an extra $5000 per
                           out into a talent short marketplace. Some            – it’s a two-way decision after all.
                                                                                                                                 year over a company that will give them a
                           organisations are spending significant time,       Companies that address some of these
                                                                                                                                 stronger HR aligned brand – what will that
                           effort and dollars on building employment          matters will significantly improve their talent
                                                                                                                                 decision cost in the future?
                           brands that have a competitive advantage           acquisition conversation rate. They will also
                                                                                                                                    Naturally there are other considerations
                           in the market. Great! These companies              protect their ‘HR brand’ in the very well
                                                                                                                                 than the hiring company’s HR brand
                           will probably give themselves the best             networked HR market.
                                                                                                                                 that candidates should look at when
                           opportunity to at least have a recruitment         HR practitioners – Brand alignment with            considering roles. HR practitioners should
                           conversation with the available talent.            great companies makes a difference – this           also be mindful of the role itself, the
                             Whilst macro brand management is                 keeps HR talent in the fast lane!                  person the role reports to and whether the
                           important, in truth, most candidates will          How important is it for HR practitioners           company is profitable – it’s much easier to
                           go along and have a talk with a blue chip          to manage their personal brand by being            produce results in HR when the company
                           company if the job sounds interesting. It’s        aligned to companies respected for their HR        is making money! HC
                           what happens at the first interview and
                           throughout the recruitment process that is the
                                                                               Craig Mason is founder of The Next Step, a specialist consulting
                           real test of whether a company acknowledges
                           talent acquisition as being a key strategy.         practice in the human resources market. For more information call
                             Some companies understand that the                +61 2 8256 2500 or e-mail
                           individual HR recruitment experience                Or to let HC know about your new appointment
                           should be as ‘slick’ as the employment brand        e-mail:
                           – many don’t. The companies that have a
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